ITV

Tag: Anand Nichani

  • “Consumer education is essential to our approach:” Magniflex’s Anand Nichani

    “Consumer education is essential to our approach:” Magniflex’s Anand Nichani

    Mumbai: As burnout and sleep issues become more prevalent, people are increasingly recognising the importance of quality sleep for their well-being. In response to this growing awareness, the quest for both comfort and affordability in sleep solutions has intensified.

    Magniflex, Europe’s leading luxury mattress brand with 63 years of Italian craftsmanship, is addressing this need in India’s price-sensitive market through its Magniflex Investment Plan (MIP). This initiative offers an EMI option, making high-quality mattresses accessible without financial strain. By combining luxury with affordability, the MIP campaign caters to evolving consumer priorities and enhances access to premium sleep solutions.

    Indiantelevision.com’s Arth Chakraborty caught up with Magniflex India’s managing director Anand Nichani to discuss the evolving consumer trends in sleep health post-pandemic, the inspiration behind the Magniflex Investment Plan (MIP), and how the campaign addresses the challenge of balancing luxury with affordability.

    Edited Excerpts:

    On the trends that are emerging among consumers regarding sleep and the need for high-quality mattresses, and the influence of pandemic on these trends

    Post-COVID, we have observed that people have started prioritising their health over money; they are willing to go the extra mile and spend on products that make a positive difference to their well-being.

    The Indian market is becoming very educated—by educated, I mean that today, due to access to information, people are aware of their choices. Moreover, with the increase in disposable income, people are inclined to spend on well-researched products.

    Our sales grew post-COVID because of the technologically advanced products we offered and the certifications our products came with.

    On the inspiration behind introducing the Magniflex Investment Plan (MIP) in India

    Since its launch in 2010, Magniflex has been favored by a niche group of customers. However, post-COVID, we noticed a significant shift in customer behaviour. People became more aware of the critical role sleep plays in their overall health and wellness.

    As interest in our mattresses grew, many customers began asking about EMI options. This inspired us to launch the Magniflex Investment Plan (MIP), an easy EMI option that allows customers to invest in high-quality mattresses.

    To make this possible, we partnered with Bajaj EMI and ShopSe, offering no-cost EMI options at all our franchise and dealer stores. ShopSe also enables customers to opt for EMI options directly on our website. This shift in consumer priorities post-COVID has led to an increased demand for affordable luxury, and our EMI options provide an accessible way for customers to enjoy the comfort and benefits of our premium mattresses while spreading the cost over time.

    On the MIP campaign addressing the challenge of balancing luxury with affordability

    The EMI option allows customers to spread the cost of a luxury mattress over several months rather than paying the full price upfront. This makes the purchase more manageable for those who aspire to own a premium product but might be deterred by the initial cost.

    By offering a luxury product on EMI, the campaign emphasizes the value of the mattress while reducing the immediate financial burden. Customers perceive that they are getting a high-quality product at an affordable monthly rate, which enhances the brand’s appeal.

    The EMI campaign democratises luxury by making it accessible to a wider demographic. It allows people from various economic backgrounds to experience the comfort and benefits of a premium mattress, reinforcing the brand’s commitment to offering luxury for all.

    On the role that strategic product placements and media interactions play in the success of the MIP campaign

    They help the brand reach a wider section of the target audience and help them understand why an investment in their health is crucial. This approach targets potential customers who might not have been actively searching for a mattress but could be persuaded by seeing the product in a relatable context.

    Media interactions, such as features in respected publications or interviews on well-known platforms, lend credibility to the MIP campaign. When consumers see trusted sources discussing or endorsing the product, they are more likely to consider the MIP offer a reliable and beneficial option.

    Strategic product placements can create an emotional connection with the audience by showcasing the product in settings that resonate with their lifestyle or aspirations. This connection can be a powerful motivator in driving purchase decisions, especially when EMI options make the product more accessible.

