Centuary Mattress has played a pivotal role in shaping the evolution of the Indian mattress industry since its inception. Today, the industry stands as a significant market worth Rs 10,000 crore, and Centuary has solidified its position as a top player, maintaining a 10 percent market share in the organized segment.

A distinctive element of its growth story is its focus on accessories, an underserved segment in the Indian market. Despite accessories traditionally contributing only around 5 percent of the Indian mattress industry, Centuary has taken bold steps to revolutionize this landscape.

“The launch of Sleepables, our brand extension in the accessories segment, has been instrumental in driving this change, contributing 10-12 percent of our revenues and experiencing rapid growth. Over the past 35 years, we have maintained a compounded annual growth rate of nearly 20 percent,” said Uttam Malani, Executive Director, Centuary Mattress.

Expanding Beyond Sleep Comfort

Centuary Mattress offers a diverse range of mattresses tailored to specific sleep needs, including the Hybrid, Foamtastic, My Power-Matt, Wellness, Comfort, and Baby mattress collections catering to different preferences and age groups. Centuary Mattresses are exclusively manufactured in-house including coir, foam, and springs ensuring direct oversight of product quality throughout the production process.

With an eye on innovation and diversification, the brand is actively considering entry into the sofa market within the next 1-2 years, supported by a robust manufacturing setup.

Distribution Strategy

Currently, the brand has around 5,000 MBOs (Multi-Brand Outlets), 500 EBOs (Exclusive Brand Outlets) and one Experiential Centre. Over the next three years, it aims to increase the number of EBOs to 1,000 and grow the MBO count to approximately 10,000. Additionally, Centuary Mattress intends to establish 100 Experience Centers within the same timeframe.

“We have a nationwide presence and are actively pursuing expansion, with a strong focus on increasing our network, especially in the Eastern region, which includes the North-Eastern States, West Bengal, Bihar, and Jharkhand. Currently, our manufacturing facilities are located in Hyderabad and Bhubaneswar, allowing us to serve the region effectively from Bhubaneswar. Following this, our plans involve establishing a new facility in either the Western or Northern region to further tap into those markets,” Malani stated.

“The idea is to expand both horizontally, in terms of going to more states and more geographies, and also vertically, penetrating Tier III and IV towns. We are seeing a lot of revenue growth from non-metro, non-Tier one towns. That's where a lot of retail expansion would happen,” he added.

E-Commerce Penetration

At present, Centuary Mattress is accessible through the brand’s website and several platforms, including Amazon, Flipkart, Urban Ladder, and Pepperfry. Additionally, the baby mattress is offered on the brand's website and is also available at First Cry.

“Our contribution to e-commerce is projected to reach 20 percent by the year 2025 potentially,” asserted Malani.

Thriving on Tier II & Beyond

The contribution of Tier II and beyond is significant in shaping Centuary Mattress's overall revenue landscape. Approximately 50 percent of its sales emanate from metros and Tier I cities, with the remaining 50 percent stemming from Tier II, III, and IV cities.

To cater to the diverse market landscape, the brand curated a product range that aligns with the specific requirements of Tier III and IV towns, offering competitive price points that cater to their preferences. Concerning the product strategy, it also developed distinct marketing campaigns tailored for metro cities as well as Tier II and III towns. These campaigns are designed to resonate with the unique characteristics and demands of each market segment.

Revolutionizing Mattress Shopping

Centuary Mattress is committed to leveraging cutting-edge technologies to shape the brand's future. With a fully integrated manufacturing setup, it produces all mattresses and their components in-house. One of the brand’s innovations is Copper-Gel technology, which it introduced to India. Copper offers several advantages, including its natural properties and heat-conducting abilities. This addresses a common concern in the Indian climate, where foam mattresses often become uncomfortably warm. The use of copper on the top layer efficiently dissipates heat, providing a cooler and more comfortable sleeping experience.

“By incorporating copper gel-infused foams, we have created mattresses that not only promote better sleep but also maintain a hygienic sleeping environment. Our Posture Pro and Ortho Active lines have been enhanced with this innovative Copper-Gel technology, receiving enthusiastic response and acceptance from our customers,” Malani explained.

“We're strategizing the development of an app that seamlessly integrates consumers, channel partners, and the brand into a unified platform,” he further added.

All-Encompassing Marketing Approach

The brand employs a robust 360-degree marketing strategy, strategically investing in various channels to reach its audience effectively. Its marketing initiatives encompass substantial allocations for out-of-home advertising, as well as television advertising on prominent platforms. Notably, Centuary engages in properties such as Bigg Boss at the regional level in Telugu and Kannada regions. During significant cultural events, such as Onam in Kerala and Durga Puja in Odisha and West Bengal, it leverages OTH advertising to strengthen its brand presence.

In the past, the brand had Sania Mirza as the brand ambassador, maintaining a successful association for an extended period of four years. Recently, it welcomed PV Sindhu to represent its brand.

“For the upcoming period, we have an exciting lineup of marketing campaigns in the pipeline. As part of our commitment to marketing excellence, we dedicate a significant portion of our revenues, approximately 8 to 10 percent, to our comprehensive 360-degree marketing strategy,” he noted.

Centuary also leverages social media to spotlight the unique benefits of its mattresses. It offers exclusive promotions and interactive quizzes to educate on choosing the right mattress. User-generated content showcases real experiences, and live demonstrations at stores ensure transparency.

Setting Bold Growth Trajectory

With an ambitious outlook for the future, the brand is preparing to set up a manufacturing facility in the western part of India, with an estimated investment of Rs 100 crore over 2–3 years. This new facility will enable it to enhance its production capabilities and meet the growing demand for its products.

Centuary Mattress also seeks to explore private label exports to the US while enhancing its e-commerce presence in the Eastern region. The brand has a long-term vision to become India's top mattress brand by 2025, targeting a turnover of Rs 1,800 crore. While we are currently present across most of the country, the brand is evaluating expansion into Northern India, a move that aligns with its successful market entry strategy over the past 35 years, aiming to secure a top-three position in each market it enters.

“We are also in the process of setting up Experience Centers in metropolitan cities, exploring both mall locations and high street markets. Our initial Experience Center has recently launched in Chennai, and we have plans to establish fifteen more centers in Chennai, Bengaluru, and Hyderabad – with five centers in each city – within the next six months. Specifically, our emphasis for Tier I and II cities will be on establishing centers within high street markets,” he concluded.