Dubai Company enters India - Serta launch

Emirates Sleep Systems Pvt. Ltd. (ESPL) which is a subsidiary of Dubai Furniture Manufacturing Company LLC (DFMC) has got the license for manufacturing and marketing Serta brand of sleep products in India. Serta, a US brand, headquartered in Chicago, North America, has global presence with 27 manufacturing facilities in USA and in 35 other locations worldwide. It is considered to be the Second largest mattress brand in the Inner Spring category. DFMC launched Serta branded products in the Middle East in the year 2001 and since then the brand has grown considerably to become one of the leaders in the hospitality and retail segments. Incidentally, DFMC also manufactures and markets King Koil range of products in the Middle East and India.

ESPL has set up a full fledged factory near Pune in India which can manufacture up to 200 mattresses a day. The marketing expertise and technological know-how acquired by DFMC due to its experience in the Middle East will be utilized fully to produce high quality products for the Indian market. “Our success in the Middle East gives us the confidence to enter growth markets like India wherein the Inner Spring market is still at a nascent stage. While we will be consolidating our presence of Serta in the Middle East, we would use all our expertise to establish the brand in India and grow” remarks Mr. S. Sundar Rajan, CEO of the company.

Serta is one of the biggest names in the mattress industry and will be positioned as an ultra premium brand in India appealing to high socio-economic category. The company has carried out extensive research to understand the Inner Spring market in India with particular reference to consumer perceptions, purchase patterns & usage and will be launching suitable high quality products for the Indian market. The company will be appointing franchisees in all major cities and in the first stage, the focus would be on Pune, Delhi and Bangalore.

Many of the 5-star hotel chains in India like Hilton, Marriott, Holiday Inn, Hyatt, etc., are already equipped with Serta branded products to provide their guests with the ultimate sleep experience. Now, with a factory in India, Serta range of products will be available in the retail outlets as well.

The market size for the spring mattress category in India is about US$ 25 Million, though the total market size for all types of mattresses is more than US$ 500 Million. The mattress industry in India is dominated by small scale & unorganized sector which caters to more than 90% of the mattress requirement. Currently there are no quality manufacturers in the spring mattress segment due to which the growth in this category is too slow. Serta would be filling up this vacuum by manufacturing and marketing hi-tech and high quality products which will provide the consumer a unique sleep experience. The focus of the brand would be to provide consumers the required support, comfort, feel and the luxury they deserve at competitive prices. The price range for the customer would be from Rs. 28,000/- to Rs. 82,000/- (US$ 560 - US$1,640) for a King size mattress for various models.

Serta brand originated in North America in 1931 and has been synonymous with quality, comfort and style. The rich heritage of the brand enabled it to expand quickly in areas outside the US and the brand has steadily made significant progress and impact in the mattress industry. Today Serta has many facilities all over the globe including one at Dubai and the recent one in Pune, India.