We aim to achieve revenues of Rs 2,500 cr by 2027: Shyam Motwani

Godrej Locks & Architectural Fittings and Systems (GLAFS), a leading manufacturer of innovative locking devices, has completed 125 years of business this year. The Godrej Locks business was started by the Godrej Group in 1897, which went on to patent the first spring-less lock in the world in 1907. Godrej has set every benchmark in the locks industry – from introducing the first Anchor branded lock in 1897 to the first-ever spring-less lock in 1907, to the iconic ‘Nav-Tal’ in 1954, that has been guarding Indian homes and is considered synonymous with trust, protection and integrity, and to the postmodern biometric locks.

Though over the years, Godrej Locks & Architectural Hardware and Fittings has changed in function, scope of application and form, the one thing that still remains the same is the solid stamp of reliability and trust. Godrej Locks has been at the forefront of revolutionising the fundamental concept of a locking device. The brand is constantly researching and innovating, to benefit its end consumers. Throughout the years, Godrej Locks has developed several solutions and products that meet the needs of the customers, evolving with the passage of time.

In conversation with Adgully, Shyam Motwani, Executive Vice President & Business Head, Godrej & Boyce Mfg. Co. Ltd., speaks about the journey of Godrej Locks & Architectural Fittings and Systems, maintaining a brand legacy of 125 years, the evolution from a lock making business to venturing into Architectural Fittings & Systems, and more.

How has the journey of Godrej Locks been from being a traditional lock manufacturer to advancing with time & technology?

It has been an eventful journey so far. Being the pioneering division of the organisation, Godrej Locks has always been at the forefront making ground-breaking moves. As the name is synonym with trust, we have lived up to the promise. From making a 7-lever Nav-tal to manufacturing Hi-tech Digital Door Locks, the journey was transformational. After the end of Second Wave of Covid during Q1 FY’22, the business recovery has been sharp and brisk. Thanks to the latent demand from end users and re-start of renovation projects. The economy has shown a V-shaped recovery and the GST collections are on the rise. There was a minor disruption during the Third Wave in January 2022, but the business quickly bounced back strongly.

How has the brand maintained its 125-year old legacy? What have been the business challenges and how did you overcome them?

Our key pillars have been “Sustainable & Predictable Business”. We have constantly evolved with time and hence, we call ourselves as “125-year young company”. There were challenges in changing the imagery of the product & brand and because it is a low-involvement category. We have built strong imagery of Godrej Locks, which stands as contemporary, stylish yet holding on to the roots with humility.

What is the GTM strategy of Godrej Locks?

The GTM strategy varies from product to product and from different channels. Distribution network has been one of our key strengths and we have a very wide reach and addressability.

We have a scientific way of working, which ensures single line and multiple line productivity. There is a permanent journey cycle for the Business Development Executive (BDE), which includes the route plan and beat plan. It ensures that all the key outlets are covered during the BDEs visit to the market based on the geographical location.

What are the key developments and innovation for the products of Godrej Locks?

We follow the mantra of “Design-Led Innovation”. It is the value that’s practised and cherished throughout the value chain. All our products have a “Compelling Value Proposition”, which is the key differentiator that makes us stand out from the competition. We have the beautiful Amando range of handles, Arsa – The Heritage Collection, Pentabolt Aries – The pinnacle in mechanical Safety, Smart Kitchen Drawers and Organisers and many more which classify as “Leap Innovative” products.

How has the positioning, retailing and marketing strategy changed over the years?

We have evolved from a lock making business to a solution provider for Residential and Commercial Establishments. We have ventured into Architectural Fittings & Systems, which is contributing significantly to the revenue of the business unit. We have started with adjacencies like Furniture Fittings, Kitchen Fittings & Bed Fittings. These are the key segments of the Architectural Fittings Category, which is a more than Rs 10,000-crore market.

How is Godrej Locks different from other lock manufacturers?

We have a world class manufacturing unit, which is a marvel of engineering. We practice “Green Chemistry” (Zero Cyanide) based processes, which not only give superior products, but also keeps the environment safe. The automation helps us in scaling the production as per the market needs.

Where does Godrej Locks aim to position itself in the next 5-10 years?

GLAFS plans to expand its portfolio of Architectural Fittings & Systems by venturing into Bed and Wardrobe Fittings. These are promising segments, which will help in increasing the overall market share of GLAFS. We aspire to maintain a dominant market share and achieve revenues of Rs 2,500 crore by 2027.

What has helped the brand maintain its brand identity? 

Godrej Group started its roots with the Godrej Locks business in 1897 and went on to patent the world’s first spring-less lock in 1907. From the first Anchor branded lock in 1897 to the first-ever spring less lock in 1907, to the iconic ‘Nav-Tal’ in 1954 that has been guarding Indian homes and is considered synonymous with trust, protection and integrity, and to the postmodern biometric locks, Godrej has set every benchmark in the locks industry.

Over the years, Godrej Locks & Architectural Hardware and Fittings have changed in form, function and scope of application. But one thing still remains the same – the solid stamp of trust and reliability. It is the constant quest for innovation and delivering the best quality products have helped the brand scale new heights and maintain its brand identity. We are developing special edition Locks to celebrate the 125 years of Safety. GLAFS, being the founding Division of Godrej, takes pride in developing the curated special edition padlocks to pay tribute to the legacy.