Direct-To-Consumer Sales will continue to increase behind traditional sales

Dinesh Kejariwal, Owner, Restin Industries, has shared his views on industry and evolving customer trends.

Q According to you, what support the government should provide to the mattress industry during this pandemic?

The Government cannot provide any specific relief or support to any industry in covid times. Reduction in GST rates from 18 percent to 12 percent, in the long run, may help increase volumes and make mattresses more affordable for the masses.

Q What are some signs either with the mattress, or physical aches and pains that indicate that it is time to start mattress shopping?

Like all consumer durables, Mattresses have also a usable life – maybe 5-8 years depending upon the quality etc. Hence Mattress should be changed after this period without fail. Waiting for body aches or uncomfortable sleep to happen should not be the case to decide change of Mattress.

Q Having been in the mattress business for last so many years, where do you see the industry headed over the next two to three years in terms of innovations?

Mattress Industry in terms of innovations would see a lot more changes in new types of Raw material being used, better innovative mattress ticking fabrics being introduced. Next level of innovation will see more productive machines reducing manpower and improving product finish. There will also be changes in the way a mattress is being sold -Online sales will increase promoting a certain range of Mattresses. Traditional dealer sales will undergo changes making them not only more competitive but also more responsive to Consumer needs. Dealers will encourage customers to try out mattress before buying.

Q Can you share your thoughts on evolving consumer trend for the mattress industry?

Lockdown and stay-at-home during Covid Pandemic has made Consumers more conscious about their well-being.I feel Customer will be asking a lot more questions about the product than before and will be looking forward to buying Mattresses which addresses them. Price will not be a major factor and customer will definitely look to upgrade his comfort level.

Q How do you see direct-toconsumer commerce and what market dynamics make this model work?

Direct-to-Consumer Sales will continue to increase but it cannot overtake traditional sales. Online sales is favoured due to ease of buying and low cost. All companies will continue to sell online and offline segregating different products for different markets.

Q How does Restin approach the convergence of design and technology?

We at Restin have always tried to amalgamate design and Technology to deliver an affordable Mattress. We believe Science and Technology should help us to make better product at a more affordable price. All our efforts over the years have been to ensure Technology helps us to design better products like Improvement on Pu foam over the last decade has helped promote more durable and comfortable Mattress with better cushioning.Promotion of Pocket Spring Mattress has upgraded comfort in Hospitality industry. Better Orthopaedic Mattress in hospitals have increased Comfort for Patients and helps prevent many Health issues.

Q What are Restin’s newest products, and what makes them unique? What plans do you have for 2021 and 2022?

Restin is a small niche player in central India – we cater to the rising middle class. In 2022 we intend to introduce products incorporating new types of Pu foam and other comfort elements like innovative Cool fabrics looking to the Climate in our geographical area.

ISPF is an industry body which promotes importance of sleep and role of mattress for a Indian consumers. ISPF plays very important role in connecting Indian bedding industry ecosystem. ISPF also acts as bridge between India and international players.