Date : June 01, 2016
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Unorganized players operating in the Indian mattress industry will end up sleeping on floor: Bonafide Research

Unorganized players operating in the Indian mattress industry will end up sleeping on floor: Bonafide Research
Organized mattress brands will sideline the unorganized players in the coming years on the basis of affordable quality, growing health consciousness, diverse portfolio of branded mattresses and entry of new players in the organized segment. A mattress is a large pad for supporting the reclining body, used as a bed or as part of a bed. In India, mattress industry consists of organized and unorganized sector. Organized sector is further divided into product types like coir, PU foam, spring and other mattresses. Indian consumers usually prefer a coir mattress or a foam mattress but the demand is now changing towards spring mattresses. Mattresses are sold through two mediums in India; one is offline which is retail sales of mattresses whereas other is online where mattresses are sold through e-commerce sites. According to recently published report of Bonafide Research "India Mattress Market Outlook, 2021", mattress market is growing with a CAGR of nearly 8% from last five years. The mattress industry is dominated by unorganized sector with many small players operating in it. These small scale players specialize in coir, cotton or cheap foam mattresses which cater to majority of the mattress requirement in India. However, the scenario is now expected to change with many new players entering the organized mattress market, especially international players. Most of the organized brands are reporting bullish growth and aren’t endangered by the unorganized players as they are trying their best to reach consumers of all the cities across India. Metros and tier-I cities are the main hub for organized sector which helps in generating sizable volumes. Not just the domestic players, but even foreign brands are leaving no stone unturned to explore this lucrative market. Foreign brands are looking forward to penetrate from metros to even tier-I and tier-II cities via franchise route. They are more focused towards educating Indian consumers on the importance of how a good mattress can enhance healthy sleep by maintaining spinal alignment; reducing surface pressure, regulating the body temperature and resisting allergens. Organized players are streamlining supply chain for both good quality raw material and delivery of finished products to ensure minimization of risk. They are even using online mode of distribution to reach as many consumers as possible by partnering with various e-commerce websites and building their own. A clutch of PE firms have already invested in a few large mattress companies and others too have started due diligence on mattress manufacturers. According to Anita Patil, Sr. Research Analyst at Bonafide Research, "Investments and strong back up from PE firms will help organized players to grow in the Indian market. Also, growing number of HNIs and working women in India with rising income levels will be the key factors supporting this growth." Today, Indian consumers even prefer buying from international brands whenever they think of high quality and contemporary product. Major Indian companies operating in the mattress market of India are Kurlon Enterprise Limited, Sheela Foam Pvt. Ltd., Peps Industries Pvt. Ltd., Springwel Mattresses Pvt. Ltd., Coirfoam (India) Private Limited, Duroflex India, Godrej Interio (GI) and Springfit Marketing Inc. Major foreign companies operating in the mattress market of India includes Sealy India Trading Pvt. Ltd., Emirates Sleep Systems Pvt. Ltd. and Simmons Bedding & Furniture (India) Pvt. Ltd.
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Unorganized players operating in the Indian mattress industry will end up sleeping on floor: Bonafide Research

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