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.

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

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. US$ 40.5 Bn in urbanisation, rising Based at Manchester Science 2019, and expand at a CAGR of ~ 7 income and purchasing power and Park—Levitex® has created a percent during 2019 – 2027 owing to improvement in lifestyle unique range of sleep products that offer a ‘gravity-defying’ night’s sleep for users, following Organic mattress wins an award a series of independent clinical trials with the University of The organic mattress market is growing rapidly and organic mattresses are increasingly being recognised at various platforms. This is reaffirmed as the certified organic mattress manufactured by OMI for its retail partner Nest Bedding has won the Eco- Excellence Award Salford. The technology in Levitex in the eco-bedding provides a surface that is soft category of the home and comfortable whilst offering segment. The award the right level of firmness and was conferred by the the unique properties of the foam Natural Child World are not affected by temperature. (NCW) magazine. The foam technology is also The award-winning backed by Dr Ilan Lieberman, a mattress is sold pain medicine consultant at the throughout the US University of South Manchester in Nest Bedding showrooms and online at the Nest Bedding website. OMI not Hospitals. only manufactures organic mattress but also certified organic sleep products exclusively for Nest Bedding. The company aims to continue its mission of manufacturing certified organic sleep products for the growing health-and- wellness oriented consumer segment, be it under its brand or for its key partners.

From online mattress retail to off-line store

Previously an online-only mattress mattress that combines foam retailer—Leesa Sleep, has opened technology and an individually wrapped its first brick-and-mortar store pocket spring system which provides at Hudson’s Bay in edge-to-edge support. Apart Canada. The company from that, Leesa also offers manufactures mattresses pillows made of its signature that offer three layers of foam. The Leesa mattresses foam for support, pressure and pillows can be purchased relief and comfort to accommodate online or off-line in 78 Hudson’s Bay different body types and sleeping stores across Canada. The product styles. The company also has Leesa range starts from C$790 for a twin Hybrid in its kitty which is a luxury foam mattress and C$95 for pillows. 10 Cover Story HOW to make the common man buy a mattress?

HOW to make common man buy mattress? Cover Story 11

Comfort Times did a survey to check the reality, we have found that branded mattress market still has to do a lot to reach out to the common man. Urban consumers are moving slowly towards the branded mattress market but semi-urban and rural areas are still looking at unbranded mattress segment.

he mattress industry is moving terms in the first quarter 2018-19. supported by rise in income levels and from unbranded to branded Foam contributes to more than 50 health consciousness among the people. market slowly. The branded percent of mattress sales. Organized The demand for customised and luxury market comprising large, sectors contribution has increased from mattresses is expected to increase in the Tmid-size and smaller manufacturers 37 to 47 percent in summer. coming years, whereas companies may constitute around 34 percent of the come up with new techniques to utilize market, with around 20-25 players Results showed that about 73 percent their resources and technologies better. spread across the geographies. Indian adults want to improve their Mattresses are no longer considered as Implementation of GST has narrowed quality of sleep. This means that they mere consumer durables, they are an the price gap between branded and are unable to get good sleep of 7-8 indicator of the quality of life. unbranded players leading to an hours each night. There are various increase in opportunity for branded reasons for not getting good sleep. The growth in the mattress market is mattress players. When it comes to improving sleep, 31 largely led by factors such as, increased percent Indians prefer to meditate (vs income levels and infrastructural Consumer-driven factors such Global average of 26%) and 20 percent developments, in terms of increased as increasing population, rising try natural/organic sleep aids (vs number of residential units and hotels urbanisation, and improvement in Global average of 18%). Other reasons in the country. Demand for construction institutional infrastructure (housing, could be use of unsuitable mattress for in both residential and institutional hospitality and healthcare segment) sleep. is growing in India, with the rising are key growth drivers for entire home awareness regarding mattress types & living industry including mattress To overcome the issue sleeplessness, and brands. Among various sizes market. The high share of players in people are now looking for using best- available, king size mattresses are the mattress market can be attributed available mattresses. This is being the most preferred one, and comfort to the efforts and investment made by mattress players to increase consumer awareness about quality of sleep and importance of mattresses through SURVEY development of retail infrastructure and marketing activities. I am planning to buy a mattress or I own a However, when Comfort Times did mattress a survey to check the reality, we have 38% of respondents found that branded mattress market still has to do a lot to reach out to the Mattress are too common man. Urban consumers are expensive a commodity moving slowly towards the branded % of respondents mattress market but semi-urban and 43 HOW rural areas are still looking at unbranded mattress segment. Mattress emits heat 12% of respondents to make common man Urban India and Branded market According to Market Pulse report, of the Difficult to shift/Not total sales of 18.6 million mattresses, tried mattress/bulky/ new beds demand account for nearly and other reasons 7 million mattresses every year. The furniture channel caters to this new 7% of respondents buy mattress? demand every year. Mattress sale has grown at approx. 3 percent in volume 12 Cover Story

Benefits • Uniform support to the back • Comfort • Support • Breathability • Durability • Hygiene

Needs attention • Durability • Hard to move • Dust mites • Motion transfer • Obsolete technology • Heating effect • Takes time to adjust to different positions • Strong odour • Cost is the most important factor for their Retailers have a lot lives, the industry is still unregulated. dominance in the market. Experts observed that anybody who can of stake in wooing manufacture mattress, can adulterate Mattress market in India customers to buy the product by filling it up with other If we look at the mattress market size spurious materials, nobody will know in India it is around Rs 14,000 crore, mattress. Retailers as it is not a regulated industry. The according to Market Pulse research, have to put some effort industry experts feel there is a need for growing steadily. If we add bed-linen some kind of regulation besides need and other bedroom products, that’s to get common man to for creating public awareness. another Rs 4000-5000 crore market. But the market is largely comprised his stores. Survey-Urban, Semi-urban of unorganized players. The market and rural areas comprises of only a small portion of the As part of the this survey, Comfort Times total population of over 100 crore. Though we see an increase in the team spoke to several people in the age usage of mattress majority of Indians group of 30+ with an annual income of This opens up a huge market sleep on ‘cotton beds’ which are more over Rs 8 lakh per annum to find out the opportunity for the mattress industry. In cost-effective compared to mattress. reason why they are not buying branded India, organized players sell mattresses A Mattress, however, needs zero- mattress and still prefer cotton beds. through two mediums, one is offline maintenance as compared to cotton and the other is online. Offline mattress beds that require regular seasonal Over majority of respondents in market consists of retail sales of maintenance. Most of the people who the urban part of India like cities in mattresses from dealers/distributors are using cotton beds are from rural and Bangalore, Hyderabad, New Delhi, or own franchised stores. On the semi-urban places. However, awareness Mumbai etc do have enough knowledge other hand, online mattress market campaigns about knowledge on the of branded mattress and how it consists of sales which occur through science of sleep will help consumers to helps in quality of sleep. Most of the e-commerce websites like Flipkart, try and start using the mattress of their respondents do own a mattress or Amazon, Snapdeal, FabFurnish, Urban choice and requirements. planning to buy a mattress in the next Ladder etc. or the company’s own a few weeks. personalised website. Although mattresses and sleep products have a big impact on people’s However, we didn’t get the same Cover Story 13

answer when we spoke to some of the using many platforms like online, direct CT team spoke to secondary cities in India like Mandya, to consumers, social media, television, Mysore, Pune, Dharwad, Belgaum, print advertisements, pamphlets, people from the Udaipur, Kurnool, Coimbatore etc. retails etc. to educate them. However following geographies retailers in these areas have to market Only 10 percent of the respondents mattress as an essential product and Urban- said that they are aware of the branded not expensive product. Bangalore, Hyderabad, Cochin, mattress products and they could recall Chennai, New Delhi, Mumbai, Pune, a few names of mattress brands. They Comfort Times survey team found Udaipur also said that they would buy a branded out following points from the people on mattress in near future. Over 90 percent what makes them buy a mattress. Semi-Urban- respondents consider that cotton beds Belgaum, Mysore, Mandya, are much cost effective compared to Branded cotton beds: Yes, people are Wayanad, Kurnool, Ananthpur, mattress. ready to spend around Rs 5000 for the Hindupur, Agra mattress or a bed. Can brands think of Also the Comfort Times team coming out with branded cotton beds to Rural- realised that most of the people in the offer to the common man? Kolhapur, Latur, Ratnagiri, Kunigal, semi-urban and rural places are using Maddur, Hirisave, Chintamani, cotton beds since 12 years or more. Buying cotton beds: Brands should Shidlaghatta, Kozhikode, Kasargod, They haven’t even thought of replacing consider providing exchange offer to Kannur, Kottayam them. Our survey team found out that consumers by buying their cotton beds. very few houses have mattress in rural areas. Few of the rich landlords own a EMI scheme: Some of the brands do Age group: mattress beyond that no other families have EMI scheme to purchase their 25-32 : 10% have mattress. In some families, only mattress. However, most of the people 32-45 : 80% the head of the family uses cotton beds whom we surveyed are not aware of any whereas other members in the family such scheme. It is the duty of retailers 45-55 : 10% use mat and bedsheets to sleep on the to spread the word about EMI scheme floor. among the people.

How to make the common Scheme for Hostels and PGs: Hostels man buy mattress? and PGs in some of the Urban and Semi- Our survey team found out that urban areas use cotton beds. Can brands 55% 45% companies have been making efforts to think of some scheme to promote their reach out to more consumers and are mattress among these places? This will help students and working professionals to understand the benefits of mattress.

Trials offers: Retailers in the semi-urban areas can consider to give 30 day trial for those who want to try out mattress. Currently retailers in these cities are hesitant to give product on trails.

Educate on importance of sleep: Retailers should try to educate common people on the benefits of sound sleep and how mattress can help them in improving their quality of life and improve health.

Indian consumers still prefer going to retail store and feel the mattress by touching or sitting on it. This is how they decide the comfort level of mattress and take their decision which makes the offline mode of distribution more popular. Hence the retail market 14 Cover Story

The local mattress market, which making relentless efforts to improve Executive summary is tightly in the grip of the unorganized the quality of their offerings. Retailers sector led by the street-side shop and should take feedback from all the people Comfort Times survey finds that the local giner, is fast shifting towards who visit their showrooms, even if they the urban Indians are quite familiar branded mattresses. don’t make any purchase. with the mattress brands and their uses. However, the majority of the The organized mattress market Introduction of digital payment population in urban India, Semi- encompasses of four types of options: Following demonetisation in urban and rural areas use cotton mattresses namely Coir, PU foam, November 2016, lakhs of Indians had beds. Comfort Times finds that Spring and Combination mattress. Indian to resort to digital payment solutions. people have a few misconceptions consumers usually prefer a coir mattress With the government planning to create about the mattress. Some think or a foam mattress but the demand is a trillion dollar economy through digital it emits heat and long usage of now changing towards plush mattresses. transactions by 2022, the country mattress may affect their health. Organised sector is growing with rising is undergoing a digital revolution at Some feel the cost of the mattress demand of good quality mattresses present. is very high compared to cotton among Indian urban consumers. If beds. Some set of people are not brands and retailers address the issue Thanks to a wide array of benefits aware of health hazards that would in the semi-urban and rural areas, no including convenience, safety and cause the use of old beds. doubt that the mattress sales in India security, a large part of Indian will double in next a few years. customers are now moving towards Comfort Times also finds that digital payments. Retailers and brands need to educate some of Can retailers make following changes brands should start accepting digital the schemes that they introduce for better business? payments in their stores. This will on a regular basis. In some semi- Enhanced shopping experience: help customers not carrying cash urban areas people are not aware Providing customers with an exceptional always. of the fact that mattress is offered shopping experience has become the on easy monthly installments. Such top priority for businesses. Unlike Doorstep delivery and cash on delivery: an information gap is also affecting earlier times, just knowing customer Even today, buying a mattress is sales and people's acceptance. preferences does not suffice. The aim quite a tedious task. One had to be Retailers are seen as the face of now is making the entire shopping physically present in a store, choose mattress sales in all towns. Brands experience fully-integrated. All retail the mattress solely based on the store should consider promoting the showrooms of mattress in semi-urban owner’s suggestion and lastly, make retailer along with their products in and rural areas have to provide same arrangements to take the mattress semi-urban and rural areas. seamless experience of top showrooms home. Sometimes, the entire process in the metro cities. would take 2-3 days.

At a time when people seek instant Retailers should take responsibility has dominant share in the mattress gratification, customer experience has in providing mattress to customer industry. come up as the true brand differentiator. home. This will be an incentive for a In fact, a 2013 research by Walker consumer to buy a mattress. Also they The consumers feel they can revealed that customer experience will should provide cash on delivery facility. negotiate on price at the retail buying. eventually overtake the factors like price Though this is slowing changing with and product to become the main brand Special customer benefits: Modern an increase in awareness about the differentiator by 2020. businesses aim to offer their customers benefits and comforts mattress are a VIP treatment. For this purpose, providing over traditional cotton beds Emphasis on customer feedback: Gone they have implemented a number of and deep discounts online players are are the days when there was hardly any lucrative offers that include cash-back providing. communication between businesses vouchers, large discounts, free trial and their customers. With various period, extended warranty, etc. Retailers Although the mattress has its social media channels like Facebook should start offering such freebies to advantages like good sleep, zero- and Twitter coming into the picture, consumers to keep them hooked. maintenance, relieves pain, non- customers today have the platform allergenic, it has its own side effects to voice their ideas and opinions on a After sales support: Can retailers call as well like durability, hard to move, particular product, service or company. a customer after six months of his dust mites, motion transfer, obsolete Feedback is considered an imperative purchase to enquire about the product technology, heating effect, takes time factor in building a strong relationship and offer any services if needed? This to adjust to different positions, strong with customers. Led by this feedback, will make the customer happy and odour etc. mattress manufacturing companies are makes him loyal to that retailer. Cover Story 15

As compared to online buying, visiting to retail showroom provides us an opportunity to feel/ experience the products. But at retail showroom we may not get the chance of comparing different brands. Due to competition in the market I I would buy the mattress if I feel the product offers great value for less have experienced that different money. If I feel the product is of good quality and is reasonable than at retailers offer different discounts on other places and is cheaper than online, I would buy it even if it is not of the Market Retail Price (fixed price). If immediate use. Based on advertisement in print and online media, I would identify we are good negotiators/ bargains the shop and check out the offer. If I have to randomly enter a shop to check the then we can able to get good product, I would go to the one with attractive display. Not just about how the discounts. product is showcased. But of the value it provides, and the discount it offers in comparison with others. Abhijeet Kadam, Bangalore Preeti Patil, Latur

After using the conventional cotton beds for years, which are uneven and We bought 16 branded uncomfortable after few years, bought branded mattress with a hope that high-end mattress to replace the new mattress will have an even surface for long years and should be old ones for our joint family comfortable during all the seasons. I look for value-for-money and long-lasting house from retail showroom. It was product. Historically cotton mattress’ prices used to be very low. Need to get used word-of-mouth that took us to the to the expensive mattresses. The companies should concentrate more on health retail showroom as there are many benefits of the mattress. Now a days I buy online as they provide discounts. But, I stores in any locations. Besides good miss the actual difference between various mattresses that can be explained in offers, we received well after sales retail store. services. Sanjeev Sunkannavar, Ratnagiri

Srikanth Ammanagi, Bangalore

I bought branded mattress, a known and reliable brand in the market because of comfort and ergonomics. Most of the ads are informative to an extent but won’t give the full and right information. However learning from others and experience helped me to buy the right mattress.

