For a direct sales organisation like Eureka Forbes, known for air and water purifiers and vacuum cleaners, entering the electronic security solutions market through Eurovigil was a logical extension of its overall vision. “Our vision is to ensure happy, healthy, safe and secure homes that are built on trust and lasting relationships,” says Marzin R. Shroff, CEO, direct sales and senior vice president, marketing, Eureka Forbes. “And as long as the business falls within our ‘vision’ and our expertise, it is the right business for us,” says Shroff, commenting about its synergies in various businesses.
The electronic security solutions are a customised solution business. “I am sure you will not walk into a retail store in order to secure your home. You would rather have a trained expert come over to your home and suggest options,” says Shroff. Eurovigil Security Solutions is a separate division that operates within the company’s overall direct sales structure. It has a team of close to 1,000 members across the country. “To bring in the knowledge from our businesses, we have some common leadership modules,” says Shroff. But it’s the new Euro champs (the Eureka Forbes’ sales men) who manage this business. Shroff and his senior colleagues invest 20 per cent to 25 per cent of their time to ensure the success of any new venture.
While the product was launched sometime ago, it is only since 2008 that the company has focused on this business and allocated earmarked resources. “The entire process of evolution from where we began to where we are on the Eurovigil business took us more than three to four years. It was more about setting up the back-end support system right and selecting the appropriate solutions for Indian needs,” shares Shroff. The company has invested substantially in this new category, the major costs being that of setting up the backend and the 24×7 monitoring capabilities.
Eurovigil has been an individual product brand since the company’s other two brands – Aquaguard and Euro clean – spells the respective businesses of water purification and cleaning. “The fact that Eurovigil is from Eureka Forbes lends it a lot of credibility,” adds Shroff.