Building
Safer Homes,
Together.
Honyar in Turkey · Mid-term review
Can Pamukcu · 12 October 2026
Mid-term review · Task 1
Today
01The earthquake and the rebuild
53,537 lives lost, a huge rebuild, and Istanbul is next
02How Turkish families are changing
Smaller homes, more older people, more smart homes
03Why switches won't work, and what will
Switches are crowded. Earthquake safety is open.
04Honyar's marketing plan in Turkey
Three needs, three kits, public builders, made in Turkey
04:17
6 February 2023 · A huge earthquake hit at night.
Turkey stood up and started to rebuild.
Source: AFAD, 2023
6 February 2023 · Kahramanmaraş
53,537
lives lost in Turkey. We remember every one.
11provinces hit
14Mpeople lived in the area
280Kbuildings destroyed or badly damaged
Sources: AFAD, via NHESS (2025) and the Baker Institute
Turkey took it seriously
455,357
new homes and shops in the earthquake region
Built by December 2025
924,943
homes renewed in Istanbul in 13 years
With state grants and loans for owners
New rules
a 2023 law to rebuild faster
New homes follow the 2018 earthquake building code
Safety is now part of every new home.
That means millions of new breakers, cables, lights and pipes.
Sources: TOKİ; Ministry of Environment, via TRT Haber; Law 7452 (2023); Turkey Building Earthquake Code (2018)
Istanbul is next
47%chance of a magnitude 7+ earthquake near Istanbul in the next 30 years
No big earthquake on this fault since 1766
Scientists see it as overdue
April 2025: a 6.2 earthquake near Istanbul
A clear warning
1.5 million+ older homes to renew
Each one needs safe power, light and water
Sources: Murru et al. (2016), Sea of Marmara forecast; GFZ (2025); Ministry of Environment, via TRT Haber
Families are changing
3.08
people per home in 2025
It was 4.0 in 2008
1 in 5
homes has one person
20.5% in 2025
9.58M
people aged 65 and over
11.1% of the population
Smaller homes, more older people.
Homes need to be simple, safe and smart.
Sources: TÜİK · AA
Honyar's home strength
The wall switch is a hard market
In China, Honyar is famous for switches and sockets. In Turkey, three big brands already make them in local factories.
Schneider Electric
From France
Makes switches in Turkey (Günsan), €20 million expansion
Legrand
From France
4.68 billion TL of goods made in Turkey in 2024
Viko by Panasonic
Turkish, Japanese-owned
About 55% of switch sales (2014), 1,200 staff
Made in Turkey or the EU: no extra duty. Chinese breakers and cables: +10–15%.
So Honyar needs a different way in.
Sources: Hürriyet; ISO 500 (2024); Elektrikport; Denetsel (duty rates, 2018)
The open door
Honyar's door: earthquake safety
More than half of fires after big earthquakes are electrical. A home can be ready.
Honyar already makes
Two new ideas for Turkey
Fire-resistant cable
Low smoke, no halogen
Smoke sensor and siren
Loud alarm and a flashing light
Phone alerts
Smart sensors tell the family at once
Seismic breaker
Cuts the power when strong shaking starts
Vibration light
Turns on by itself and lights the way out
Not another switch. An earthquake-safe home.
The two ideas build on Honyar's own breakers and emergency lights. Japan already promotes seismic breakers for this reason.
Sources: Edogawa City (Japan) seismic breaker program; Honyar company profile
Why Honyar
What makes Honyar special in Turkey
One brand, the whole home
Power, light, water and smart home from one supplier
An earthquake-safe kit
Breakers, cable, lights and sensors in one package
Smart home ready
Works with Xiaomi and Tuya apps families already use
Ready for Turkish rules
Turkey follows EU product rules (CE). Pipes need the TSE "G" mark.
40+ years of quality
100% pass rate in national checks, 971 patents
A stable public partner
Part of the state-owned CETC group
One brand. One kit. One safe home.
Sources: Honyar company profile; Turkish Ministry of Trade (TAREKS); TSE; research report
From our research
Three needs, three kits
ASafe wiring
Istanbul: 260K+ homes being rebuilt
Safe wiring pack
- Safety breakers
- Fire-resistant cable
- Water pipes
- Smoke sensor
BWater-safe kitchens and baths
Hatay: 150K+ new homes
Water-safe kit
- Splash-proof sockets
- Safety breakers
- Damp sensor
- Leak sensor (partner)
CReady for the next earthquake
Power cuts and fires after shaking
Earthquake-safe kit
- Seismic breaker New
- Vibration light New
- Smoke alarm and siren
- Family alert app New
All products are Honyar's own, from its four lines: smart home, electrical, lighting, plumbing. New = idea for Turkey. Partner = Mi or Tuya device.
Others did it first
Chinese brands are already winning in Turkey
Xiaomi
5M
phones a year from its Istanbul factory, opened 2021
No. 1 phone brand in Turkey in Q3 2020
Haier
€85M
in two factories in Eskişehir, 1,600 jobs
Its biggest production and export base in Europe
BYD
$1B
car plant deal in Manisa (2024), 150,000 cars a year
Start date now open
TCL, Oppo, Vivo
450K
TCL phones a year, made with Arçelik
Oppo and Vivo also make phones in Turkey
The pattern: make it in Turkey with a local partner. Sell in Turkey and to Europe.
Honyar can follow the same path.
Sources: Istanbul Investment Agency; Daily Sabah; Haier Europe; Caixin; Invest in Turkey
The plan
How Honyar enters Turkey
Step 1 · Now
Sell earthquake-safe kits with public builders
- TOKİ built most of the new homes
- Cities run the renewal projects
- AFAD leads disaster readiness
- First: a small pilot in new homes in Hatay
Step 2 · Next
Make it in Turkey with a Turkish partner
- No extra import duty
- Local goods get a price edge in public tenders
- A base to sell to Europe
- Like Xiaomi and Haier: sell first, then build
Why Honyar can win: it is owned by the state (CETC), a steady partner for public projects.
Sources: TOKİ; Ministry of Industry (domestic goods rules); AA; Honyar company profile
Every new home needs light, power and water.
Let's build
them safer,
together.
Thank you. Questions?