The demand for coir mattresses has sharply declined in the past decade

Mr. Kuldip Gupta,
Managing Director, Aerocom Mattress Pvt Ltd.

Q How have you seen the mattress industry evolve over the past decade?

Aerocom, founded in 1964, initially struggled, as coir mattresses were not accepted in a market dominated by cotton and latex. Acceptance grew around 1977–78, helping Aerocom gain stability. PU foam, initially used in automobile furnishings, became popular in mattress only later part of 90s. Today, PU foam, spring mattresses, and EPA are essential parts of mattress portfolios across the industry. 

Q With the rise of online mattress-in-a-box companies, how has Aerocom adapted to compete in the digital marketplace

With the rise of online shopping, we tried selling mattresses on platforms like Amazon around seven to eight years ago. However, we faced high return rates, as customers often bought the wrong sizes without fully understanding the product details. Only PU foam mattresses could be vacuum-packed and the vacuum-sealed packaging made returns challenging. We eventually stopped selling online. For the company, achieving a viable threshold volume was crucial to secure cost-effective logistics cost, which makes shipping in smaller quantities—like 10 to 30 pieces per month—unfeasible due to high logistics costs. Unlike larger brands, which can easily meet these thresholds and streamline costs, this model doesn’t yet work for smaller volumes, posing a barrier to scaling up this sales approach. 

Q How is consumer demand shifting when it comes to sleep products, in particular, the demand for the coir mattress is going down compared to PU Foam? What are your views? 

The demand for coir mattresses has sharply declined, now less than 10% of what it was a decade ago, as EP (Expanded Polyethylene) has largely replaced it. PU foam on its own lacks the firmness which many prefer, as people tend to “sink” into it, making it uncomfortable for some. When combined with a firmer material, like a braced core, bonded foam, or EP, it becomes more suitable. Latex mattresses, while ideal in comfort, remain challenging to sell due to their high price points

Q What major trends in consumption do you anticipate in the next five years in the Indian mattress industry? 

The mattress industry is expected to remain largely unchanged in the next five years, but shifts in the petroleum sector due to environmental concerns may impact the availability of PU foam ingredients like polyol and TDI. The industry will likely need to adopt eco-friendly practices, though achieving complete pollution-free products is unrealistic. Spring mattresses may gain prominence due to their lower environmental impact, as steel wire is part of a larger, less polluting industry. Thus, spring mattresses could emerge as a more sustainable option in the bedding market. 

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.