NE BUSINESS BUREAU
CHENNAI, DEC 22
Since the pandemic, there has been a massive shift in India’s security habits. Even though the crime rates continue to rise, Indians prioritize health and physical security over home security. Given the increasing gap between the awareness and adoption of home security, Godrej Security Solutions, a business of Godrej & Boyce, the flagship Company of the Godrej Group, has conducted a study called ‘Decoding Safe and Sound: in the Indian Context’.
- 70% of overall Indians admit to feel mentally at peace with a security product enabling them to see their child at home while they were away at work, whereas Chennaites rely least on technology
- 23% of Chennaites depend on their neighbours for staying connected to their elderly parents or children at home
- 37% of Chennaites take help from their older parents to stay connected with their children at home
- 9% Chennaites stay connected with their parents and children through technology based security solutions
- Whereas 31% Chennaites rely on House Help to stay connected with their children
Peoples’ dependence on tech gadgets helping them stay connected with their loved ones when they are away from home has nearly doubled from last year with 9% in 2021 to 17% in 2022.
The study reveals that ‘Safe and Sound’ to Indians are based on three key contexts: Health wellbeing, property security and technology safety.
This year, Indians’ principle concern for their children or parents when they are away from home is evenly distributed with 51% respondents citing ‘illness and injury’ and 49% respondents citing prevention of break-in or theft as their biggest worry. Whereas, last year responses were highly dominated by health concerns with 81% respondents citing it as their principle concern, largely due to the wide-spread of covid-19. These findings indicate that India’s home safety concerns are rebalancing between property and health post Covid-19.
Commenting on this, Pushkar Gokhale, Business Head at Godrej Security Solutions said, “Looking after a family and balancing it with the demands of an ultra-urban living can be a daunting task. It becomes heartbreakingly difficult to leave a toddler in the care of a family member, or a nanny and go to work. This means worrying constantly about their safety, and wondering if they are being well looked after.
Similarly, people tend to worry about their property and possessions while being away from home. In short, the pandemic has made people realise the increased need for home surveillance not only to protect property but to watch over their loved ones from anywhere at any time. What we have gathered from the study is that compared to last year, people are learning to depend less on their house help and more on technology and security solutions, their neighbours for staying connected with their children when they are out. We intend to spread awareness of opting right practices and equipment’s to ensure safety and security of children. The major goal of this study was to highlight the importance of security, educate individuals about available options, and demonstrate how home security systems may result in a routine that is safer, more convenient, and flexible.”
For staying connected with their children when people are away from home, the survey further revealed that, only 38% of the respondents depend on their own parents compared to 49% respondents last year. Whereas, only 15% of the respondents depend on their house help compared to 26% respondents last year. The survey also indicated more reliability on neighbours this year while being away from home, with 17% respondents depending on their neighbours, compared to only 9% respondents last year.
The study’s key finding was that there is a critical need for phygital solutions. With people being away for work and their children at home, home cameras are a non-intrusive way of staying connected to them. The market for home cameras in India is estimated to be worth Rs 300 Cr and Godrej Security Solutions plans to capture 15% of this market by 2022. To make home security more accessible, the brand has also tied-up with 2000 local retailers and channel partners across major cities and markets.
The key findings show that Indians’ principle concern for their family while being away from home is evenly distributed between protection from illness and injury (for 51% respondents) and prevention of break-in or theft (49% respondents).
The above findings are based on research fieldwork conducted by Innovative Research Services (India) Pvt. Ltd., Mumbai, through face to face and telephonic interviews with 2,138 respondents in 7 cities. These 7 cities include Delhi, Mumbai, Bangalore, Chennai, Ahmedabad, Kolkata and Pune. Respondents were a representative sample of people from the above cities aged between 18-54 years; respondents represented a wide range of business and professional sectors.
