Currently, the mattress industry is going through significant changes and development. This pandemic and lockdown have made almost everyone realize the importance of a comfortable and cozy mattress. On top of that, changing lifestyles, work from home, and stressful times have meant that orthopedic mattresses are more relevant than ever before
According to reports, India’s mattress industry is estimated to be around Rs 10,000 crore, of which 40 to 45 percent belong to the organized segment. And Centuary Mattress is contributing to the growth of the industry by tapping this opportunity.
Mattress brand Centuary Mattresses has established a strong presence in the country across 18 states with 4,500+ dealers and 450+ exclusive brand stores. It has multiple manufacturing plants located in Hyderabad and Bhubaneshwar, company-operated sales depots in Pune, Bangalore, Ahmedabad, Coimbatore, Vizag, Vijayawada, Kurnool, and sales offices across South, East, and West India.
Uttam Malani, Executive Director, Centuary Mattress, says, “We expect to improve market share to 13-14 percent, up from the current 9-10 percent on the back of product launch and expansion of distribution network.”
Changing Consumer Preferences While Buying Mattresses
The increased usage of TV, social media, and digital platforms has made it far more convenient and feasible for customers to stay updated regarding global trends. It has increased the awareness and acceptance of modern spring and foam-based mattresses.
“More and more people are getting serious about their fitness and health; ortho-mattresses are among the most popular mattresses in the market. E-commerce is rampant with bed-in-a-box solutions, which make it comfortable and convenient for brands to door deliver comfort to the consumer’s doorstep,” he asserts.
The Surge in Online Channel
Centuary has been selling online for the last few years.
Malani tells, “The brand’s current online market share stands at 5 percent. Online sales growth last year was 200 percent.”
“We eye accelerated growth to capture 10 percent online market share by FY2022; on the back of specifically tailored product lines of bed-in-a-box mattresses,” he adds.
Innovation in Mattress Technology for a Better Sleep
Centuary brand has constantly innovated and established itself as a front-runner in the mattress space while exponentially expanding its product range and geographical footprint. Today, the brand offers a comprehensive range of sleep solutions such as spring mattresses, foam mattresses, coir mattresses, memory foam mattresses, orthopedic mattresses, and accessories such as pillows, cushions, bolsters, mattresses protectors, slim mats, and more.
Strengthening its value proposition, the company recently launched Sleepables by Centuary Pocketed Spring Roll-Pack Mattresses In-A-Box, a first of its kind technologically superior spring mattress designed with independent pocketed springs available exclusively for online channels. Apart from this, understanding that the needs of a growing baby’s body are different from adults, Centuary also launched a special baby mattress collection under the brand name BeddyByCentuary.
“Amid the pandemic, we repurposed all our products with anti-microbial foam shield to ensure the good health and hygiene of our buyers. We introduced path-breaking innovations such as green gel memory foam; roll-packed spring mattresses; OEKO-TEX certified baby mattresses; etc. to name a few,” Malani informs.
Centuary is looking to ramp up its retail footprint by adding another 1,000 dealers to its network in FY’21-22.
“We are expecting two times’ growth in exports this year backed by steady demand, and also supply-chain restrictions in several markets. We expect exports to account for nearly 40 percent of our total business in the next two years,” Malani states.
“Witnessing the business growth close to 20 percent in FY21, backed with the surge in consumption and the pent-up demand in the months following the lockdown due to Covid-19, we are expecting around 30 percent growth in sales this fiscal year,” he concludes.