If we go by the numbers, then the whole cleaning service industry encompassing mattress cleaning, is experiencing a robust growth. According to Grand View Research’s report on India Cleaning Services Market Size & Outlook, 2024-2030, “The cleaning services market generated revenue of USD 7.93 billion in 2022. It is expected to reach USD 13.94 billion by 2030, growing at a CAGR of 7.3 per cent.” It stated further that specifically, the carpet and upholstery cleaning segment including mattress cleaning, is projected to grow from USD 2.81 billion in 2022 to USD 4.97 billion by 2030, at a CAGR of 7.4 per cent. So, it is believed that the mattress servicing and sanitising trend will highly impact the mattress industry in the times to come.

Why the need for mattress servicing?

First, while there are no second thoughts on the fact that with growing disposable incomes and desire to get a good night’s sleep, people are increasingly buying new mattresses, still, many prefer to not give away their old mattresses. Second, realising the fact that one spends nearly 1/3rd of their lives in bed, a need is felt to keep this bed clean and in a proper condition. Last, till date, people felt that regularly cleaning the mattress at home was enough to keep it clean and hygienic for a long time, however, now the thinking seems to be changing. Undoubtedly, all these factors have necessitated the need for professional mattress servicing and sanitising services.

In this regard, Raunak Agarwal, Managing Director, Raunak Coirs Ltd, avers, “Sleep plays an essential role in promoting health. So, like diet and exercise is important for good health, sleep is important too and for having good sleep, good supporting system is necessary which may deteriorate over time. So, here comes the importance of mattress servicing that increases the health and hygiene of your mattress.”

Factors leading to the need for mattress servicing

Before we delve into how mattress servicing can be a lucrative business opportunity for mattress brands, let’s look at the need for mattress servicing.

  • Presence of dust mites in the mattress : The primary reason which is leading to the growth of mattress sanitising and servicing industry is the presence of dust mites in the mattress. A study points out that a typical used mattress may have anywhere from 100,000 to 10 million mites inside the mattress which could badly affect the health of people. Further, the World Health Organization (WHO) states that dust mites, which are less than a millimetre long, are found in the not only in the mattresses, but in pillows, carpets and upholstered furniture of homes, where they feed on scales from human skin. These dust mites bring many other issues with them and can cause problems for those who suffer from symptoms of diseases like asthma. Also, these dust mites can sometimes lead to skin conditions like eczema. Thus, the heightened awareness about the presence of allergens and dust mites in the mattresses is prompting consumers to prioritise hygiene, leading to more frequent professional cleaning. This growing focus on indoor health and cleanliness is significantly driving the demand for mattress servicing.
  • The need to improve indoor air quality : Any home’s air quality is highly affected by the biological contaminants thriving in the air. These include dust mites, cockroaches, pollen, mildew, mold, viruses, bacteria and pet dander. Furthermore, every night, the body makes nearly half a litter of sweat which also attracts fungal spores, bacteria and dust mites. So, realizing the fact that one spends at least six hours every night in the bed on an average and during that time, he/she is in full contact with their mattress and thus breathe in whatever their mattress is hiding, the need to improve the indoor air quality is surfacing and this is also leading to the increase in demand for mattress servicing.
  • Mattress is still considered as a costly product : Given the considerable purchasing cost associated with buying new mattress, people wish to save on this front and this could be only done through servicing the mattress at regular intervals which obviously involves very less cost. Also, this is in line with the fact that still in India, people don’t want to spend much on products like mattresses. Further, it goes without saying that the present-day technologically advanced mattresses are very expensive and if they are not taken care of properly, they might wear out after five to six years. Thus, in order to increase the life-expectancy of the mattresses, servicing is becoming a necessity rather than a choice.
Services incorporated under mattress servicing

Mattress servicing involves various professional services which aim to maintain and enhance the lifespan and hygiene of the mattresses. These include.

  • Sanitization and deep cleaning : In order to ensure a hygienic sleeping environment, steps are taken to remove all the allergens, dust mites and bacteria from the mattress.
  • Inspection and minor repairs : It is commonly seen that the mattress sag over time or springs are broken or there is tearing of the fabric. Mattress servicing takes care of these issues and problems are identified and repaired.
  • Protective treatments : In this process, anti-stain or anti-microbial treatments are carried out to increase the life of the mattress.

By offering these services, mattress brands can surely position themselves as trusted partners in their customers’ health and wellness journeys.

The mattress servicing industry and its brands may need to adopt more advanced technologies. Here’s a look at some innovations that can help brands improve the efficiency of their mattress servicing operations.
What benefits mattress servicing can offer brands?
  • Enhanced customer loyalty : By offering regular mattress servicing, brands can connect easily with the customers. This can also lead to deeper customer relationship beyond the initial sale. This continuous engagement with the customers can also enhance brand loyalty and off course increase repeat business.
  • Opening up of new revenue streams : By offering various services and servicing packages like subscription-based or one-time services, mattress brands can open up additional income avenues. Depending on the size and service complexity, the mattress servicing price can differ but this can significantly boost revenue of the brands.
  • Lead to product differentiation : In a market which is highly competitive, value-added services like mattress servicing can set a brand apart.
  • Ensure sustainability and corporate responsibility : By promoting mattress maintenance and longevity, brands can do their bit in reducing mattress waste. By doing this, they can ensure environmental sustainability, aligning with the values of eco-conscious consumers.
  • Reduce unorganized sector’s dominance : The mattress market in the country is still 60 per cent unorganized. So, if brands opt to offer mattress servicing, then customers may opt to buy branded mattresses which as promised would be serviced at regular intervals. So, mattress servicing can even reduce the unorganized sector’s dominance.
Mattress servicing can promote sustainability too!

