After the pandemic, the sleep industry in Kolkata has seen remarkable growth, with experts anticipating a further 30% increase in the next two years, thanks to the booming real estate sector. This surge is attributed to the city’s contribution of 50% to the organized sleep market in eastern India, as more people are investing in high-quality mattresses, pillows, and related accessories.
Currently valued at around Rs 700 crore, the Kolkata sleep market is poised to exceed Rs 1,000 crore within the next two years, according to industry insiders. Nationally, the sleep industry is valued between Rs 12,000 crore to Rs 14,000 crore, with a growing demand for premium and smart grid sleep products attracting new players to the Kolkata market.
Ripal Chopda, the marketing head of The Sleep Company, shared insights into their strategy, noting that “Currently, our market in Kolkata is Rs 20 crore. We introduced smart grid mattresses and other sleep products in 2019. In 2019. In the past three years, we had a surge in online sales from Kolkata and this prompted us to open two offline stores at Salt Lake and Topsia. More are in the offing.”
There has been a noticeable shift in Kolkata’s preference from traditional cotton mattresses to materials like PU foam, rubber coir, and value-added foams, observed Himanshu Mehta, managing director of Napcloud Sleep and Seating Solutions. Subhash Lath, owner of Decohome at Shakespeare Sarani, echoed this sentiment, noting an increasing demand for premium mattresses.
Ripal Chopda, CMO of The Sleep Company, reflected on his experience in marketing for both established incumbents and hyper-growth brands, discussing what fueled The Sleep Company’s growth, the importance of timing and readiness for omnichannel expansion, and the impact of having Mr. Anil Kapoor as a brand ambassador.
Key takeaways:
- Every brand and category has its own strategy for allocating resources between performance marketing and branding, but ultimately, investing in branding becomes essential for sustained growth.
- The decision to partner with Mr. Anil Kapoor as a brand ambassador was unconventional but highly effective, evident from the significant increase in search volume related to “Anil Kapoor Mattress.”
- Timing and readiness are crucial when transitioning from digital to omnichannel. Moving into general and modern trade channels requires careful planning to minimize risks, as consistency across product, price, and brand communication becomes paramount across all consumer touchpoints.
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