Furniture brand Nilkamal forays into mattresses

The Rs 1,500-crore moulded furniture and material handling business firm, Nilkamal is set to tap the Rs 5,000-crore mattresses market (of which 40 to 50 per cent is cotton mattresses) in the country. By the second half of the year, the company plans to launch its mattress range in the western and southern markets, followed by the northern and eastern markets.
The organised sector mattress market is led by brands such as Kurl-On, Sleep Well, Century and Duroflex.
Manish Parekh, director, Nilkamal, said, “Our core strength will be our strong distribution network, comprising our existing 18,000 dealers across the country. Besides, we will also retail mattresses through our @home mega home stores. We have set up separate teams for the mattress division, which will be attached to the current setup, but separately managed in the company’s 12 offices in the west and south. We will soon start a manufacturing facility at Hosur in Tamil Nadu and in the next one year the facility will be extended to the other three zones where Nilkamal already has manufacturing facilities for chairs. The current facility of chairs will be expanded for mattresses in those factories as well.”
The company will retain the Nilkamal brand name for the new product range. G Sivaram, chief marketing officer (mattress division), Nilkamal, told Financial Chronicle, “Nilkamal brand is a household name and it is known to anyone who has ever used plastic chairs. The mattresses division aims to get closer to the customers with Nilkamal brand.”
“Our range of mattresses will be smartly positioned towards waking up to a better tomorrow. We promise to stand up to the quality standards set by all Nilkamal products already acknowledged by our superior quality across the market. Our mattress will redefine sleep … to zzzleep. The term zzzleep refers to the Z3 advantage in all their mattresses like comfort, wellness and support. Z3 will be a core forte across the entire range of mattresses. With this distinct positioning, this product range will be priced competitively with other players in the market. The mattresses will be available in coir, foam and spring,” said Sivaram.
Nilkamal mattresses will be available in sizes, 3, 4, 5 and 6 inches and will be priced between Rs 3,000 and Rs 24,000.
The company is already in the business of cots and beds, which are being retailed through its 17 @home Mega home retail stores.