Demand for new generation smart locks growing fast

As the core strategist for the company, his meticulous innovation of the new generation of smart locks is regarded as a godsend for the Indian smart gadgets industry. In 2021, Sanat Jain, as the Co-Founder and driving force behind the latest tech-based lock company, Lavna Locks, reinforced his idea for Lavna with the ambition of providing cutting-edge technology-driven solutions in the digital lock industry.

Also, the company is well-known throughout the B2B & B2C industries and its clientele encompasses renowned brands like Adani Power, Air India, and Power Plant Group. Under his savvy supervision, the company has achieved a total of Rs 3.8 crore in revenue in the span of a year, with a sharp focus on reaching the milestone of Rs.7.2 crore in revenue within the fiscal year of 2022–23. He told Bizz Buzz in an exclusive interview that due to high awareness level, the demand for smart locks is growing very fast all over the world. He said the brand is maintaining a digital presence spanning all 28 States of India and rigorously aiming to acquire the maximum share percentage in the Indian market

Please take us through your entrepreneur journey. What motivated you to establish a smart lock company?

The motivation behind founding Lavna in 2021 was the widespread inconvenience people faced with traditional locks and keys. Observing the daily struggles of individuals managing and carrying keys, we recognised the need for a more convenient and secure solution. This realisation inspired us to explore smart and innovative alternatives. We discovered smart locks that provided seamless access with a simple tap. Our aim was clear - to provide a trustworthy solution to the key inconveniences that many experienced, making our customers' lives more convenient and secure. In today's world, we are surrounded by smart technologies, from our mobile phones to our cars, all designed to make our lives more convenient. However, the integration of advanced security features often occupies a unique and critical space in this smart landscape. With Lavna Locks, one can enjoy the confidence that comes with advanced security, ensuring the safety of your loved ones and the protection of your assets.

What was the need for this brand from a consumers' perspective? What is the core business proposition?

From a consumer's perspective, Lavna addresses the need for convenient and secure living. We realised that traditional keys were cumbersome, and managing doors at odd hours posed a challenge. Lavna's core business proposition is to offer feature-rich, fingerprint digital door locks that combine security with cutting-edge technology to make our customers' lives easier. In India, there were only a few smart lock brands, and they often provided fewer features at higher prices. We aimed to change this by providing more features at a lower cost. Modern individuals juggle busy work schedules while constantly worrying about the safety of their young children. In this context, Lavna Locks emerges as a reliable solution, offering a plethora of cutting-edge features for both home and office security. Lavna Locks stands at the forefront of smart lock technology, providing a wide array of functionalities to cater to your specific needs. Whether it’s about granting access to a large number of people, unlocking your premises via bluetooth, or implementing temporary passcode access, these smart locks are designed to deliver convenience and peace of mind.

How is new-age technology helping you further your business?

New-age technology is at the core of our business. Smart locks leverage digital advancements to enhance security and convenience. Features like remote access, biometric authentication, and seamless, easy-to-use mobile apps to control all your locks remotely make our locks more user-friendly and secure. Additionally, incorporating Wi-Fi connectivity into our smart locks allows for seamless and efficient control and monitoring of access. These cutting-edge technologies enable us to provide innovative solutions and significantly enhance the overall customer experience.

How did you identify your target audience? Did you carry out any feasibility study before starting your business?

Identifying our target audience was a crucial step. We conducted a feasibility study to understand the market and consumer needs. We recognised that urban households and businesses were seeking a more convenient and secure way to manage access. Our target audience comprises homeowners, office owners, hotels and anyone looking to upgrade their door security with smart technology. For the hotel industry, initially we conducted a thorough market research to understand the size and potential of the smart lock market in the hotel industry which include the number and types of hotels, their willingness to adopt smart lock technology, and the competitive landscape. Secondly, for our target audience, we especially have a marketing strategy for them, highlighting how smart lock solutions can solve their unique challenges and enhance their operations.

What are the challenges posed to growth, and what do key players in the domain expect from the government to scale up further?

Challenges in our domain include raising awareness about smart locks, building trust in digital security, and adapting to a rapidly evolving technology landscape. Key players in the industry are primarily seeking government support in terms of regulations and standards for smart security devices to ensure a safe and competitive marketplace. Establishing clear guidelines and standards will not only boost customer confidence but also create a level playing field for businesses in the smart lock industry. Regularly updating and improving the security features of the product is a bit challenging when it comes to security concerns.

Also to scale up further we have a couple of expectations from the government. First to establish clear and standardized regulations related to IoT and smart home devices. This includes guidelines for data protection, cybersecurity, and interoperability. On the other hand, we need government funding and support for research and development in the field of IoT and smart locks that can foster innovation and help companies stay competitive.

Being an established brand in the North, what strategies are you following to build the brand in the South?

To expand our presence in the South, we are focusing on regional marketing and partnerships. We are collaborating with local businesses and service providers to promote Lavna Smart Door Locks. Tailored marketing strategies and localised customer support are part of our approach to better serve the Southern market.

We are currently operating 28 virtual stores across India, and we are committed to enhancing our customer experience by expanding our proprietary dealer-distribution network in the South.

On other hand we are offering customer support that understands the specific needs of Southern customers. This may include addressing concerns related to weather extremes and providing guidance on product maintenance.

How has onboarding brand ambassadors helped startups to grow?

Onboarding brand ambassadors has been instrumental in any business growth. They help build trust and credibility for the brands. Brand ambassadors can authentically endorse the products and share their positive experiences which resonate with potential customers. Brand ambassadors play a pivotal role in driving startup growth by harnessing the influence of word-of-mouth marketing, broadening the startup's reach, and establishing trustworthiness. They craft compelling content, such as reviews, testimonials, and user-generated materials, which can be disseminated through social media, blogs, and various platforms to organically boost traffic. Most notably, the association with respected individuals and influencers lends invaluable social proof, compelling others to explore the startups' offerings.

Tell us about the total number of SKUs and plans to expand your business in the future?

Currently, we are offering 27 SKUs with different features and designs to cater to various customer preferences. Our future plans involve expanding our product line with even more innovative smart security solutions, including smart home integration and advanced access control systems. We aim to provide comprehensive solutions for both residential and commercial customers. We have a couple of products in the pipeline that we are going to launch soon. We are ensuring excellent customer support to maintain customer satisfaction and build a positive reputation in the markets.

What is your message for budding entrepreneurs?

To budding entrepreneurs, we would say: Stay focused on solving real problems and meeting customer needs. Embrace innovation and technology to differentiate your business. Learn from challenges and keep adapting. Building a successful venture takes perseverance and a commitment to delivering value. So, follow your passion, never stop learning, and always put the customer first. Secondly, be prepared for challenges and setbacks in your entrepreneurial journey. These are not obstacles, but rather valuable opportunities for learning, adaptation, and personal growth. Therefore, it's crucial to establish a robust support system of mentors, advisors, and like-minded entrepreneurs who can assist you whenever you encounter obstacles.