Security products company, Gunnebo plans to focus on establishing its own brand identity in the country. The global manufacturer of safes and lockers is known more by its products such as Chubbsafes, Steelage lockers and Minimax fire extinguishers rather than its own name.

“We have 27 product lines, and in several countries we are known by our brands and not as Gunnebo. This has happened because we made around 35 acquisitions between 1994 and 2010 and had to retain the names of popular brands,” said Som Gangopadhyay, senior VP, bank security and secure storage, Gunnebo India. “However, we have now started to promote the Gunnebo brand and all new launches planned this year including CCTVs and our new range of fire extinguishers will be marketed under our company brand.”

Over the last two years, the company has started promoting the brand,

especially among its dealers, he added.

“All banks in India, without exception, are our customers. Almost all major sports events are guarded by Gunnebo equipment. Despite the widespread use of our products, our company name is not well known. We hope to change that,” Gangopadhyay said.