Customisation How - Indian Sleep Products Federation
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July 2019 Volume 1 | Issue 3
INDIAN SLEEP
PRODUCTS FEDERATION
by ISPF
How
customisation
of mattress
work for the industry?
22 Challenges in distribution of 18 Building a better bed: The role of
bedding products manufacturers and suppliers
Content 3
Cover Story 10
Editor
S. Sundaresan
Editorial & Advisory board
Indian Sleep Products Federation
A/5, Veerabahu Nagar,
Pettai, Tirunelveli - 627 004
India
How
customisation of
Project managed by
eMpulse Research and Data
Analytics (I) Pvt Ltd
mattress work
Printed at
Aditya Graphics and Printers
for the industry?
Editorial correspondence
may be addressed to
Editor,
Indian Sleep Products Federation
A/5, Veerabahu Nagar, Pettai
Tirunelveli-627004
India Believe it or not, the ager of custom-made
OR
email: ispf.0813@gmail.com mattresses and sleeping-products has
https://www.ispf.co.in/
arrived. But what is waking up and what is
interrupting this new industry wave?
4 Content
Interview 34 Reports 55
We sleep on a Mattress but
spend on a Sofa
Raghav Menon, CEO/Executive Vice
President, Mattress Division, Sobha Ltd.
Design-Thinking, Customer- 45
Centricity: Perfect Materials for
a Good Mattress
Subodh Mehta, Senior VP, Godrej Interio
ISPA releases 2018
Mattress Industry
History 48 Trends Report
Turning points in India’s
Mattress Industry
In a country where the local Events 52
cotton ginner would sew a bed in
days, branded mattress wouldn’t
take roots so fast. But the
opportunity was there and it was
only a matter of time.
Feature List 18
ISPF organises Retail
Building a better bed: The role of Training Program at
manufacturers and suppliers Hyderabad
The manufacturers and raw material suppliers
are working together fruitfully in order to serve Inaugural edition 58
the best to the customers of Sleep Expo
Middle East ends
Challenges in distribution of bedding products 22
on a high note
Old mattress & Health: Exploring the relation 26 OTHER STORIES
No time to snooze 30 India News 8
Get a pillow that suits your requirement 38 Global News 9
How Digital Natives are showing a new way to
41 Sleep Facts 56
Traditional Players
5
FROM THE
EDITOR
W
e are called ‘Comfort role in the future of the industry. We
Times’. But in this issue we talk about new materials used inside
have chosen to confront and over a bed, we discuss the impact
a lot of uncomfortable of digital marketing as well as the
questions flanking the industry. Yes, it disruption ushered in by digital natives
is the third issue and we have already for traditional players, we unravel the
come a long way in understanding unpleasant side of old mattresses
the industry in terms of both depth from a health perspective, we explore
and contemporary context. But in this the potential of new elements like
issue, we dial the level of courage and mattress servicing and santisation,
curiosity many levels higher. and we argue again about the role of
associated products like good pillows
As you will notice, the cover in contributing to better sleep.
story itself, picks a crucial question
that the industry is grappling with. Of course, as always, these deep
Customisation – we try our best in dives are peppered with interesting
this story to get into as many layers of observations, multi-dimensional
this concept as possible. We give you analysis, engaging examples,
its upsides; the deterrents that hold entertaining trivia and relevant updates
this force back; as well as the many in the industry.
on-ground realities that envelope the
utopia of a personalised product. We have aimed to take a closer
and deeper look at some important
Similarly, we become brave and questions this time. The idea is to get
examine another critical challenge that the industry out of a comfort zone. The
afflicts the industry in our feature on goal is, like this magazine’s very first
distribution struggles. We delve into page intended, to create better sleep
factors like transportation, storage and and happier customers.
quality that punctuate this industry
aspect. Hope you get something out of this
issue. Hope we can accelerate that goal
We also apply the same sharp eye together and better.
and nose to other issues and ideas
that are going to have a pronounced Happy reading. Happy questioning.
S. SUNDARESAN
6
INDIAN SLEEP PRODUCTS FEDERATION
MANAGING COMMITTEE MEMBERS
Sheela Foam Limited
Centuary Fibre Plates Pvt. Limited
Kurlon Enterprise Limited
Tirupati Foam Limited
Duroflex Pvt. Limited
Godrej & Boyce Mfg. Co. Ltd.
Sobha Limited
M. M. Rubber Company Limited
Real Innerspring Technologies Pvt. Ltd.
www.ispf.co.in
7 V I SI O N To promote the sleep products industry by enhancing consumer awareness on quality sleep, while setting benchmarks for its products and services. To represent the industry with a commitment to the society and the environment.
8 India News
Contribution for
New product on
a noble cause
Taking a novel initiative to support
the fore
the human life highly impacted by The Indian mattress industry is
the Cyclone Fani that hit the Odisha marked by yet another innovative
state in the first week of May 2019, product launched by New-Delhi
Century Mattresses has contributed Rs based online sleep solutions brand
5 lakhs to the Odisha Chief Minister’s Durfi. The flagship product of the
Relief Fund. This contribution has been company, Cotton Candy memory
made by the company with an aim to foam mattress is designed to keep
empower the Odisha state government the back aligned and has all the
in providing critical support in terms features to allow comfortable sleep.
of rebuilding homes, devastated The best part about the product is
infrastructure and ensuring the that it is fully customisable. Also, it
necessary daily needs of the victims. is directly shipped to the customers,
which means that the middlemen
are eliminated and this makes the
product highly affordable. As per pure high resilience comfort layer with
the company, “The product aims to airflow technology. Further, the Cotton
provide a quicker response at dispersing Candy foam mattress has a base
heat and properly regulates body support orthopaedic layer for ultimate
temperature as compared to traditional back support and is dust mite barrier
memory foam. It features 100 percent and insect-free.”
