"9th International Trade Fair for Mattress and Upholstery Production Technology, Machinery, Supplies, Production Tools and Accessories"
In conversation with Mohanraj Jagannivasan, Chief Executive Officer - Consumer Business, Duroflex Pvt Ltd.
Duroflex, India’s leading sleep expert, is dedicated to redefining the concept of quality sleep. With five decades of experience, superior quality, and cutting-edge innovation, a wide array of mattresses, pillows, protectors, and various sleep solutions are offered. Their business operations and interactions with the stakeholders are guided by their core values of Innovation, Integrity, and Fair Play. The commitment to delivering top-notch quality and research-driven products has led to the brand becoming India’s fastest-growing mattress brand. Notably, Duroflex is the creator of India’s only orthopedic mattress range, recognized and recommended by prestigious doctors at the National Health Academy, serving as a testament to the brand’s iconic and inventive design philosophy.
With a workforce of over 1000 employees and a vast network of 3000+ retail partners, Duroflex is entrusted with the mission of significantly improving the sleep quality across India.
Q1. How big is the Indian mattress industry and what is its contribution to the Indian economy? What kind of growth expectations or shift do you foresee in the Indian Mattress market?
A. The Indian mattress industry, at present, might not appear substantially impactful within the broader scope of the Indian economy. However, I perceive this as a pivotal moment ripe with opportunity. The mattress market remains relatively underserved, particularly when viewed through the lens of the younger demographic and overall awareness. This scenario presents a significant prospect for growth. Consider this: one-third of our lives are spent on a mattress, and each person requires at least seven to eight hours of sleep daily. The significance of this product category is immense, and its potential for expansion is substantial due to various contributing factors
At present, we observe that 90% of our sales come from higher-priced products. Drawing a parallel with advanced countries like the United States, we observe that significant growth in this category occurred when per capita income crossed a specific threshold. India stands at around $2,500 to $2,700 in per capita income and boasts a population of over 1.4 billion, continuously growing. With India on track to become the third-largest economy and a rising purchasing power among consumers, there exists ample space for substantial growth in the mattress sector. As the socioeconomic status improves and buying propensity increases, the Indian mattress industry is poised to emerge as a sunrise industry. This reflects a trend akin to what the paint sector experienced two decades ago, signifying an opportune time for our industry to flourish.
Furthermore, substantial investments in digital and telecom infrastructure, along with the penetration of 5G technology into smaller towns, have made it easier to reach consumers across India. Digital presence and e-commerce platforms play a significant role in market penetration, making it far more accessible than it was just a few years ago. The COVID-19 pandemic has had a noticeable impact on the mattress market by raising awareness about the importance of good sleep and quality mattresses. This has led to an overall increase in mattress consumption. As India continues its economic growth trajectory, we anticipate individuals allocating more resources for superior mattresses, recognizing the role these products play in their longterm health and overall well-being.
Q2. Can you discuss Duroflex’s future plans or expansion strategies? Could you also share some insights into your international plans?
A. When it comes to our future plans and expansion strategies, Duroflex is currently focused primarily on the domestic market in India. The reason for this strategic focus is quite simple – we recognize the enormous market potential within our own country. India offers a vast and dynamic market that continues to grow, and we believe that concentrating on expanding within India is the most immediate and promising path to leverage this potential to the fullest.
In terms of international plans, at present, our international presence is limited to white-labeling. We operate a specialized unit in Alleppey, Kerala which is dedicated to manufacturing 100% organic products, mainly natural latex and coir. These products are primarily for export, and we have successfully penetrated in several countries. We are committed to maintaining our export business and ensuring that our products reach global customers who value quality and sustainability. And regarding international expansion, while our primary focus remains on India, we are not ruling out the possibility entirely. In the future, we may consider taking our brand to international markets. For now, we are excited about the immense opportunities within India and are dedicated to continuing our journey of growth and innovation in the domestic market.
Q3. Can you provide an overview of Duroflex’s current involvement in the furniture segment? What factors have led Duroflex to expand or explore opportunities in the segment?
A. Certainly. Duroflex has recently ventured into the furniture segment, with a particular emphasis on living room furniture, including sofas and recliners. The decision to expand into this sector was driven by several key factors. Firstly, the company recognized the unorganized nature of the furniture market in India. This presented an opportunity for Duroflex to bring its expertise in manufacturing and product quality to a segment that could benefit from more organized players.