Krishnanand Kulkarni, Dharwad 16 Cover Story

I purchased mattress from I bought new mattress from a branded store so as to replace the old one. I branded company thinking it looked at some standard measures of firm and softness of the mattress. is more comfortable and Some ads are interesting, but most are not. I feel Ads should aid in high brand name it has created in the brand recall by showcasing the good features of the brand. But couldn’t recall any market. I learnt about the mattress on brand. I feel retail stores are too stuffy and unorganised as they dump all things digital platform and but bought it unlike FMCG stores. Even at retail stores we don’t get a chance for free test to feel from nearby outlet. Digital ads gave about the product, which upcoming new online players are offering these free trial us more time to plan to buy the to get the feel of the product before making final decision. mattress as per our requirement. The digital ads also provided comparative information about the range of Ashwin Kumar Patil, Mysore products and availability of product in nearby locations. After making buying decision, discount and combo offers made at the retail shops with freebies Bought a new mattress to replace old one. I feel the leading names in the like - pillows and bedsheets offers, industry are spending on some research on sleep quality and impact on delivery free excited to purchase the body etc. They are likely to provide comfort too. mattress. Regarding buying product from a Retail Showroom It is rare for me to buy a product, which is not in my list. May be a nice shirt may influence me to explore to buy. Presentation of products, showcasing new category products/innovative Pavan Dixit, products and the range/variety at the showroom is exciting. Belagavi Vadiraj Kulkarni, Hyderabad

Bought new mattress from a major brand. I Recently I purchased foam Because of good offers and feel brand should have mattress from a branded discounts on good brands its own outlet which convinces company and got it assembled prompted me to buy a mattress me of its long run and at home. I think a combination of at a showroom. The exclusive showroom commitment and any brand for different media both offline and online have an attractive me should be advertised with are essential. In addition to advertising, display or range of products which help some sports theme, I love it and innovative in shop branding, and display us buy the product suitable connect with it. is important! for us.

Preetam, Shivamogga Jeetesh Aggrawal, Ravindra Kulkarni, Kurnool Gulbarga

I bought branded top end spring mattress recently to replace old one at an exclusive showroom. I got very good discount offers and after sales services as well by the retailer. I looked at a major brand because of its name in the market. It is worth spending on the brand because we can rest assure of after sales services. Before buying I did due enquiries among friends circle who are already using the mattress and also done online analysis on price competitiveness to Gurunath Angadi, understand which mattress will fulfill my requirement. Ananthpur Cover Story 17

We bought a branded I have been using the conventional cotton beds which become unhygienic mattress because of comfort after few years. Sometimes maintaining becomes difficult in metros. Hence and quality from a retail I am keen on purchasing the mattress because of health benefits and showroom. Before buying we have ergonomics. Due to my previous experience of using at the guest house and hotels done due enquires among our friends my preference is for buying branded mattress. Coming to advertisements, the and relatives who are already using companies should focus on health benefits of the mattress not just comfort. The Ad the mattress. campaign by PharmEasy is an interesting one which has excited me to use its services. Similar I am impressed to see the innovative Ads from Life Insurance Vinuta Deshpande, Corporation of India about its new products in the Dandeli newspapers.

Jagdish Kulkarni, Mumbai

I am looking for buying bedsheets, pillow covers. Ad campaign by naaptol. We usually buy cotton normal com on TV helped in making buying decision. I booked the order by calling mattress - local brand. the company and within the deadline I received material and payment was However have bought a made after delivery of the product. Although I couldn’t have the opportunity to branded mattress once, because it’s check the quality of the product on hand but live demos given by hosts on TV more prevalent and known brand helped in having the confidence that the product will be of good quality. I am name. I believe price of the mattress satisfied with my decision of buying online. Other Ad camping on TV by Medimex are costly compared to normal cotton soap was so innovative that I bought the product. mattress which are believed to be good for all seasons. Based on experience from the end users after their use, bought the new mattress Sridevi, Agra hence didn’t concentrate much on advertising aspects.

Prashant Joshi, Pune

Earlier we had a mattress at home. It got damaged when my kids were playing on it. We had to spend few thousands to fix it. After that we haven’t purchased any mattress. Cotton beds won’t have these problems. It is cost effective too. We purchased a mattress some time back. We had paid Bhagya Lakshmi, Kunigal Rs 18,000 and bought it via online. After using it for a month, I realised that the mattress is too soft and I started getting back pain. I couldn’t return that mattress since it Recently I visited a mattress stores to buy a product. The starting price of a was over 30 days. I have it at home coir mattress was somewhere around 20,000. Retailer offered 10% but not using it any more. I am discount with a pillow as an offer. Overall, I found that it was too expensive planning to sell it in OLX. compared to cotton beds. I didn’t buy the product Sandeep Patil, Umesh H S, Yadiyur Bailahongala 18 Cover Story

Couple of years back we had I am staying in a rented Mattress generate heat, changed our cotton beds. We accommodation. It is difficult which is not good for the got stitched new set of cotton to move mattress during human body. Cotton beds are beds. I was not too keen to go with house shifting. Hence I prefer cotton comfortable and do not have any mattress. beds, which is easy to fold and take it issues. out.

Shwetha Patil, Chaitra S, Kolhapur Sampath Kumar, Belgaum Chintamani

A king size cotton bed costs Rs 7000 where as I have to Mattress are very heavy. It is spend Rs 35000 for a difficult for one person to mattress for the same size. Not worth Mattress emits heat. Cotton move it around the house. the money. beds do not have this Not comfortable for small houses. problem. In the long run Shivaram, mattress affects your health. Kasargod Pallavi K, Sharath Kumar, Coimbatore Cochin Though we have few showrooms in Rayachooti, I never thought of buying a mattress. For any commodity, people We have one mattress now. Cleaning a mattress is very should find a reason to buy and invest Not aware of the benefits of a cumbersome. If we ask a money. My family is using cotton beds mattress. Hence not tried. retailer to get it cleaned, again we from past so many years. We never Comfortable with cotton have to pay him for cleaning. I prefer thought of discarding it. Mattress are beds, which our family is using from cotton mattress. a new phenomenon. Why we should long time. Also maintenance of cotton spend money unnecessarily on some beds are very easy. thing which I don’t know. Manasa, Ranjitha, Chilakuru Maradu Ashok Bandaru, Royachooti

We are using cotton bed because we have customized I am using the mattress because of keeping good health and comfort which cot size and the mattress we are very essential for maintaining balanced normal life. However, branded don’t get it for customized size there mattress will cost more than the local one. The companies hence involved are only standard size mattress in the industry should develop range of products that will fulfill needs to people available in the market. with different economic status so that the consumers can buy the mattress.

Akhilesh, Abhijit Deshpande, Mumbai Kaimur, Bihar Cover Story 19

Mattress are good but difficult Mattresses are costly when compared to cotton beds and produces heat to maintain, kids like to jump which is not good for health and I’m staying in a second floor and very on it which will reduce the life difficult to carry the mattress there even though it feels weight less. of the mattress and there is no option Bala Murugan, Tirunelveli to replace the existing mattress to a new one where has in cotton bed we can use the existing material and build a new bed. Since I have been using Mattress available in market Sherlin, cotton bed have not heard are not affordable and have Pathnamthitta District more about mattress and I’m read that it is not good for not aware of the usefulness of the people who are suffering from back mattress so I’m not using mattress in pain and also it generates lot of heat my home. by these reason I feel mattress are more artificial in nature.

Raju, Narkali, Kundapur Vidhya, Tambaram, Chennai

In my home we were using We are very much cotton beds and shifted to I’m used to sleeping on floor, comfortable with the cotton one of the spring mattress maintenance of cotton bed on beds as we were using it from since the cotton bed became old, the floor is easy when compared my childhood and it is easy to carry issue we faced in the mattress was to mattress because mattress gets from one place to another place and the movement of one person sleeping dirt soon due to the softness and can be easily rolled and kept in one on bed makes a disturbance to the cleaning is very difficult. If it gets wet place but in case of mattress it is other person sleeping in the same by some chance very difficult to difficult to move from one place to bed. dry it. another. Pritam,Tulapur, Maharashtra Ajay Singh, Naveen Krishna, Gorakhpur, UP V. Kota, AP

In my place very less people We are using cotton beds and use mattress so there are thought to buy mattress but In our home we are using a hardly one or two shops and in our place we don’t have an customized cot and we didn’t they sell the mattress at higher rate. mattress outlet to purchase mattress find the customized sized So I prefer using cotton beds which we have to travel almost 15 km from bed for those cots so we are not using are affordable and have many my place to purchase so dropped the the mattress benefits. plan of purchasing.

Sampada, Nipani Rohith, Naveen Nelvagiri, Hirisave, Hassan Haveri 20 Cover Story

I feel cotton beds are more Sleeping on mattress is not comfortable for me as I’m used to sleeping on traditional. Mattress use cotton bed and feels more comfortable and relaxed. So not thought of springs and foam. I feel buying a mattress for my home. uncomfortable with those things. We get sound sleep on cotton beds. Veeresh, Belkoolu, Shivamogga

Vishal A H, Chikmagalur

We are using cotton beds in home and the durability is more. If it get spoiled also we can replace it for a lower price instead of buying a mattress which is very costly. Mattresses are very expensive to buy and they can’t be reused when they are Srikanth Tarun, Thiruvananthapuram damaged. So we prefer Cotton beds rather than mattresses.

Ramya, Mandya

I have heard from one of my friends that the spring used i n the mattress will loosen its elasticity soon in a year or so and cleaning of the mattress is difficult.

Anbarasu, Vellore, Tamilnadu

We are using cotton bed and not heard more about mattress and its benefits. So I’m not using mattress in my home.

Neethika, Kaapu, Kundapura 21 22 Cover Story

We are using Queen size I am in a rented apartment and it is difficult to move around with a mattress from past couple of mattress when I change the house. Hence I prefer to go with a cotton bed, months. We really like it and I which is easy to fold and carry. I do not have any plans to buy a mattress in can feel the difference between a the near future. cotton bed and a mattress. I have recommended my brother also to buy Madhuri, the same product. Trivandrum

Karthik, Surat In our house, we have a couple of single size mattress and also we use cotton beds. Only my kids prefer a mattress and our parents still prefer cotton beds. More than a cotton bed or a mattress, it is comfort that people look at. I am more of an opinion that those who have back pain, the memory foam I am yet to decide on buying a mattress is better. mattress. I found better pricing in online stores Sanjeev, compared to retail showrooms. I am Pune planning to buy a single cot mattress during Diwali.

Sindhu V, Price is the key differentiator. The cotton bed for Queen size costs Rs 6000. Lucknow Good brand memory foam mattress costs somewhere around Rs 18000. Meanwhile, I can get a price reduction by giving back my old cotton bed. But mattress retailers do exchange old cotton beds for a mattress.

I am using coir based Sowmya, mattress for some time. I am Madurai planning to buy a softer mattress. I may not go with an expensive product. My budget is around Rs 10,000.

Sindhu Ashwath, Kurnool Interview 23 CUSTOMER IS THE KING Quality is the Queen Archit Gupta, MD, King Koil India tells us how his company has been doing just that – creating better sleep experiences and quality, by using years of experience along with radical and fresh technologies and ideas.

