25% Expected Growth In East India In FY23 Says Godrej Locks & Architectural Fittings and Systems

Godrej Locks & Architectural Fittings and Systems (GLAFS) said that East India is an important focus for the brand and it aims to touch 27% revenue for the market. The company is focused on the East India regions that is West Bengal, North East, and Odisha which are the three key markets where the brand aims to enhance its presence in the growing consumer market. GLAFS has been at the forefront of revolutionizing the fundamental concept of a locking device. The brand is constantly innovating & researching, to benefit its end consumers and aims for INR 1000 crore revenue this financial year. 

Some of the initiatives taken in West Bengal include proactive efforts for the GLAFS products to be available in all rurban (Tier 3 and 4) cities of West Bengal. As a brand, we also promote skill enhancement of sales persons of WB distributors and retailers. Last year, the brand also launched ‘Godrej Vishesh Labh Club’, that supports carpenters and contractors community across the country which helps increase earnings of local carpenters and contractors.  Additionally, GLAFS also announced the ‘Godrej Value Co-creators Club’ (GVCC), an initiative for the Architects and Interior Designers (AID) community across India.

Now the business is focusing on expanding its range in the architectural fittings category and showcase their advanced design solutions that are customized for the Indian household. For example, the Smart Kitchen Drawers and Organizers (SKIDO), a cutting-edge line of organizers, drawers, corner solutions, under-sink solutions, and grain storage for Indian homes. SKIDO was created by taking into account the needs of Indian consumers and providing specialized solutions. The primary idea of GLAFS is futuristic design and customization.

Recently the brand announced that new products like Neu-Lift Bed Fittings and HIKIDO wardrobe fittings will be introduced in the market. These fittings stand out due to its unique design which addresses the safety aspect apart from being very easy to install.  The products are developed after intense research in understanding user behavior and habits. Godrej Locks & Architectural Fittings and Systems currently enjoy a market share of approx. 50% in the organized locks segment. India is leap-frogging in the adoption of electronic solutions to door locks and various locking applications and the company is focusing on premiumization and digital technology to drive this adoption.

Commenting on the business expansion in East India,  Shyam Motwani, Business Head, Godrej Locks & Architectural Fittings and Systems said, “The rising consumer segment of East India has driven the focus of businesses toward capturing opportunities in the emerging market. We have witnessed premiumization trends in this market specifically in Assam and other North East markets. In our 125th year, we are happy to announce that we not only plan to expand our business with the increased inclination towards digital locks but also in architectural fittings. Modern design and technology play a very important role for us and that is where we will be focusing our efforts across categories. We plan to cross INR 400 Crs in the category of Architectural Fittings and Systems in FY’23 and INR 1000Cr overall. Furthermore, we plan to have a growth of over two times in the next 5 years.”    

Godrej Locks currently exports to 24 countries across Asia, Africa, USA, and the Middle East. It provides locking solutions in international markets. The company expects its share from the overseas market to increase and is also planning to enter the architectural hardware and kitchen systems segment in these markets.

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