Mattress Industry in India riding high on innovation and direct consumer connect

The mattress industry in India is positioned at an interesting juncture, where growth is spurred by changing customer dynamics and technological innovations.The COVID19 pandemic has been a major factor to bring about this transformational shift as consumers have become increasingly aware and conscious about the health benefits of using the right mattress and the functionality of the overall product

Companies today are offering mattresses that have anti-microbial properties. Some are made using sandalwood infused latex, and then there are products built around Orthopedic Memory; truly a revolutionary time for the mattress industry in India.

In a bid to meet increasing demands and offer customers a seamless experience, mattress manufacturers today are relying on technology and digital initiatives to enhance the entire production and buying experience.

The current India Mattress Market can be broadly classified taking the following factors into consideration:

• Type - PU Foam, Rubberized Coir, Spring Mattresses,
• Application - Residential and Commercial
• Type of Market - Unorganized and Organized
• Distribution Channel - Specialty /Stores, Furniture Retailers, Owned Franchise Stores, Online

With increased demand for better products and innovative companies entering the mattress technology space, the market in India is expected to change substantially in the years to come.

Changing Consumer Preferences While Buying Mattresses- Functionality over Product

In general, manufacturers are only concerned with the capitalization of their investment. Consequently, marketing is directed at promoting the product rather than promoting healthy sleep. This year has seen a gradual shift in this approach.

Because of the evolving trends in manufacturer-consumer interaction, there is a greater emphasis on the promotion of good sleep. Mattress companies will not only communicate the product's functional qualities and focus on brand building in the future, but they will also pay attention to the positive effects of a good night's sleep.
Popular businesses have realised that what is now being done is insufficient and will therefore increase their investment in public relations and marketing campaigns, as well as hold seminars and conferences to educate the public on the subject. This will aid in the transformation of people's minds.

Customers may now keep informed about global trends more easily and quickly because of the increased use of television, social media, and digital platforms. As a result, modern spring and foam-based mattresses have become more well-known and accepted as a result.

India Online Mattress Market

The demand for mattresses from e-commerce portals is predicted to rise as a result of the demographic dividend, which includes a growing young population and rising living standards. To reduce risk, organised sector players should streamline supply chains for both high-quality raw materials and finished product delivery. Additionally, new players should be to cater to the majority of the catchment area and should focus on growing their outreach to Tier 2 and Tier 3 regions of the country. Previously, consumers preferred to buy mattresses in retail stores to ensure quality and comfort. Consumers are developing confidence in online retailing as a result of services such as rapid returns, discount offers, and cash on delivery.

However, lack of knowledge, immature franchise models, non-standardization of mattresses, and increased competition are just a few of the significant obstacles that will impede the industry's future growth.

Here are some of the predicted Future Trends:

GROWTH OF ORGANISED SECTOR

The organised sector is now growing, as consumers demand better quality and prefer to purchase from manufacturers offering quality checks and warranties. As companies move towards capturing Tier 2 and Tier 3 space, the shift to an organised sector will be swift.
By directing the full consumer journey – from product discovery to post-sales service – new-age mattress brands are able to supply products at cheaper prices. As a result, these direct-to-consumer firms save a lot of money on distributor and retail margins. Many digital-native businesses recognise that they are in the touch-andfeel category, which is why they provide a 100-day trial period.

D2C SALES AND OFFLINE BOOST

Consumers are now comfortable making big purchases over the internet, which is constantly changing the way people think about buying durable consumer products such as mattresses. Today, 800 million people in India have direct access to the internet. By selling directly to the consumers, the mattress manufacturers eliminate the middlemen and control costs by avoiding sales commissions and showroom fees. D2C will therefore assume an enhanced role in the coming years. Direct-to-consumer (D2C) brands are fluffing up the Indian mattress category with promises of lower prices, mattress-in-a-box convenience, a 10-year warranty and 100-day trials.
To broaden their overall reach, new-age mattress businesses must have deeper offline distribution. After all, in India, more than 90% of retail is done offline. D2C brands are not only taking the offline route, but also foraying into other segments like furniture and sleepwear.

SLEEP TECHNOLOGY

Indians are the second most sleep-deprived people after Japan. The $1.4 billion mattress industry is witnessing a constant flux from international brands, traditional players, and start-ups. Start-ups are using the latest technology, innovation, and data-backed research to design, develop, and market their products. SmartGRID Ortho technology adapts to the form of your body to provide pain relief and spine care. It has 2,500 air passages and uses temperature-neutral technology to keep you cool and comfortable all night long. It's made of a soft, breathable fabric that allows for adequate airflow.

ERGONOMICS:

Temperature-sensitive memory foam has been utilised in ergo mattresses to improve blood circulation and provide great sleep. The ortho mattress is designed for those over the age of 61 who suffer from back pain.
High-density pocket springs make up pocket spring mattresses. The spring count per mattress is higher. This provides stiffness, improved load bearing, and pressure relief. We are India's first mattress company to offer HD pocket springs.
The "open-cell construction" keeps you cool in the summer, while the high-density foam provides additional support. They've also concentrated on body contouring. As companies are becoming more concerned about incorporating sustainability into their agenda, an Ayurveda-inspired mattress, created with all-natural ingredients like sandalwood-infused latex foam, lavender-infused covers, and so on, is a good fit.

TECHNOLOGICAL ADVANCEMENTS:

IoT-enabled mattresses will benefit both the company and the customers. The smart mattresses will assist customers in determining the quality of their sleep and assist the company in making changes based on the customer's preferences. An industrial chemical engineer played with the notion of using rubberized coir to produce mattresses because of its excellent durability and cushioning capabilities. Distributors and dealers can use apps to browse the product catalogue, stay up to date on special deals, place orders, and file complaints. The app is not an ecommerce platform for purchasing things because most people only buy mattresses every eight to ten years. The mattresses are vacuum packed and shrunk to a third of their original size using advanced technology. As a result, the mattresses will be easier to ship and move as a result of this..