On an aggressive
growth path Sleepwell introduces Neem Fresche
Taking a step towards aggressive to protect you, while you sleep.
growth, online mattress start-up Sleepwell’s Neem Fresche treatment Our body’s perspires and sheds old
Wakefit is aiming to achieve Rs 260 in all its products promises to provide skin. These particles make way for
crore in FY20. By the end of this fiscal its consumers an Invisible Shield harmful microscopic microbes to
year, the company expects to earn of protection against microscopic flourish, which further, leads to various
Rs 80 crore revenue and Rs 8 crore allergens. allergies and health disorders.
net profit which would be up from Rs According to online reports, several Understanding this need of today’s
27.6 crore revenue and Rs 2.2 crore allergies - asthma, rhinitis and Health Conscious customers,
net profit that it earned in fiscal 2018. contact dermatitis were found to be Sleepwell has introduced Neem
The company also aims to expand its more prevalent among the Indian Fresche treatment to all its
warehouse network in the country from population. Mattresses, Furniture Cushioning,
four to seven and add 50 people to its Another Global study highlights that and Home Comforts Products. Neem
team by the year-end 2019. the market of Fresche provides
Allergic Rhinitis is an invisible Shield
growing. The market of protection
of allergic rhinitis will against microscopic
grow at the CAGR allergens by
of 7% during the forecasted period of preventing their breeding over a
2017 to 2023. The allergy or hay fever period of time. Sleepwell’s Neem
can be avoided by preventing one from Fresche is based on the collaboration
coming in contact with the allergen. with their International Partners
With this sensitivity towards allergens, – BioScience from Australia that
consumers are becoming more combines Traditional Power of Neem
conscious of their Health & Wellbeing. and a powerful Bio Active Agent
While consumers ensure the regular Fresche. Fresche Bioscience comes
cleaning of their house and assets for with an International Certification of
freshness, the core of the furniture US- EPA. Importantly, Neem Fresche
cushioning, mattresses and pillows Treatment does not Degrade with
remain unaddressed due to its built-up Frequent Washing or Cleaning and is
structure. environmentally safe.
Global News 9
Donation for a good night’s sleep
Global mattress
market forecast Allswell Home, an online luxury
mattress and bedding brand managed
also hosted a donation drive on its
Instagram page on May 15, 2019,
It seems that the global mattress by Bonobos, a men’s clothing company wherein the social community was
market is all set to see a major that is owned by Walmart has asked to comment on the post with
boom as numbers support this fact. extended support to a bed emoji. Each
As per a recent research report by Good360 which is bed emoji triggered
the Transparency Market Research, Alexandria, Virginia- a specific donation
global mattress market is expected based charitable amount from Allswell.
to rise at a CAGR of 6.5 percent for organisation. Keeping up to its belief Further, the brand has also promised to
the forecast period between 2017 that everyone deserves a good night’s donate an additional $25 to Good360
and 2024 to reach a valuation of sleep. Allswell Home provided mattress up to $250,000/year for every verified
US $43.43 bn by the end of and financial donation to the foster product review their community
2024. The report also states that children. In line with this, the brand submits.
particularly developing countries,
Asia Pacific region, Africa and
Latin America are expected to see In search of Slumber Star Intern
increased mattress sales due to
growth in the domestic, commercial Houston-based, mattress speciality retailer, Mattress Firm has announced its
activities, hospitality industry and search for the next Slumber Star Intern with the second annual Snoozetern
rising disposable income of the internship. The selected candidates are expected to serve as the company’s
people. sleep influencer. This is believed to enable the social media followers of the
company to have a first-hand look at the company’s culture, testing, teasing new
and upcoming product launches. This will also help the company in catching the
attention of social media followers through engaging content.
SAATVA launches adjustable Solaire mattress
New and innovative product has yet made from 100 percent natural Talalay
again hit the mattress industry. This latex comfort layer with five-zone
time, Saatva, America’s online luxury lumbar support, contouring memory
New entrant in the mattress company is in the news for foam for pressure relief, breathable
the same. The company has launched organic cotton cover, moisture barrier
mattress industry a precision adjustable Solaire mattress to protect precision components,
In a bid to evolve as a complete with six luxurious layers of comfort and integrated, whisper-quiet inflation
lifestyle brand, luxury textiles maker 50 adjustable firmness options. The system and dual remote controls with
Sferra has added a new product company claims that the product is real-time firmness display.
category i.e., mattress in its bouquet.
The company forayed into the
mattress segment by introducing Compton purchases
two styles of mattresses. The
handcrafted and made-to-order new plant
Sonno Notte mattresses have The plant of Royal Sleep
exceptional features. As per the Products in Fort Worth, Texas
company, “The mattresses which come has been bought by Compton,
in three sizes feature zoned innerspring California-based manufacturer
coil system to relieve pressure points Diamond Mattress. As per
paired with high-performance natural & the reports, this purchase
foam materials and hand-tufted wool will give Diamond Mattress
rosettes.” another 60,000 square feet of
manufacturing, warehouse and
distribution capacity and the
ability to offer faster shipping to
an expanding customer base in
the central and southern United
States.
10 Cover Story How customisation of mattress work for the industry? Saves nine annoyed customers. Yes, believe it or not, the age of custom-made mattresses and sleeping-products has arrived. But what is waking up and what is interrupting this new industry wave?
Cover Story 11
G
etting a mattress was enough.
One ‘had’ to make peace with it.
Irrespective of one’s body type,
sleeping-position, preferences
and quirks about sleep; there was
always that ‘one mattress for all’.
But like a couple in Bangalore who
had different requirements and sought
personalized mattresses, there is
something adrift across mattress aisles.
If one person has back issues and the
other needs a softer feel, sooner or
later, they will both need a personalised
product instead of something that they
both have to compromise on.