    On the role that consumer education plays in Magniflex’s strategy for promoting the long-term health benefits of high-quality sleep solutions

    Consumer education is essential to our approach. Often, customers visiting our stores aren’t aware of the underlying causes of their health issues. Our sleep experts take the time to understand their sleep patterns and frequently discover that inadequate sleep is a major contributor. This prompts an examination of the mattress they’re using.

    Our trained staff then identify the specific issues the customer is facing and recommend the most suitable mattress accordingly. In India, we’ve achieved a 99 per cent customer satisfaction rate, and we’re proud to note that our mattresses are rarely returned due to dissatisfaction.

  • Unlocking the link: Enhanced sleep quality shields against cancer risk

    Unlocking the link: Enhanced sleep quality shields against cancer risk

    Mumbai: Quality sleep often takes a backseat to busy schedules and daily stresses in our fast-paced modern world. However, growing evidence underscores the profound impact of sleep on our overall health, particularly its role in reducing the risk of cancer. While sleep is essential for various physiological functions, recent studies reveal that enhancing sleep quality can protect against cancer, making it crucial to prioritise a good night’s rest.

    Importance of sleep

    Research has increasingly shown that inadequate quality sleep is correlated to a higher risk of several types of cancer, like breast, prostate, and colorectal cancer. One of the reasons underlying this connection involves the regulation of the body’s circadian rhythm, the internal clock that governs sleep-wake cycles. The circadian rhythm is crucial for maintaining cellular processes, and its disruption can lead to hormonal imbalances and impaired immune function, both of which can contribute to cancer development.

    Melatonin, a hormone produced during sleep, plays a significant role in this process. Melatonin is a powerful antioxidant that neutralizes harmful free radicals, protecting DNA from damage and preventing cancerous mutations. Additionally, melatonin regulates the production of estrogen, a hormone linked to breast cancer risk. Insufficient sleep or exposure to light at night can reduce melatonin production, potentially increasing cancer susceptibility.

    Sleep quality and immune function

    Quality sleep is vital for ensuring a healthy immune system, the body’s first line of defence against infections and diseases, including cancer. During deep sleep, the body produces cytokines, proteins that help fight off infections and inflammation. Chronic sleep deprivation can become the reason for a decrease in cytokine production, weakening the immune response and leaving the body more vulnerable to cancer cells.

    Moreover, sleep influences the effectiveness of Poor sleep quality and has been shown to reduce the activity of natural killer (NK) cells, compromising their ability to detect and destroy cancerous cells.

    Lifestyle factors and sleep hygiene

    Improving sleep quality involves making lifestyle changes that promote restful sleep.

    Remember the following tips for better sleep:

    1.   Regular sleep schedule: A consistent sleep pattern helps regulate your body’s internal clock.

    2.   Relaxing bedtime routine: Calming activities before bed, such as reading, meditating, or taking a warm bath, to signal to your body that it’s time to sleep.

    3.   Maximise your sleep setting: Make sure your bedroom is dim, peaceful, and chilly.

    4.   Invest in an allergy-free, body contouring patented memoform mattress – This ensures uninterrupted and cooling sleep through all seasons.

    5.   Monitor diet and exercise: Avoid caffeine and heavy meals close to bedtime.

    Incorporating these techniques into your daily schedule can significantly enhance the quality of your sleep, offering a strong defence against cancer. As studies continue to reveal the complex connections between sleep and the risk of cancer, it becomes increasingly evident that prioritising sleep is not only about resting but also a crucial aspect of long-term well-being and cancer prevention. Promoting good sleep habits and embracing healthy lifestyle choices can improve our sleep quality and strengthen our bodies against cancer risk.

    The article has been authored by Magniflex India MD Anand Nichani.

