How Centuary Mattress is Using AR to Offer a Seamless Consumer Experience

The rise in income levels, health consciousness, and growth in the real estate and hospitality sectors have resulted in the accelerated growth of the Indian mattress market. The demand for customized and luxury mattresses is expected to increase, whereas companies may come up with new techniques to utilize their resources and technologies better.

The global mattress market size is expected to reach $ 42.84 billion in 2028, exhibiting a CAGR of 4.8 percent during the forecast period. The market size stood at $ 30.36 billion in 2020”According to research.

There have been many innovations in the mattress industry, such as latex, cold foam, and memory foam mattresses. New-age mattress brands are able to deliver products at lower price points by taking control of the entire consumer journey-from product discovery to post-sales support.

One such brand is Centuary Mattress which started its operations in 1988 and launched the mattress brand Centuary in 1992; and has constantly grown on its strength of quality and innovation, with a vertically integrated manufacturing setup. The brand Centuary offers a wide range of sleep products and is known as India’s sleep specialist on account of its product leadership position.

Uttam Malani, Executive Director, Centuary Mattresses said, “Today, there are many innovations around the product such as copper gel infusion, anti-microbial treatment, breathable CNC shaped foams, etc. which add to the value proposition of the product. Centuary has always stood for product leadership, thanks to a fully integrated manufacturing setup with top-of-the-line European machinery. Adoption of the latest technologies and materials such as gel foams, antimicrobial treatment, etc. have put Centuary at the forefront of product differentiation post-COVID.

Omnichannel Strategy
Going ahead, Centuary is planning to enhance the retail buying experience by adding another 170 brand stores to the existing network of 450+ stores. Besides, it will be launching exclusive experience stores across key metro cities.

Centuary has strengthened its digital footprint over the last 2 years and actively working on omnichannel integration to leverage the best of both worlds. The idea is to make the brand easily discoverable and accessible to all types of consumers,”Malani elaborated.

Betting Big on Technology
Nowadays, every brand depends on its technology to maintain and increase the efficiency of systems, products, and services. It helps track and streamline processes, maintain data flow and manage contacts and employee records.

Rapid digitization of content and campaigns has happened in the last couple of years. Currently, the brand is also working on UI/UX with technologies such as AR, 3D renders, etc. to present a more intuitive digital catalog and seamless experience to its consumers”Malani stated.

Marketing Push: The Cranky Mom Campaign with Momspresso
Parenting is a difficult task especially during the first 3 years as during this period the new moms go through a lot of stress and sleep deprivation.

The lack of sleep results in low energy during most part of the day, and they are not able to manage their daily chores, resulting in mood swings and cranky behavior. As India’s sleep specialists, we are trying to figure out if a separate mattress for the kids could address babies’ sleep pattern, which in turn will help the new moms sleep better,”Malani asserted.

Future Goals
The brand has been growing consistently at 35-40 percent year-on-year for the last 3 years and its objective is to continue to grow by adding more products to the portfolio.

We are soon entering the cluttered category of online foam mattress segment, consolidating our distribution in West, Northeast, and central India. All these would be part of our growth and expansion strategy for FY 22-23 and FY 23-24,”Malani asserted.

The brand intends to expand its retail footprint across South, West, and East India, in addition to launching its experience store format. Apart from this, exports and e-commerce will continue to be growth drivers. On the manufacturing side, the brand is expanding capacities and modernizing equipment at all 4 manufacturing facilities in Hyderabad and Bhubaneswar,”Malani concluded.


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