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70% of Southern Indians likely to purchase health, home security gadgets: Godrej study

The data is known as ‘Cocoon Effect on Home and Health Security’ 

A recent study called the ‘Cocoon Effect on Home and Health Security’ by Godrej Security Solutions, a business of Godrej & Boyce, the flagship company of the Godrej Group, has revealed that 70 per cent of citizens from Southern India are now prioritising the purchase of Health and Home Security gadgets. The study found 84 per cent of people agreed that post the pandemic and the subsequent national and state lockdowns, protecting their health and wellbeing has become a priority for them. This has further become the need of the hour since South India, and particularly its rural area has been severely impacted.

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The report further shows that respondents from Kochi unequivocally agree that staying at home, protecting their health and wellbeing is a priority in the current times. This was followed by Hyderabad (95.08 per cent) and Bengaluru (86.89 per cent). 

Before COVID-19, more than one in four respondents from southern India (25.88 per cent) cited they were ‘most likely to purchase a smartphone or tablet from a given list of consumer products, including kitchen appliances (22.87 per cent), Jewellery (18.26 per cent), and health devices such as UV sterilizers (12.22 per cent). 

With rising cases and lockdowns, there has been a 49 per cent rise in the adoption of home security gadgets amongst residential owners across Southern India states. The study also revealed that 61 per cent of Indian women have taken the lead in raising their understanding of different home and health security parameters, product benefits and usability. The study revealed women are taking charge of researching the importance of using UV based products that are certified by a competent authority such Indian Council of Medical Research to safeguard loved ones from photo-biological risks of over or accidental direct exposure.

Commenting on the research, Mehernosh Pithawalla, Vice President, Godrej Security Solutions explains that the research was commissioned to assess the impact of the pandemic – as well as the subsequent restrictions and lockdown – on Indians’ inclination towards health safety and security. “It is heartening to see how the majority of our respondents from Southern India are willing to take responsibility for their well-being and adopt health and home security solutions. The pandemic has led to a Cocoon Effect among citizens. It has forced them to shift focus and re-evaluate their home and health security preparedness. Our research highlights that India’s ‘security deficit’ is now undergoing a stark change as consumers are adopting an inside-out approach by taking charge of their home and health security. As a trustworthy brand that has been securing Indian homes for several decades, it was incumbent on us to take strategic steps to support the country in the fight to secure homes and health of every Indian by making solutions available at the right time.”

Godrej Security Solutions estimates the total addressable health and home security market for FY 2021-22 in the country will reach around Rs 450 cores with a CAGR of 20 per cent, given the rising adoption rate and demand for home and health security products.

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