Expand network to smaller towns

Kurlon, a leading player in the domestic mattress industry has also manufactured a wide range of home furniture since 2011. In a candid conversation, Sudhakar Pai, Managing Director, Kurlon, shared their brand’s expansion and marketing strategies.

Kindly throw light on Kurlon's expansion strategy?

Our ninth manufacturing unit was commissioned recently and it will help us to cater to consumers in the western region as well as other parts of the country. We are also considering an expansion of our existing facilities.

We have a well established presence in several Tier-I and II towns, and are also looking to expand to Tier-III and IV towns, given our network of 65 sales offices in these locations. Our product range varies from Rs 1,500 to 150,000 and it helps us to deal with a wide range of consumer segments.

What is your promotional strategy?

Kurlon focuses on trade promotions aggressively. Our annual consumer scheme – Festival Dhamaka Offer and allied promotional activities including assured gifts and bumper prizes has proved to be popular.

We have a wide presence in multi-brand outlets across the country and are also looking to expand our franchised store network.

How does the Indian mattress industry compare vis-à-vis peers overseas?

The total bedding industry in the country is valued at Rs 4,500 crore annual, and the organised segment constitutes just two-fifth. I would like to highlight that Indian consumers continue with the same mattress for several years which is not the case overseas, but slowly there is greater awareness for health here and the importance of selecting an appropriate product.

Kindly provide greater insight on your furniture business?

Akin to the mattress segment, the furniture market in our country is also quite unorganized. We commenced manufacturing a range of furniture products in September ‘11 and have aggressive growth targets for this segment, too.