Duroflex wants to make Indians sleep one mattress at a time

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The real superpower is sleep. Despite all its problems, the COVID pandemic succeeded to bring this proverb to public attention and dealt a blow to the growing hustling culture and its contempt for sleep. But every superpower needs a way to manifest itself. And in this instance, it is just a warm, comfortable mattress. Thanks to this mattress, India seems to have finally accepted the technique of restful sleep.

According to a survey by Research and Industry, the global mattress market expanded at a CAGR of more than 11% during the previous five years. Despite the industry being dominated by the unorganized sector, it has risen at a CAGR of about 17% over the past five years, in part because of customers’ increased purchasing power. Mattresses are increasing signs of high-quality health investment. However, they are not frequently purchased, and most homes choose one with at least 7–10 years in mind. A household would frequently purchase a mattress from a dealer or a local retailer where the price is the main factor in decision-making. Smita Murarka, chief marketing officer at Duroflex, challenges the notion that the family head makes the initial and ultimate mattress purchase decisions: “We have observed that even if the family is living together, the younger generations are becoming the influencers.”

With pricing starting around the Rs 20,000 level, the legacy brand which, according to Business World, is now a Rs 1,000 crore brand is not the most reasonably priced. It is recognized mostly for its line of orthopedic mattresses. According to Murarka, “We start communicating with and appealing to everyone who is 25 years of age and higher.” Duroflex separates clients into life stages to appeal to all age groups. Its Duropedic line of orthopedic mattresses targets 30-somethings who lead busy lives. For people over 40 who are concerned about consumption, there is a premium natural living line that is eco-friendly. With pricing starting around the Rs 20,000 level, the legacy brand which, according to Business World, is now a Rs 1,000 crore brand is not the most reasonably priced. It is recognized mostly for its line of orthopedic mattresses. According to Murarka, one of the main reasons why people don’t spend a lot of money on mattresses isn’t a lack of funds.

The moment companies like ours can engage with consumers and provide scientific justifications for the significance of mattresses and sleep solutions, upgrading will become more popular. A mattress is now offered both physically and online. Duroflex, which began its omnichannel journey as a direct-to-consumer brand during the pandemic, sees a sizable number of customers from both its physical locations and its internet. Duroflex opened its first experience store in May 2020, following the first COVID wave. Before this, the company had been selling through its dealer networks for the previous 50 years.

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