MUMBAI, ( AJAY RAWAL) : The Indian mattress market is set to undergo a paradigm shift with the entry of America’s No 1 “Serta” ultra-premium mattress brand. The entire country will be serviced by Serta franchise showrooms and dealers which will target the retail customer from Mumbai, Delhi, Ahmedabad, Gurgaon, Indore, Surat, Pune and others.
Emirates Sleep Systems Pvt. Ltd. (ESPL), India, is a new venture setup in India as a fully owned subsidiary company of Dubai Furniture Manufacturing Co. LLC. (DFMC), Dubai. ESPL has acquired License fromSERTA Inc. USA for manufacturing and marketing SERTA branded SpringMattress products in India.
Serta is entering India with an initial investment of Rs 10 crores and plans further investment based on demand. The market for the Spring Mattresscategory in India is about Rs 60 crores though the total market size for all types of mattresses is more than Rs 800 crores. Serta sees immense market potential for its brand.
Mr Robert Edward Malin, MD, International, Serta Inc USA, told mediapersons here today. “Serta is America’s No. 1 mattress brand. It originated in North Americain 1931 with its corporate office in Chicago. The rich heritage of the brandenabled it to expand quickly in areas outside the US.The brand has steadily made significant progress and impact in the international mattress industry. Today Serta has 27 manufacturing facilities in USA andin 37 locations worldwide including Dubai and Pune in India which is thelatest on the Serta map.”
ESPL has a capacity to manufacture 200 mattresses per day . At the right moment, two more factories will be planned, one in North India and the other in South India.
With one of its showpiece plants in Dubai, Serta in the Middle East marketshas been a leading player. Celebrating 20 years of its operations in theUAE, Serta began with just 20 mattresses a day. Today it has the capacityto manufacture 800 to 1,000 premium and ultra premium mattresses a day from its 2,00,000 sq ft facility in the Dubai Investment Park.
“The mattress industry in India is dominated by small scale andunorganized sectors, which specialise in coir, cotton or cheap foam mattresses, which caters to more than 90% of the mattress requirement inIndia. Currently there are no quality manufacturers in the spring mattress category due to which the growth in this segment is too slow,” Mr. S Sundar Rajan, Executive Director of ESPL told GNS correspondent here on sideline of the event.
” What sets apart Serta from the ‘me too’ brands are its Posture Spiral Spring Technology, Advanced Comfort Quilt Technology, UniqueMega Foam Technology (without use of harmful chemicals) and Premium Upholstery. Serta has over 80 years of experience in mattress manufacturing with 25 patents. For retail operations in India, Serta has adopted a franchisee retail conceptfor distributing mattresses across India. At present Serta is available in 9 franchised outlets in Mumbai, Pune, Ahmedabad, Surat, Delhi, Gurgaonand Indore. Serta also provides mattresses to the hospitality sector and works with all the major hotels in India like Grand Hyatt (Mumbai), Hilton (Chennai), HyattRegency (Pune), Hyatt Regency (Delhi), Marriott Hotel & Convention Centre (Pune), Double Tree by Hilton (Bangalore and Gurgaon). Serta has set upa full-fledged factory at Jejuri near Pune in India which can manufacture upto 200 mattresses a day. The marketing expertise and technological know-how acquired by DFMC, due to its experience in the Middle East, is beingutilized fully to produce high quality products for the Indian market.” Mr Rajan,added.
India, is a very complex market. The mattress industry has not evolved, the Spring mattress category is yet to be established and the importance of a mattress and its effect on health are largely unknown by the consumers.“By and large we know the issues that we are going to face initially in India,and therefore we have a plan to address each and every issue successfully towards establishing the brand,” concluded Mr S Sundar Rajan.
Serta is available in India in 22 exciting mattress models at prices ranging from Rs 28,000 to Rs one lakh and above. The warranty on the mattresses ranges from 3 years to 10 years depending on the model.
Serta has recently established a secure online shopping system where Indian customers can purchase exclusive mattress grades and the mattress of their choice would be delivered at their doorstep without any extra shipping charges. Serta has also launched a unique point system for these customers shopping at online stores. In this point system, both the referrer and referral get benefited and collect points which can be redeemed in future.
Serta provides the Indian consumers a unique sleep experience with luxury, comfort, feel and support. In addition to the retail customers andhospitality segment, hospitals and hotel apartments will benefit from the Serta range.