Is your home truly safe? Discover the ultimate security solution today
Mumbai: Home security is more critical than ever in today’s fast-paced world. With rising concerns about safety, having a reliable security solution provides peace of mind, knowing your family and valuables are protected around the clock. A secure home isn’t just about locking doors—it’s about embracing smart, proactive measures to deter potential threats before they even happen. Investing in the right security system means safeguarding what matters most, so you can live confidently, no matter where you are.
The Locks & Architectural Fittings and Systems division of Godrej & Boyce, part of the esteemed Godrej Group known for trust, quality, and safety, celebrated Home Safety Day 2024 with a campaign focused on enhancing home safety awareness across India. Locks by Godrej launched the impactful ‘Fear is Good’ campaign, created in partnership with Whyness Worldwide and directed by acclaimed filmmaker Nikhil Mahajan to mark the occasion. The campaign challenges the complacent mindset of “it won’t happen to me,” encouraging homeowners to embrace caution as a proactive approach to protecting loved ones and securing property.
‘Fear is Good’ is designed to transform fear into a constructive motivator, urging homeowners to prioritize safety as part of daily life. Renowned actor Makarand Deshpande has joined as the campaign ambassador, lending his relatable presence to emphasize the urgency of home safety. His involvement is expected to strongly resonate with audiences, inspiring a reassessment of home security practices and adoption of practical safety measures.
Alongside this campaign, Godrej introduced a groundbreaking product—the Advantis IoT9, an advanced digital lock tailored to the security demands of modern households. Featuring nine innovative access modes, including wearables, mobile NFC, Bluetooth, Wi-Fi, biometric, and RFID, the Advantis IoT9 delivers a smart, integrated safety solution that aligns seamlessly with today’s connected homes.
As urban crime rates increase—reflected in the National Crime Records Bureau’s report of 445.9 crimes per 100,000 people in 2024—Locks by Godrej underscores the importance of installing state-of-the-art digital locks, CCTV cameras, alarm systems, and motion-sensing lights as essential crime deterrents. The brand also advocates community safety initiatives like neighbourhood meetings and regular police patrolling. Reflecting Godrej & Boyce’s commitment to innovation, the company invests heavily in R&D to introduce high-performance smart locks and expand its product range, including architectural fittings, in response to India’s evolving safety landscape.
MadeInMedia.in’s Kalpana Ravi spoke to Shyam Motwani, EVP & Business Head, Locks & Architectural Fittings & Systems, Godrej & Boyce, during the Advantis IoT9 launch event.
Excerpts:
What drives you to pursue these innovations today?
Our single-minded goal is to increase awareness among Indians about the need for better home safety, especially as urbanization expands, the economy grows, and more people—both men and women—are joining the workforce. In large cities, it’s now common for both partners to work, which means ensuring the safety of homes and workplaces has become essential.
We see it as our responsibility to consistently promote awareness about the importance of home security and the devices that can enhance it. Through our My Home Safety Plan initiative, we offer a complimentary consultation service. By dialing a 1-800 number, you can schedule an appointment with one of our expert technicians, who will visit at a convenient time to assess your current home safety setup and recommend tailored solutions.
Our technicians will evaluate factors like the type of door and lock you use, the number of people in your household, and the valuables you may want to protect. Given the advancements in security technology today, your existing lock may no longer meet the latest safety standards. During our visit, we can help identify outdated features, and even if you prefer a mechanical lock, we encourage upgrading to a more advanced model, as we have modern technology available even in the mechanical lock space.
We’ve developed applications around these technological platforms for mechanical locks and now offer a full range of digital options as well. Increasingly, people are open to receiving guidance on upgrading their home safety measures, and we’re committed to supporting them in making informed choices.
Is this a sudden shift, where more and more Indians are becoming particular about home safety devices?
Well, we’ve been observing this trend for some time. Back in 2016-17, when we first launched this initiative, we couldn’t have anticipated a pandemic, yet we felt there was already a growing awareness around home safety. Since then, the steady efforts we’ve made have played a part in raising that awareness—we’ve reached over 150,000 families across the country.
Today, we’re installing locks in cities everywhere, and e-marketplaces have taken this reach even further, connecting us to the interiors of India. The rise in internet access has led to a surprising increase in digital lock sales, even in Tier 4 towns, where we’re installing these locks as part of our commitment to free installation.
There’s a remarkable penetration of digital solutions in smaller towns now, and through the Internet, social media, and other digital platforms, we’re able to extend our message even further. This new campaign allows us to reach more people, encouraging them to take home safety seriously.
The IoT 9 project has been in development for about 18 or 19 months now. However, our work on digital devices overall—including those currently available and many still in the pipeline—has been ongoing since 2017. For the past seven to eight years, we’ve been investing in digital innovation like no other, leading the way in this area. Unlike global brands, which typically manufacture their products abroad and then import them, we’re dedicated to developing these technologies right here in India.
With the rise of gated communities and extensive redevelopment across Mumbai and India, are you partnering with builders and developers to incorporate smart locks into these projects as part of your marketing campaign?
Across the country, a growing number of premium developers—in Hyderabad, Bangalore, Pune, Ahmedabad, Mumbai, Delhi NCR, and Gurgaon—are now viewing digital locks as the standard choice for homes. We collaborate with over 200 large developers in India, including around 20 top-tier premium developers. Today, inquiries and orders are ongoing; developers in cities like Hyderabad and Bangalore, for instance, are requesting 2,500 to 4,000 locks for new housing projects scheduled over the next two to three years. These developers are equipping each home with a digital door lock as a standard feature.
We are already selling a significant number of hospitality locks within the hotel industry, specifically RFID card locks. Additionally, we now have an IoT-enabled device for the hospitality sector, currently undergoing trials.
AI is the buzzword today, especially in discussions about safety. Why do you think it has become such a prominent focus?
AI will play a significant role in helping manufacturers become smarter. With data from all electronic locks currently in use, we can analyze access patterns, thanks to the information stored securely on the cloud, within the country’s boundaries. This data allows us to determine the most popular access modes people prefer, enabling us to design locks that align more closely with consumer needs.
For instance, we conducted eight months of field trials with the Advantis IoT9, starting in January of last year. During these trials, we provided installations free of charge and observed varying usage patterns: some households relied exclusively on fingerprint access, while others primarily used the RFID card, with minimal use of the biometric option. Different family members had distinct preferences—elders, for example, often found the card or mobile password options most convenient. By applying AI to this data, we can develop locks that better cater to these varied preferences, ultimately enhancing user experience and functionality.