That is happening. People are
not only asking for, but also getting,
mattresses that can indulge one
person’s needs ‘exclusively’. Yes, from
firmness level, number of layers, splits,
height, frame, spine alignment to There is something adrift across mattress aisles.
temporary adjustments – mattresses
have entered new contours of customer
Consumers are not only asking for but also getting,
satisfaction. They are ready for a much- mattresses that can indulge one person’s needs
due industry evolution – the era of
‘Customisation’. ‘exclusively’. From a personal preference of surface
firmness levels(extra firm or soft), mattress built-
Various ways of customisation
Size! That comes fixed from the company. up customization, doctor’s recommendation for
As Mr. Sameer Kalra, Owner, Maharaja
Furnishings, Rajasthan points out, “The
spine alignment, mattress size & shape, thickness,
only possibility at our end is simply cutting number of layers, splits, height, frame, to
as per customer’s requirement; and that
too only for foam mattresses. For spring temporary adjustments – mattresses have entered
and coir formats, this size-cutting can new contours of customer satisfaction. Consumers
only happen at the company’s end. The
support, or special needs, for this aspect or are ready for a much- due industry evolution – the
something else - that a retailer needs help
on- only gets a manufacturer’s attention
era of ‘Customisation’.
when a considerable level of sales is
accomplished.” In Mr. Mahendra Pokharna’s Reverie, Luxi, PlushBeds and ReST
assessment, most customers are chasing a new market opportunity - ‘lack
Turn to Mr. Mahendra Pokharna, satisfied with the level of size and of customisation’? The offerings and
Head of a Sleepwell showroom (Vinayak quality that is available now, with no options that some players, both new
Showroom) in Udaipur, and he would other peculiar customisation needs and old, have started to bring on to the
also aver that yes, size is the main spotted yet. Mr. Sameer Kalra also tells shelves are truly unprecedented. They
customisation need that has emerged that right now 6/6 and a half inches, do not make a customer adjust to a
in the market. “Most models come three by 6-one-fourth inches etc. are mattress but do the opposite. They ask
with a fixed configuration and size is the dominating the market in contrast to for, anticipate, and adjust to a customer’s
only thing that we can personalise for the just one size of six by three inches unique needs – and then give a mattress
a customer. It is a market of about 60 that was prevalent earlier. that fits her/him to the T.
percent non-standard sales right now.
Most companies address these non- But that is bound to change as times A look at a spectrum of ways in
standard size requirements upon order. It roll on. Are we not spotting Casper, which customisation is showing its
takes anything from three days to ten days Rocky Mountain, Tempflow, Helix unmistakable presence will tell a lot
for the company to furnish a requirement.” Quiz, Create-a-Mattress, Dreamfoam, about this big industry-shift. Today,12 Cover Story
Customisation
Types
mattresses cannot afford to be just
mattresses. Customers can be offered 9. Different Materials: Types
a buffet of alternatives to get a really- A look at a spectrum of ways in of material that can cater to
bespoke mattress: which customisation is showing its differences in temperature,
unmistakable presence will tell a lot bounce and breathability
Just what the Doctor ordered about this big industry-shift. Today, 10. Motion Isolation: if a sleeping
Well, a Helix survey notes remarkable mattresses cannot afford to be partner shifts weight of one side
variations in sleeping-positions to just mattresses. Customers can be of the bed, the other side does not
start with. It revealed that 66 percent offered a buffet of alternatives to get get affected
customers are side-sleepers, 18 a really-bespoke mattress: 11. DIY boxes: Grid-based options
percent are back-sleepers, 16 percent 1. Mattress built up: Arrangement that a customer can unzip and
are stomach-sleepers and 35 percent of layers and foam-densities then use to configure a mattress.
wake up with back-pain. To add to these for a customer’s body type and One can arrange the foam barrels
differences, there is another preference- firmness preference and cells as per one’s needs.
box. There were 51 percent who tend to 2. Mattress Firmness: Sleeping Firmness levels are categorized in
sleep hot, 28 percent like a plush-feel surface firmness and feel different colours so it is easy for
bed, 32 percent like a firm-feel bed and preferences for individuals a customer to design one’s own
60 percent like a medium-feel bed. changes as per their body type. firmness utopia
So it becomes important to 12. Different mattress: Different
Medical experts and holistic wellness have ideal firmness for each mattresses for side sleepers, back
consultants confirm the argument that mattresses. sleepers, stomach sleepers etc.
such numbers often make. “People have 3. Mattress Fabrics: Fabrics that 13. Medical Support: Pressure-point
forgotten to sleep right. They do not even can reduce moisture or can offer support so that side sleepers or
know what position they sleep in. How lumbar support or control heat- medically-sensitive cases can get
can we expect them to sleep right when variations the right support
they sleep in a sad state of awareness 4. Mattress Size: Ability to fit to a 14. Smart mattress: Smart
thanks to the addiction-spree of alcohol, given bed-size or frame mattresses with sensors that can
blue-screens and poor lifestyle choices?” 5. Temperature control: Cooling adjust materials and shape to
Dr. Saroj Sharma, Head, Kala Ashram comfort layers for hot regions differences and sleeping-position
Wellness Centre who gets severe cases 6. Dual Sided: Two-sided dual every night. They read body
of insomnia and depression at the comfort mattresses and heat-maps, pressure hot-spots,
centre, cautions about the heightened customisable beds for couples and roll-over patterns so that
need for a conscious choice in sleeping with different needs compressors inside the bed can
right. 7. Body Support: Capabilities like automatically balance air pressure
body contouring and zoned beneath several body parts – hips,
Many medical practitioners have support for various regions – head, side, spine, feet etc – but so
often lamented poor sleeping-position head, lumbar area, waist, hips and slowly and subtly that the sleeper
as both a cause and an effect of back- feet does not wake up untimely or in
pain. To maintain the natural curves of 8. Adaptive Mattress: Responsive an abrupt manner
the spine in bed is essential, but not so and adaptive coil, foam, weight- 15. Customer Preference: Quiz-based
easy. If a doctor recommends someone distribution micro units and layout shopping where a customer is
with a herniated disc to sleep in a foetal- choices equipped with better knowledge
position or if someone with lower back- of what one truly needs and then
pain is prescribed a reclined-position given options that fits
– we know that the way we sleep is 16. Orthopedic mattress: Mattresses
not a trivial matter when it comes to that can align to different weights,
spine health. Stress on back, head and sleeping-positions and pressure
shoulders can be easily controlled by points. Ex: Orthopedic mattresses
using the right mattress. And for that; 17. Memory Foam: Foam and spring
cognizance of what one needs, and mattresses with an upper layer of
lacks, is crucial. gel memory foam so that they can
mold as per the shape of the body
Dr. Yatin J Patel, a board-certified no matter what one’s sleeping-
pulmonologist, published author and position is
sleep physician who is a passionate 18. Life-stage-based options: That
advocate of a lifestyle founded on adapt to injuries, pregnancies or
healthy and happy living, corroborates special athlete-needs
Dr. Saroj Sharma’s concerns when heCover Story 13
talks about the poor state of sleep To understand the value getting there. As of now, to understand the
health in India. “Sleep health globally value of customisation and pay money for
has been ignored and more so in rapidly
of customisation and customisation - that is still far off for India,
developing country like India. The young pay money for customisation except for a few customers.”