Archit Gupta, MD, King Koil India

leep is always the goal and every Mattresses are no mattress quality. Looks like, mattresses new technology that arrives, have to take health aspects like back, and every new innovation that is more about just sleep. orthopedic issues and other challenges possible, should be leveraged to They are about better with a whole new sense of gravity. Let Sthe fullest degree in accomplishing that us find out how all these changes and outcome. Mr. Archit Gupta, MD, King Koil sleep, better backs, industry-shifts are panning out. India tells us how his company has been doing just that – creating better sleep better health, better What is it like to be a player that experiences and quality, by using years relationships and is over 120 years’ old? What of experience along with radical and advantages and challenges do fresh technologies and ideas. better technology. this legacy and lineage bring? Here’s a glimpse. What makes your strategy unique New leaps like an ID that suggests and strong with the challenges personalised mattress options for and opportunities that have a couple, or an index that helps to shaped up over the years, stretch the limits of quality parameters specially in the current market or software that makes ‘bodymatch’ landscape? something more than a word in the King Koil, being more than a century- brochure – it seems that the company old mattress brand, has got an edge is all set for making huge strides with over others with respect to sleep disruptive innovations. technologies and improved material specifications that lead to an improved It spends not just time but strategic sleep experience for our customers. attention when it comes to research The legacy of King Koil brand is built and development. Mr. Archit Gupta over a wide spread of countries with also tells us how that, when embedded top companies that have worked hard with a global footprint, translates into on the brand in their respective regions ahead-of-the-curve offerings in the and have created a collective global market. He also flattens the creases brand image over time. This, in turn, on the connection between health and helps everyone in their current market 24 Interview

Tracking Index? It sounds like a disruptive and relevant concept. What started this idea? Sleep Quality Index is a ranking system Sleep is always the that King Koil developed to ensure fair goal and every new rankings of our own product range on various key parameters by using technology that processes like sleep trackers, body composition analysis, chiropractor’s Leading independent Chinese Speciality Chemicals producer arrives, and every evaluation etc. This has given us a fair new innovation evaluation on how our own product ranks Established in 1998, with 6 plant sites along the coast of China ensuring an efficient flow of operations within a range of comfort and support in that is possible, an unbiased and scientific way. and distribution, 4 overseas subsidiaries in Middle East, Europe, USA and Singapore provide a close should be leveraged A lot of debate and discussion service to our customers. to the fullest degree throbs around about the advent of technology in this industry? in accomplishing With the backdrop of a legacy that outcome. environment and the future that Jiahua Chemicals offers an outstanding range of PURANOL POLYETHER POLYOLS that can be used in many is arriving with advancements in Artificial Intelligence, Internet of manufacturing applications. Such as flexible foam for furniture, mattress and automobile industries. We Things, Robotics, Automation, Customer Relationship also offer an extensive range of PURANOL POLYMERIC POLYOLS with a variety of solid content. Management etc. what is your in terms of brand reputation. The major segments of market assessment of the role of are Orthopedic and Back-Support technology from here and on? Tell us something about the segments; while the Luxury & Premium I believe that the new slew of strengths and strategic edge that segment is still comparatively small. technologies has unlimited scope flow due to a global With memory foam as a new and potent of investments and returns in the manufacturing presence? How do value-addition in the buyers’ market, it longer-term horizon. We are always you leverage a global footprint as is very important for mattress brands positive and upbeat on investments in well-sprawled as yours? Any to ensure usability in mattresses along technologies for improvements in sleep specific areas where this aspect with attention to an optimum mix. quality to our customers. It is going to brings in advantages that matter accelerate the state of innovation in for this industry in particular? What value do associations, like the industry in many ways. It is going The strategic edge of being a global the ones with chiropractors and to augment customer experience quite powerhouse brand is exposure to latest physiotherapists, bring in? How strongly. That’s a significant goal for sleep technologies that every country important are they for the new industry leaders and innovators. is working on. With this knowledge, we shifts that the industry is are always ready for something new undergoing and for the needs that How strong are segments that and more relevant every year. Recently, today’s customers are exploring? you see with innovations like we launched a research-based body- Yes, it is definitely a very important BODY MATCH technology and match technology called SLEEP ID association for our brand and the alliances like iOBED? which uses body parameters of couples value additions are notable. Over time, We are seeing a major shift of our and based on a sophisticated logic chiropractors’ associations like ICA sales happening through Body match code, it recommends the most suitable (USA) have helped us to create SleepID technology selection by our customers. Address: Room 1201, Building 5, No. 258, Jinkang Road, Pudong New District, Shanghai, China, 200127 mattress to that couple from a range Body Match software through four Our prime goal, since the beginning, is Phone: +86 21 20670888 of products, that too with up to 94 per years of research and development customer satisfaction through better Fax: +86 21 50125277 cent+ accuracy. with King Koil USA. With the help of quality sleep. Firstly we focused on Email: [email protected] physiotherapists and orthopedics we making highest quality products from all Website: www.jiahua-china.com What kind of opportunities and have improved specifications of our parameters to ensure top manufacturing consumer behavior factors do products - immensely over time - and standards, and then, we saw a huge these segments exhibit: Ortho the resultant value is clearly seen gap in sales process at retail points products, Premium products, through the customer satisfaction that leads to comfort issues. Our focus Luxury segment? What unique reports that we get from the market. on body match technology is aimed to upsides and flip-sides, if any, eliminate these comfort issues by letting have you observed in the hotel Any latest insights that you can customers buy mattresses that suit their segment? share from the Sleep Quality body needs and requirements. Leading independent Chinese Speciality Chemicals producer Established in 1998, with 6 plant sites along the coast of China ensuring an efficient flow of operations and distribution, 4 overseas subsidiaries in Middle East, Europe, USA and Singapore provide a close service to our customers.

Jiahua Chemicals offers an outstanding range of PURANOL POLYETHER POLYOLS that can be used in many manufacturing applications. Such as flexible foam for furniture, mattress and automobile industries. We also offer an extensive range of PURANOL POLYMERIC POLYOLS with a variety of solid content.

Address: Room 1201, Building 5, No. 258, Jinkang Road, Pudong New District, Shanghai, China, 200127 Phone: +86 21 20670888 Fax: +86 21 50125277 Email: [email protected] Website: www.jiahua-china.com 26 Feature DIGITISATION The Dream-Catchers are Here

Technology may not be the pixie-dust some believe it to be. But it is not a rock either. Applied well and at the right time, digitization can bring staggering leaps in a company’s profits. Feature 27

here are certain Native American good margins. And no matter how old or tribes that strongly believe huge one’s foothold is, sooner or later, in dreams as the source of things are bound to topple over. INDUSTRY something even greater than Tprophecy. People on the other side of There are many latent and ignored 4.0 the world also opine that the Great Spirit islands of fragmented and manual created the world on a Great Turtle’s processes across the entire chain of a back before drifting to sleep. Just the mattress or sleep-product’s journey. We are entering an age way, back here, Hindus believe that god From the very first nugget of an idea to where digitalisation of Vishnu dreamt of the universe while he the last stop at a customer’s place, there manufacturing is upending was enjoying his cosmic sleep. is so much that can be done in a better, how products are designed, more efficient, smart, automated, fabricated, used, operated, These tribes, hence, also believe streamlined, insightful and visible and serviced post-sale. It is in the idea of dream-catchers. Things, manner. also showing its quasi-magical spells, ways that build solid and cozy impact in transforming the webs so that bad dreams are trapped. Many latest and advanced operations, processes, and These webs also have a hole in the technologies such as Enterprise energy footprint of factories centre that is designed to make room Resource Planning (ERP), Supply and the management of for the good dreams to make their way Chain Management (SCM), Order manufacturing supply chains. in. In fact, in regions like Guatemala, management, Inventory management, they have worry-dolls too. The children Warehouse Management System Smart manufacturing is can tell their worries to their dolls before (WMS), Delivery and Point of Sale (POS) being driven by the advent going to sleep. systems can help in a tremendous and maturation of many way to increase the efficiency of some technologies, including: These beliefs and legends may underlying processes and save costs. High-Performance Computing sound silly or outdated but they are Plus, the world is already setting its eyes (HPC)-powered Computer working for someone somewhere fight on next-gen technologies like Radio Aided Design (CAD) and bad dreams and catch good ones. Frequency Identification (RFID), Internet Engineering (CAE) software; of Things (IoT), Artificial Intelligence cloud computing; the IoT; Incidentally, the sleep industry also (AI) and Robotic Process Automation advanced sensor technologies; has a new dream-catcher around its (RPA) which are going to truly flip the 3D printing; industrial robotics; spirit, if only; it paid attention to it and way factories ran and the way retail or data analytics; machine hung it on the right spot. Digitisation! marketing worked. learning; and wireless connectivity that better Yes, in the last five to seven years, a This gamut of digital forces is not enables Machine-to-Machine slew of technologies have evolved and only relevant for factory operations or (M2M) communications. many more have emerged, changing the inventories but also for other stages landscape of factories, supply chains, of brands, for distributors and retailers business processes, retail points and and for any stakeholder who wants to customer engagement to another maximize profits and deepen customer level altogether. These technologies experiences. are trapping some bad dreams that technology, or the ill-informed and ill- Dr. Rajkumar Palanna, CEO, invested use of it, caused-mattress eMpulse and a digital transformation makers and sleep-industry players to expert, dissects that whether it is a suffer. small manufacturer of pillows or a transportation company or a mid-level The Signs of a Good Dream enterprise, everyone can reap a lot of What ails any traditional manufacturing potential in emerging technologies. set-up? Wastage, inefficiencies and “We are looking at democratisation of flab that keep adding to the pile of technology in the new-age approach. With unnecessary costs and thus, eating cloud-based and accessible-to-everyone away precious margins. They also make data, the outcomes change. These areas an enterprise too slow and rigid to get to significantly improve the operations of a the customer in a fast and precise way. company. If done right, it can mean a five Hence, revenues take a hit. The maths to ten percent profit impact.” is not hard to guess. When costs inflate and sales deflate, it is hard to ensure So mattress industry players are 28 Feature

better enables Machine-to-Machine (M2M) communications.’ The report spells out, underlining the advent of Industry 4.0 in today’s factories.

When tools of better speed, insight and automation are leveraged; a company sees a two-pronged impact. There is a new top-line revenue growth possibility thanks to better, more intelligent and differentiated products. There is also the parallel advantage of bottom-line cost savings due to more efficient and more effective innovative processes using the digital capabilities of the equipment being now used. With lean and smart manufacturing, organisations become insight-driven and that helps making the customer experience also turn more consistent and digital. Not only that, new also at the right value-addition stage When tools of better business models can emerge out of with new innovations and the explosion this symphony of data, processes and of data available for analysis. This leap speed, insight and speed. When production and logistics can go beyond profits. automation are can get intelligently connected to the rest of the business, one can handle Yet, many tech firms in the Asia leveraged; a company demand-supply fluctuations for sure. Pacific region are still at early stages But there is something else too – now of adoption. They view technology as sees a two-pronged one can understand a customer needs an investment to expand when growth impact. There is a proactively and have all the capabilities is good but they cut on it when growth in place of delivering what they want. slows down. According to Forrester Asia new top-line revenue Pacific Tech Market Outlook (2019 to growth possibility Industry 4.0 is here. In fact, one of 2020), the region’s CIOs can expect tech the most significant changes in recent market growth of four percent or more thanks to better, years is the emergence of digital as a in 2019 and 2020. more intelligent and core component in the manufacturing process, as Mr. Raghuram Joshi, What is interesting is that firms in differentiated products. General Manager, Enterprise Solutions, Japan, China, Australia and Singapore Robert Bosch Engineering & Business consider technology to be core to the Solutions Private Limited (RBEI) tells business and will keep investing even in fabricated, used, operated, and serviced us when he outlines the scope of a downturn. post-sale. It is also showing its quasi- digital transformation in the Indian magical impact in transforming Manufacturing space. That should be the direction and the operations, processes, and strategy with technology. More so for an energy footprint of factories and the “Some people call it ‘Industry 4.0’, some industry that has been, for long, trapped management of manufacturing supply ‘Smart Manufacturing’ and others ‘Future in legacy IT, misfit systems, out-dated chains. Factories’. This means using IoT, AI, block- tools and unwieldy processes. chain and other modern technologies to ‘Smart manufacturing is being make the manufacturing process more Sheep-counting to Industry 4.0 driven by the advent and maturation efficient, predictable and equipped to This is the era of Smart Manufacturing, as of many technologies, including: produce higher quality products.” Stephen Ezell, Information Technology High-Performance Computing (HPC)- & Innovation Foundation (ITIF) captured powered Computer Aided Design (CAD) Mr. Raghuram Joshi points out in his report in 2018. and Engineering (CAE) software; cloud another significant aspect too. There computing; the IoT; advanced sensor is an increasing complexity with We are entering an age where technologies; 3D printing; industrial regards to organisational processes. digitalisation of manufacturing is robotics; data analytics; machine “Manufacturers need to deliver a higher upending how products are designed, learning; and wireless connectivity that variety, they need to deliver the right

30 Feature

Digital Experience Investments to like Robotics, Industrial IoT (IIoT), IoT, AI, rise: About 53 percent purchase Block-chain, RFID, Smart contracts etc. influencers in India say their firms We have integrated our SAP in factories and supply chains in India, put a high priority on accelerating with warehouse software. the contours are fresh and exciting. their shift to a digital business Mr. Raghuram Joshi believes that to keep up with fast-changing This integration provides new digitalisation possibilities create expectations of consumers us immediate information the opportunity to connect not just the manufacturing setup of the OEM Source: Forrester Report and alerts on the stock at (Original Equipment Manufacturer), but each warehouse location also the ability to integrate beyond their is directly connected to our organization. manufacturing units. “This could include suppliers, vendors, product and they need to deliver it at the partners and more. Closer collaboration right time.” Mr. Narendra Kudva, can help all parties to work more efficiently COO, Kurlon and optimise the entire supply chain.” Sharing his experience on digitisation at Kurlon, Mr. Narendra Kudva, Chief But this necessitates a different Operating Officer of the company says, shift in the mindset as well. “While on the “We at Kurlon have been at fore-front of digitalization journey, it is important that technology, and innovation is part of our solution, where all of the improvements manufacturers maintain a holistic view DNA. We were among the earliest to adopt and experiences are offered through throughout the full product development SAP as our ERP system 16 years ago. superior humanlike thinking. The challenge process until the point of consumption. Today, our whole organization including with AI is that the models that are used to For this to be possible, they would need the factories are running on the latest train the AI need to be made by humans, to enable the entire supply chain and SAP 4 Hanna. It helps us streamline our and there is a deficiency of trained manufacturing site etc., which allows entire process of procuring materials, personnel who can do that. However, with them to progress and provide their product manufacturing, logistics and customer technology and computing power growing as a service. In other words, you need to delivery & experience.” exponentially and new workforce being enable the entire stack. As a manufacturer trained in this field, we should start seeing in the digital world, the ability to operate While keeping up with the latest the benefits of these technologies as early with a digital twin of a product will technologies, we have kept an eye out as 2020”, he adds. also be essential. Without this digital on the new technologies such as AI, IoT, infrastructure, organizations risk missing RFID, RPA, and Block-chain. Some of Meanwhile, Mr. Narendra Kudva out on the benefits of monetizing software these can have an immediate positive says that Kurlon was one of the first few and services.” Raghuram Joshi explains. effect on this industry. companies in India which implemented SAP. “We have integrated our SAP with In the landscape of emerging “RFID has been around for a while, and warehouse software. This integration technologies, sensors and IoT are the greatest benefit it offers is the end to provides us immediate information and already standing out. The application end tracking of the products, right from alerts on the stock at each warehouse of IoT is projected to generate $1.2 to the production line, all the way to homes location directly connected to our $3.7 trillion of value globally by 2025 of the customers. On the manufacturing manufacturing units.” (McKinsey). This unmistakable effect side, it offers valuable insights into the would be seen in four areas specifically: production process, tracking defects, Kurlon also digitised its sales force. operational efficiency; predictive and making improvements in production. It “We have developed an app for our sales preventative maintenance; supply chain can provide total visibility throughout the force. This app sits on their smartphone. management; and inventories and entire supply chain model”, he adds. Through this app, the sales team can take logistics. orders from the retailer and updates it on Speaking on the IoT, Mr. Narendra the app. This app is integrated with our Imagine factories where operational Kudva says IoT offers a way to capture SAP at the back-end and our inventory efficiency gets maximized when IoT lots of data. “We can then use analytics team can get first-hand information on the facilitates predictive and preventative to classify this data and apply it for product requirements. Through this app, maintenance. Factories can now use different applications such as improving the salesperson can order the required sensors to monitor machinery in real- manufacturing, quality and customer size or a model of mattress. This app also time and the whole air shifts from that experience. When you have large amounts tracks the route of sales team”, he says. of a repair-and-replace to the new of data available on hand, the next step environment of predict-and-prevent. is using ML (Machine learning) to predict The Next Wave of Early Birds outcomes. Lastly, AI offers the ultimate When we look at new-gen technologies The advantages of emerging Feature 31

levers with fast ROI, to improve business profitability during the last decade in USA.”

