The Business Bytes
Bhubaneswar, September 04, 2024 (TBB Bureau): The Security Solutions business of Godrej & Boyce, part of the Godrej Enterprises Group, has launched its latest range of high-security products designed specifically for the jewellery sector. The newly introduced Defender Aurum Pro safes are built to meet the recently established Class E standards set by the Bureau of Indian Standards (BIS).
This significant launch coincides with the new Quality Control Order (QCO) by the Ministry of Commerce and Industry, mandating the sale of BIS-certified high-security safes, lockers, and doors from June 2024. The new QCO represents a landmark shift in the industry, compelling jewellers to enhance their security infrastructure with certified products that ensure superior protection and compliance.
The Security Solutions business of Godrej & Boyce has consistently led the way in advancing security standards, and the Defender Aurum Pro Class E Safe exemplifies this commitment. The product not only meets but exceeds the stringent requirements set forth by the latest BIS regulations, offering jewellers unmatched security for their valuable inventory. Designed specifically for the unique needs of jewellers, the Defender Aurum Pro provides enhanced features to safeguard precious assets while ensuring compliance with the new standards.
In addition to the Defender Aurum Pro, the company also launched the SmartFog system — a revolutionary security solution that creates an instant fog barrier to disorient intruders. The AccuGold Gold Purity Testing Machine, another new addition, enables jewellers to accurately assess gold purity, enhancing their service quality and customer trust. These innovative solutions reflect Godrej & Boyce’s commitment to addressing the evolving security needs of the jewellery sector in India.
Speaking at the event, Pushkar Yeshwant Gokhale, Executive Vice President and Business Head of the Security Solutions business at Godrej & Boyce, stated, “Our journey has been defined by our relentless focus on innovation and our ability to anticipate the changing security needs of our customers. The introduction of the Defender Aurum Pro Class E Safe is a step in this direction. We have worked closely with regulators to understand the evolving needs of jewellers and consumers in India, introducing safes that defend against modern-day threats and meet global standards. The launch of SmartFog and AccuGold underscores our dedication to delivering cutting-edge solutions tailored for jewellers. As the jewellery market in Odisha continues to grow, particularly in Bhubaneswar, the need for certified, high-quality security solutions has never been greater. We are proud to lead this transformation, ensuring jewellers can operate with the confidence that their assets are well-protected.”
The introduction of the new Quality Control Order is anticipated to significantly impact jewellers who currently rely on locally made, unbranded safes. Under the new regulations, jewellers must transition to certified products like the Defender Aurum Pro, which guarantee compliance and superior protection. With Odisha’s jewellery market experiencing robust growth and more than 5,000 jewellers already registered with BIS for hallmarking, the Security Solutions business of Godrej & Boyce is well-positioned to meet the rising demand.
With a market share of 65 percent for physical security products in Odisha, the company is optimistic about capturing significant market share in the coming years, said Gokhale.
Its commitment to innovation, combined with a strong partnership network, positions it as a leading player in the security solutions landscape both in Odisha and across India.
