The industry needs to CHANGE ITS WORKING STYLE

Mr. Hitesh Mansukhlal Bakarania, Director, Europa Foams Pvt. Ltd.

Mr. Hitesh Mansukhlal Bakarania, Director at Europa Foams Pvt. Ltd., speaking to Comfort Times, says the industry is changing with customers becoming more health conscious in every sense. Excerpts

Q How do you plan to tap the health pillar in the portfolio and marketing efforts of your company?

Nowadays, health consciousness is greatly increasing in the new generation. As a part of this awareness, and also as a part of a regular portfolio of our products, we have already included some models like ortho; together with visco elastic as well as anti-microbiological fabric etc. Although also considering the current pandemic situation; after manufacturing any specific model we have started making it hygienic in the sense of spraying distiller over and above mattress-protecting film. Also, all the workers have to be sanitized, and they need to wear protective gear etc. As far as marketing is concerned the staff has been instructed to strictly follow rules to avoid direct contact with dealers and distributors and to focus on online marketing and contactless marketing.

Q What was your biggest learning during the last 2-3 years?

During the last pandemic phase, the way of living and the way of working as well as the way of thinking have been changed drastically. All the processes were followed inversely. A new era of customers developed which thinks about well-being as well as well-living.

Q How can the industry improve its contribution in India’s sleep revolution?

The industry needs to be updated in terms of marketing, display management, and product delivery to customer satisfaction. Earlier, all the companies were engaged in opening retail stores, now retail stores need to be converted into online stores in order to make proper display management. Products were sold as is where is but now they need to be packed in a compressed way. Customers also need to be checked with inquiry about the experience of the product after use; or are allowed to return it if they are not satisfied with the product. In short, if the industry wants to improve its contribution to India’s sleep revolution, it needs to change its working style as well as put customer needs at the centre to provide elevated levels of satisfaction to the customers.

Q Would you leverage technology in way going forward?

Technology has become a must-have to survive so no way out.

Q What specific customer segment or product propositions you aim to focus on in the imminent future?

Today’s customer is enough intelligent when it comes to knowing one’s needs as well as one’s taste and choice for comfort. As per our opinion, tackling mid-segment customers will create a base for the product as well as brand value.

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.