One of the biggest drivers of the growth of mattress servicing is its alignment with the environmental goals. As per the International Sleep Products Association (ISPA), “Over 20 million mattresses are discarded annually in the U.S. alone.” In India, also, the issue of mattress waste is rising at a fast pace as there are no proper recycling pre-treatment with cleaning solution to lose dirt, ultra-violet light treatment, sanitisation, steam cleaning, dry steam cleaning, vacuum cleaning, infrared heat or heat treatment, allergy treatment, mattress drying and deodorising, most of the companies as mentioned above focus mainly on vacuuming cleaning, when mattress servicing encompasses much more. So, mattress brands stand a good chance of growth in the mattress servicing domain.

Challenges and considerations

While there exist many opportunities for growth if brands offer mattress servicing, the challenges in doing so are no less.

  • Logistical considerations: Coordinating the service appointments and managing in-home visits require a lot of robust logistical planning.
  • Assuring quality becomes difficult: If the brands collaborate with the local companies to offer mattress servicing, then maintaining high service standards can become a challenge and poor servicing experiences can greatly damage a brand’s reputation. So, brands have to be really careful on this front.
  • Consumer mindset becomes a hurdle: Changing consumer perception is perhaps the most significant hurdle as many still view mattresses as ‘install and forget’ products. So, on the brands part, educating and encouraging the customers to invest in mattress maintenance is a tough job and would require dedicated marketing and education initiatives. Agarwal says, “Spreading awareness and education regarding mattress servicing is very important as if that increases, then brands can think of dedicated department and professionals for that.”
  • Training and certification of the service providers is a task: Whether brands manage servicing in-house or partner with local vendors, trained professionals are necessary to handle sensitive mattress materials, especially those with memory foam, latex or hybrid components. So, certification and training of service the providers and formulating standard operating procedures is necessary to ensure consistency and professionalism in the mattress servicing field.
  • The service reach and scalability need to be gauged: While it is easier to penetrate the metro cities where people may opt for mattress servicing without any hesitation due to higher disposable incomes and health awareness, penetrating Tier-2 and Tier-3 cities can be challenging for the brands. This could demand efficient awareness campaigns and strong logistics networks.
The role of technology in mattress servicing

In the future, technology would also play an important role in mattress servicing domain and brands may need to become more technologically advanced. Here is a look at possible technologies that can help the brands in taking up mattress servicing more efficiently.

  • Smart scheduling and automation: Various apps and CRM tools can make mattress service scheduling seamless for both the brands and consumers. Automated reminders and real-time tracking can help the brands create a modern service experience.
  • Data-Driven personalisation: By using purchase data and usage patterns (especially with smart beds in future), brands can offer customised service intervals, maintenance tips and upgrade suggestions. For example, if a customer lives in a humid climate, then the brand can recommend anti-microbial treatments after every fixed period.
  • AI and IoT Integration: In future, brands can also use the information like sleep data generated by smart mattresses to prompt users when the mattress shows any signs of wear and other things.
Key recommendation for the brands

The time has come for the brands to opt for mattress servicing and here is how they can do it.

  • Start focusing on the prime cities: Mattress brands should start providing mattress servicing in the metros first where health awareness and disposable incomes are high.
  • Offer bundle servicing with mattress sales: Brands can offer a 1-year complimentary service plan at the point of sale i.e, both offline and online. This way, customers can learn the importance of mattress servicing and this can also increase the post-sale engagement.
  • Educate rather that just sell: Mattress brands can use various social media platforms or even opt for in-store demos to highlight the frequency of mattress cleaning, the dangers of dust mites and bacteria and the cost-benefit of extending mattress life. This can help change the behaviour of customers from reactive replacement to proactive care of the mattress.
  • Create subscription models: Just like air purifiers or water filters, mattress care can be positioned as an annual subscription service. This can help build recurring revenue and deeper brand relationships. Tiered plans like basic, deep clean or premium wellness can be offered at differential prices.

Here, it is to be noted that the D2C brands have a unique advantage when it comes to mattress servicing. They can easily control the customer journey and use rich user data to cross-sell mattress care easily via email or app notifications and track user feedback and offer mattress services quickly.

Looking ahead

As the sleep economy will rise exponentially in future, consumers will demand not just high-tech or luxury mattresses but will look for a 360-degree sleep experience maintenance, health, hygiene and support services are a part of the package. So, mattress brands that will recognise this shift and act early will not only create a new revenue line, but also transform from mere mattress sellers to wellness partners of their customers.

To sum up

As consumers are becoming more aware of the importance of sleep hygiene, the demand for mattress servicing is likely to increase in the future and brands that offer these services can tap into this growing market.

In future, mattress servicing will not just be a supplementary offering; rather it will become a strategic growth parameter for the mattress industry. In fact, in a market increasingly shaped by health consciousness, sustainability and service-first expectations, mattress servicing solutions would reduce product returns and dissatisfaction, position brands as holistic wellness partners, reduce environmental impact and unlock recurring revenue and retention for the brands. Having said that, mattress servicing can be seen as the next stage of development in the mattress industry and it can serve as a lucrative business opportunity for the brands. Thus, definitely the mattress servicing and sanitising industry is here to stay!

So, all the dear reputed mattress brands in the market are you ready to take up on the mattress servicing challenge and explore new ways to grow business and satisfy your customers in the best possible way?