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Kurl-on focusing on retail expansion to boost growth

Kurl-on focusing on retail expansion to boost growth

India Blooms News Service | | 30 Nov 2016, 01:49 pm
Kolkata, Nov 30 (IBNS): Kurlon, India’s largest selling mattress brand, announced its new marketing strategy and expansion plans recently in Kolkata.

The company representatives also spoke at length about the latest innovation – Kurlopedic Technology. 

Ravi Sahgal, EVP and Business Head of Kurlon Enterprises Ltd said, "Kurl-on’s Kurlopedic Technology encapsulates more than 55 years of experience and all the modern factors that a consumer is looking for. We’ve come up with as many as 11 factors for the consumers for their better living, better sleeping. People spend 1/3rd of their lives on a mattress and now, when you do your laptop work, watch TV, you actually end up spending more time on the mattress than before."

He gave details of their market research and consumer feedback and how they have devised the products to meet customer needs.

“One of the most common problems that consumers face is sagging of a mattress.  Consumers often at a loss wth a sagging or v-shaped mattress. You can repaint a wall if the paint chips off but  what do you do with an uncomfortable mattress, which often ends in discomfort and back pain," he said.

According to Sahgal, “Kurl-on made a detailed study of the human body and how the weight distribution take place. Our Advanced Centre Densification technology helps us strengthen those points in a mattress which feels the extra pressure from shoulders, belly, etc.  This is one of the main reasons why we can confidently provide warranties on our products."

“The Zero Pressure Point technology increases the longevity of our mattresses and also helps in creating maximum comfort for our consumers.”

“The Vertical Compression Technology brought from Germany has helped to specifically design and layer the coir in the mattresses for optimum comfort. Coir, a natural material, is preferred by people who live in warmer climates because coir has the ability to remain cool. But coir needs proper processing in order to make quality mattresses. Thus the kind of comfort that is provided by this correctly oriented coir fibres are very different from an ordinary mattress," elaborated Sahgal.

Speaking in terms of hygiene, Sahgal said, "Most mattresses are very difficult to clean. Even proper vacuuming is not enough. However, the Anti Microbial Technology prevents the growth of bacteria.”

“India is an extremely dust prone country. The accumulation of dust gives rise to dust mites, which can cause a lot of allergies. However, our new mattresses are treated so well, that even if there is dust, it will not create dust mites," he said.

“Lastly, the Anti Bed Bug Technology also repels and prevents growth of bed bugs, something that is highly prevalent given India’s climate," said Sahgal.

“We realised some of the best mattresses used by people do not have a side support. When they are sitting on the side, the edges of the mattresses are not strong enough. Therefore, old people or even children, tend to topple off the bed. However, our mattresses have been made especially firm to prevent one from toppling over and getting hurt," he said.

“Our aim is to provide these benefits to all consumers. Hence these technologies are present in all our mattresses starting from the lower priced ones to the luxury mattresses," he elaborated.

“Just like Dalda for vanaspati, Colgate for toothpaste, Kurl-on is now synonymous with mattresses in the entire country. We are the fastest growing company in this category along with being the market leaders, and we are estimating that we are growing at around 1 and a half to two times of the market growth," said T. Sudhakar Pai, Managing Director, Kurlon Enterprises Ltd.

“Our annual investments are more than rupees hundred crores, and in terms of market, the eastern zone and especially Calcutta continues to be huge for us," said Pai.

“Kurl-on has led the market here right from the beginning, and we have around 60-65% shares. For many years the eastern zone has been served by the plant in Bhubaneshwar. But we have also procured material from other plants, if required," said Sahgal.

“We are in talks about putting up a factory in Assam, because there is a huge opportunity to export to Burma [Myanmar]. India is going to be a manufacturing hub in the next 5-10 years because the Union government and the local governments are trying to encourage manufacturing growth," said Pai.

“Even in terms of delivery, our set target is eight hours as compared to Germany, where it takes a minimum of 15-16 days," he said.

“Fifty per cent of India’s mattresses are odd sized because they are all customised. If you are in love with your grandmother’s bed and you don’t want to let go off it, we will make a perfect mattress for that. That becomes an SKU. We’ve got 40 exclusive types of mattress construction variety," said Sahgal.

“The biggest mattress we have ever made was 18 feet in diameter and 18 inches in height, for a farmer with 11 grandchildren. It weighed around 650kgs and had to be transported by a crane.”

“Even in terms of the online market, we have progressed a lot," said Sahgal.

“As of now, we are exporting to the Middle East and to some parts of Sri Lanka," said Pai.

The company is looking at a major growth plan in the country. At the helm of this growth, is the retail expansion plan.

Sahgal said, ”Our planned expansions will not only increase the visibility of the brand, but will also give state-of-the-art stores to consumers, where they would get to understand the art and science behind Kurlon products."

Kurlon's future plans include adding over 200 KMXs – Kurlon Mattress Xpress outlets on FOFO model, over 200 Kurlon Korners on SIS model and over 70 Kurlon Home Komforts or COCO outlets following the successful launch of its first COCO outlet in Bangalore.

To support the retail expansion, Kurlon is also beefing up its manufacturing facilities. Currently the company has nine manufacturing units across the country panning five states - Karnataka, Odhisa, Gujarat, Madhya Pradesh & Uttarakhand.

The company has planned for expansion of manufacturing capacity across all these plants.


(Reporting by Tanushree Sen)

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