Zicom leveraging the Indian market growth to build its competitive edge

  Bala Ranjan,
  VP - Operations, 
  Zicom

What is the size of the surveillance and security market? How much of it belongs to surveillance cameras? 

The current size of the electronic security solutions market, which includes systems like CCTV, intrusion, access control, fire detection and perimeter protection, is estimated at Rs.1,500 crore and is expected to grow at the rate of 35 per cent year-on-year. This, however, does not include one-time spends for special events like the ongoing Commonwealth Games. If the government allocates budgets or invests in improving the security situation in the country, which will translate into buying of electronic security solutions, then the market can easily grow at 40–45 per cent. The surveillance business, which is the fastest growing in the industry and consists of products like cameras and digital video recorders, accounts for 55 per cent of the market.

How do you position Zicom products? 

Zicom was established in 1995 and is the first electronic security company to be listed on the BSE. As one of the early entrants in the business of electronic security system, we have been setting benchmarks in the industry and have taken the mantle of category creation and expansion in the market. The company was the first to set up one-of-its- kind state-of-the-art Central Monitoring Station for our customers. We were also the first to launch a wireless intrusion detection system in the country and have the credit of indigenously manufacturing an access controller.

Our strategy hinges on bringing the latest technologies into India, customizing them to meet Indian conditions and providing solutions to customers in a cost-effective manner. We have a strong domain expertise, global tie-ups, mechanism of closely monitoring advancement in technology and local development team focussed on customizing solutions for the Indian market, all of which gives us an edge in becoming the first to bring a solution to the market. 

How many models do you have in the CCTV category? 

The categories of cameras we deal in are Dome, IR Dome, Vandal - Proof Dome, Vari-Focal Dome, Speed Dome, IR Bullet and Box. In each of these categories, we have multiple models to choose from.  

What are the opportunities for the channel partners?

There are primarily two different partner categories in the market. The older sets of partners are the traditional sellers of electronic security products who have been in this industry for the last decade or so. They primarily focus on selling security hardware to customers. Lately, we have seen a large number of dealers, system integrators and value-added resellers from the IT space that have entered this domain as they see a convergence of electronic security with their current line of business. Better margins in the business have also been a good reason for the IT channel partners to get motivated into entering this line. 

What is the competition like in terms of imported products? 

Competition was primarily from the Chinese products that were imported into the Country through unorganized channels. Lately, we are happy to see branded products that have been launched. There is a fierce competition in the mass market segment, wherein shop-keepers who are primarily the buyers of security products are more price conscious. In the SMB and corporate space, we are now seeing organized competition entering. This is a very positive sign.

Can you name some of your valued customers as of now?

Zicom's customer base is diverse and covers almost every vertical in the country like HSBC, IDBI, HDFC, Yes Bank, Federal Bank, Titan, Muthoot Finance, NTPC, NHPC, Damas, Raheja Builders, to name just a few. We also have a large number of Bollywood and sports celebrities on our list of valued customers.  

How do you see the real estate sector as your customer? 

The real estate market has bounced back again in the country after the slowdown that we saw in the last one and a half years. A large number of projects that had stalled are now nearing completion and are ready for handover. The real estate sector has huge potential for security products. Hence, it is one of our focus areas and we have a dedicated team which is focussed on this vertical.

In case of power failure or signal failure in the traffic, how are your cameras going to work and help? 

The surveillance cameras installed at prominent traffic signals have a UPS to back up in case of any power failure. The cameras do not depend on the power that is being supplied to the signals or the functioning of the signal. So, even if there is a power failure, the cameras keep on working.