No sleeping giant: Serta set for rapid expansion in India

G. Naga Sridhar Hyderabad | Updated on October 28, 2013 Published on October 28, 2013

Vinod Ishwar Gavli of Serta at the firm's showroom in Hyderabad. — P.V. Sivakumar

US-based premium mattresses brand Serta plans to ramp up its distribution network in the country.

“We want to add to our distribution by opening stores in the franchisee mode in South India,” Vinod Ishwar Gavli, Senior Manager – Sales for Serta brand in India, told Business Line. The company inaugurated its first flagship store in the South here on Sunday.

Serta is likely to open about 20 franchisee stores and one company-owned store in major cities and tier II locations by the end of this fiscal. It has five stores at present.

The company began selling in India in March this year in a tie-up with Emirates Sleep Systems Pvt Ltd, a subsidiary of Dubai Furniture Manufacturing Co LLC, with a manufacturing facility in Pune.

“Our factory has a capacity to produce 200 mattresses per day with completely imported raw materials and green technology imported from Dubai,’’ Gavli said. Following launch, the initial response has been good, he said. “We hope to utilise the full production capacity of our plant and capture an at least 20 per cent market share in the premium mattresses segment,’’ he added.

The organised segment holds a share of just Rs 100 crore in a total mattress market of Rs 1,000 crore.

A king-size Serta mattress costs upwards of Rs 30,000.

Serta plans to increase focus on e-commence, online campaigns and region-specific promotional programmes. “We want to create awareness that good sleep is important for health and efficiency. When all other premium products are being brought why not mattresses?” he added.


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Published on October 28, 2013
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