Innovative Ideals & Services India

What Innovative Ideals & Services India does

Innovative Ideals & Services (I) Limited is a Mumbai-based, BSE SME-listed electronic security solutions provider founded in 1994 by Maqsood Shaikh. The company pioneered Video Door Phone (VDP) technology in India that year and built its core business around integrated security installations — VDP, CCTV, fire alarm systems, intrusion alarms, home networking, and telecom products — primarily for the B2B construction industry, supplying developers, builders, architects, and system integrators across India. Landmark enterprise wins include the Amanora township project in Pune (15,000 apartments, 2008) and Gundecha's Valley of Flowers in Mumbai (~1,400 apartments, 2000-2001), with named customers including Kukreja Builders, Kalpataru Builders, and City Corporation (Pune).

The company has progressively expanded its product surface beyond traditional security hardware. It launched the eHOMES Wireless Home Automation System in 2011, the ARMHER women's safety device in 2015, the INOYO LED TV brand in 2018, and DoorVi — described as the world's first QR code-based door video screening system. Multiple proprietary VDP brands (ONYX, INOK) and a partnership-based portfolio (Commax as sole Indian distributor since 1994; INNOVATIVE-KOCOM JV for pan-India distribution) form the branded technology stack.

The business model is hardware-led with a services overlay: revenue comes from product sales, system integration/installation, and after-sales service — the last of which the company explicitly positions as its core USP. Distribution combines direct B2B sales with a pan-India dealer and service network, supplemented since 2016 by TV shopping, etailers, a mobile distribution arm, and customer support call centers for B2C reach. Pricing is opaque and routed through sales contacts. The company also offers E-Waste Management, Renewable Energy, BizProc, and Health Care as adjacent service lines. It completed its IPO on the BSE SME exchange in October 2018, raising approximately Rs.12.26 crore.

Name

Innovative Ideals & Services India

Legal name

Innovative Ideals & Services (I) Limited

Website

https://innovative.in

Company type

Public

Founded year

1994

Operating status

Operating

Headcount range

51–100 employees

Short description

BSE SME-listed Indian electronic security solutions provider founded in 1994, offering Video Door Phones, CCTV, fire/intrusion alarms, and home automation products to construction developers and increasingly to end consumers via the DoorVi, eHOMES, and INOYO brands.

Ownership category

akta.pro rank

Product category

Electronic Security Systems

NAICS

Security Systems Services (except Locksmiths) (561621), Security Systems Services (56162), Telephone Apparatus Manufacturing (33421)

SIC

Services-Computer Integrated Systems Design (7373), Household Audio & Video Equipment (3651), Computer Communications Equipment (3576)

akta.pro primary industry

Remote Unlock & Visitor Management (Mobile Credentials/Packages) (HSAHAIAL)

akta.pro secondary industries

Smart Home Security Automation & Integration (Monitored) (HSAHAAAF), Home Security & Access Control (Cameras, Alarms, Smart Locks) (HSAPAQAB), Gate & Perimeter Video Entry Systems (Villas/Estates/HOAs) (HSAHAIAH), Smart Home, IoT & Home Security Distribution (CRAOACAF)

Keywords

• Electronic security solutions
• Video door phones
• Home automation systems
• CCTV surveillance
• Fire alarm systems

Headquarters

HQ city

Goregaon

HQ country

India

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Security Products: Sale of electronic security products including Video Door Phones, CCTV Systems, Fire Alarm Systems, Intrusion Alarm Systems, Home Networking Systems, and Telecom Products.
2. System Integration Services: Installation of various electronic systems and integrated security and surveillance solutions.
3. Consumer Electronics: Sale of LED TVs under INOYO brand (24" to 65" HD & smart LED TVs).
4. Smart Home Products: eHOMES Wireless Home Automation System and related smart home solutions.
5. After-sales Service: Full-fledged, highly-trained staff for after-sales service - identified as core USP with strong goodwill in Indian market.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Innovative Ideals & Services India designs, distributes, and integrates electronic security and home automation hardware for the Indian market, with Video Door Phones (VDP), CCTV, fire and intrusion alarm systems, and the proprietary DoorVi QR code-based visitor screening system as its flagship lines. The company also sells eHOMES wireless home automation, ARMHER women's safety devices, and INOYO LED TVs, supported by system integration services and a pan-India dealer/service network.