population in our nation is so preoccupied - that is still far off for
with chasing success that it ends up A peek from the other side
ignoring sleep quantitatively, and more
India, except for a few Making good listeners in the form of
importantly, qualitatively. This sleep-deficit customers mattresses is not going to help users
retards their executive performance. Their alone. It is good lumbar support for the
creativity, problem-solving, and optimism industry as well.
get adversely affected.” Tushaar Goutam,
Director, Sheela Foam Mattresses receive the least bit
Dr. Yatin J Patel observes, and deals of attention while making homes.
with, a lot of sleep-disorders at his But, gradually the urban Indians are
private practice, Sneeze & Snooze Clinic, realizing the importance of good sleep
Indiana. As the Medical Director of the unique sleep needs. But he maintains and it’s direct impact on our health.
Center for Sleep Studies at Goshen that the bigger issue is our lack of focus Mr. Gaurav Gulati, a noted branding
Hospital and ‘The World’s Only Sleep Doc and our ignorance as to the importance expert, author and Personal Branding &
with a Notre Dame MBA’, as he prefers of sleep in helping us live a full and a Brand Engagement Consultant. “Hence,
to introduce himself, Dr. Yatin J Patel productive life. “Once you have made that the mattress industry - by encouraging
makes sense when he points out the commitment to getting a sound sleep of customisation - is providing the consumer
unique differences that every individual seven hours, then you can look for products with simple, smart, and effective sleep
has pertaining to the way one sleeps. that can help you achieve that.” solutions. Sound sleep makes a sound
“Yes, within a predefined range, each of us mind!”
has unique sleep needs. My wife needs six- These insights and questions find
and-a-half-hours to feel alert and energetic an echo elsewhere too. Mr. Tushaar However, such an evolution also
all day, while I need seven hours of sound Gautam, Director, Sheela Foam observes needs new models and approaches from
sleep to be at my best. According to the task that the fundamental research that is the industry so that customisation is a
force convened by the American Academy underway at the company (on the basic durable, pervasive and easy-to-execute
of Sleep Medicine and the National Sleep science of sleep) has revealed different strategy.
Foundation, we need sound sleep of seven needs for different kinds of bodies.
hours - give or take thirty minutes.” The issue that the industry, hence, The platform-based approach
confronts is ‘how to communicate this pioneered by brands like Casper is
He welcomes the burst of new sleep to customer – through sales channels, worth reckoning while discussing
products that aim to fill the void of doctors and other means’. “We are customisation in the industry. Casper, as
Mr. Daveed Kuruvilla, Director, Restolex
Coir Products Pvt Ltd notes, was
revolutionary in its implementation of a
new business model of selling directly to
the end consumer. “This sort of approach
would work anywhere as it reduces prices
for the customer, provides trial-periods
etc. When this approach began, players
like Casper marketed their product as a
mattress that’s perfect for all. This clearly
was not the case as different people like
different things. Now Casper offers multiple
types of mattresses, even incorporating
springs. So would the approach of selling
directly to customers online work? Most
definitely. Would marketing one mattress
to suit all work? Probably not.”
Mr. Gaurav Gulati explains this
ahead from a marketer’s angle as well.
“If Casper manages to position itself as
a perfectly-priced premium brand with
good storytelling, trust me, they will be14 Cover Story
unstoppable after all Crocs footwear We have been in the says, customisation of mattress is an
success in India too is completely based industry for more than interesting scenario of our country.
on comfort and health, who wears it for During our research, we found that
fashion and style. Yeah, it may be a show- 31 years but the amount there is an absolute lack of awareness.
off for some.” of customisation requests Today, in India, branded companies
we get every day is nothing are serving only 15 percent of the
But Mr. Gaurav Gulati also underlines bed requirement. The remaining 85
the demand side here. “Basically, what compared to the scenario 30 percent is getting their bed made by
all customers consider while purchasing years ago. local manufactures or carpenters.
a mattress is their health condition Many of them, including the customers
and sleeping experience on a particular approaching them doesn’t know that
mattress.” the standards exist. The relevance of
Nirbhay Gupta,
CEO, Coirfit Mattress
standardisation is important when
Mr. Nirbhay Gupta, CEO, Coirfit you need many items from different
Mattress observes that with a paradigm companies to complete the solution.
shift in the choices of consumers, it has Hardware industry, Sanitary industry,
become mandatory to cater to the fast- sure it will completely suit the user’s Construction industry are some of the
growing demands of the consumers. “We body. “Because it is not just about selling examples. For using the bed for sleeping
have been in the industry for more than 31 a product but also about proffering a good purpose, you need many other items like
years but the amount of customisation sleep experience to the end user.” mattress, bedsheets, pillows etc which
requests we get every day is nothing is manufactured by different companies.
