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How to Make a Common Man Buy a Mattress?

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How to Make a Common Man Buy a Mattress? October 2019 Volume 1 | Issue 4 Price 200 INDIAN SLEEP PRODUCTS FEDERATION by ISPF How to make a common man buy a mattress? 26 Digitisation 38 Rest, Sleep & Revitalise The Dream-Catchers are Here The Future of Hospitality Content 3 Cover Story 10 Editor S. Sundaresan Editorial & Advisory board Indian Sleep Products Federation A/5, Veerabahu Nagar, Pettai, Tirunelveli - 627 004 India Project managed by eMpulse Research and Data Analytics (I) Pvt Ltd Printed at HOW Aditya Graphics and Printers to make the common man Editorial correspondence may be addressed to Editor, buy a mattress? Indian Sleep Products Federation A/5, Veerabahu Nagar, Pettai Comfort Times did a survey to check the Tirunelveli-627004 India reality, we have found that branded mattress OR email: [email protected] market still has to do a lot to reach out to the https://www.ispf.co.in/ common man. Price 200 Copyright © 2019 Indian Sleep Products Federation. All rights reserved 4 Content Interview 23 Events 64 Customer is the King Quality is the Queen Mr. Archit Gupta, MD, King Koil India Waking Up Positive What’s That 50 Like? Mr. Thomas Varghese, General Manager, MM Rubber Company Limited World Sleep Conference Luxurynow that is a lot 56 2019 promotes sleep of hard work health Mr. Deepak Mehta, MD, Tirupati Foam The World Sleep Congress provided participants from around the world with unmatched opportunities to Feature List 26 exchange scientific ideas and experiences in sleep medicine Digitisation The Dream-Catchers are Here Technology may not be the pixie-dust some OTHER STORIES believe it to be. But it is not a rock either. Applied well and at the right time, digitisation Editorial 5 can bring staggering leaps in a company’s profits. Rest, Sleep & Revitalise India News 8 The Future of Hospitality 38 The major part of hospitality industry is good Global News 9 comfortable sleep. The rise of the wellness awareness is moving industry further in coming years. The hospitality industry has Sleep Facts always cared about rest but... 62 Making mattress last to not your life-time, but 42 for its life-time Future of sleep 46 Redefining advertising 52 What help do retailers need from brands? 58 5 FROM THE EDITOR t was in the 18th century when It is a fact that today mattress mattresses started their initial usage is limited to some of the journey into European homes. Till metropolitan cities in India and brands that time, Cotton and Wool were still need to make in-roads into semi- Iused as fillings for beds and later urban and rural areas. Yes, our survey included items like horsehair and has found out that many retailers have coconut fibers (coir) were included. mattress showrooms in Tier-II and III Around 1850, cast iron spring was used cities. However, the required sales are in chair seats from which it developed not happening among these retailers. to the concept of the coil spring bed. Heinrich Westphal invented the first This edition also talks about the innerspring mattress in Germany digitisation of the mattress industry- during 1871. It took more than 60 years -starting from manufacturing to for his creation to be accepted by the retail sales. Our article finds that common man. most of the enterprise software like ERP or an SCM is functioning in Coming to 2019, when Comfort manufacturing units and retailers Times did a survey on mattress usage also use software applications like in India by a common man, we realised inventory management, POS, etc. Our that still, we (mattress industry) are far article suggests how some of the new away in making the common man buy and upcoming technologies like IoT or a mattress for his good health. AI can benefit the industry further. Our cover story has an opinion from There are a few other important a different set of people across many articles that we have covered in this cities in India who have shared their edition for the benefit of the mattress concerns in buying a mattress. It is the industry. responsibility of the mattress industry to address these concerns for the I hope you all read them and absorb growth of the industry. the best. 