  • Magniflex India launches Magnigeo

    Magniflex India launches Magnigeo

    Mumbai: On the occasion of World environment day, Magniflex, a luxury mattress brand, has launched Magnigeo, a mattress that offers superior comfort while prioritizing environmental sustainability. Our planet is at a critical tipping point, facing unprecedented challenges with rising global temperatures and environmental degradation. With the launch of Magnigeo, Magniflex India marks a pivotal moment in the journey towards a more sustainable future. Magniflex also pledges to plant a tree for every Magnigeo purchase on behalf of the customer, and will issue a certificate in their name or their nominee’s name.

    Commenting on their newest product, Magniflex India MD Anand Nichani said, “Climate change is no longer a distant threat but a present reality, urging us to reassess our choices and embrace a more sustainable lifestyle. This growing awareness has led to a shift in consumer behavior, with individuals actively seeking out products that align with their eco-conscious values. We have come up with something that not only caters to comfort, but also caters towards environmental responsibility. We have set our mind towards implementing the 17 Sustainable Development goals set up by the UN for a more sustainable future. MagniGeo is our contribution to building a more sustainable future for all.”

    Magnigeo mattresses are crafted from regenerated foams, which are free from harmful expanding agents. They offer firm support for spine alignment, while the Memoform padding adjusts to body shape. The breathable fibers enhance comfort, while the ‘No Waste’ fabric ensures a soft touch.

    Magnigeo’s commitment to environmental and social responsibility is further underscored by its OEKO-TEX Standard 100 and OEKO-TEX STEP certifications, which guarantee the absence of harmful substances and responsible manufacturing practices. Moreover, the company’s innovative vacuum packaging technology minimizes transport emissions, while its dedication to research and development ensures both product performance and a minimum lifespan of 10 years, contributing to resource conservation.

    Magnigeo mattress will be available across Magniflex stores and on their website. Customers can take advantage of the Magniflex investment plan (MIP), a hassle-free EMI option, to bring home the comfort of Magnigeo mattress.

  • “The average sleep duration of Indians varies between five to six hours and 47 minutes:” Magniflex’s Anand Nichani

    “The average sleep duration of Indians varies between five to six hours and 47 minutes:” Magniflex’s Anand Nichani

    Mumbai: Most working individuals understand the importance of quality sleep, which is crucial for overall health and well-being. However, sleep deprivation has become a widespread concern, particularly amidst the pandemic. Studies reveal that a significant proportion of Indian adults face difficulties initiating sleep or maintaining it. These issues, compounded by erratic lifestyles, can lead to various health problems.

    In this context, choosing the right mattress is imperative. With a legacy spanning 63 years, Magniflex, Europe’s premier luxury mattress brand renowned for its Italian craftsmanship and cutting-edge technology, strives to provide its customers uninterrupted and healthy sleep.

    Indiantelevision.com caught up with Magniflex India’s managing director Anand Nichani to know more about the mattress industry, common sleep challenges faced by Indians, mattress certifications and much more…

    Edited Excerpts:

    On an overview of the mattress market

    The mattress category in India is valued at 12,000-13,000 crore; with the organised segment holding a 40 per cent share (5,000 crores). India’s overall mattress market has grown at a CAGR of over 11 per cent in the last five years, with increase in awareness and high consumer earning capability The organized industry has grown at a CAGR of 17 per cent during the same period. The mattress market in India is expected to grow at a CAGR of five per cent by 2027.

    The low-segment (<8K) constitutes 25 per cent of the market, the mid-segment (8K-30K) constitutes 50 per cent of the market, the premium segment (30K-99K) constitutes 24 per cent of the market share, and the luxury segment (> one lakh) constitutes one per cent (50 crore) of the market share. The market for luxury mattresses is projected to expand at a CAGR of 25 per cent

    Magniflex holds a 42 per cent market share in the organized and luxury segments. Overall, Magniflex is experiencing 40 per cent growth, and the annual revenue stands at 21 crore.