Product overview

Innovative offers a portfolio of integrated electronic security products and solutions, primarily serving the Indian construction industry (B2B) with plans to expand into end-user consumer market (B2C). The core product line includes Video Door Phones (VDP) — the company's pioneering offering since 1994 — and the newer DoorVi QR code-based smart video doorbell system. Additional products span sub-brands like eHOMES (wireless home automation), ARMHER (women's safety device), and INOYO (LED TVs), as well as core security offerings including CCTV, Fire Alarm Systems, Intrusion Alarm Systems, Home Networking Systems, and Telecom Products. The company also provides system integration services, e-waste management, and renewable energy solutions. Brands distributed include Fermax, Commax (sole distributor), ONYX, and INOK, with an INNOVATIVE-KOCOM JV brand established in 2008.

Differentiator

Problem solved

Functional benefit

Brands

• DoorVi: World's first QR code-based door video screening system for visitor management, residential complexes, hotels, and vehicles
• INOYO
• eHOMES
• ARMHER
• ONYX
• INOK

Quantifiable outcome

• India's largest township project - Amanora at Pune for 15,000 apartments
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Global Waste SolutionminorImplementation/ SI/ Consulting Partner · 1 January 2017Authorized dismantler and recycler with authorization from Haryana Pollution Control Board. Responsible for all EPR (Extended Producer Responsibility) activities including collection, transportation, storage, segregation, dismantling and recycling of e-waste on PAN India basis.
• National CarrierminorOthers · 1 January 2017Logistics partner for e-waste transportation across PAN India, working with Global Waste Solution.
• BajajminorStrategic or Co-development Partner · 1 January 2015Tied up with Bajaj for BMS (Building Management System) solutions.
• TataSkyminorStrategic or Co-development Partner · 1 January 2015Partnership with TataSky for DTH (Direct-to-Home) services integration.
• FTTH PartnersminorStrategic or Co-development Partner · 1 January 2011Tied up with major partners for offering FTTH (Fiber to the Home) solutions to customers for their smart home needs.
• KOCOM JVcoreStrategic or Co-development Partner · 1 January 2002Joint venture brand for pan-India dealer and service network development. INNOVATIVE-KOCOM JV brand established for distribution of security products across India.
• CommaxcoreChannel Partner/ Reseller/ Distributor · 1 January 1994Commax (world leader in VDP technology) sole distributor in India. Innovative became exclusive distributor for Commax products in India, marking the beginning of their VDP business in 1994.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• CP Plus (Aditya Infotech): India's largest CCTV and security surveillance brand, also active in access control and smart home. Competes directly with Innovative on the same B2B security projects with builders and system integrators across India.

Broad incumbents

• Bosch Security Systems India: Premium global security and life-safety brand active in India across CCTV, intrusion, and access control. Competes with Innovative on larger commercial and township-scale security integration projects.
• Hikvision India: Global video surveillance leader with extensive India operations. Competes on price and scale in CCTV and integrated security for the same construction industry and system integrator customers.
• Dahua Technology India: Global video surveillance and smart IoT provider with significant India presence. Competes head-to-head with Innovative on CCTV and integrated security projects for residential and commercial developments.
• Legrand India: Indian arm of Legrand's electrical and digital building infrastructure business, including intercoms, door entry, and home automation. Competes with Innovative's audio/video door phone and home automation lines on new-build projects.
• Godrej Security Solutions: Diversified Indian security major offering safes, locks, CCTV, and access control. Overlaps with Innovative's lock, VDP, and access control offerings targeted at residential and commercial real estate.
• Honeywell Security India: Global security and building management major with an India presence across video surveillance, access control, and intrusion. Competes with Innovative on integrated commercial and residential security deployments.

Others

• Commax: South Korean VDP and smart home intercom company. Innovative is Commax's sole Indian distributor since 1994 — a supplier and channel partner relationship rather than direct competitor, but referenced because the VDP product line is core to Innovative's identity.
• Fermax: Spanish video door phone and access control manufacturer. Currently listed as a brand distributed by Innovative alongside its own ONYX/INOK lines, making Fermax a partner more than a direct competitor in India.

Emerging players

• Hogar Controls: India- and US-based smart home automation specialist offering wireless home automation, door stations, and access control. Comparable to Innovative's eHOMES and DoorVi product lines in the smart home segment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/innovative-ideals-services-india-private-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Innovative Ideals & Services India