Locks by Godrej & Boyce Accelerates Growth in Tier 2 and 3 Cities, Leveraging Affordable, Innovative Digital Safety Solutions

Bengaluru: Locks by Godrej & Boyce, a leader in home safety solutions, is poised to accelerate its market penetration in Tier 2 and Tier 3 cities across India. With the rapid urbanization of these regions and increasing digital adoption, the company is strategically enhancing its product offerings and retail presence to capture a significant share of the evolving safety solutions market. The brand’s focus on affordability, innovation, and a deep understanding of local needs is expected to drive its expansion, aligning with its vision to bring cutting-edge safety solutions to every Indian home.

According to market research, Tier 2 and Tier 3 cities are expected to contribute over $530 billion to the digital economy by 2030, with increasing adoption of home safety products such as digital locks. In response to this opportunity, Locks by Godrej & Boyce has refined its go-to-market strategy for these cities, with a focus on locally-tailored pricing, community outreach, and a heightened presence at outdoor retail counters.

Locks by Godrej & Boyce is addressing the price sensitivity of Tier 2 and 3 cities by offering their home safety solutions that are up to 50% more affordable, without compromising on innovation or quality. This pricing strategy makes cutting-edge home safety technology accessible to a wider audience, including both first-time homebuyers and those seeking to upgrade their existing security systems. By aligning affordability with advanced safety features, the company ensures that consumers across various income brackets can benefit from its reliable and trusted products.

In addition, the company is adopting a robust, hyper-local retail strategy, implementing outdoor branding through rolling shutters, wall signage along highways, and product displays at retail counters. Local contractors and carpenters are being enrolled to further establish trust within these communities, amplifying visibility and boosting engagement. The multi-generational product planning (MGPP) approach, which includes innovations like retina, palm, and face recognition systems, ensures that customers in Tier 2 and 3 cities will have phased access to advanced technology, comparable to their metro counterparts.

Locks by Godrej & Boyce is also strengthening its channel partnerships by passing on the benefits of cost rationalization to consumers, improving profit margins for retail partners while enhancing the affordability of its products. This has created a new cycle of growth in these regions. The company is targeting a 30% to 50% rise in sales within the digital locks category 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 efforts, Locks by Godrej & Boyce aims to maintain its highest share of voice (SOV) in the safety solutions market.

“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. By offering innovative, affordable products, we are not just expanding our footprint but also delivering on our promise of safety and trust. No one says no to a brand like Godrej when it comes to safety. 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 business of Godrej & Boyce, part of Godrej Enterprises Group

The company’s multi-faceted approach, combining product affordability, community engagement, and cutting-edge technology, is set to redefine how safety solutions are perceived and adopted in Tier 2 and 3 cities. As the Indian real estate market continues to grow beyond metros, Locks by Godrej & Boyce is at the forefront, ensuring that every home is equipped with the best safety solutions available.