    On Magniflex India addressing common sleep challenges faced by Indians, and the innovations that Magniflex has made to meet India’s diverse sleep needs

    Numerous surveys have shown that Indians are not very good sleepers. The average sleep duration of Indians varies between five to six hours and 47 minutes. But, post the pandemic, we have seen people prioritise their sleep for their overall health and wellness. Today, because of the awareness, people are asking for specific mattresses to address their sleep problems, which was not the case earlier. People today are more aware of the different solutions the mattress industry provides and are willing to spend extra for an uncompromised sleep experience.

    People today come to us looking very specifically for orthopedic mattresses, excellent mattresses, and adjustable electric beds.

    On Magniflex setting itself apart from other mattress brands, and could you give us an insight into the patented technologies and certifications Magniflex holds

    Studying the trends and keeping up with what consumers require is crucial for us, and that is why Magniflex has been in the market for 63 years today; the brand is available in more than 100 countries, and 50 million people sleep on our mattresses.

    We launched Magnicool last year when we received enquiries for cooling mattresses. With the temperatures soaring in summer, our consumers were looking for a mattress that provided some respite from the heat and helped them sleep through the scorching summers. Magnicool, thanks to its special Japanese fabric, has a temperature-regulating feature; that wicks away moisture and maintains a perfect microclimate for a cool and refreshing sleep.

    Similarly, when we have enquiries about back pains and spine-related problems, we introduced our patented product, Magnistretch. This product has undergone years of research and development. We worked with the doctors at the University of Zaragoza to develop this patented product that provides relief and support to your back and decompresses your spine in India. Magnistretch is the only valid- Orthopaedic Mattress certified by the American Chiropractors’ Association (ACA).

    Our patented memoform sets us apart from ordinary foam mattresses in the country. Patented memoform responds to body weight, not body heat, thus maintaining a constant level of comfort through the night and in all seasons. It is designed in such a way that it provides contoured support to all the critical pressure points of the body. This allows for uninterrupted sleep throughout the day and helps prevent aches and pains.

    On Magniflex ensuring affordability for a wider audience, and the ways in which your EMI option makes premium mattresses accessible to the working-class population

    Magniflex has partnered with Bajaj EMI and ShopSe to enable customers to opt for no-cost EMIs at all our franchisee and dealer stores. ShopSe enables customers to opt for EMI options on our website. Post COVID, we noticed a drastic shift in how Indians started prioritising their sleep leading to an increase in enquiries about EMI options. With the EMI options, our customers can spread the cost over a period of time; EMI offers an affordable way to indulge in the world of luxury mattresses like ours.

    What do mattress certifications mean for consumers and can you outline the benefits of Magniflex’s product portfolio

    India, today, is a very well-informed and educated country. Our target consumers do a lot of research before investing in our products. Certifications matter to the customers who are well-informed and have a lot of travel experience. Magniflex’s every claim is backed by certifications.  

    Certificates like – OEKO-TEX and GOTS (Global Organic Textiles Standard) – are a testament to our commitment to practicing eco-friendly, organic and sustainable practices in our production facilities and one that reflects in the end products.

    American Chiropractic Association (ACA) and our Magnistretch patent certify the benefits of the Magnistretch mattress, which is designed to stretches and relaxes your back.

    IMCI, or the Made in Italy certification, guarantees that all design, production, and raw material supply processes took place in Italy.

    On Magniflex’s future goals, including sustainable development

    Magniflex has always placed its responsibility towards the environment as its top ethic. Our entire production is designed to support sustainability. Magniflex has adhered to the sustainable development goals of the United Nations, which aims at achieving 17 objectives by 2030. These 17 objectives are essential to ensure a better and more sustainable future for all inhabitants of planet Earth.

    Our production facility uses solar photovoltaic panels, thereby reducing our CO2 emissions. Our invention of a patented vacuum packaging system allows the handling of 13 mattresses instead of only three, translating into fewer trucks and ships in circulation. Our constant ecological commitment is also recognised in certifications like OEKO-TEX and GOTS – which certify the absence of toxic substances and the usage of 100 per cent organic fabrics in our products.