Godrej & Boyce targets tier 2, 3 cities with innovative lock technology

Locks by Godrej & Boyce, a leader in home safety solutions, is accelerating its expansion into Tier 2 and Tier 3 cities across India. With the rise of urbanization and digital adoption in these regions, the company is focusing on affordable, innovative safety solutions tailored to local needs. This strategic move is aimed at capturing a larger share of the evolving safety market, in line with the company’s vision to provide cutting-edge security solutions to every Indian household.

Research projects that Tier 2 and 3 cities will contribute over $530 billion to the digital economy by 2030, with increased demand for home safety products like digital locks. Recognizing this potential, Locks by Godrej & Boyce has refined its strategy for these cities, emphasizing locally-tailored pricing, increased retail presence, and community outreach.

The company is addressing price sensitivity in these regions by offering home safety solutions up to 50% more affordable than metro markets, without sacrificing quality or innovation.

To further its reach, Locks by Godrej & Boyce is implementing a hyper-local retail strategy that includes outdoor branding through rolling shutters, wall signage along highways, and product displays at retail counters. Local contractors and carpenters are being enlisted to enhance community trust and engagement. Additionally, the brand's multi-generational product planning (MGPP) introduces advanced technologies like retina, palm, and face recognition systems, ensuring that customers in these cities will have phased access to cutting-edge solutions, similar to metro consumers.

Locks by Godrej & Boyce is targeting a 30% to 50% increase in digital lock sales over the next few years and plans to invest 3.5% of its revenue in promotional activities for FY24-25. By combining digital and offline marketing, the company aims to maintain its leading market presence in safety solutions.

“Our focus on Tier 2 and 3 cities is driven by the tremendous potential we see in these regions, where urbanization and digitalization are rapidly reshaping consumer demand for safety solutions. Our deep-rooted understanding of Indian consumers ensures that people across India, from metro cities to small towns, have access to premium home protection. We are committed to making the best of technology accessible to every Indian home, and these markets will play a crucial role in achieving our growth ambitions,” said Shyam Motwani, Business Head of Locks & Architectural Fittings and Systems at Godrej & Boyce.

Locks by Godrej & Boyce’s multi-faceted approach, which blends product affordability, community engagement, and advanced technology, is set to redefine how safety solutions are perceived and adopted in Tier 2 and 3 cities. As the real estate market continues to expand beyond metropolitan areas, the company remains at the forefront, ensuring every home is equipped with top-tier safety solutions.