From demanding digital security in the online world to seeking digitally-enabled security in the physical world, the line between the two has started to blur. For Godrej Locks, this shift has emerged as a key growth driver—digital locks now contribute around 7% of the business, with a robust 45% year-on-year growth.
In an interview with BrandSutra, Shyam Motwani, Business Head of Locks and Architectural Solutions at Godrej Enterprises Group, shares how the brand is innovating to meet the growing demand for convenient and advanced safety solutions across metros, tier-2 cities, and beyond.
Edited excerpts…
1. How has the locks and architectural solutions industry evolved in recent years, and what trends are shaping its future?
The locks and architectural solutions industry has undergone a significant transformation, driven by digital advancements and evolving consumer expectations. The Indian locks market, currently valued at nearly INR 7,000 crores, is projected to grow to INR 10,000 crores by 2027. This growth is fueled by increasing demand for smart, innovative, and convenient safety solutions.
Consumers are rapidly adopting IoT-enabled smart locks for their convenience, remote accessibility, and enhanced features such as biometric authentication, real-time alerts, and AI-powered safety mechanisms.
2. What are the key factors driving consumer preferences in this segment?
Safety remains the top priority for consumers, who are looking for high-security, tamper-proof solutions with features like real-time alerts and remote access.
Convenience is also a major driver. Tech-savvy users now expect features such as smartphone integration, voice control, and home automation compatibility.
Moreover, aesthetics and customisation are becoming increasingly important. Premium and designer locks that complement modern interiors are seeing growing demand.
3. How has the brand adapted to changing consumer behaviour, particularly with the rise of smart and digital locking solutions?
Recognising the growing demand for digital locks, we’ve implemented a robust omnichannel strategy to make our products easily accessible across platforms—ranging from e-commerce and quick commerce (Q-commerce) to traditional retail.
At the heart of our approach is design-led innovation. We ensure that each product is technologically advanced yet intuitively designed for a seamless user experience.
We’ve also invested in AI-driven customer experiences to enable proactive and personalised interactions across all consumer touchpoints.
4. What challenges do you face in integrating digital solutions with traditional security mechanisms?
A key challenge is ensuring compatibility between traditional mechanical locks and modern digital systems. Building consumer trust and encouraging adoption is another hurdle, which we address through educational initiatives, product demos, and collaborations with architects and home automation experts.
Digital locks are particularly popular among younger consumers, and we are developing hybrid models that integrate seamlessly with existing systems without compromising on safety or user experience.
5. Tell us about the recent ‘Befikar Living Unlocked’ campaign.
Our newly launched campaign, ‘Befikar Living Unlocked’, aims to empower consumers with technology that simplifies and enhances everyday life.
The TVC presents a humorous yet relatable scenario—three astronauts ready for launch, when one suddenly wonders if he forgot to lock his door. It’s a light-hearted reminder of home safety, highlighting how the Advantis IoT 9 Digital Lock allows remote access through an app, offering complete peace of mind, anytime and anywhere.
These smart locks are 100% Made in India, with servers hosted domestically to ensure maximum data security.
6. What are the biggest challenges and opportunities in the locks and architectural solutions segment today?
Locks have traditionally been a low-involvement category for consumers. However, digital locks have transformed that, turning it into a high-involvement space.
The biggest challenge now is keeping pace with rapid technological advancements and staying ahead through continuous innovation. As digital safety solutions grow more sophisticated, building consumer awareness and trust remains critical—and also our biggest opportunity.
