India’s Godrej launches Advantis lock in Dubai, eyes lion’s share of ME market

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Shyam Motwani, Executive VP & Business Head, Godrej Locking Solutions and Systems

Staff Report

Dubai – Godrej Locking Solutions and Systems, the largest padlock manufacturer in Asia and a company that has been securing homes for the last 120 years in India, on November 28 launched the world’s most secure locks Godrej Herculoc and Godrej Advantis in Dubai.

Godrej has been synonymous for high quality mechanical locks, over the years and have been introducing and inducting new locking technology by creating the ‘five levels of safety’ which is a unique proposition offered by any brand in the space. Herculoc is a padlock with every key as unique as a DNA. There are 30 trillion key combinations offered by Herculoc, which means for the next three to four generations, the key will not be repeatable.

Godrej was incorporated stoking a swadeshi fervour during the pre-independence era of India with an aim to provide high quality locking solutions to Indian homes. Over the years, the company has expanded its reach in international markets with its trusted locking solutions; eventually becoming one of the largest manufacturer of padlocks in the ME regions.

The Middle East real estate industry is one of the fastest growing sectors across the world. Foreign real estate developers have infused billions of dollars into places such as Oman, Qatar, Dubai, Saudi Arabia and other countries in Middle East region, which has pushed the growth of this market where Godrej Locking Solutions and Systems wants to be a prominent player.

Godrej are also launching fire-rated door hardware (lockbody, cylinder, door closers etc.) which comply with the guidelines of the required authorities.

However, in Dubai, the company introduced its latest range of electronic smart locks – Godrej Advantis. Built on the principles of design thinking, Godrej Advantis is a blend of technology and aesthetics. It offers some of the most advanced features such as – manual password protection (4 to 12 digits for enhanced password strength with options for multiple user access); RFID access (one can register up to 100 cards), adjustable spycode, auto-locking facility; low battery indicator, smoke- and fire-detector, among others.

Elaborating on the importance of ME region in the business strategy, Shyam Motwani, Executive VP & Business Head, Godrej Locking Solutions and Systems said, “The ME region holds a lot of potential and we plan to capture a lion’s share of the market. We plan to expand the business at full speed as we witness the growth patterns and changing customer needs.

The design thinking and technology expertise has helped locking solutions emerge from the shadows of being a functional product to a technology and safety driven product. We are the only locking solution in Asia to provide solutions that comply with all five safety levels. With new solutions, we aim to increase our market share in the region and eye double-digit revenue growth rate from the region.”

Presently running in its 38th year, the international exhibition and conference, will bring together leading companies of construction and allied industries from all over the world. The event brings the entire portfolio of building materials, construction products and solutions together under one roof. Scheduled for 26 – 29 November, the event will take place at Dubai World Trade Centre, Dubai; and will be attended by architects, engineers, builders, contractors, interior designers, consultants and all construction industry professionals. – abdulbasit@theuaenews.com