Interview

Q Does MM Foam is considering Replacement market along with Institutional sales? How does this change working for you?

The customers of replacement market are individuals who look forward to replace the existing mattress with a new one, mostly of same comfort of their old mattress. We approach them with a wide variety of products which offer different comfort, durability with a competitive pricing to retain those customers in our brand.

While institutional customers always got specialized requirements with unique features. They also anticipate bulk discounts, and a solid rapport with them may result in regular orders.

We consider both are different market and our team handle them separately to meet up their requirements

Q Do you think hybrid mattresses are the future? How has this area worked for your marketing strategy so far?

No. Sustainability is the social goal of this era; hence looking forward for products that are biodegradable and organic. Hybrid mattresses are simply a combination of several layers of natural rubber latex foam, polyurethane foam, spring, re-bonded foam, memory foam, etc. The ongoing rise of hybrid mattresses is because of its light weight, raw material availability and competition of price. Accordingly, the perception of the hybrid mattress will be changed because of the above factors.

Q What should marketers pick from trends like omni-channel and bed-in-a-box formats?

Bed-in-a-box formats fall under the category of both multichannel and omni-channel.
It is a concept for easy handling and transportation till the customer place and it doesn’t provide any additional benefit for the product.

Q What are some of the biggest challenges that industry is facing today and what suggestions you have to overcome them?

• The main challenge the branded mattress industry facing today, is from the unorganised sectors that assemble the product locally and offer at a lower price.
• Lack of standardization/specification in dimensions and materials.
• Raw material prices are highly volatile.
• Hefty freight charges, due to the products being voluminous.

Creating customer awareness on quality, sustainability and certification from reputed agencies will help to overcoming
these challenges.

Q How has technology, such as automation or advanced materials, impacted foam and latex mattress production processes?

Technology, such as automation or advanced materials, has revolutionized the mattress industry by boosting the speed of production, consistent foam density and other critical parameters. Also, it helped to reduce labor cost, mishandling of materials, downtime and wastage.

Q How does the latex mattress manufacturing industry in India compare to global standards and practices?

Both the Indian and Global market of Natural Rubber Latex Foam is growing, driven by the increasing customer demands on a sustainable, biodegradable and eco-friendly product.

Unlike Global Consumers, India still prioritize the product cost over the quality, and the significance of Global Organic Latex Standard( GOLS), Certi-PUR or even Indian Standards (BIS) are not given due importance while making decision on mattress purchase.

Q How do fluctuations in raw material costs or global economic conditions affect the mattress manufacturing industry?

The rising raw material cost eventually increases the production cost and manufacturers face squeezed profit margins, as they try to accommodate this rise without compromising the quality of products. When the price of fuel goesup and the cost of transportation increases, manufacturers may try to consolidate shipments, both raw materials and product deliveries to save money. Also, inflation and high interest rate reduces the profit margin when manufacturers retain their original quality without any compromises.

Q Have you noticed shifts in consumer preferences in mattress products, and how does MM Foam address these changes?

Yes, there is a noticeable shift in consumer preferences in mattress products; prioritizing the comfort, sustainability, durability and affordability. In the present Indian market, most of the mattress manufacturers have started offering hybrid mattress with a top layer of latex sheet. It clearly points towards the increasing customer preferences on latex.

Our focus is to provide least toxic and VOC (Volatile Organic Compounds) products to its customers. Hence our Natural Rubber Latex products undergo a third-party testing based on the guidelines of Registration Evaluation Authorization and restriction of Chemicals (REACH), and found that our products are free from “substance of very high concern”.

Many of the consumers would like to “touch and feel” the product before taking the final decisions hence MM Foam has provided experience centers in major cities of India.