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Tag: Mattress brand

  • “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.

  • “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. 

  • Springfit Mattress announces Kareena Kapoor as its brand ambassador

    Springfit Mattress announces Kareena Kapoor as its brand ambassador

    Mumbai: Springfit Mattress has roped in the renowned Bollywood actress and youth icon Kareena Kapoor as its brand ambassador.

    The company will be soon launching a series of 360-degree marketing campaigns for their products to promote and make people aware of the importance of choosing the right mattress to ensure a peaceful sleep.

    The mattress brand is also planning to open 150–200 Springfit Lounge showrooms in the next one year.

    Under the leadership of Springfit Mattress executive director Nitin Gupta, the company further cements its vision of doubling its revenue to Rs 1,000 crore over the next five years. The company has already been producing five lakh mattresses annually from its five manufacturing units based in Haridwar, Meerut (2), Vadodra & Coimbatore and aims to double it with its recent expansions and technology upgradation.

    Springfit’s range of mattresses goes beyond spring mattresses and includes imported latex mattresses, memory foam mattresses, pocketed spring mattresses, back support orthopedic mattresses, and complete bedding products including mattress protectors, body pillows, feather pillows, memory foam contour pillows, etc.

    Commenting on this, Gupta said, “Mattress, furniture, and high-priced home décor are sectors that still see a preference towards offline purchases since the purchase decision is heavily dependent on a touch-and-feel element. With something as unique as our certigaurd technology, the natural next step was to set up multiple touchpoints for the consumer. While we were looking for a brand ambassador, our focus was on a face who could identify with our motto and help us spread the right message among the masses. Kareena Kapoor is not only a youth icon but also a fitness enthusiast who believes that it is important to adopt the correct sleep pattern for a healthy state of mind.”

    Commenting on the association, actor Kareena Kapoor Khan said, “Ensuring a good night’s sleep is important for our physical and mental wellbeing, and there is a comforting feeling when you sink into a luxuriously designed mattress, which is designed just as per our body’s requirements. A night of good sleep is an important part of my fitness routine, and this is why I am thrilled to be associated with Springfit Mattress, a brand that has been innovating sleep solutions through its range of mattresses for over a decade. My power naps and peaceful nights’ sleep have a new meaning now, all thanks to Springfit Mattress.”

  • Alia Bhatt says switch to Duroflex for ‘Asli Neend’ in ad campaign

    Alia Bhatt says switch to Duroflex for ‘Asli Neend’ in ad campaign

    Delhi: Duroflex has launched a new campaign with their national brand ambassador and leading actor Alia Bhatt to scale its signature portfolio Duropedic which is recommended by the doctors at National Health Academy. 

    The campaign featuring two TVCs aims to educate customers that when it comes to good sleep, one should only believe the benefits of sleep essentials that are backed by research and approved by experts. 

    The TVC will be aired on all major national television channels and also promoted across digital channels.

    Duroflex chief marketing officer Smita Murarka, commented, “Our mission of helping India sleep better, starts with making well researched products and in sharing knowledge about how sleep impacts health and wellbeing. This has resulted in more and more consumers turning to branded mattresses. However, mattress buying can be a complex exercise as the key aspects that define a purchase are not well understood by consumers and the heap of generic or false claims in the market only confuses them further. We do believe that with honest conversations we will be able to educate consumers about making well researched choices which suit their individual needs. With this campaign, our aim is to connect with our consumers that all they need for Asli Neend is Duroflex.”

    The first TVC educates the consumers that mattress buying is not a one-size-fits-all activity whereas the second one warns them against getting lured by seemingly attractive deals and making the wrong choice.  

    The first TVC encapsulates the moment where Alia finds her friend Adarsh Gaurav, from the White Tiger fame sleeping uncomfortably on his mattress. The conversation between the two further reveals that Adarsh bought the mattress thinking that because it’s memory foam, it is good for his back. To this Alia lightheartedly chides him saying “har memory foam orthopedic nahi hota, aur har neend neend nahin hoti”, explaining that specific problems require specialized solutions like Duroflex’s signature doctor recommended orthopedic range of mattresses with advanced 5 zone support layer.

    The second TVC is a shorter narrative of 15 seconds where Alia advises the users to not get lured by seemingly attractive offers like free trial period, lest they might end up getting dark circles like her friends. And then goes on to say that a real beauty sleep is only with the trusted Duropedic range, and there is Nothing like Duroflex that matches up. 

    Duroflex brand ambassador Alia Bhatt said, “Sleep is very close to my heart. It is my superpower, which I’d like to share with my audience. However, few realise the importance of the right mattress for a good night’s sleep. Moreover, confusing technical claims and deals offered by brands lead people into buying mattresses that don’t fit their needs. The new Duroflex TVC will help educate the consumer about this.”

  • Sleepwell announces first-of-its-kind initiative with ‘Sleepwell@Home’

    Sleepwell announces first-of-its-kind initiative with ‘Sleepwell@Home’

    MUMBAI: A comfortable, hygienic and sound sleep has never been more important than it is today. Mattress brand, Sleepwell, has rolled out a category-leading consumer experience with Sleepwell@Home. The stay-at-home shopping experience by Sleepwell allows consumers to purchase or upgrade a mattress without stepping out of their safe zone in an efficient and safe way. As a part of the initiative, Sleepwell has released a digital film that takes you through the seamless and safe buying experience.

    Designed with consumer-centricity of safety and convenience, the initiative offers access to a wide range of Neem Fresche technology enabled mattresses, expert advice on choosing the right mattress with accurate sizing, extended warranty with mattress protector and an array of offers and discounts. Inspired by nature and science to offer health and hygiene, all Sleepwell mattresses are treated with unique Neem Fresche Technology that keeps them fresh and safe by preventing the breeding of dust mites, bacteria, fungi and it also eliminates bad odour. Therefore, to keep consumers you away from bacteria, Sleepwell@Home brings you sanitised and hygienic mattresses at your doorstep.

    Caring for the safety of its consumers, Sleepwell has implemented a set of detailed standard operating procedures (SOPs) for visiting a consumer’s home during assistance, delivery and installation, devised in line with the government guidelines.

    •             Sleep Experts comprising of dealers and retail champions have been trained meticulously to ensure strict safety and hygiene measures for the wellbeing of customers and themselves

    •             Seamless omni-channel retail presence with Sleepwell retail outlets converted to safe zones: Sterilised environment, ensuring limited interaction, paperless digital transactions and contactless delivery

    •             Factory-to-home safety: Hygiene and safety are being maintained across the entire supple chain of factory-to-home, right from raw materials to production and supplies till retail or directly to consumers.

    Commenting on the initiative, Rahul Gautam, Managing Director, Sheela Foam Ltd said, “The health of our consumer has always been a priority for the company. In these times, we wanted to ensure our complete support to consumers by enabling access to a hygienic mattress in the most hygienic way. Right from the manufacturing process to the well-being of our staff and customers, we are taking all the precautionary measures to ensure everyone’s safety. We encourage our customers to avail convenience and safety of doorstep services with Sleepwell@Home.”