In addition, Duroflex’s foray into the furniture sector aligns with its overall mission to provide consumers with a holistic sleep experience. Keeping that in mind, we have also established a dedicated furniture factory, which was inaugurated in April, adjacent to our existing mattress manufacturing facility in Hosur. This investment underscores our confidence in the growth potential of the living room furniture sector. Looking ahead, we will be venturing into the living room furniture category and we also intend to invest heavily to ensure its continued success. While our core business remains centered on mattresses, we definitely see the living room furniture segment as a promising avenue for growth and a means to offer consumers a complete sleep solution.
Q4. How does Duroflex ensure that the end consumer is well-informed about the features and benefits of their products, particularly in terms of quality and durability?
A. Duroflex India offers various brands, each carefully differentiated to cater to distinct age groups and specific target segments within the mattress market. Our approach to product differentiation goes beyond the traditional material-based classifications, such as foam, coir, or spring mattresses. Instead, we have adopted a consumer-centric approach, categorizing our mattresses based on individual needs and life stages.
We believe this shift has been instrumental in significantly increasing consumer awareness. Our customers now find it easier to relate to our products as they speak the language of their specific requirements and pain points, rather than being bombarded with technical jargon traditionally associated with mattresses.
Here’s how we differentiate our categories to cater to various age groups and target segments:
1. Duropedic: This category is our go-to solution for individuals seeking orthopedic support. It’s ideal for those who prioritize spinal health and require a mattress that offers superior back support. This is also our best seller.
2. Energise: For the fitness-conscious audience and the younger age group, we have our Energise range. This mattress is designed to aid in recovery, ensuring that active individuals wake up refreshed and ready to tackle their next fitness goals. It’s engineered to recharge the body after physical activities.
3. Natural Living: This range caters to consumers who prioritize eco-friendly and sustainable products. With a focus on organic materials and minimal environmental impact, it appeals to those who want to align their choices with their green values.
4. Essential: Essential caters to the every day use mattress with enhanced comfort and support for a refreshing sleep. It is smartly priced category for every budget and need.
These categories are meticulously crafted to align with the specific requirements and preferences of different consumer segments. Similarly, we also give the options to choose products based on the material, firmness, size etc. as well. By categorizing our products in this way, we have not only made it easier for consumers to understand their choices, but we have also elevated the mattress-buying experience by addressing their individual needs and aspirations. This approach has helped us connect with various age groups and target segments, ultimately leading to increased customer satisfaction and loyalty.
Q5. What role does sustainable or eco-friendly practices play in Duroflex’s manufacturing processes?
A. Sustainability and eco-friendly practices are of utmost importance in Duroflex’s manufacturing processes. In addition to adhering to standard sustainability and eco-friendly practices in our production, we have taken proactive steps to address the issue of waste management. We’ve formed a valuable partnership with an NGO to refurbish old mattresses, thus preventing them from ending up in landfills. This initiative aligns with our commitment to environmental responsibility and allows us to give back to the community.
By refurbishing old mattresses and distributing them to those in need, we not only reduce waste but also provide support to individuals in less fortunate circumstances. This approach underscores our belief in the importance of creating sustainable products while making a positive impact on our surroundings and society.
Q6. How does the India Mattresstech & Upholstery Supplies Expo (IME) contribute to Duroflex’s strategy? What are your demands and expectations from the suppliers or vendors in the market to maintain product quality and customer satisfaction?
A. IME provides an excellent platform for our industry to connect with quality vendors and suppliers who can help us meet these demands. We have great expectations from the suppliers and vendors in the market, particularly when it comes to maintaining product quality and ensuring customer satisfaction. We are keen on exploring the most recent innovations in the mattress and sleep industry, including technology-driven solutions, sustainable materials, and manufacturing efficiency. Currently, to access such exclusive offerings, we often have to look beyond India and seek solutions in the US or Europe.
Furthermore, we strongly suggest that sustainability and consumer awareness should be central topics for discussion during the Mattresstech expo. It is vital that these discussions lead to actionable goals and solutions, involving industry stakeholders, to further enhance our industry’s practices and meet the evolving needs of our consumers. This alignment with sustainability and heightened consumer awareness will undoubtedly play a crucial role in our marketing and growth strategy.