As per July 2018 (Forrester- SAP), about 88 percent of innovative manufacturers have started or completed their digital transformation. This stands in contrast 54 percent of other companies. Note that those manufacturers, who considered themselves to be innovative, also rated themselves highly across the board for innovation in strategy, technology, people, process, and culture. Cannot be a sheer coincidence, can it?

Looks like as tech markets in China and India mature, their tech purchases will start to shift more towards the software and services categories that dominate tech spending in Japan, Australia, Western Europe and the US. technologies are numerous when As software and services purchases rise applied inside and beyond the legacy IT from five percent to seven percent, it fabric of manufacturing companies. Take DIGITAL is seen that many firms in India, China the case of Internet of Things (IoT), for ECOSYSTEM and ASEAN are acquiring their first instance. If manufacturing companies Enterprise Resource Planning (ERP) and install IoT sensors within equipments, Customer Relationship Management they can collect significant operational It has been noticed that companies (CRM) solutions. data on the machines. “This helps them to with 50% or more of their revenues have an in-depth look at how the business from digital ecosystems meet 32% As Mr. Thomas Varghese, General is performing and enable them to find out higher revenue growth and 27% Manager, MM Rubber Company Limited which equipments need repairing before higher profit margin. shares, technological advancements in more problems arise. This prevents them mattress manufacturing especially R&D, from making more significant expenses by MIT Sloan Management Review, Supply Chain and Customer Relationship skipping the downtime or replacement of Thriving in an Increasingly Digital are always desirable and welcomed. the equipment. Hence, investment in IoT Ecosystem. “The mattress industry in India is still in a and big data helps businesses in saving developing stage and there are many miles money,” explains Mr. Karan Kumar, Co- to go. Wherever new technologies can be founder & CTO, Hogar Controls. go ahead. adapted for improvisation, including AI, the mattress Industry should opt for it.” This can be further extended to A Lullaby With Magical Effects a factory scale and infrastructure. The Digital renaissance is clearly Mr. Deepak Mehta, Director, Tirupati Investments in IIoT help a manufacturing underway and would only be ignored at Foam also weighs in the role of AI and enterprise to unleash pockets of the cost of falling behind. other emerging technologies and avers productivity, efficiency, pre-emptive that technology plays a very important maintenance, agility and speed that This reminds us of some observations role in this digital era, where every were never even possible or plausible at the McKinsey Global Institute (MGI) - information is on the tip of the hands of before. “IIoT is related with various the majority of value (80 to 90 percent humans. “AI is still an emerging technology; connected devices which help following by some estimates) created in prior what we saw in sci-fi movies earlier is now tasks to control the behavior of the industrial revolutions can be attributed becoming a reality and hence this will also industrial devices – It is about monitoring, to replacement of old machines with help the industry to achieve new heights. collecting, exchanging, analysing, instantly new ones. Looking into CRM, SCM , PoS deployments; acting on information and much more. this has helped a lot to track you down in Hence, the convergence of IoT and big data Look at other markets. Mr. Brian your system at a macro level which helps in IIoT is an important component.” Mr. Boyette, CEO, Avior Group, Phoenix, you to understand not only your product Karan Kumar is confident that edge- Arizona, USA observes, “Lean and and demand but also how efficiently and Computing will be in high demand as we digitization has been one of the largest effectively; so that while reducing your 32 Feature

Cost of Production you can work and serve The emergence of 40 percent. your customer.” digital has enabled Then, there is the possibility of Good Morning Robotisation servitisation that is a new wave coming and Servitization! new non-linear on the heels of Industry 4.0. Think Many old-school manufacturing business and revenue of a mattress-maker who jumps a companies in India are reaping the big shift. It stops products and starts impact of automation in transforming models, which is why providing complete solutions. It can customer engagement as well. RPA manufacturers are now understand customers better or Robotic Process Automation is and monetize asset data. This not only helping to expedite order delivery. reevaluating the way in brings more revenue from services with One customer of Pega Systems, for which they serve their higher profit margins but a new level of instance, witnessed that processing increased customer intimacy as well. these requests used to require agents customers. to walk through 122 steps; and 20 of Everybody wants to get into which included painstakingly cutting Servitisation, but the change is not and pasting sales order numbers into happening at the pace people would a messy maze of systems. But after boundaries of traditional automation expect, Mr. Raghuram Joshi reminds. “In automation, customers could change software, it arms enterprises in the past, revenue generation or turnover in and update shipment dates on-the-fly, recognizing and adapting to deviations the manufacturing industry was linear in without any human intervention. RPA in data or exceptions when confronted nature—i.e. the more I produce, the more can start helping companies to detect by large volumes of data. An HfS (Horses I am able to sell. However, the emergence order entry errors and to whittle down for Sources) research also explains that of digital has enabled new non-linear the time it takes to process them. any company which has labor-intensive business and revenue models, which processes, where people are performing is why manufacturers are reevaluating When it comes to RPA, most high-volume, highly transactional the way in which they serve their enterprises seem to be crossing the process functions, will boost their customers. Examples like subscription- ‘tinkering’ stage. There is a shift in the capabilities and save money and time based models, ‘pay as you go’ or ‘pay focus of RPA from job elimination to with RPA. Its estimates show that the as you use’ are becoming increasingly augmenting talent, digitizing processes total enterprise robotics software and practical and relevant. End users are and extending the life of legacy IT services market will surpass $4.3 billion demanding products as a service rather systems. As RPA moves ahead from the by 2022 as a compound growth rate of than buying them as Capital Expenditure 210x280 COMFORT TIMES.qxp_Layout 1 10.09.19 09:35 Seite 1

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(CAPEX).” Most of the retailers to support the digital technologies, do have basic software as indicated in the ITIF report. Most He offers an example. “A manufacturers (especially Small and manufacturer who sells dishwashers application needed for the Medium Enterprises or SMEs) simply and washing machines can also offer business. don’t know where to start or how to services for these products like preventive deploy digital technologies to solve maintenance. However, this service can specific business problems in a way be further enhanced by utilizing a smart Mr. Hormazd F Sholapurwala, that generates a positive return on home platform to provide services focused Managing Partner, Pillow Tech investment. on end-user convenience. This empowers Industries customers to decide how they would like Technologies like RPA are still nascent their home equipment and machinery to and vague; and those like IoT still face run, whether this is from a power usage or with reference to last year up to 82 percent. interoperability and standardisation comfort perspective.” The trend is expected to catch up in India challenges. Dr. Raj Palanna pins it down Market as well.” to the need for getting foundation Technology Trickles technologies in order first. “We need to Into The Retail Hole This is also a space where gaps and have safety systems, ERP, information Retail space is also a new playground opportunities exist in a hard-to-miss systems, inventory systems and work-flow for many technologies as they combine way. Mr. Hormazd F Sholapurwala, systems taken care of first before emerging data, analytics, sensors, augmentation, Managing Partner, Pillow Tech technologies like AI, RPA or Block-chain embedded reality and personalization industries argues that there is a lot that can be considered by the industry.” He also into strong equations. Ask Mr. Milind can be done to improve logistics and confronts the issues that digitisation Shah, Partner – MarTech, RPA & Data, distribution parts that affect the last may present and suggests that the DAN Consult, and one can understand mile of a mattress cycle. mattress-industry has to start defining the clear differentiation for technology standards, interfaces etc. and remove for mattresses industry which can “There are so many apps today that the fragmented nature of technology. attract shoppers to buy through digital are helping us get cabs and food. What if “The whole industry gains when everyone channels. It is being seen along 3 broad there is something that can jump in when a becomes profitable and efficient. principles: customer needs a specific mattress that is Collaboration and competition can be not immediately available with a distributor nurtured in a healthy way by ISPF. Multiple 1. Product Visualisation: Superior but should somehow be delivered to his/ companies within the overall value stream, product visualisation is continuing her doorstep by collaborating with other and on the entire value chain, can bring to be a driving factor for ecommerce partners or entities.” This remains a new synergies.” success in 2019 ripe area for technology to revive and refresh. “The ROI on digitisation is so high, 2. Having a Mobile-First Strategy: Lot thanks to efficiencies plus availability of of decisions are being made on the go Sleep-walking anyone? inexpensive answers - that it is almost and a key mobile first strategy and with All said and hoped, there is a reason stupid not to digitise. But there is a roadmap a good mobile app, digital-first firms somewhere that is still stopping many to it. You would need analysts and experts in mattresses industries are offering organizations from pushing the pedal to guide through gaps, processes, vendors a more immersive mobile experience on the new world of better profits, and solutions. Process understanding, to the users with features like push efficiencies and happier customers. deciding and implementation of notifications, alerts, personalisation, technologies and change management custom recommendations. Manufacturers still struggle from a have to be undertaken well.” lack of awareness, internal expertise, 3. Brand Positioning: The Omni-channel and requisite internal workforce skills As per the results of a survey by brand positioning around mattresses, Pegasystems on RPA and Robotic has changed from a home essential to Desktop Automation (RDA), these a health product and mainly through Technologies like technologies are being highly effective technology and digital interventions RPA are still nascent in streamlining work – though achieving of educating the end client and and maintaining those results isn’t as making him aware of importance of and vague; and simple as it seems. sleep. those like IoT still Value from automation Mr. Milind Shah also reasons that face interoperability It was noted that most respondents in the USA as per date below from and standardization gain significant value from automating “OneClick retail” Mattresses furniture sales their operations with bots. Here, 67 showed the highest increase on Amazon challenges. percent said that robotic automation is Feature 35

these setups are so diverse, you rarely Challenges will have one solution that suits everyone. It persist and is therefore, necessary to run pilots in the emerge. But the field and then roll them out to the larger right approach lies organization.” in both the way one thinks about For fully realizing the potential from technology and the Digital Initiatives, it is important to way one executes consider these programs at multiple it, specially in levels, he advises. “Digital Core – an industry that comprising of ERP, MES and PLM systems, has long been Enterprise Intelligence Systems – MIS, considered an old- CRM, eCommerce, Business Intelligence economy one. and Collaboration Portals, and interfaces beyond the enterprise like payment gateways, data sharing with ecosystem players. Missing pieces often lead to either even more effective than they originally than originally expected. But we can suboptimal results or ad-hoc systems and anticipated, while only eight percent also not dismiss those 13 percent that processes that tend to complicate the felt it was less effective than expected. have been let down by the amount of technology landscape of the enterprise What is tough, however, is getting to value and ROI they’ve seen. further.” that point and staying there. The survey unraveled many important issues. RPA is a good indicator of what can Lot of opportunities in technology work and what can go wrong while That said, it is a very exciting and Like: Organizations are spending injecting any new technology paradigm interesting time to be in manufacturing more time and effort getting bots up and in the traditional manufacturing space. with lots of new opportunities arising— running than anticipated. Deployment whether that is in relation to technology popped as respondents’ top bot One more thing that can go wrong or the services we can now make challenge. Almost 50 percent found bots is security. As per a new global survey available, he confidently maintains. harder to deploy than they first thought, from Sophos ‘ The Impossible Puzzle while on average, only 39 percent of of Cybersecurity’, IT managers are “In this non-linear environment bots are deployed on schedule, and it inundated with cyberattacks coming generally no two solutions are the same, typically took 18 months (on average) from all directions as cybercriminals from both a technology and business to successfully push bots live into exploit weak links in security that are model perspective. However, taking this production. leading to supply chain (third party into consideration, whoever manages vendor) compromises. As many as 27 to master the combination of these two Then there was the difficulty of percent of Indian IT managers consider aspects is at a huge competitive advantage. inevitable changes to the underlying IoT threats, 21 percent consider internal The pace of change is unlike anything seen enterprise architecture that is likely to staff as the top security risks and 24 before and while not all of the components lead to increased bot-breakage over percent of Indian IT managers consider of manufacturing’s digitalization are fully time. As the survey unfolded, 87 percent supply chain as a top security risk. mature, not trying them could be a risky of respondents experience some level of move. If organisations wish to remain bot failures. Also, maintenance came up Stop tossing and turning relevant it is imperative that the adoption as the second biggest problem that bot Challenges will persist and emerge. of new technology is high on their list of users face. So with bot-breakage a near But the right approach lies in both priorities.” certainty, RPA and RDA can’t be viewed the way one thinks about technology as a set-it-and-forget-it task. As was and the way one executes it, specially Whether one accepts it, denies it, seen, 41 percent of respondents said in an industry that has long been scrambles to it or crawls towards it, that ongoing bot management is taking considered an old-economy one. Ask digitization is going to be the new reality. more time and resources than expected. Mr. Raghuram Joshi and he recommends They (38 percent) also found bots to that digital transformation initiatives It is time to let go of bad dreams and be adding another layer of complexity need to consider existing technology welcome new ones. It is time to embrace to IT. Plus, 26 percent worried about investments. “A clean slate approach a new force, with open arms and swift more ‘shadow IT’ addition issues than would not be very practical and may lead footsteps. expected. to intensive discussion around not just ROI but also acceptability from current teams. As they say ‘Catch your dream before We cannot deny that 61 percent Manufacturing setups have a legacy and someone else does. Only an open heart think bots bring more value and ROI uniqueness of their own. At the same time will catch a dream.’