compared to the scenario 30 years ago.” “With more than million satisfied In order to get everything fitted well on
customers, Coirfit has a wide range of the bed, standardisation is a must. We
He explains how an entire mattress mattresses made to suit each person’s observed that customers build their
customisation is now possible based sleeping needs. We aim to deliver the bed without the knowledge of this
on the choice of fabric type, edge best mattresses keeping in mind all the and later get into the trouble of buying
design, size, comfort level and even preferences of the buyer. To accommodate customised mattresses, bed sheets etc.
the inside-layer configuration. our customer demands, we rely on every which will end up in an expensive and
“Therefore, we give an option to provide major to minor attention while designing time-consuming affair for them.
a completely customized mattress the mattress. From mattress comfort to
while guiding the user about the various mattress look, we work towards developing Mr. Saurabh Sharma slices the
advantages of different mattress layers. innovative, yet personalized, sleep systems issue further and says, though we are
We understand when it comes to health; for the users.” well equipped to do customisation of
there should be no scope of carelessness or any model, we are encouraging our
misguidance.” So customisation is good, but how customers and channel partners to
much of it can be real? promote standard variants for the
While customers are willing to benefit of them. This will help in reducing
experiment with a hybrid of latex + The Real Cut waste of material, time, effort and in the
memory-foam mattress or a medium There are many factors that can add end help us offer our products in a highly
comfort memory-foam mattress, new arguments on the customisation competitive price and faster delivery.
Mr. Nirbhay Gupta stresses that the aspect, when one looks beneath the
company does not believe in crafting superficial layers. Mr. Saurabh Sharma, If the mattress industry in India is
the same for them till the time it is made General Manager, Godrej Interio, ready to give that ease, comfort, andCover Story 15
As we all are different
in our body structure
and sleep requirement, one
type of mattress cannot
offer correct solution to
everyone. Hence its critical
to have personalised
mattresses according to the
body type. In future as people
get more aware about sleep,
we believe customisation in
this direction would be more
in need.
a ‘one size fits all’.” Coirfit’s Mr. Nirbhay We should first start
Gupta adds. encouraging people
Saurabh Sharma,
Mr. Daveed Kuruvilla adds that any to know about mattresses
General Manager, Godrej Interio
mattress maker who values their brand before we can encourage
name would have to positively align them to customise.
themselves with sleep and wellness
experience to the people; that Casper issues, regardless of being an online
gave to its customers and could grow player or a brick-and-mortar/touch and
exponentially, the model can be worked feel player. Daveed Kuruvilla,
Director, Restolex Coir Products
out here too, reasons Mr. Gaurav Gulati.
Pvt Ltd
Users are more aware, as Coirfit’s
This strategy can disrupt and Mr. Nirbhay Gupta explains, than before
challenge many legacy models and regarding their health and have become count in all the special manpower force
complacent players. But the rewards extremely conscious while picking a that designs, engineers, creates and
can be attractive enough. After all, mattress for themselves. “Whether they assembles custom-built mattresses.
what better and deeper way of creating buy their sleep haven online or offline, they
differentiation and loyalty than giving are inclined to research about it before Customisation, as industry players
a customer something that fits like a opting for one. A concomitant aspect of will aver, is an expensive foray. It is not
square peg in a square box unlike the this research and their needs leads to an always cost-effective.
‘square peg in a round hole’ options inception of getting a mattress customised
that customers have been living to suit their body preferences. However, Mattress industry never encourages
with for years now. This also makes as sleep experts, it falls into our hands customisation of their mattresses, but
sense because mattresses are still, to make sure that each product offering they are left with no option when sales
comparatively a low-frequency but is genuine and eases their sleep related of furniture beds are non-standardised
a high-involvement purchase in a issue.” and due to this, mattress competitors,
customer’s lifecycle. Customisation too, supply customised mattresses to
caters to not just physiological It is about time. It seems. retailers – as a candid Mr. Nitin Gupta
differences but psychological ones too from King Koil India also reveals.
– and with a real tangible product – not Pebbles in the Nest
just a brochure. But customisation costs. Not only to the To add to that, there is a trial-period
customer who is still facing heavy-priced that is a make-it-or-break-it rule of the
“Fixtures and position of layers can labels for purchasing custom-made new game.
make a really big change in mattress stuff, but also to the mattress-maker.
formation. We are always eager to guide After all, it is a process that entails Casper, gives both to the customers.
the end users about the properties and special materials and special effort. The It offers, along with the painless
functions of different materials used in special manufacturing costs not only purchase experience, a trial period of
mattress making. Therefore, we aim to include the coils and layers needed in 100 days. And if not satisfied full refund,
fulfill these orders with our expertise never-before varieties and assortments Mr. Gourav Gulati observes. “The full
knowledge and to help these consumers but also expenses of hand-made refund is the most motivating strategy for
get a mattress that fits them instead of mattresses. Let us also not forget to Indian Consumer, let’s not forget Amazon16 Cover Story
What brands expect
from retailers
1. Retailers have to educate
consumers about the materials
used in the mattresses, new
technologies incorporated in
these materials, their feel,
longevity etc.
2. Retailers should educate
consumers on the role of
mattress and pillows for sound
sleep.
3. Retailer should provide
important feedback and
suggestions that they receive
from the consumers.
4. Retailers should share buying
“Internationally there are about six to eight behaviour of consumer time to
Customisation of sizes standard sizes; and brands improvise their time.
in Indian mattress production with least wastages due to
standardisation. This has been possible
5. Some of the mattress retailers
also sell furnishing. When
industry is a major due to strong furniture associations to a customer is looking for a
create beds of standard sizes, which looks mattress retailer should not
problem which brings absent in India.” divert his attention to buy a
a lot of growth- and furniture.
