In Indian households, the word Godrej has long been synonymous with security. For over 127 years, Godrej Locks has safeguarded homes with its trusted mechanical products, becoming part of everyday memories across generations. Yet, while nostalgia runs deep, the brand has also stepped boldly into the future, embracing digital transformation and smart home technology.
Today, as locks evolve from simple metal fixtures to connected devices integrated with apps and biometrics, Godrej finds itself balancing legacy with innovation. Its portfolio spans the iconic Nav-Tal to the newly launched Advantis GSL D1 digital lock, appealing equally to consumers who value tradition and those who live by convenience and connectivity.
At the helm of this evolution is Shyam Motwani, Business Head, Locks and Architectural Solutions, Godrej Enterprises Group (GEG), who has overseen the brand’s rapid scaling in both traditional and smart categories. In this conversation with Marketing Mind, he shares how Godrej is blending trust with technology, the marketing channels delivering the strongest returns, and what it takes to stay relevant in a market that is as emotional as it is functional.
Here are excerpts from the interview:
Godrej Locks is both a legacy brand and a player in futuristic smart home tech. How do you balance nostalgia and innovation in your marketing so that both an 80-year-old and an 18-year-old feel the brand speaks to them?
Godrej Locks has been a part of Indian households for over 127 years, making our products an integral part of lived memories. For an 80-year-old, the connection comes from trusted mechanical locks like the Nav-Tal and Ultra series. For an 18-year-old, the focus shifts to convenience, connectivity, and integration with a digital lifestyle.
Our portfolio now includes the Advantis Smart range of digital locks like the newly launched Advantis GSL D1, an accessible digital lock offering fingerprint access, RFID, PIN codes, and mobile app control. For someone raised on smartphones, these features are intuitive. Our communication evolves around “Peace of Mind”. The latest campaign “Befikar Living, Unlocked” focuses on the expertise that the brand is known for.
Godrej Enterprises Group aims to scale rapidly in the locks and architectural solutions category. What revenue growth rate are you targeting for FY26 and how much of that growth will be driven by smart locking solutions versus traditional products?
For FY26, we are targeting 18-20% year-on-year growth in the locks and architectural solutions category.
However, digital locks are our fastest-growing segment, having recorded 55% growth recently. We expect smart locking solutions to contribute around 35% of incremental growth in FY26, driven by the Digital Door Locks, which appeal to urban homeowners, premium developers, and NRIs.
Safety products work best when nothing happens – no break-ins, no malfunctions. How do you advertise something people don’t “see” in action?
With home safety, the absence of incidents is itself the ultimate proof of performance. A safe and undisturbed home is what the high-tech Godrej digital locks ensure and deliver. We choose to dramatise the emotional triggers: safety means sleeping peacefully, children coming home before you, or leaving for a trip worry-free.
Instead of showing the lock alone, we show the life moments it protects. Technology features like access modes, OTPs, and privacy buttons are framed as everyday small conveniences that reassure people of the big protection happening silently in the background.
The new Service CRM changes the post-purchase experience entirely. Could we see this after-sales innovation become part of your brand’s storytelling – positioning Godrej not just as a product but as a lifestyle partner?
Yes, and it’s already a part of our approach. Our upgraded Service CRM platform allows customers to log service requests digitally, track technician visits in real time, receive preventive maintenance alerts, and access product guides instantly.
For smart locks, it also enables timely software updates and troubleshooting. This is important because safety products require periodic engagement, not just a one-time purchase. By positioning Godrej as not only a lifestyle but a life partner, we are telling customers: “We’re with you from installation to every day of usage.”
Which marketing channel – TV, digital, retail activations, or BTL – has delivered the highest ROI for you this year so far, and by what margin compared to others?
Digital marketing has delivered the highest ROI this year roughly 1.4 times higher than TV. Platforms like YouTube, Instagram, and regional OTT allow precise targeting by lifestyle, home ownership status, and location.
For example, a hyper-localised campaign in Hyderabad showcased smart lock installations in premium apartment complexes, directly driving enquiries and conversions. TV continues to be important for building nationwide recall for our mechanical lock portfolio, while retail activations, especially live demonstrations, strongly influence purchase decisions for digital locks.
Godrej enjoys high consumer trust as a homegrown name. In a time when many brands spend heavily just to earn credibility, how do you market a legacy without it feeling like you’re resting on it?
Trust is our foundation, but innovation is how we stay relevant. At Godrej, our legacy is a springboard for fresh exciting narratives about constant reinvention and new solutions for new needs.
Our campaigns celebrate the future we’re building with IoT locks, biometric tech, and design-led solutions. Our unbeatable experience across generations and across the world means we are best placed to engineer tomorrow’s answers and the new wave of advanced locking solutions. That’s why a Godrej digital lock today stands for the most cutting-edge safety solution. In a market where many brands try to buy credibility, we show that ours is earned and proven by innovation today.
How does your advertising approach change when creating content for TV versus digital, especially with the rise of regional OTT platforms and hyper-localised campaigns?
For a brand, TV still delivers scale and reassurance: one powerful brand story, told with high recall value, building trust across millions of households. Digital, on the other hand, lets us fragment that story into sharper, contextual narratives.
For example, a TV spot might show the universal promise of ‘Peace of Mind with Godrej’ while digital carousels explain how the fingerprint sensor works, or reels dramatise the remote access function. With regional OTT, we adapt tone, language, and cultural insight. Hyperlocal targeting lets us convert trust into action: shoppable content, WhatsApp queries, or influencer-led home tours. In short, TV builds the halo; digital and regional campaigns make it personal and actionable.
If you could experiment with one unconventional marketing stunt or collaboration to push the boundaries of the locks category, what would it be?
We would like to experiment by probably launching an “Unlock Godrej Experience Tour”, a travelling activation combining escape-room style challenges with hands-on product interaction. Participants could solve puzzles using both the classic Nav-Tal and our latest Advantis GSL D1 to ‘unlock’ the next stage.
Taking this to malls, corporate parks, and housing societies will make this activation interactive, memorable, and educational, while showcasing our complete range in a way static ads can’t.