38 Opportunity

he hospitality industry is on an overdrive to ensure its guests are well rested. A good night’s sleep is the underlying motto. REST, SLEEP TEverything around the guest comfort revolves around this. Right from lighting, to the cleanliness, from bed linen to temperature control has this single goal: & REVITALISE comfortable sleep. Ask travelers the top-rated thing they want out of a hotel stay, and The Future of Hospitality chances are the answer is: a good night’s sleep. In the years to come this is likely turn into an obsession among travelers. The rise of the wellness movement — The major part of hospitality industry is good which has an obsession with sleep is the sole reason behind the wellness comfortable sleep. The rise of the wellness clocking over $4 trillion a year, and that number is projected to increase in the awareness is moving industry further in coming years. coming years. The hospitality industry has Wellness is the new hook in travel marketing, and it’s been gaining always cared about rest but... speed. The rise of wellness culture has made caring about sleep cool — and since weariness is a top complaint of travelers, it’s good business sense that the hospitality industry is upgrading its sleep offerings.

The hospitality industry has always cared about rest but hasn’t been serious in its goal of getting enough shut-eye that is crucial for travelers who want to feel good on business trips or vacation. Thanks to innovation in the area of sleep for years, all this is set to change. Opportunity 39

gadget makers to offer each guest an eye pillow, “good-night cards”, track their sleep habits and play them back to them to encourage guests to be mindful.

Customization will be the key differentiator. Guests will gravitate to that hotel which knows how to find the perfect pillow, stock essential oils, and teas. The hotel Spa Suites will come with hydrotherapy tubs and private en-suite sauna and a cool bed for the guests four-legged companions to sleep on soundly. Off-the-bed foot massagers and Sleep-inducing relaxants will be “To help guests adjust to a new time zone Hotels could commonplace features. or recover from their travels,” will drive business in the future and the brands continue exploring Travel Industry jumps in that do a great job in this will stand out partnerships with Meditation and sleeping apps have as preferred destinations. already made inroads into Airlines and mattress providers, Cruise ships which have jumped on to So where would they start. All the the wellness bandwagon. From apps guests want is a restful, comfortable sleep apparel brands, to wellness coaches to mindfulness night’s sleep. And what best way to and other companies gurus, the travel industry wants to offer achieve it but by providing a bed that is travelers custom features to help them comfortable. Bedding innovations are to capitalize on the relax — and doze off — when they evolving in the industry, helping guests overall wellness trend. fly or cruise. This may sound altruistic, fall asleep more quickly and giving them but business is at the center of all this. an all-around more comfortable sleep. By offering wellness programs to help on room availability during off-hours you sleep sounder, they tend to drive Connected sleep with apps like Recharge and Dayuse that meaningful business. Hotels will fall over each other looking to allow travelers to reserve short-term, create more sleep-friendly experiences marked-down stays at participating Hotels that can really deliver a better for travelers. IoT will be deployed to hotels to catch up on sleep. sleep experience will likely see big returns create connected hotel rooms with on the investment. Experimentation is features like smart lighting for better Hotels could continue exploring the order of the day. Do anything to help sleep, adjustable smart beds, and more. partnerships with mattress providers, customers have a good night’s sleep - is sleep apparel brands, and other the new motto. As a result, future room Connected sleep and all its potential companies to capitalize on the overall enhancements for better sleep have benefits is certainly on the horizon and wellness trend. surpassed in-room technology as a squarely in our sights. Given the amount service. This phenomenon will separate of time a person spends asleep—a third Wellness-focused hotels will good hotels from the average. of your life—imagine what a connected emerge as key differentiators offering bed could do and learn about you? sleep programs for guest. They will be Managing Sound and Light One that adapts to you and your sleep equipped with circadian lighting features Guests will be able to enjoy soothing environment, whether you’re at home and will have “sleep ambassadors” on background sound into the room, or in a hotel of your choice, and works in call. control it the same way they control harmony with other connected devices temperature and lighting. These sounds to deliver the best sleep and recovery Hotels will feature a special Sleep will be able to nullify the variety of hotel possible. Menu for to promote better rest through noises. They will be far superior to white a curated list of sleep-enhancing noise apps or clock radio style products These types of systems would be superfoods on its room service menu. emitting nature sounds. hidden and could track how guests sleep, their heart rates and potentially Hotels will go to great lengths to put Hotel brands are spending other biomarkers, Weidner said. guests into a cozy bed. For instance, considerable time and resources the Sleep Rituals service of Raffles in doing research into lighting and Sleep menu and special programs will be a common feature. Brands will circadian rhythm so they can develop Additionally, hotels are also capitalizing partner with linen makers, apps and in-room controls that adjust the quality 40 Opportunity

of light throughout the day. Once fully Fabric material Dr Ian Pearson predicts that mattress developed, these key pads at the entry covers, sheets, bed covers, pillowcases and in the sleep area will have ‘scenes’ innovation is going to and sleep suits will be made from that match morning, noon, and night take the industry to the fabric that will change colour, have lighting conditions. The idea being that thermal properties and release gentle guests may set their rooms’ lighting new levels. The fabrics scents. Fabrics will be able to change scenes to combat jet lag and promote that change colours colour by using pigments that change healthy sleep cycles. according to temperature or electrical based on electrical fields. Fabrics will also release scents Mattress innovations by picking up electrical properties of The much awaited innovation in mattress properties, destress the skin that indicate emotional states technology is all about temperature sleepers with electro such as stress and aid relaxation. Also, management design —from the inside electro-responsive fabrics will be used out. A bed is also about the layers at responsiveness etc. to help de-tress sleepers so that they with fiber technology giving the first can obtain a good night’s sleep. The layer the power to absorb moisture with electro - responsive fabric will also be antimicrobial silver. Below that, foam connected to an alarm for people who can help circulate air, keep heat out and at night. Pillows designed ergonomically suffer from a medical condition - so that provide additional comfort. help prevent neck pains by ensuring they can sleep safely knowing if their healthy sleep posture. condition should worsen during the This insulates the sleeper from the night they will be alerted and awoken memory foam layer and it provides A Sleepy Future: 2035 from slumber. grooved ventilation, a charcoal-infused Dr Ian Pearson, a world renowned memory foam layer to provide comfort futurologist looked at the sleeping Sheets could even incorporate and conformity, as well as to keep away products in Hospitality industry and has optical fiber technology that would moisture and keep the body cool with an predicted some exciting development. deliver infrared radiation treatment to antimicrobial knit cover. Dr Ian Pearson contends that the the body as required. mattress of 2035 will look and feel Other trends are more convenience- superficially the same as today, but on By 2035 the pillow is where the oriented, allowing guests to adjust closer look, he says, will be driven by action will be. A typical pillow will house mattresses, in-room temperature, a plethora of advanced technologies. a range of soft electronics which will lighting and sound. Now a days Mattresses will be able to turn soft and provide the features where it can: Detect massage beds are also on the rise, supple or hard and firm depending upon brain, REM and sleep activity; Create which are usually lower in price given the guest’s requirement which is sensed soothing sounds to help aid sleep; their popularity. by the bedside monitors. This will be Provide a head and neck massage; Have enabled by shape memory alloy springs a microphones to allow people to chat as Mattresses with EMF-blocking and microtubules running through the they fall asleep; Have scalp electrodes technology will be the next big thing foam. Electropolymers embedded in the to enable sharing dreams with partners in mattress technology. High-quality mattress will be able to provide a good and friends. Quantum foam, which keeps users cool massage for the guest.

Hotel rooms by 2035 will be equipped with Augmented Reality that will play a major role in making the guest feel at home by recreating the bedroom environs back home. The in-bed technology will allow people to feel as if they are in their own bedroom and with the aid of virtual reality, they will experience spending the night together with their partner.

42 Feature

Making mattress last to not your life-time, but for its life-time

Mattresses are to be changed attresses are one of those objects that seldom gets replaced. This is not an Indian phenomena, after their life time. The industry this is universal. Way back in 1960s, the is looking for proper ways to American mattress industry found itself Mstaring at a situation where people would not change their dispose used ones and replace mattresses for a long time. So, hardly, they would change a mattress once or twice and as a result the industry them with a new one, boosting would suffer, the newer technologies couldn’t be pushed out into the market. Sales would mostly depend on new the wellness and market together buyers. A typical mattress buyer would come back to buy a mattress only if she changed her home or refurbished her bedroom, which would normally happen typically once in 15 to 20 years. Thus, even before the rest of the world woke up to this acute issue of a lack of interest in changing one’s mattress, the U.S. mattress industry got Feature 43

together and took an unprecedented Mattress industry life-time. Typically, mattresses have step of campaigning, to popularize a life-span of about eight to 10 years. changing mattresses regularly. This had should come up with 2 The mattress is saggy: Buy a new a two-fold effect. Firstly, the mattress innovative ideas to mattress if you notice a shape industry started innovating faster and change in your mattress especially, as a result, it was able to bring new get people to change where your body weight tends to technologies to the fore. It could pass mattresses and build rest the whole night you sleep in. on the benefits of new studies through Sagging can occur with almost its new products. Secondly, sales cycle the culture of changing any mattress material (aside from took a different turn: health-conscious waterbeds). No matter which mattress-replacement buyers showed mattresses as India material is used, mattress tend to up the door and naturally mattress sales is known for recycling sag in the sleep area after a few went up drastically. The industry nearly years. If it continues, you won’t get tripled and quadrupled rather in a span old materials and this the much needed lumbar support of 8 to 9 years. also sends message of and it can harm your spine over long term. In India, we are in a similar situation being green-friendly 3 Your mattress is uncomfortable: We that the US industry found itself several are alarmingly prudent in adjusting decade ago. If one looks around, people Myth number two, new technology to our mattress discomfort. If you hardly change their mattress and not mattresses are bad for health. A lot feel even a bit uncomfortable with more than once in 15-20 years. That’s of negative propaganda goes around, you mattress, replace it immediately. too long for a product, for a repeat sale especially with synthetic material as Well at home. to happen. And there are many reasons opposed to pure cotton and spring. for it. Mattresses, people believe, is a The upper part of your mattress one-item buy which becomes more Myth number three, industry likes to consists of “comfort layers” that livable, the more it is used. So, one push new mattresses that’s why they should support your body and provide would rather sleep in the same mattress are coercing you to change. Nothing pressure relief. Comfort layers break day in and day out – well night in and could be further from truth. The industry down over time resulting in poor night out and one would rather not wants consumers to be get the best sleep and body aches but in some change the mattress just because a of the latest innovations in sleeping cases, your mattress choice might new one came about in the market. products. have been faulty from the start, and In a fast-changing era with people you need to replace it. used to changing mobiles once in six Myth number four, there cannot be months, changing mattress would still a better mattress than what I am using. 4 You often wake stiff and sore: Poor be unthinkable. So, what can one do? Similar to Myth 1 and three but people sleep can contribute to chronic back Mattress industry feels that a typical close their minds to newer studies and pain. If you wake up stiff and sore replacement should be in the range newer, comfortable material that’s every day, your mattress could be of 7 to 8 years. “Millennials feel that a proven to be healthy alternatives. part of the problem. If your back mattress should be changed eight to ten pain is worse when you wake but years,” says H Raghunandan, a millennial Myth number five, new mattress subsides when you stretch and who refurbished his home recently. He requires adjusting oneself and takes move around, that’s a sign that the comes across mattress dealers who a lot of time to do that. Acutall, newer mattress is causing or contributing coax him by relating health benefits mattresses are more easily adaptable to your pain. and why it’s good to change mattresses than plain on coir-spring or cotton- more regularly. spring mattresses. 5 Worsening allergies or asthma: Mattresses tend become a home Myths holding back Myth number six, new mattresses are for dust mites. The protein in dust mattress replacement way expensive and there is absolutely mite feces may cause allergic Okay, now, let’s see myths that is holding no return on investment. Actually, it is reactions and asthma attacks and people back from changing mattresses. the other way round. Newer mattresses so can the dust that accumulates are more affordable than the old ones, in your mattress. While vacuuming, Myth number one, a mattress and offer better health benefits that steaming, and flipping your mattress becomes better as it gets old. This belief older material mattresses. might reduce dust and mites. If these is so common that it has taken on a steps don’t help, a new mattress Gospel proportion. People really refuse Let us look at reasons why people might be the solution. to even move the mattress around and need to change mattresses. tend to sleep in the same position for 1 If your mattress is more than 7 years “Old mattress was based on the years. old: Mattresses do have limited technology prevalent at the time and 44 Feature

day it was bought. Technology has consumer how easy it is to change a bodies require the support of a good- improved way beyond bringing a lot mattress, then perhaps there will be a 20 quality mattress. Get the idea of giving a of health advantages,” says Rakesh, a to 30% more conversion to changing the proper send-off to your mattress rooted linen retailer. mattresses,” says Senthil J, a hospitality in your family. laundry service provider. Our mattress Make Changing mattress easy industry should come up with innovative We’ve all seen mattresses that have All said and done, changing mattresses ideas. It has to get people to change been improperly disposed of. Mattresses is not easy. Changing a mobile phone is mattresses, pillows and bed covers. In don’t belong on the side of the road, in very easy. You can go and exchange a India, we are known for recycling old the bottom of a lake or in the middle of mobile phone or just put it away in your material. Exchange programs should be a field. Your mattress did a good job for cabinet, so that you can use it some a way of recycling old materials and this you for many years and now it’s your other time or give it away to someone also sends out a signal of being green turn to take care of it. Dispose of your else. And mattresses cannot be given friendly. mattress in a safe and responsible way: away to somebody else or can be easily stored for later use. Popularise the culture of replacing Ask the store where you bought mattress regularly. When you’re done your new mattress to pick up your old There are no good exchange with a mattress it’s tempting to try to set when they deliver the new one. programs for mattresses. Mattress find another use for it. Handing it down Most retailers routinely offer mattress cannot be easily disposed off. Changing to your kids, putting it in your guest pick-up and disposal service as part of a mattress brings with it a tonne of room and selling it on OLX. If a mattress the purchase price or for a small fee. headache which consumers just cannot is no longer good enough for you to use, Call your local municipality, sanitation handle. it’s not good enough for anyone else. In department or garbage collector. They particular, old mattresses are harmful usually have provisions for picking up “I think if we communicate to the for children, whose active, developing larger items.

