Godrej's doors to help secure 7 cities

Godrej security equipment division (SED), which manufactures physical security products and fire doors, has made a foray into ready-to-fit doors with its brand 'Godrej Entranza'.

Godrej plans to build the brand by targeting seven cities in India.

Addressing a press conference here on Tuesday, D E Byramjee, vice-president and business head, Godrej SED said, for 'Godrej Entranza', the company has entered into a marketing and distribution tie-up with the $2 billion Canadian door manufacturer Masonite.

The company plans to initially tap the institutional segment by targeting builders, new hotels, huge commercial projects in Bangalore, Chennai, Hyderabad, Gurgaon, Pune, Mumbai and New Delhi.

"After making sufficient headway in the institutional segment, the company will focus on the individual home buyers," he added.

The Indian door market is currently valued at Rs 400 crore. About 95 per cent of this is highly unorganised and are mainly driven by carpenters or local brands.

Seeing the unorganised structure of the door market, "It is here that we need to educate the end-user to grow the market. It is this market Godrej plans to tap substantially to build the brand," said Byramjee.

Commenting on Godrej SED's foray into doors, Byramjee said, "Our knowledge and expertise in the security equipment and fire door sector is a testament to our commitment to offer the best products. With the launch of 'Godrej Entranza' doors we are embarking on a journey which will revolutionise the door culture in the country."

Through its tie-up with Masonite International Corporation, the company is launching 2,000 designs and colours of 'Godrej Entranza' range of ready-to-fit doors, said Neville S Bachana, general manger, marketing, Godrej SED.

"For promoting this range of doors, the company is using its exclusive Godrej showrooms and Godrej Perfect Home outlets which number around 250," he added.

The company plans to make it available as entry doors and the interior doors priced in the range of Rs 2,200 to Rs 40,000. The popular economy range is priced from Rs 2,200 to Rs 15,000.