On the difficulty level for a
opportunity-resistance manufacturer, Mr. Tushaar Gautam but once they leave their negative reviews
for supplier players in dismisses some assumptions. “There
are some opposing forces playing
about the product, rest of the prospective
buyers become alert. And today customers
the industry at each other. The time constraint shop only after reading reviews.”
that most customers give in the way
they demand mattresses – certainly Mr. Daveed Kuruvilla feels that the
positioned itself in India highlighting makes it a little difficult for a player to onus of identifying a sales-gimmick
‘Hassel Free Returns & Refund’, and customise. But the whole industry is falls on the customer. “So for a brand’s
Flipkart, too, did the same. And this works designed to customise because of the marketing to be called out as a sales-
perfectly for Indians.” way production can work. The basic gimmick with no real differentiation in their
module is there but certain attributes of product, the customer will need to have
In the assessment of Mr. Nirbhay customisation like layers, thickness etc. done enough research and comparisons to
Gupta, even though there is a colossal can be built upon this. Manufacturers see a product for what it is. If the customer
urge for customised mattresses, not are already customising based on size knows what’s on the market they won’t
many brands are offering customisation and all we need is some other aspects fall for great marketing of an inferior
besides basic size customisation. To that can be blended in. product.”
quote around five to ten percent of
orders are up for customisation and In any condition, it is important that This hints at a big role that industry
not much development is happening in customisation is sincere, authentic, players need to fill in that will not just
the mattress industry related to these enduring and definitely, not something sell customised mattresses but ensure
demands. “Only size customisations are that comes across as another that people see it as a valid product
being catered to.” Just like what retailer sales-gimmick. proposition and need-fulfillment. This
Kalra told us at the onset. is more than a functionality or a frill. It
To manage this 100 percent is not is a about a psychological need that has
Customisation of sizes in Indian possible but yes, today people are smart to be addressed sincerely and smartly. It
mattress industry is a major problem buyers, Mr. Gourav Gulati agrees. “They will, first, need a lot of homework; and,
which brings a lot of growth and don’t simply buy anything, they know they then, quite some legwork before one
opportunity resistance for supplier have the rights to express their experience can confidently say that a customised
players in the industry. Mr. Nitin with the brand. There may be one or two mattress is up for grabs in one’s product
Gupta from King Koil India contends, or say few people, who can be dodged, menu.Cover Story 17
Internationally there
are about six to eight
standard sizes; and brands
improvise their production
with least wastages due to
standardisation. This has
been possible due to strong
furniture associations to
create beds of standard
sizes, which looks absent in
India.
Nitin Gupta,
Director-Retail and Channel
sales, King Koil
Mr. Daveed Kuruvilla also weighs in The young population
this factor as a pronounced one. “In order
to encourage customisation of mattresses,
in our nation is so
we would first need to encourage educated preoccupied with chasing
Before you ask for Jeeves customers. Customers would have to know success that it ends up
The presence of unorganised players about the materials used in mattresses,
and lack of quality standards in the new technologies incorporated in these
ignoring sleep quantitatively,
industry make the situation harder materials, their feel, longevity, etc. As and more importantly,
to navigate, as hinted at by some top mattresses are a low-frequency purchase qualitatively.
industry players. this makes it challenging to have customers
who are well-versed and have information Yatin J Patel,
Mr. Nitin Gupta from King Koil enough to effectively customise their own a board-certified pulmonologist
India opines that till the time furniture mattresses.”
association in India really focus on
this standardisation, almost nothing We should first start encouraging
is possible at the level of mattress people to know about mattresses before
manufacturers. Needless to say, a we can encourage them to customise,
government intervention looks like a he suggests. “That said, there is already anything to experience something new and
best solution to enforce such move. a niche in the Indian market made up valuable.”
of customers who know exactly what
More importantly, for customisation they want and look for custom-made The issue, of course then, is our lack
to truly work, players as well as mattresses, and we are glad to help them of focus and our ignorance as to the
customers would have to rise to a new with their specific needs. After all we are in importance of sleep in helping us live
mindset and responsibility. Dr. Saroj the mattress business to help people sleep.” a full and a productive life, Dr. Yatin J
Sharma and Dr. Yatin J Patel both are Patel reminds. “Once you have made that
emphatic about the dire need for better Gaps, in the assessment of Mr. commitment to getting a sound sleep of
sleep hygiene and awareness in today’s Tushaar Gautam, are starker around the seven hours, then you can look for products
stress-and-addiction-heavy lifestyles. communication that happens between that can help you achieve that.”
People need to know how they sleep channels and customers. “Point-of-
before they work on how to sleep better. sale is a crucial 25 to 35 minutes of Providing healthy sleep is the
communication window where a lot can root cause for mattress industry to
Even Mr. Mahendra Pokharna, who is be achieved ahead.” But he hopes that consider customisation. As Mr. Tushaar
from the retail side, is worried about this customisation can help the industry in Gautam puts it industry has look at
huge lack of awareness that customers creating a niche market in the next four customisation is an opportunity for
exhibit when it comes to good sleep. to five years. future growth. Because, yes, what
“People do not know when to change the can be more valuable than a mattress
mattress. To introduce experience stores These hopes resonate well with that has been made specially for one’s
would a great idea, but basic awareness Mr. Gaurav Gulati’s optimism too. sleeping whims, fancies and fantasies!
is something that needs to be first worked “India is an emerging nation with a lot Only one thing - A mind who can create
upon.” of cash flow; buyers are willing to spend such a mattress!18 Feature
Building a better bed
The role of manufacturers and suppliers
D
ue to urbanisation, rising
disposable incomes and health
issues, the Indian mattress
market is growing at 10-15
percent annually. Of this, the organised
market share constitutes only 30
percent. However, now it is expected
that the market share of unorganised
mattress players which is led by street-
side shops and the local operators will
drop drastically in the coming years.
