Duroflex's CEO, Mohanraj Jagannivasan, discusses the evolving landscape of sleep technology in India, highlighting the company's dedication to promoting quality sleep
Mohanraj Jagannivasan, CEO of Consumer Business Duroflex, recently spoke with ET Edge Insights. He discussed the evolving trends in sleep technology in India, emphasising the need for peaceful sleep. He also stated that the company is focusing on education and awareness, with brand ambassador Virat Kohli emphasising the significance of sleep for overall health.
Sleep technology trends and the future in India
In early 2020, a visit to a US furniture exhibition opened his eyes to the booming world of sleep technology. Unlike in India, where smartwatches are popular for health tracking, the US showcased non-wearable devices integrated into mattresses. These gadgets measured sleep gave scores and offered aids for better sleep.
Engaging with leading players in the industry, it became apparent that this emphasis on sleep technology was a norm in advanced countries, driven by a serious commitment to addressing sleep-related concerns. This revelation sparked a realisation within Duroflex that, given their involvement in the mattress business, they had the potential to significantly contribute to improving sleep quality in India. “That is where the journey started,” says Mohanraj.
In the initial stages of this journey in India, discussions with counterparts in the USA revealed that until a per capita income surpassed $3,500, the mattress and sleep category remained underexplored. However, as income levels rose, coupled with heightened consumer awareness, the adoption of advanced sleep technology witnessed a notable surge.
Mohanraj notes that in India, the sleep tech sector is still developing. Duroflex is working with startups and noticing a preference for traditional sleep aids like melatonin tablets and eye masks. To bridge this gap, Duroflex has set up labs, developed devices for better sleep, and even hired psychologists to offer free sleep counselling through their website.
Believing in India’s potential as the third-largest economy soon, with rising incomes, Duroflex aims to position the country alongside advanced nations in adopting innovative sleep technologies. “We see a huge growth potential, emphasising the importance of sleep-in daily life. Even though the category is in its early stages in India, Duroflex has seen positive responses to its products, attributing slower adoption to a need for more awareness,” adds Mohanraj.
Looking ahead, Duroflex is not just focusing on innovation but also on creating awareness. Recognising the massive global market potential for sleep technology, they are gearing up to contribute to this essential sector’s growth.
Duroflex targets sleep-related issues in India with customised solutions
Addressing the specific challenges related to sleep in the Indian market, Mohanraj acknowledges the country’s transition from necessities like food, clothing, and shelter to a more consumer-centric focus on diet, exercise, and sleep. He emphasises the lack of realisation regarding the pivotal role sleep plays in overall well-being.
Duroflex’s approach involves creating awareness through various channels, including media and product innovation. Neuma, a firmness-adjustable mattress, was highlighted as a solution for couples facing challenges with different firmness preferences. Additionally, the introduction of a top-tier bed frame with features like zero gravity and massage capabilities reflects Duroflex’s commitment to enhancing sleep experiences. “We are also giving it in a twin format, so if your partner wants to sleep, she can sleep and you can still read your book or do whatever you want,” adds Mohanraj.
The company is heavily investing in products aimed at enhancing sleep quality and integrating technology into mattresses. While avoiding claims of curative benefits, Duroflex aims to provide signals for potential health issues related to sleep patterns, prompting users to seek professional medical advice.
Ongoing projects, such as the next phase of Neuma featuring sleep tracking connected to mobile devices, exemplify Duroflex’s dedication to both preventive and curative aspects of sleep health. The company is also investing in incorporating doctors and psychologists into the Duroflex system, offering consumers personalised guidance for better sleep. However, Mohanraj notes, “We don’t want to get on the curative side, saying that you won’t get a heart attack if you sleep on our mattress, but what we can do is give signals of a possible ailment.”
Mohanraj shares a personal anecdote about his mother’s post-COVID experience, highlighting the impact of sleep on mental health. He emphasises the importance of education and awareness campaigns to convey the significance of sleep, drawing on his own experiences, including a period in the ICU during COVID.
The strategic shift in Duroflex’s brand ambassador to ace cricketer Virat Kohli underscores the brand’s commitment to promoting the importance of sleep. Campaigns on occasions like World Sleep Day and collaborations with influencers like Sunil Chhetri further demonstrate Duroflex’s efforts to educate consumers on fostering good sleep habits. Mohanraj stresses the need for continued investments in products, education, and messaging to make a meaningful impact on sleep awareness and health outcomes.
Virat Kohli’s sleep mantra!
He shares an intriguing anecdote about Virat Kohli’s preference for Duroflex’s Back Magic mattress. A dedicated team actively ensures that hotel mattresses are swapped wherever he stays. This practice started after Kohli faced sleep issues during the 2023 Cricket World Cup. Discontent with his rest, Kohli reached out to his team, who then contacted Duroflex for a suitable mattress. The introduction of Duroflex’s Back Magic from the Duropedic range made a significant difference in Kohli’s sleep quality. The positive impact on Virat’s sleep quality prompted his team to advocate for the adoption of Duroflex mattresses across all hotels. Thus, a dedicated team is now actively involved in replacing hotel room mattresses with Duroflex’s Back Magic, ensuring a consistent and restful sleep experience for Virat Kohli.
Consumer-centric focus
Mohanraj highlights the natural living range for environmentally conscious consumers, featuring 100% organic fabric, latex, and coir. He underlines the spectrum of products, such as Neuma, offering a blissful sleep experience. Duroflex’s approach focuses on addressing specific consumer needs through extensive research, moving away from material-centric branding.
Discussing competition, Mohanraj welcomes it as a catalyst for category growth. Drawing parallels with the evolution of the beauty and cosmetics industry, he expresses the belief that the mattress sector, like paints decades ago, is poised for significant growth.
Mohanraj concludes by stating, “We see tremendous opportunities ahead. While competition catches up, our focus remains on continuous innovation, and we will keep investing in R&D and try to stay ahead of the time.”