Ill-effects of an old mattress on health 1. Leads to chronic back and neck the body starts feeling hungry and pain: Pain and old mattress issues craves for a small snack. So, this go hand in hand as an old mattress habit of eating due to boredom in can result in an intense back and night result in making them obese. neck pain. As per Dr. Surendra Also, poor sleep can weaken the Kumar Samar, General Physician immune system. and Surgeon, “If you sleep on an 6. Affects memory: Sleeplessness old and unsupportive mattress (as it through old mattress can becomes soft after years of usage), negatively affect brain and then this can stress the ligaments, memory and lead to Alzheimer's tendons and joints of the spine. Also, it productivity. disease. As per the study makes it difficult to maintain the right 4. Leads to snoring: An old and conducted by the scientists from posture in the night which can further unsupportive mattress can even the National Institute on Alcohol aggravate lower back pain. If this pain put the airways under tension or Abuse and Alcoholism in the US, due to lack of proper sleep continues the tissues may be sunken and this "Those who have sleepless nights for long, then it can become chronic can lead to snoring. Further, since have increased level of beta-amyloid and cause further sleeplessness.” the old mattress can take the shape plaque in their brain which is capable 2. Triggers allergies and makes of the body, it can block the airways of disrupting communication between them worse: Various microscopic easily. brain cells." creatures trigger various allergies 5. Leads to obesity: Poor sleep 7. Puts heart at a risk: A study and lead to skin problems and caused by poor and old mattress conducted by the European Heart respiratory conditions. can also promote binging and Journal shows that people suffering 3. Leads to more stress: Old mattress overeating, thereby, having an from lack of sleep or poor sleep hugely impacts the sleep quality impact on weight. Simply put, when have 48 percent more chances of and lead to sleeplessness due to people are not able to get sleep by developing a heart condition as back pain and other issues which in lying on their old, saggy and worn- compared to those who sleep well. turn increase the stress levels. This out mattress, they tend to stay Thus, an old mattress which does makes one feel tired and fatigued awake, sometimes past midnight not let one sleep well can put the during the entire day and hamper and usually that’s the time when heart at risk too.

46 Feature

FUTURE OF SLEEP A country that sleeps soundly is the most advanced; a society that sleeps well is the most cultured. Feature 47

ver the last one decade, the headband then Dreem 2 is your kind of “going to bed” time has shifted a product. Dreem is a futuristic product significantly. It first shifted out LACK OF which is many things rolled into one. It with the advent of Television SLEEP is an advanced sleep monitor, a sleeping Oand later with the advent of Internet coach and trainer delivered through a and now with Smartphones. Here is CBTi therapy and is said to help you in a brief look at the shift that has taken long term sleep restructuring. place. Sleep is a serious business. There India is said to be faring poorly are a number of OTC drugs, oils and in matter of sleep. A study says Variable Auto CPAP oral medicines which promise to help Indians sleep for an average of This is a three decades old technology a better, stress-free sleep. CBD () is a 6.5 hours a day, a deficit which making a come back to the bedside major player in this case. While in the as a country we have to make up table in many homes. Used to treat western world, it is already a staple of sometime. Lack of sleep has deep sleep apnea and sleep disorders, CPAP sleep deprived populatiom, it is about to impact on people’s productivity and (Continuous Positive Airway Pressure) make inroads in India. Just to illustrate a long range impact on health. helps users regulate breathing; pump how deep CBD has moved into people’s out CO2 and if there is an Oxygen input pysche, this piece of information is to pump in fresh Oxygen. The latter is crucial: 1 in 7 Americans say they use About what time do you go to used mostly in treating COPD conditions. #CBD products & 40 percent of users sleep every night? utilize CBD products for #pain, 20 Smart Pillows & Mattresses percent for #anxiety, 11 percent for Before 10p.m. 11 percent There are a number of smart pillows #sleep . which improve your sleep by regulating 10p.m. - 12a.m. 51 percent the pillow temparature. There are PRODUCTS TO PUT YOU TO SLEEP pillows which play relaxing sleep sounds There are a plethora of products that are 12a.m. - 2a.m. 26 percent without disturbing your partner. Sleep in Beta or lab testing phase which are trackers and monitors are now being After 2a.m. 11 percent about to make a debut in the market. embedded in the pillows. Bedding Let us look at Beddit, a company owned Source: Exclusive Polls companies like Chilipad and Bedjet are by the mother of all product makers, companies that offer mattresses that Apple. Beddit sells a Sleep monitor Decade Going to bed time heat and cool on demand. and the owners of its Beddit 3.5 Monitor and App can sign up to 1980-90 9.30 pm – 10.30 pm In this data driven world, sleeping beds participate in a data sharing program and mattresses are becoming smart. As over their sleep and in return they 1990-00 10.30 pm – 11.30 pm part of the IoT revolution, the bed has get to use some of the new features become a source of data. The head of before they are rolled out to general 2000-Present 11 pm – 12 am the bed may raise automatically sensing public. Average sleeping habits of Indians. Source: web snoring or to reduce the risk of sleep apnea. Instead of wearing trackers and Coropilo monitors on your person, you can now “Become Part of The CoroPilo Beta Tester FitBit’s Sleep Score Beta sleep soundly with the safe knolwedge Team.” announces the Beta program FitBit, the pioneer in wearables, is that your bed is recording your sleep page of Coropilo, a New York based running a Beta for its Sleep Score which data and will sync with your app company which touts itself as a startup is compatible with FitBit Charge 3, FitBit automatically in the morning. with a single goal: To change the way we Versa and FitBit Ionic. Everyday morning experience comfort. Coropilo is a state- the participants need to sync their FitBit There are a number of products that of-the-art “smart pillow” maker that with their FitBit app on their phones are making sleep enjoyable again. heats and cools naturally on command. and answer a few questions. This helps Tomorrow’s products can deal with FitBit to understand the nature of your lighting, sound, ambient temperature, Coropilo is in Beta. It is asking people sleep and give it a score. It is a great humidity, and when it comes to our to signup for its Beta program so that way for sleep conscious folks to keep bodily functions handle air pressure it can come up with the best possible in touch with their daily mood swings, while we breathe, positively impact our product. To exhort supporters it carries energy levels, and other paramters. It brain waves and influence our cognitive on its Beta Sign up page an interest can help them adjust their day’s routine behaviour. All of this to put us to good bit of information from a survey by US according to their score. night’s sleep. National Sleep Foundation: “More than 35 percent of people suffer from poor Dreem 2 Bedding products sleep which can have long-term negative If you are the kind of person who Cannot sleep without a blanket even impacts on their health. ” does not mind going to bed wearing a in summers? We hear you! Here’s our 48 Feature

cognitive dissonance with the real world, these sleep labs are acting like detoxing centers. People come here to find solace, relax, find solutions to real problems such as sleep apnea, snoring and the likes and learn to fix their problems. Yoga and meditation On thing is true that although sleep products industry is a multi-billion dollar industry worldwide, it’s not all technology. There are clinics and resorts tucked away in serene sorroundings Beddit’s programme is being looked upon as a precursor to providing people a complete insultation an AI powered Sleep product which will be rolled into from their electronic addictions and Apple Watch. giving them a new life where they get to appreciate a non-hurried world, away collection of all-season comforters Many Sleeping labs from even a mundane newspaper or a for a warm, cozy sleep round the year. television news. Mobile are a no-no in That’s the clarion call of a popular brand, are coming up offering such centres. Sleepwell. This goes to show that while electronics and AI are helping us collect innovative cures to our India is waking up, rather sleeping on data and control our sleep ecosystem, growing sleeplessness. its timeless Yoga as a great healer of the mattress industry is focusing on stressful life and a wonderful sleep bringing the best physical solutions in Sleep Labs inducer in the night. Our mattress terms of better springs, memory foam makers are alive to this wonderful state and fabric. Pune, Surat, Gurgaon and Bangalore are India finds itself now. They are turning to seeing a rise in sleep labs. With the rise natural material to improve the comfort Today, mattresses are being redesigned of knowledge economy, 24/7 connected a mattress provides. They are offering from the ground up to make them mind- world, the working population is over Yoga mats to sleeping mattresses to blowingly personalized. Wakefit is a case stressed. Nuclear familes trying to help you and me sleep well. in point. It is interesting to note how balance work, home, children and time companies are applying macromolecular for themselves is making us a zombie science to create a new game-changing society. The addiction of social media product from the same 40-year old with the power of smartphones in technology of memory foam. Wakefit, people’s hands is snatching away our for instance, touts the fact that it has present and the future is in danger. 1,000 man hours of research before it came up with its best memory foam Stress is the biggest issue people face mattress. at workplace and at home This is leading to people searching and finding solace in PRODUCTS FROM INDIA escapades, be it social media, daily visits With a vision of democratising sleep to late night dance clubs or keeping away in the country, Wakefit specializes in from people in fear of losing everything. providing Orthopedic memory foam Sleep is the major casualty in all of this. mattresses that come in various sizes. A man deprived of sleep is a zombie who Wakefit is an Indian startup offering cannot work, socialize or tend to near innovative sleep mattresses. It sells its and dear ones. products through its online platform and As an illustration of how traditional is fast becoming a household name. Many innovations are now springing up methodologies of Yoga and medidation to help people get back to sound sleep. and modern gadgets and smart Nap Nap is a baby sleeping mat that is Sleeping Labs weren’t even heard of in mattresses and pillows can co-exist is portable and truly innovative product the past in Indian urban lingo. However, here: Give more time for thinking. So from India. It mimics the vibrations of a today is a commonplace phrase. Many “Think” is not just the buzz word you will mother’s womb and promises to put the Sleeping labs are coming up offering hear from IBM or Apple. It will be now baby to sleep faster. Sleeping products innovative cures to our growing on everyone’s mind. Spend a lot of time aimed at babies and infants are a big sleeplessness. From studying sleeping thinking in the day time and that is a draw in the Indian market. patterns, our addictions, our fears, our great way to drive away insomnia.

50 Interview Waking Up Positive What’s That Like? Thomas Varghese, General Manager, MM Rubber Company Limited takes us through the adventurous decades where the company not only saw, but made the industry push, the switch from cotton to latex and then from standard to body-smart mattresses. This is where we can also get a peek into the new Thomas Varghese, General Manager, MM Rubber Company Limited future that is waking up

What made you focus on Latex that is a significant process by itself. manufacturing. It is based on foam as a major differentiating Right from the procurement of Field / scientifically-designed mattress mould factor in this market? How well Centrifuged Latex to the water used for in the required dimension and arranging have this emphasis and this USP washing the sheet, the quality of the the pins within the mould endows the delivered so far? inputs have to be meticulously checked product a unique design. Since a Pin-core When MM Foam started in 1957, at every point of production. We strictly mattress has got fewer voids compared the most comfortable and luxurious follow the testing procedures outlined in to a traditional Rubber mattress, it is mattress available was Natural Latex IS 1741/1960 of BIS Specification. more durable and resilient; and takes mattress. Subsequently, Rubberized the shape of the body contours while Coir, PU Foam also entered in the Regarding production of ‘Medium’ and also giving perfect support to the mattress market in a big way. ‘Hardcore’ - though the process is the body. The Pin-type of core allows the same; the inputs and ratio are different free flow of air; hence, it is naturally MM Foam, by that time, became in the manufacturing parts. As we want temperature-controlled. synonymous with Natural Latex and to satisfy various segments of our we continued to focus on it. Today our customers who demand different levels Online players or unorganised USP is 100 per cent Natural Latex. Also, of hardness, these products are made segment? Who is the bigger due to environmental concerns, Natural threat to the industry and why? Latex mattresses are preferred by many MM Foam seems to be Unorganised segment players are because they are eco-friendly and increasing day after day and many of biodegradable. going after the hard- the retailers themselves are making different combinations of mattress Is it easy to manufacture using to-squeeze and, hence, according to customer preferences Latex? How do medium and hard hard-to-imitate sap of and prices. However, quality-conscious - core compression models play customers will always prefer a branded out here? innovation. product which comes with an assured It is not easy to manufacture a quality warranty against any manufacturing Natural Latex mattress as it involves available for choice according to the defect. technology and skills, and many customers’ individual preferences. parameters have to be observed in its Regarding online trading, it is not a production. Conversion of liquid latex Tell us something about the threat but it is an opportunity which can into uniformed refined latex foam Pin-core technology? be made use of by manufacturers of bubbles is to be done; and those bubbles, MM Foam is the first company in good branded-products. The products without breaking, need to be solidified India which started using the Pin- can be presented through their own to the required size and shape – now core technology in latex mattress website or a third party platform.