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. VISION Sobha Limited To promote the sleep products industry by enhancing M. M. Rubber Company Limited consumer awareness on quality sleep, while setting benchmarks for its products and services. Real Innerspring Technologies Pvt. Ltd. Nilkamal Limited To represent the industry with a commitment to the society and the environment. www.ispf.co.in 7 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. VISION Sobha Limited To promote the sleep products industry by enhancing M. M. Rubber Company Limited consumer awareness on quality sleep, while setting benchmarks for its products and services. Real Innerspring Technologies Pvt. Ltd. Nilkamal Limited To represent the industry with a commitment to the society and the environment. www.ispf.co.in 8 India News Sheela Foam acquires majority stake in Spanish firm Interplasp million) to expand in Europe. Sheela in Yecla, in Spain, with a capacity to Foams sells Sleepwell brand mattress produce 22,000 tons of polyurethane in India. foam. It also markets some of its foam to Morocco. Through a unit, Sheela Foam will be The acquisition will enhance the acquiring 93.67 percent stake while company’s prospects as the target three key managers of Spanish firm entity has ample growth opportunities will continue to hold the balance in Morocco as well as other North stake. This acquisition would open African markets. new opportunities for growth for the company and help Sheela Foam to mark Another major advantage of the a strong presence in Europe which is acquisition is that Sheela Foam will now the world’s largest polyurethane foam be able to negotiate the prices of raw Rahul Gautam, market. materials for the consolidated quantity CMD, Sheela Foam and have the option of procuring raw Interplasp, which was established materials from India, Australia and Sheela Foam, a leading manufacturer of in 1987, makes polyurethane foam Europe. The company will also benefit Polyurethane foam in Asia Pacific has for bedding, furniture and other significantly from the cross-fertilisation acquired a majority stake in Spanish applications in Spain and Portugal. The of technologies and product portfolios firm Interplasp SL for €42 million ($46.7 company has a manufacturing facility in all three geographies. Sleep survey ranks Indians New product on the fore on top for good sleep The Indian mattress industry is marked by yet another Indians sleep well and now facts also innovative product launched by pioneering and innovative prove this. As per the Philips Global mattress brand—Duroflex. Given the fact that issue of Sleep Survey 2019, “Indians get best back pain is faced by people of all the age groups these good night’s sleep in the world followed days, the company has come up with Duropedic—India’s by Saudi Arabia and China.” The Survey first orthopedic mattress certified by the National Health was conducted online by global market Academy. research firm KJT Group on behalf of Philips among 11,006 Duroflex collaborated with orthopedists from National adults aged 18 years and older in 12 countries. While the Health Academy to design the mattress that provides best sleepers were found in India, the worst on the chart the most advanced back support system available in the was South Korea followed by Japan for poor sleep habits. country. The mattress design is based on a first-of-its- Other important findings included that adults in India (36 kind 5- Zoned Full Prone Support System, a technology percent) and the US (30 percent) were the most likely that provides advanced support that the back needs. to sleep with a pet in their bed. However ISPF Survey says that Indians need to consider quality of sleep and understand the health benefits from mattress usage. Siesta rooms in offices Now, one would be able to sleep in office in especially designed nap room. Well, it is not a joke but reality. Wakefit, a Sleep Solutions Company which manufactures mattresses, is pushing for the ‘Right to Nap’ at work and in lieu of this, will be installing nap/siesta rooms in offices. This is in line with Wakefit’s survey that showed Indians believe that napping at work will help them stay alert. Nearly 86 percent respondents strongly advocated a nap room. Wakefit has partnered with Rentomojo and Cloudnine hospitals to collaborate with organizations for employee wellness. Global News 9 Global mattress market forecast New technology It seems that the global mattress numerous factors including increasing to revolutionise market is all set to witness a major expenditure on home furnishing sleep market boom as numbers support this fact. and growing preference for interior As per a recent designing. Other The pillow and mattress industry research factors that are of UK is ready to witness another report by the expected to propel technological innovation as a Transparency the growth of the start-up from Manchester with Market Research, mattress market its invention of a new type of the global during the forecast foam technology for pillows mattress market period include rising and mattresses claims to is expected to home ownership, revolutionise the UK’s domestic be valued at ~ increase in and medical sleep market.
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