Text size:

  • Small
  • Normal
  • Large
Shyam Motwani is the executive vice president of the locks division at Godrej Locking Solutions and Systems. Jaime Puebla / The National
Shyam Motwani is the executive vice president of the locks division at Godrej Locking Solutions and Systems. Jaime Puebla / The National

Indian lock maker is opening new doors in the Middle East

The Life:†Godrej Locking Solutions has picked the Middle East for expansion, with a target of doubling regional sales of its locks over the next three years.

Godrej Locking Solutions and Systems, a 115-year-old Indian company, is eyeing the Middle East. Godrej was represented at this month's Big 5 construction trade show in Dubai as part of its effort to build brand recognition beyond the Indian expat population. Shyam Motwani, the executive vice president of the locks division, explains the plan.

Godrej is synonymous with steel cupboards and locks in India. But in the UAE, where we have people from all over the world, how do you plan to spread the name?

That is one of the reasons for being at Big 5 - to promote awareness for the brand. It allows us to send out key messages to the end-user community within the UAE and not just the Indian diaspora. In the first three days [of the exhibition], we had 200 people walking in and of them, 95 were serious enquiries. Of these 95, close to 25 were already doing business with us. Around 17 come from countries around the region, where we do not have a presence, and the rest are from countries where we have a presence.

What would be your strategy for the UAE market and plans for capturing market share here?

We have a two-fold approach: target the retail segment and the project management segment, which includes large residential, commercial, real estate, hospitality, power distribution and healthcare promoters, or work with civil contractors. We also have to understand the door applications and trend here, where mostly metal doors are used, and introduce new products here according to the market. Advertising does not work as buying a lock is not an impulse-driven purchase. What we want to do is select a geographic location and do local activities in the region, and also influence the architects, interior designers, civil contractors and carpenters.

How much do you invest in research and development?

The target is 5 per cent of the revenues. Now, around 2 to3 per cent of the revenues are going into R&D. It is not adequate right now. Manufacturing and research are all being done in India and we will be there unless I make an acquisition in the United States or Europe. But nothing is in the cards.

Currently, Godrej has a presence in the UAE through distributors. What is your market share?

We have had a presence for over a decade in the UAE. And we have two distributors in Saudi Arabia and have a presence in Syria and Lebanon as well as in Oman, Bahrain and Qatar. It is difficult to gauge the market share in the Middle East and North Africa (Mena) region as there is no retail audit data available here. In terms of sales turnover, we expect to have US$3 million (Dh11m) from Mena for the year ending March 2013. For the UAE, the figure should be $700,000.

What are the growth plans of your division in the UAE and Middle East?

We hope to double turnover in the next three years.

SSahoo@thenational.ae

Back to the top

More articles


Editor's Picks

 The Greens, villas: Q1 no change. 3BR - Dh210-250,000. 4BR - Dh210-260,000. 5BR - Dh220-300,000. Q1 2013-Q1 2014 5% rise. Pawan Singh / The National

In pictures: Where Dubai rents have risen and fallen, Q1 2014

Find out how rental prices in the prime locations in Dubai have altered during the first three months of the year and the current rates you will pay according to data provided by Asteco.

 Above, the private pool of Ocean Heights' five-bedroom penthouse flat. Courtesy Christie’s International Real Estate

In pictures: Penthouse flat is height of Dubai luxury living

A five-bedroom penthouse in Ocean Heights in Dubai Marina is on sale for Dh25 million and comes with a private pool and an unparalleled view of Dubai.

 The cooling towers of the Temelin nuclear power plant near the Tyn nad Vltavou in Czech Republic. The country wants to continue expanding nuclear energy capacity despite cancelling a tender to build two new units. David W Cerny / Reuters

In pictures: Best business images for the week to April 17, 2014

Here are some of the best business images for the week to April 17, 2014.

 A sign points the way to an outdoor market popular with German visitors on the Polish side of the German-Polish border. Sean Gallup / Getty Images

In pictures: A decade since the European Union went east

May 1 will mark 10 years since the European Union expanded east, taking in countries like Poland, the Czech Republic and the Baltic states as new members. And though the border region between Germany and Poland is flourishing with trade and cultural exchange, the open border has also brought a sharp rise in crime.

 The Wind, Energy, Technology and Environment Exhibition takes place from April 14 to April 16. Above, the Dewa showroom during last year’s Wetex. Jaime Puebla / The National

April corporate and economic calendar for the UAE and overseas

From Cityscape to Wetex to stock-market holidays to nations reporting first-quarter GDP figures, here is our helpful calendar of April's business events in the UAE and internationally.

 Get the latest information on credit cards, bank accounts and loan products in the UAE. Mark Lennihan / AP Photo

Rates report: Latest on UAE loans, accounts and credit cards

Souqamal.com brings you the latest interest rates on banking products in the UAE.

Events

To add your event to The National listings, click here

Get the most from The National