This is because Indians are increasingly
demanding branded and good quality
products. In fact, the mattress/bedding
market is gradually transitioning from
largely unbranded to branded market
which is expected to grow at a CAGR
of 13 percent over next five years to The manufacturers and Well, this way, the manufacturers
constitute nearly 40 percent of the take all the possible steps to stay
market by 2022. raw material suppliers abreast with the market trends, their
are working together customer expectations and needs to
In addition to people demanding good manufacture the best mattress product.
products, another reason behind this fruitfully in order to
trend is that of lately, the manufacturers
and raw suppliers are working together
serve the best to the 2. Adoption of new technologies:
The ultimate goal of any mattress
fruitfully in order to serve the best to customers manufacturer is to ensure that the
the customers. While manufacturers are consumer gets all the comfort that
adopting innovative technologies and he desires from his/her mattress. It is
methods to bring out a better product, has given rise to various lifestyle diseases. for this very reason that reliable and
the suppliers by supplying quality raw Also, these days, people have to work for top-notch manufacturers in India are
materials and machinery are ensuring longer and this involves sitting for hours concentrating on new technologies in
that the manufacturers are able to do. together. All these issues have resulted in order to make better mattresses. Thus,
various sleep problems. In such a scenario, the industry has naturally progressed
So, this article would explore the as manufacturers, we take it as our duty from unorganised cotton and foam-
individual contribution of manufacturers to give all the comfort to the customers based products to quality products with
as well as suppliers and their relationship while they sleep. For that, we engage with an infusion of technology. Some of the
in bringing out the best mattress product the customers and ask them about their latest technologies incorporated by
in the market... health problems and then look into the manufacturers to build a better product
best solutions that we can offer them.” include:
Strategies adopted by the
manufacturers Mr. Hemant Gupta, Director, a) Combination of innerspring and
1. Understanding customer’s Aerocom Cushions Pvt Ltd, shares a memory foam: The mattress that
requirement: similar thought. He avers, in addition is prepared by combining these two
The first and foremost thing that to understanding the customer’s needs types of technologies is known as the
the manufacturers are doing is and suggesting the product that would hybrid version and is considered best
understanding the need of the market/ suit them, we ensure that they get such for all kinds of sleepers. While inner
customers very well. Kundan Kankariya, products at an affordable price. We spring give better comfort (support)
Director, Kontak Comfort Products Pvt ensure that the product from inside and and sleep to the consumer, the outer
Ltd, notes, “Over the years, lifestyle of outside is of good quality and has a good layer made from memory foam gives
people has changed drastically and this life.” better pressure relief and comfort.20 Feature
These days, new memory foams are elevation of the mattress can also be raw materials that are not only good but
also being used which have an open controlled with the help of the same perform specific functions, have unique
cell structure and this reduces heat remote control. features and offer something extra. Hence,
retention, improve airflow and keep the raw material suppliers are constantly
the foam cooler. Even gel memory 3. Increased usage of organic material: working towards supplying such materials.”
foam is increasingly being used by Since past several years, mattresses
the manufacturers as it provides were made using polyurethane foam, a He adds further, “What is heartening
enhanced pressure-relief and this petroleum-based material which emits to note that now not only big brands are
is good for patients who have joint volatile compounds that are harmful demanding quality materials but even local
pain issues. Few manufacturers are to both humans and the environment. mattress manufacturers are demanding
also making use of variable pressure Now, with the growing awareness them. They also want technologically
foaming technology which negates about the environment, customers are advanced materials and not just run-of-
the need for chemical blowing demanding mattresses that do not harm the-mill stuff. This is a good sign for growth
agents. the environment as well as humans of the bedding industry as a whole.”
b) Temperature controlled mattresses: and this is leading to manufacturers
Few mattress manufacturers in the using organic methods and material
country are also coming up with for making mattresses. This is the The new age
temperature controlled mattresses reason that materials like eco-latex
which are quite popular in other and bio-cotton are increasingly being machinery and
nations. A perfect fit for India's hot used. Mattress like organic innerspring materials are resulting
and humid climate, such mattresses mattress and plant-based memory
allow their temperature to be foam mattress are gaining prominence in increased production
controlled with the help of remote
control and thus ensure good sleep.
and attention from the manufacturers.
and improved
Not just the temperature but the 4. Paying attention to mattress cover: manufacturing
These days, manufacturers are not only
paying attention to the inner materials operations
and technology but they are focussing
on mattress cover technology as well Not only the raw material suppliers
which is also very important for the but even the machinery suppliers for
comfort and health of the customer. the bedding industry assume a lot of
importance in contributing towards
The mattress industry in Above are a few strategies that are making the best product. This is because
India has a lot of growth adopted by the manufacturers these an efficient machine which is highly
potential. The spending days in building a better product and automated and fast can manufacture
power of customers is increasing. expect support from the suppliers. Here, increased number of products which
In fact, today, even an average comes the importance of raw material are of good quality and save time,
Indian customer is willing to spend and machinery suppliers. money and reduce wastage. Hence, the
a considerable sum for a good machinery suppliers are also constantly
quality mattress. Keeping this Strategies adopted by the suppliers engaged in coming up with improved
in mind, the manufacturers are Just like mattress manufacturers, even machines which can help the mattress
increasingly coming up with some the present-day suppliers have woken manufacturers in developing products
of the best mattresses that are up to the fact that it is necessary to that are of supreme quality.
made using innovative technology. supply the best quality raw materials
Well, not only manufacturers but so as to ensure that the end-products Relationship between the
even the suppliers are making all is good. Suppliers are also realising manufacturers and suppliers
the efforts to ensure that the best that it is necessary to cooperate with While the manufacturers strive hard
product is manufactured. the manufacturers to see that they get to come up with new solutions to give
Thus, it can be definitely concluded what they need in order to develop a better products to the consumers, the
that a good product can reach good product. suppliers ensure that the best of raw
the customer only with the joint materials and machinery is supplied
efforts of the manufacturer and Thus, in order to understand what the to the manufacturers in order to help
supplier. This presents dearth of mattress manufacturers want, suppliers them achieve their aim. Manufacturers
opportunities for growth for the actively engage with the manufacturers. and suppliers can function in the best
manufacturers as well as suppliers Mr. Rajiv Khanna, Director, Shiv Techfabs possible manner only when they work
in India who can work together to Pvt Ltd who is into mattress ticking together towards a common goal
build a better bed. fabric supplies business, says, “These that is developing the best mattress
days, manufacturers are demanding product.22 Feature
There are various challenges faced by mattress industry
in terms of quality, transportation, storage and getting
distribution network right, that if solutions aren’t found in
time, could derail the growth story.23
How challenging is distributing
bedding products from
manufacturing to distributors
ISSUES FACED & SOLUTIONS FOUND
T
he Indian market is witnessing a retail mattress sales. the competitiveness of exporters.
