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Godrej Security Solutions (GSS), a division of Godrej & Boyce Mfg Co Ltd, is targeting 30 per cent growth in its home security business in FY19, against the estimated 15 per cent this fiscal.
The growth will be fuelled by the introduction of innovative, easy-to-use, customer IoT products, said the firm.
The company has launched three Wi-Fi enabled home cameras under the EVE (Easy Viewing Everywhere) Series, priced between ₹5,000 to ₹10,000. These can be installed and controlled through a mobile app.
The EVE Series can directly stream live feed of a premise to the smartphones of the home owners. The cameras can also be used on the go.
The company has also launched Seethru Pro, the latest variant of its video door phone, at ₹20,000. This product allows home owners to view and attend to visitors at the door even when they are away from home.
“We have designed and developed these products keeping in mind simplicity of use. The home cameras offer a 360 degree view, detect motion, have alarm systems, can be mounted on a table or fridge or wall and can even be used to speak to elders, as the cameras have speakers and microphones in them.
“This is specially useful as it does not require the elders to use a mobile phone to communicate,” Mehernosh Pithawalla, VP and Global Head of Marketing, Sales & Innovation, GSS, told BusinessLine .
30% growth seen
He said the company’s home security business is expected to end FY18 at 15 per cent growth, which will double to 30 per cent in FY19. Nearly 11 per cent of its revenue accrues via e-commerce platforms Amazon and Flipkart.
Penetration of home security systems is very low and this calls for customer awareness, said Pithawalla.
“Most customers buy security systems after a burglary, or if their neighbour’s house is burgled, or if they have moved into a new, uncertain neighbourhood.
“While housing societies and residential complexes have installed CCTV cameras in the compound, perimeter and other common areas, hardly any have in-home cameras. CCTV cameras are perceived to be difficult to install and meant mostly for streets, malls, stores etc.
“There are very few manufacturers who make CCTV cameras that cater to consumer needs. That’s where we step in,” he said.
Plans are on to launch high-end home cameras with facial detection capabilities and also integrate them with voice capabilities through a partnership with Amazon, wherein Alexa can be asked to switch on the EVE camera.
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