52 Feature REDEFINING ADVERTISING

“Embrace the language of the millennials, go mobile” say retailers Feature 53

riving customers into stores has bit on print, and television commercials long been the end-goal of every SOME just because historically that is what advertisement campaign. With has driven the business. Though we the advent of social and mobile, TIPS FOR are seeing a shift in terms of money Dtraditional approaches are limited in BRANDS spent on newer channels, online and their ability to continue achieving their mobile they are not enough. “Mobile is goals, as consumers demand more than the new medium and has a personalized just brand awareness to make their • Incentivize visits to retail outlets: impact,” Mr. Srinivas Rao, a linen expert decision. Use order online and pick-up in- catering to hospitality sector. “Targeting store buyers through mobile is certainly a lot The consumer’s time with more intuitive, so the money spent is more newspapers and magazines has • Be mobile first: Not necessary to efficient. That’s the shift that we expect decreased dramatically, replaced by the have an app but helps brands to take more aggressively,” says smartphone and the Internet. • Think online to offline while Mr. Srinivas Rao. mapping customer journey Brands restrict Digital Marketing “Talking of local, research shows that to Brand Awareness. Digital social • Implement a success most of our customers to a local retail channels offer a great way to reach measurement and keep store come from within a 15-minute drive out to the target audience with a tweaking or 15-km radius of our store,” says Mr. K unified messaging. They also provide • Define local in a way that goes Majunath, a retailer from Bangalore’s opportunities to deliver messages beyond location CBD. “So, typically stores don’t put a whole customized to individual preferences. lot of emphasis outside of that radius. This enables customers not only to be • Biggest of them all, allocate Typical strategy would be to start with the informed of the product but also be budget to digital like you would geo-target, and within that dive down into able to act based on such information. do for traditional channels certain behavioral metrics.” In such cases, Digital channels offer the best Moment • Rethink traditional channels to having an idea of who the customer is of Motivation factor, which drives sales. integrate with digital helps. Typically, women make these types of buying decisions. But when the Digital marketing must go beyond price point is higher, men get involved. brand awareness. They should be local, Thus, targeting different creatives and personal and contextual. Local needs to A telecalling backend helps complete the different ad-sets becomes key. With be redefined to include more than a zip missing nuances. This strategy drives certain demographics we’ll send a very code. It must answer the questions: who, consumers to the local franchises. Not heavy sale message. Discounts work for what and when, thus encompassing many brands have achieved the kind a particular demographic whereas for context and connectivity. of success Domino’s has seen. And it is the demographic that is most interested replicable with contextual tweaks. in the quality of sleep, discounts do not “Have seen how Domino’s pizza sell. That’s when brands need to promote redefined itself into an ecommerce The challenge through blogs and videos. The targeting powerhouse but most of their business “The biggest challenge mattress retailers is really what drives the creative that happens at the physical stores. I think face is the product we sell,” says Mr. goes out into the marketplace. they have demonstrated the perfect Rakesh a linen retailer. People prefer recipe for driving in-store sales,” says Mr. to come in and lay down on a bed to The Strategy Vibhar Baya, a retailer from Udaipur. determine what’s right, in terms of Festivals are round the corner Indeed, Domino’s is a great case study support and what’s not. “These days, and households will be thinking of to new age marketing. First of all, people research online before they come refurbishing their homes. A good the organization thinks of itself as an into the store to buy.” The promotion strategy is to spend online doing SEM e-commerce business that just happens experience, be it online or offline, is [search engine marketing] and things to serve pizza from retail stores. Second, important in providing information the like that to drive daily sales. A catch here they have adopted the ‘mobile-first’ buyers are looking for before they come is that in the mattress industry, unlike a approach. Building native iOS and into the store. Brands need to have lot of other furniture retail, where you Android apps helped them drive sales an integrated approach to promotion. have certain huge shopping days, the through their mobile apps. Using their Today, traditional method alone does window is always small. Use display online and mobile experience, Dominos not work. The challenge is how to advertisements in local newspapers, has redefined the ‘local’ and personalized promote through a mass reach channel television and let the online channels experience. Consumers can check the but drive traffic to local stores. reinforce messages. menu online or on their mobile app and order a takeaway or eating at the outlet. Mattress brands still depend quite a “A key tactic is to harvest existing 54 Feature

CASE STUDY Domino’s Effect: Online Promotion keeps dealers network happy

Gone are the days when promotion retargetting campaign then follows the advertisements and TV commercials, meant releasing newspaper user to platforms such as social or news point out he dealers. This works for both advertisements and TV commercials. portals which can pop up messages B-to-B and B-to-C segments. With advent of the millennials who reminding the user of the brand. When a "For B-to-B segment a more powerful are more comfortable researching user interacts with the brand's website and proven approach is to participate online before walking over to a local and fills in her details, the local store in seminars and expos, says Rao. The store, companies are adopting new is immediately alerted with all details. leads are then routed to the local techniques. "King Koil the US brand It is then the onus of the local stores dealers. One big factor working in favour which is now in India runs an effective to convert the potential buyer. This is of this approach is that unlike other retargetting campaigns and sends us something akin to the model followed industries and products, direct sales do warm leads, we just have to immediately by Domino's pizza. not interfere in a big way. This is more respond and convert them to footfalls King Koil and Springfit from US are so owing to the nature of the product. and sales," says Mr. Pradeep Prabhakar, actively sending warm leads to dealers So all warm leads make their way to the owner of Surabhi Home Collection with in India. However, Indian players such dealers on the ground to complete the the brand Pro Linen. When users visit as Peps and Sleepwell are known to sales cycle. "So far, it is a happy situation, a website through a Google search be adopting similar strategies and it is hope this will continue for this industry," or in response to a mail campaign or likely to grow into a multiplier force for says Mr. Edward Jeevan, director of mere word-of-mouth, it is as good as a dealer network and get to to stay loyal Binary Systems, a technology delaer visitor footfall, only on the web which to the brand. This approach is much who focuses on bed side monitors and is called eyeballs. Once visited, the more effective than static newspaper gadgets for the hospitality sector. customer base and referral sources. through their campaigns,” says Mr. Sri cards. It’s just that we do not drive our Because our stores are not e-commerce Gopal. message that way. We need to respond sites, click-through rate can’t be our only to these needs and create shopping metric. We should measure in-store “One under-utilised tool is re-targeting. incentives for people to come over, footfalls at the end of the day,” says Mr. Brands can drive traffic into the stores experience and buy. Sri Gopal, a retailer from Coimbatore. using by re-targeting platforms. Re-target Impression level does play a factor the visitors with a discount coupon or Innovation missing but that’s not the end-goal. Brands drive them back to the physical store for For the mattress industry as a whole, can use impression data, clicks data, an experience session,” says Mr. Rakesh. innovation is riding high but it is not the and anything to determine [the The secret hides in how we segment out quickest in adopting to technology for effectiveness] of the footfalls. They by brand and use that to incrementally marketing. That is to do more with the need to do a lot of creative testing, build our ‘likes’ and printed coupons, distribution nature of the product and A/B testing, multi-variant type stuff to which we can track in-store in terms of the distributors. But over the last year, determine what was the most effective redemptions. there is a huge concentration on social message on what we call “popularity from retailers. Mobile is becoming not- metrics.” Especially when the festival season’s to-miss device to target. coming up, there are a lot of refurbishing Brands need to give attention happening. Parents visiting their children Retailers will continue to have issue “Brands do not invest so much time, visiting their parents, uncle and aunts with showrooming, in terms of price attention and resource into getting this coming over or a nephew with family competitiveness in the stores but the right. Brands do a big bang campaign and dropping by. People have this desire to industry is finally starting to unveil itself let the franchisees fend for themselves. present their best hospitality and a good with the opportunities that are out there They do not create a must-visit sentiment bed for a good sleep is definitely on the now. Duropedric_Magazine_210mmx 280mm_3mm bleed

Certiﬁed by Orthopaedists. Duroex’s Duropedic Range of Mattresses feature the exclusive Full Prone Support System which provides optimum back support and spinal alignment. The Full Prone Support System is tested and recommended by renowned orthopaedists in India and is certied by the National Health Academy.

Available at all Duroflex Stores and Authorised Dealers | Andhra Pradesh Ph: 8142226259 | Chandigarh Ph: 9826118140 | Goa Ph: 9920996663 | Gujarat Ph: 9920996663 | Karnataka Ph: 9845871721 | Kerala Ph: 8970019678 | Madhya Pradesh Ph: 9920996663 | Maharashtra Ph: 9920996663 | Odisha Ph: 9338388997 | Tamil Nadu Ph: 7899402828 | Telangana Ph: 8099935477 | West Bengal Ph: 9007127101 | For Trade Enquiry please call: 8884239123 | www.duroflexworld.com 56 Interview LUXURY now that is a lot of hard work Let us find out from Deepak Mehta, MD, Tirupati Foam about the strategic material and the leadership stitches that help the company turn its dreams into realities of well-carved brand positioning planks, unique segments, body-customised products and investments in innovation Deepak Mehta, MD, Tirupati Foam

What outlook and capabilities Luxury products are Considering various market avenues, made you pursue the luxury PU Foam globally has a lot of usage segment so strongly? What are made with thorough which we find in our day-to-day objects the insights and specific aspects R&D for bestowing the – hence the opportunity is there. It about this segment that you have depends on how we grab that and make gathered so far? best comfort to the the best use of that. With the advancement in the digital era, person. consumers are getting more awareness Tell us something about new about the product and the quality of tends to provide better comfort in the offerings like Spine Doc? What product in which they are investing. form of a best quality product. are the key innovations and People are studying our bedding expectations from these industry and are getting aware about How does PU foam compare to roll-outs? the health benefits and comfort related other options, from the Spinedoc was introduced as a product to a luxury mattress when compared to perspective of market which would relieve stress on a person’s a regular mattress. Luxury products are opportunity, consumer spine. It is a memory-foam mattress. made with thorough R&D for bestowing preference, manufacturing ease Today’s lifestyle and working patterns the best comfort to the person. The and cost areas? have changed. Nowadays, people spend layers used for such a mattress are of PU Foam, in general, has a lot of variety time on 3 screens the most - which are higher cost and provide better comfort starting from various densities and laptop, mobile and TV. Sitting in the same than a cheaper mattress. quality-levels to various comfort-levels position the whole day, leaning on chairs which can be provided to customers. and not maintaining proper posture of The difference is like the seat of an PU foam has a lot of usage apart our body – these are everyday problems economy class Airplane ticket compared from bedding and mattress industry. for most of us. So what we designed was to a First Class Airplane ticket or a It has a lot of industrial usage - like in not a conventional memory which is soft. Business Class Airplane ticket. The manufacturing of shoe soles, slippers, The product has a blend of hardness and passengers have the same destination lingerie industry, roll lamination, softness with the memory effect. What to be reached (which, for us, is good generator sets etc. Other options it does is - it does not let a person sink sleep) but the difference comes in the compared to PU are Coir, Cotton wool, in the mattress. The hardness provides comfort that is provided in such classes. EP, moulded foam, latex etc which the back support with the functionality As a result of which a luxury mattress have a limited usage in the industry. of memory foam.

58 Feature What help do retailers need from brands?

s for the mattress retailers, they also need constant support from the brands to attract more customers and increase sales Aof any brand products. Given that, in the present digital age, customers have become very demanding and expect much more from the retailers. Further, despite the fact that retailers have the local advantage, they often lack the resources and strategies to efficiently target the right customers. That said, still the local retailers are increasingly spending on marketing and advertising activities but they need to do much more. Here, comes the importance of support from mattress brands to the retailers in the domain. It’s high time that the mattress brands realise that they need to focus upon empowering their retailers by giving them the right products, information, tools and support they need to reach new as well as old customers in the best possible manner. That said, mattress brands have a huge role in helping retailers rise to glory and increase sales at their stores. Feature 59

The mattress brands need to make sincere efforts to connect with their retailers by identifying and addressing their needs and goals as otherwise brands’ all marketing Both mattress brands as well as efforts and initiatives may never hit the the retailers have a huge role to play in promoting the growth of the right note. industry. They need to help each other so that the industry as a whole here is no doubt that already pushes Dr. Back brand mattress because is benefited. While mattress retailers many mattress and allied of better margins. “I do deal with Kurl-on need to attract more customers and industry brands are takings products. But when it comes to margins, sell more, brands need to support all the possible steps towards reputed brands pay very less margins. I get the retailers in doing so by adopting Tsupporting their retailers, yet more needs just 15 percent on the selling price. Whereas various steps and strategies as to be done by the brands, especially the local brands offer better margins”, he says. listed. Thus, the mutual partnership local brands. Mr. Samir Kalra, Owner, He also mentions that sales executives of mattress brands and retailers can Maharaja Furnishings, Rajasthan, notes, from reputed brands visit his stores only write the golden growth story of “We get good support and choice-range occasionally where as local brands offer the mattress industry in the country. from our pillow companies. However, there better support and quick solutions. “I is difference between branded products can say that these reputed brand executive and local products. The former ones never visits our stores. I have a product are great on quality. They somehow are which has not sold from past 3-4 months. I also, which is not happening currently”, challenging in terms of the margin-room have told company to replace that product says Prasad from Mattress World. they offer. If the inventory does not sell, with the latest one, but so far I haven’t got the business numbers do not make sense. any positive response”, says Kundan. Key takeaways: Steps mattress The market also needs more innovation brands can take to help retailers for neck-support-conscious products in the He also says that the local brands Here is a look at all the steps that can be pillow space.” put all the salient features on the cover taken by mattress brands to support the of the mattress, which becomes easy retailers in increasing their sales... “Some brands like Sleepwell offer low for explaining customers. cost products like Starlite, which cost less 1. Communicating with the retailers for than Rs 5000. But those products are not Some of the established mattress manufacturing and supplying the product liked by customers. Also it offers very low brands are taking certain steps towards which is best suited to customer needs: margin for us”, says Mr. Rohit Pandey supporting the retail stores, they also Mattress customers are becoming more from New India bedding and handloom need to gear up more and take further aware, specific in their requirement stores. He says that he push Sleep-o-tek efforts in this direction. “We are getting a and health-conscious. They want product for the customer who can offer good support from Duroflex. They update certain features in their mattress and Rs 10,000 towards a mattress. “We have us about their products on regular basis. if brands are not able to incorporate a local brand called Sleep-o-tek, their MRP After sales support is also good. However those features in the product, then is 14,000 and we give a discount of Rs brands can think of promoting retailers their products may not sell at the retail 2000 to customers. Our cost price in that store despite retailers’ all the efforts. mattress is Rs 9000. We make Rs 3000 Further, there is increasing competition from each sale”, he says. in the market with many mattress brands manufacturing similar products. He also expects brands to distribute Thus, what is needed is that brands pamphlets in local newspapers with should interact with their retailers retailer address in it. “We get lot of more than often in order to know the support from local brands. They have even prevailing customer requirement and printed business cards for me with their market demand as the retailers are in branding. I asked a similar gesture from a direct contact with the customers and reputed brand, so far they haven’t got me”, know the pulse of the market well. In he says. fact, retailers communicate with the customers on a regular basis and know Another mattress merchant Kundan customers stories well. Also, they are from Haryana Handlooms says, he aware of the fact that which brand 60 Feature

