BANGALORE: Godrej Security Equipment Division (SED) has launched its Entranza range of "Ready-to-Fit" doors. The company has entered into an exclusive agreement with Masonite, one of the largest producers of doors in the world, for marketing and distribution.
 
 
Godrej SED plans to target commercial, institutional and primarily the household segments. A complete range of these doors will be showcased in all Godrej-Perfect Homes outlets.
The company has earmarked an annual ad spend in the range of RS 20 - Rs 30 million for the newly launched brand. According to Godrej SED V-P and business head D. E. Byramjee, JWT will handle the account.

 
 
The campaign focus will be primarily to increase awareness among the public about the availability of the doors. The message will be driven through builders and architects. The company will advertise primarily in home and interior magazines, exhibitions and events.
"The Indian door market is estimated to be around Rs.4 billion annually. Our knowledge and expertise in the security equipment and fire door sector is our testament to our commitment of offering the best and most innovative products to our customers. We plan to revolutionise the 'door' culture in India", said Byramjee while speaking to Indiantelevision.com.

 
 
The pricing will range from Rs.2,200/- to Rs.40,000/- for the top end Royal Mahogany door. The door frame would cost an extra Rs.1000/- to Rs.1500/-. Godrej banking on the Rs.4,000/- to Rs.15,000/- slot to bring in revenues of around Rs 100- Rs 150 million during the first year.