The Hindu Business Line : Novar India to promote home security systems

NOVAR India plans to promote its fledgling business of home security systems through a multi-pronged approach, driven by direct marketing and supported by non-traditional channels.

The company, known for its wiring devices and other electrical accessories in its earlier avatar as MK Electric (India), launched the Friedland range of intruder alarms, both as standalones and systems, early this year.

The market hasn't been easy to crack, says Mr T. Karthikeyan, AGM-Marketing. "Before starting out, we virtually struggled to find out about the market. Even consumers who knew about safety alarms didn't know where to find them."

The market is miniscule and awareness low. But that's not going to prevent the industry from taking off, believes Mr Karthikeyan. Events and roadshows, planned for the future, "will increase awareness".

And to build the market, it is betting on "specifiers" and channel partners. Specifiers include architects, interior designers and builders, who have known the MK Electric brand for years. Novar wants to use this relationship to its advantage, so that the specifiers could recommend its products to the ultimate customers. "This way, there could be a lot of acceptance," he says.

The company is steering clear of targeting single households, preferring to lure large apartment complexes with its wire and wireless products.

It has also started the process of appointing exclusive business partners in each city who will undertake direct marketing on its behalf. While partners Kerala and Chennai have been appointed, Novar is looking to do the same for Coimbatore, Bangalore, Delhi and Mumbai, in phases.

Its products range from mini-alarms, costing around Rs 600, to full systems, which on an average cost Rs 30,000.

Novar also says it is looking at the possibility of selling the range of mini-alarms, which are easy to operate, through retail stores.

The business of selling security solutions for commercial establishments is handled by another division of Novar.

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