Bosch plans aggressive strategy to grow security products biz

Bosch Security Systems, a division of the Euro 40 billion Robert Bosch GmbH of Germany and one of the biggest security products companies in the world, has chalked out an aggressive marketing strategy to grow its security technology products business in the Indian market.

The company, which rolled out two new security products "" Easy Series Intrusion Control Panel and Wireless Intrusion Alarm System, VR8 ""has chalked out a multi-pronged strategy to market the products that are aimed at residential and small business establishments.

Bosch Easy Series is a new intrusion control panel for residential applications and small businesses. The panel can communicate in about 20 international languages including English. The Hindi version will be launched by the end of the year, he said.

Easy Series detects unauthorised movements, forced openings, gas leaks, fire, crimes and medical emergencies. The integrated wireless intrusion system VR8 is a desktop or wall-mounted control panel. It is suited for application in homes, apartments, retail shops, pharmacies and petrol stations.

Said Dhiraj Wali, business head, Bosch Security System, India, "We are a one-stop shop for security, fire and communication product portfolios and growing around 50 per cent every year since its inception in 2003." The division reported a topline of Rs 40 crore in 2005.

The products are in line with the vision and growth plans to become the number one security technology company in India in the next couple of years, Wali told Business Standard, here on Wednesday. The products will be launched in the domestic market in April 2006.

Bosch Security Systems has been recording double digit growth in India ever since it was set up in January 2003. It has a large network of system integrators qualified as 'Bosch Security Certified Partners (BSCP) and has appointed Eureka Forbes as its channel partner for India.

The company plans to market products like intrusion alarm, video door phones, CCTV and access control through real estate developers and construction companies. "We are presently in talks with large builders in various cities and will be able to bring down the cost of the product if there is large corporate bookings," Wali said.

Bosch also plans to organise corporate roadshows across the country to create awareness and work with builders. The products are priced in the range of Rs 12,500 to Rs 25,000, depending on the size of the house or apartment, said Wali. Some of its noteworthy installations in India are with Delhi Metro Rail, 17 domestic airports and Parliament house.

"Bosch is setting new trends in home automation and security and developing products that complement the upgraded lifestyles of consumers," said David Anderson, global head, intrusion detection business of Bosch Security Systems.