shift from unbranded or cotton-
based mattresses towards Brands are leveraging large Another hurdle in standardizing
branded mattresses. In recent distribution companies to have omni- shipping is a lack of prescribed size of
years, the average growth of Indian channel presence. Today, typically, mattresses as in western markets. This
comfort and bedding industry was customers can buy mattresses on lack of uniformity in Indian markets
10-12 percent per annum and this is the website and also from third-party puts an unnecessary burden on delivery
likely to grow at a CAGR of around 15 platforms such as Amazon, Flipkart, logistics.
percent in the next 5 years. However, Shopclues and Fabmart to name a few.
there are various challenges faced by Many companies are setting up owned Innovations to the rescue
mattress industry in terms of quality, stores in key markets. With the e-commerce trend, the
transportation, storage and getting culture of try-before-buying direct-to-
the distribution network right, that if Pain points consumer (DTC) model is on the rise
solutions aren't found in time, it could Mattresses by nature are a bulky posing logistics challenges. The ever-
derail the growth story. products and expensive, which is growing popularity of Amazon Prime
accentuated by a lack of affordable model of hyper-fast deliver is putting
Amidst all the roadblocks the industry transport companies to handle them. pressure on companies in terms of
is able to craft innovative solutions on the This restricts companies from expanding scaling their business. Customers
go, especially in packaging and shipping. their markets geographically and forces expect to get their product within one or
New age, internet savvy players have them to run their own fleet of vehicles two days.
adopted Direct To Consumer (DTC) for deliveries thus adding overheads to
approach while traditional players their operations. Companies like Casper in the US —
have mostly focused on expanding and which is now coming to Indian shores
strengthening their ground level multi- Infrastructural bottlenecks also — have shown radically new ways of
tier network. Evolution and upgradation add to the tremendous strain. Loss of packaging and shipping. Thanks to a
are evolving in real-time in retail touch transportation time & transaction time decade's old technique of compressing
points as well as technical innovations at ports, land borders adversely affects foam or mattress material to compact
helping to reach the market fast and forms, Casper was able to pack the
safe. mattress in a small box that can be
Over recent years, the delivered by players like Amazon. Once
Spurred by overall economic growth, sales channels for delivered, the pack would be unboxed
the logistics industry comprising to reveal a highly compressed mattress
road, rail, air and water — a $130 mattresses are shifting which would popup into its full shape
billion industry is expected to reach
$300 billion by 2020 — this growth
from bricks-and- slowly.
not withstanding, the logistics is the mortar stores to online This whole process itself though
toughest nut to crack for the mattress slow and tedious, turned out to be "an
industry so far. sales. It is estimated experience" customers loved to have.
that the e-commerce It was sheer serendipity. E-commerce
Over recent years, the sales channels led mattress players since then
for mattresses are shifting from bricks- channel claims around have taken to bed-in-a-box and the
and-mortar stores to online sales. It
is estimated that the e-commerce
10% of word retail "unboxing" phenomena to newer
heights. With this, the transportation
channel claims around 10% of word mattress sales and last mile delivery was solved24 Feature
but storage, inventory management
still required traditional solutions
discussed earlier.
Conclusion
Finished product distribution is a vexing
issue in any industry. It is more so in
the mattress industry given the size
of the product and the need for careful
handling due to expensive, fragile
material involved. While, traditional
players have evolved a good strategy
over time, the new age Amazon-
like, hyper-fast age requires new
solutions. While, e-com companies
have turned to optimize packaging and
shipping, there is still a huge scope
for improvement in better handling
distribution.
Solutions
1. Traditional players have shown the road to solving 5. Typically, traditional companies utilizes logistics
vexing distribution issues. As demand increased, infrastructure hired for the supply of raw materials
the industry realized that it needed a better way to to the manufacturing facilities for onward supply of
optimize warehouse and order fulfilment operations. finished products and foams to the
Many companies prefer a logistics solution that would distributors
meet its business requirements and help it grow in the 6. Exclusive distributors are typically engaged in strategic
unpredictable business-to-consumer space. Most often proximity to the manufacturing facilities, which helps
the solution comes in the form of a third-party logistics reduce carriage expenses and minimize product
(3PL) and warehouse management system provider. damage. Most distributors have been associated with
2. E-commerce players have seen rising returns rate — these traditional companies over a long time — mostly
though lower than five to six percent lower than that over 20 years or more. Extensive and well developed
of the standard direct-to-consumer volume, it requires pan-India sales and distribution network and retail
attention, strategic insight, and an experienced logistics dealers for home-comfort products.
partner who can accept and reroute returns to the 7. The distribution network has to be well integrated with
appropriate recipients. That's where 3PL partners come the manufacturer’s IT platforms, that enables tracking
to the industry's rescue. secondary sales made by the distributors and dealers in
3. A time-tested formula is to engage exclusive real time.
distributors in strategic proximity to the manufacturing 8. The new GST regime has ensured that warehousing has
units, helping reduce carriage expenses and minimize got a leg up and it is easy to transport finished products
product damage. across borders. While, traditional way of distribution
4. A large sales personnel actively engage with key was to establish manufacturing plants close to the
distributors thus ensuring the distribution channel target market, with warehousing and efficient 3PL
is well oiled and a positive feed-back loop is created. services available, a new model is emerging — using
Such a deeply integrated network of distributors and efficient warehouse management to distribute and 3PL
the companys' sales force help in aggregating demand as a JIT partner. It needs to be seen as to how efficient
signals and right-sizing the production and inventory. this model will turn out, though.You can also read