enable the customers to have good from the brand headquarter to the retail experience that they wouldn’t be able to store. This way, mattress brands can find at any other store. Thus, these in- also turn the retail store into a spot for store events and new brand experience customers to come and ask questions can motivate the customers to opt for a and learn more about the brand and this particular mattress brand at the retailer in turn can help the retailers as well the store which can thus, increase sales. customers to get more insights about the brand. This can actually increase 3. Helping retailers build their own brand: retail sales later on when customer In the fierce competitive scenario, makes up his or her mind to buy the mattress retailers need to build their mattress product. own brand image but they generally don’t possess the know-how for doing 5. Helping retailers in marketing: Local so. Thus, brands need to come forward retailers generally don’t have the budget and help the retailers to create their own and technology needed to provide their unique image which is in sync with the customers with a seamless, multi- campaigns are working, what strategies overall brand image. So, when a unique channel digital journey and shopping can be used to drive local consumer image of the mattress retail store is experience. Hence, mattress brands engagement and what products are created in sync with the brand image, it need to step up on this front as well gaining attention from the customers. can help the customers to identify the and try to take some burden off their Thus, mattress brands need to collect brand and its retail store easily. retail partners by automating digital this kind of valuable information marketing processes and delivering from their retailers through sales 4. Giving retailers direct access to the customisable campaign components representatives, in-person, over the brand: It is often seen that mattress that allow them to easily target local phone or via online surveys and email retailers want to communicate with the customers. and apply this knowledge to create new brand directly and share their insights campaigns or manufacture unique and and experience which can improve sales 6. Getting involved in retailers’ local innovative product backed by research at their store. Here, what mattress initiatives: Mattress brands also need to which when supplied to the retailers can brands can do is provide direct access to go local for their retailers. That said, for attract more customers. Thus, through the retailers by bringing industry experts advertising purposes, retailers generally this way, brands can help the retailers in engage themselves in local events. So, satiating all the customers’ needs and brands need to use their resources and thereby, increase sales. Brands need to come help the retailers in their initiative as this forward and help the can spread a good word about the brand 2. Helping retailers in creating new in the market. Further, through this, brand experience at the store: Merely retailers to create their mattress brands can tailor marketing manufacturing a product that is better own unique image campaigns to create relevant localised than the others and having a good content that retailers can promote brand image is not enough on part of which is in sync with easily and drive more sales at the store. the mattress brands. They need to help the overall brand the mattress retailers in enhancing 7. `Rewarding the retailers for their customer experience at the store to image. efforts: Last but not the least, rewards attract more local customers. For to retailers by brands can also motivate that, brands can work together with the retailers to take greater action the retailers to create in-store events and adopt strategies to increase around the brand like at the time of new sales. Simply put, local mattress product launch or when any upgraded retailers generally lack time and product hits the market. This initiative resources, still they take all the possible can greatly enhance the customer steps to increase brand sales, so experience and thus, they would be when their hard work is appreciated lured to the retail store. For creating and incentives are given to them by this brand experience at the retail store, the brands, then they are further mattress brands need to provide the encouraged to work towards increasing retailers with the right materials and brand sales. These incentives can be know-how and assist them in planning, given by brands to retailers through promoting and executing these events many ways like contest or sweepstakes which can actually get the customers or additional funds for advertising to action. Through this way, brands can purposes.

62 Sleep Facts

Some Fun Sleep Facts - May be one of these is about you!

Do you have continuous back pain  Ever wondered why we forget five minutes to fall asleep, it can be especially when you sleep? Then, it is almost all of our a sign of sleep deprivation. high time that you check the quality dreams the of your mattress. Replace it with a minute we  Women multi- 5th to 7th September 2019 Stand No. 73 hard mattress. Before that, you could wake up? task a lot so also check for the mattress warranty If Sigmund their brains and check with your dealer for a free Freud need more replacement or repair. Most back guessed it rest. Hence, pains today stem out of bad quality right, well women tend mattresses. So beware and choose he pretty to sleep longer wisely. much nailed a compared to men. lot of psycho-trouble, then it is  If you dream in not due to our poor memory but  According to the Journal of black-and- actually thanks to a brain that is Obstetric, Gynecologic and white, clever. Dreams constitute a lot of Neonatal Nursing, safe sleep and chances repressed stuff so it is no surprise breastfeeding can reduce sudden are you that our brain wants to wipe them infant death syndrome. It was are from off as soon as we are awake. That’s noted (in a Florida study done by the pre- why in a span of five minutes Margie Mueller and colour TV of waking up, 90 per cent of our Patricia Walton) generation. dream could fizzle out. that 76 per And among the rare cent fatal 12 per cent people who do not  As per a study by Prof Chris injuries dream in colour. A study in School Idzikowski from Britain, ‘foetal under the of Psychology, University of position’ is the most popular age of Dundee also showed that people position of sleep, one year with access to black and white specially for are due to media before colour media tend to women. accidental experience more greyscale dreams These suffocation. compared to people with no such people may Safe sleep exposure. The research also noted appear practices like some inter-group differences in outwardly putting the infant on the back the recall quality of colour and tough but in a safe environment and black-and-white dreams. This could are actually breastfeeding the infant for six mean that true greyscale dreams shy and months can reduce sudden and happen to occur only in people with sensitive inside. unexplained deaths. black-and-white media experience. Ironically, the least popular was the ‘freefaller position’ with just  The ideal  If you hate getting out of bed, 6.5 percent of people who were nap-time is that’s normal, well, seen to prefer sleeping on their anywhere who likes to front. Today, this is shaping up up to 26 leave the cozy to be a popular position too. Our minutes, comfort of a subconscious posture, whether as per fuzzy mattress we sleep in ‘soldier position – on a 1995 and a warm the back’ or in ‘log position- on study from pillow! But if the side’ says a lot about us. Only NASA. And you particularly five per cent people change these it is a window struggle with preferred positions so do not fight good enough this issue, then you with your partner for sleeping a to restore the body’s cognitive might have a condition called certain way. They just can’t help it, functions. Dysania. Yes, a symptom of Chronic just the way you would struggle Fatigue Syndrome or Depression – it’s an important part of one’s  Of all the mammals on this lovely or Fibromyalgia or Sleep Apnea or personality. planet, humans are the only ones Anemia or a Thyroid Disorder or that delay sleep! Why do we do even Narcolepsy  For anyone who takes less than that! Eh! www.as-enterprises.com | www.foamconsultant.com | [email protected] | [email protected] 5th to 7th September 2019 Stand No. 73

www.as-enterprises.com | www.foamconsultant.com | [email protected] | [email protected] 64 Events World Sleep Conference 2019 promotes sleep health hough we may not think about sleep often, it is crucial for our emotional and cognitive wellbeing and for improving Tour performance. One way that we can ensure we have good sleep is through self-awareness. The World Sleep Society Conference 2019, which was held during September last week of 2019, provided an opportunity for students, trainees and members of the public to be updated about the latest research and trends in injury prevention, with a focus on what we can do ourselves – just by sleeping.

The World Sleep Congress provided participants from around the world with was to advance SLEEP HEALTH available. unmatched opportunities to exchange worldwide, to encourage education & • Manufacturers of Sleep products scientific ideas and experiences in sleep research on various sleep disorders work hand-in hand with Sleep Test medicine. The expo gave update about and remedial measures, and promoting Laboratories and physicians to recent advances in sleep medicine sleep enhancing products awareness promote sleep Hygiene and Sleep including up-to-date clinical and basic throughout the world. Wellness. research techniques. Over 5000 doctors • Products are designed to and scientists from 76 countries were About 320 hours of presentations accommodate for specific needs part of the sleep expo and discussed and training sessions were made in 20 pertaining to sleep disorders and sleep disorders and the latest studies lecture halls concurrently. Dr. Charles versatile applications. and remedies. Morin, President of World Sleep Society, • New products are introduced in the Canada inaugurated the session and did market frequently to let consumers The Sleep Expo featured experts the closing remarks. try out and gather feedback. on narcolepsy, hypersomnia and the effect of sleep deprivation on athletic Mr. S Sundaresan, Editor of Comfort The Learning and Challenges noted performance and injury risk among Times who attended the expo from ISPF, from World Sleep Congress 2019 youngsters. "The study of sleep impacts said that Mr. Henry Zeifman, President • Take initiative to conduct Sleep nearly every facet of health,” said Dr. of Perfect Sleep Pad expressed interest Hygiene and Sleep Health Wellness Clete Kushida, President of World Sleep to export their products to India. campaign to promote consumer Society. “Our organization gathers the They are ready to tie up with Indian awareness on sleep disorders and best and brightest minds in the field of counterpart on a long term basis to remedies. sleep to teach, learn and network with promote their sleep enhancement • Tie-up with Sleep Laboratories to other specialists from around the world. It products. conduct bi-annual workshops with is an exciting collaboration of science", he intent to promote Consumer Sleep said during Sleep Expo. The following key observations Hygiene and suitable sleep mattress were noted during the World Sleep products. Indian Sleep Product Federation Congress 2019 • Advise members to tie-up with (ISPF), voice of Indian mattress industry, • The People of western world are Sleep aid Products and offer them represented India mattress industry and very conscious of Sleep Health Care as compliments along with Mattress provided an update on its activities and & Wellness and Pillows purchases. Example: future plans at the conference. • There are thousands of sleep test Knee / Lumbar / Total Body – labs for accurate diagnose of the Pillows, Eye Shades, Sleep Blankets, The fundamental mission of the sleep disorders and also equal Weighted Shoulder Wraps, Light World Sleep Society Congress 2019 amount of remedial products sensitive goggles etc.

66 Back of the book

Reading before sleeping is healthy Sheet that can Better Sleep detect heart health People who read before bed not only sleep better but eat healthier and make more money. It might sound strange but interestingly, it is true. Well, a survey conducted as you sleep by the mattress and sleep product review site Sleep Junkie proves so. Nearly 1,000 people were surveyed about both their sleep habits and bedtime routines which through Science basically included the fact that whether or not they read in bed. Participants who read in bed at night ranged from those who read once a week to every night and the results were fascinating. All the respondents said that reading before sleeping promoted relaxation, reduced stress, induced sleep and lead to improved sleep quality. Also, the survey showed that those who read before bed made an average income of $39,779 while non-readers made $36,094. Further, the survey also pointed that bedtime readers were 12 percent more inclined to eat a healthy diet, 14 percent more With an aim to help people monitor likely to engage in healthy recreation their health as a preventive and 8 percent more likely to keep mechanism to avert some of the regular doctor/dentist appointments. non-communicable disorders, a Thus, the study clearly proved that team of IIT graduates have come reading before bed can make you up with an innovation. They have healthy, wealthy and wise. developed an Artificial Intelligence (AI) powered sensor sheet which is known as Dozee sensor sheet. It can be placed beneath the mattress under the chest of the user to detect indicators such as Poor sleep in middle-age Debunking the heart health, respiration, sleep and stress with medical grade and risk of Alzheimer’s myth around accuracy. This device works on disease in late-life snoring the Ballistocardiography (BCG) technology which involves Poor sleep in middle-age can lead to late-life Snoring may not be related measurement of the movement of Alzheimer’s-related brain changes. Yes, it is a to bad sleep anymore. Well, heart and can be extended to find truth which is backed by research conducted by yes! The study conducted by breathing and snoring. Consisting the University of California, Berkeley. As per the the Toronto Rehabilitation of micro-electromechanical system study published in the Journal of Neuroscience, Institute in Canada which (MEMS) based vibro-acoustic “Cognitively healthy adults whose sleep quality excluded people who suffer sensors, Dozee sensor sheet declined in the middle age were more likely from obstructive sleep apnea comes with data accumulation to accumulate Alzheimer’s disease-related proves so. Scientists at the and communication unit, cloud proteins in the brain in late life than those institute studied a group of software and mobile phone and whose sleep quality improved or did not 74 people to come to the web apps. Having higher levels change.” Nearly 101 older adults enrolled in the conclusion that snoring does of accuracy than wearables, this Berkeley Aging Cohort Study were analysed for not lead to a bad night’s sleep sheet can work for all mattresses beta-amyloid and tau tangles levels as they are or cause a person to be tired up to thickness of 18 inches and common predictors of Alzheimer’s dementia. the next day. The results were even with multiple people on The study also found out that those who slept published in the American the bed. Priced at Rs 7,200, the for less number of hours experienced more Journal of Otolaryngology. device is built specifically for home Alzheimer’s-related brain changes later in life. settings and requires no technical The report stated, “Specifically, participants expertise to set-up. The device is who reported shorter sleep in their 50s or their developed in collaboration with 70s had significantly more beta-amyloid in later National Institute of Mental Health life than those whose sleep did not decline. and Neuro-Sciences and Jayadeva Similarly, participants who reported shorter Institute of Medical Sciences in sleep in their 60s had significantly more tau Bengaluru, Karnataka. tangles in later life compared with those whose sleep increased or stayed the same.” Better Sleep through Science