Q How do you see the Indian coir mattress industry evolving in the face of rising demand for natural and eco-friendly sleep products?
Actually, the revival is happening in rubberized coir, especially those combined with pure rubber latex. Since mid-2024, the demand has been slowly increasing for rubberized coir mattresses. Even rubberized coir combined with memory foam is very comfortable for people seeking natural and eco-friendly mattresses. We hope rubberized coir will regain good demand.
Q What sets Nimmadhi apart in a competitive market where both synthetic and hybrid mattress options are gaining ground?
While many focus on synthetic mattresses, hybrid mattress demand is increasing especially even among the economy segment. However, there’s a price war online. For example, a hybrid mattress we sell at ₹25,000 is shown online at ₹10,000–₹15,000, sometimes with the same listed specifications, though we’re unsure if they’re accurate. Still, hybrid demand is growing faster than synthetic.
Q How is your product performing in this competition? How are your memory products doing, and what are your strategies?
We have our own market through B2B and B2C channels. It’s a highly competitive market across India with many brands. Still, we are holding a good position in terms of price, quality, and service.
Q How do global sleep trends influence product innovation and marketing strategies for the Indian market?
Global sleep trends show that everyone now prioritizes proper sleep. The demand for mattresses has gone up earlier, people used to sleep on floors, but now everyone wants a proper mattress. Needs vary by age group, and there’s a shift toward hybrids and comfort. While competition is intense, the market potential is high because sleep quality has become a priority.
Q Is there any technical innovation possible in products like coir mattresses?
Yes, low-melt fiber mattresses have come in as an alternative to rubberized coir. But increasing the rubber content in coir mattresses improves comfort and spring action. Though the demand is limited due to pricing issues, if explained well, people looking for ortho beds and quality mattresses are willing to go for high-quality rubberized options.