Mumbai: Most working individuals understand the importance of quality sleep, which is crucial for overall health and well-being. However, sleep deprivation has become a widespread concern, particularly amidst the pandemic. Studies reveal that a significant proportion of Indian adults face difficulties initiating sleep or maintaining it. These issues, compounded by erratic lifestyles, can lead to various health problems.

In this context, choosing the right mattress is imperative. With a legacy spanning 63 years, Magniflex, Europe’s premier luxury mattress brand renowned for its Italian craftsmanship and cutting-edge technology, strives to provide its customers uninterrupted and healthy sleep.

Indiantelevision.com caught up with Magniflex India’s managing director Anand Nichani to know more about the mattress industry, common sleep challenges faced by Indians, mattress certifications and much more…

Edited Excerpts:

On an overview of the mattress market

The mattress category in India is valued at 12,000-13,000 crore; with the organised segment holding a 40 per cent share (5,000 crores). India’s overall mattress market has grown at a CAGR of over 11 per cent in the last five years, with increase in awareness and high consumer earning capability The organized industry has grown at a CAGR of 17 per cent during the same period. The mattress market in India is expected to grow at a CAGR of five per cent by 2027.

The low-segment (<8K) constitutes 25 per cent of the market, the mid-segment (8K-30K) constitutes 50 per cent of the market, the premium segment (30K-99K) constitutes 24 per cent of the market share, and the luxury segment (> one lakh) constitutes one per cent (50 crore) of the market share. The market for luxury mattresses is projected to expand at a CAGR of 25 per cent

Magniflex holds a 42 per cent market share in the organized and luxury segments. Overall, Magniflex is experiencing 40 per cent growth, and the annual revenue stands at 21 crore.

On Magniflex India addressing common sleep challenges faced by Indians, and the innovations that Magniflex has made to meet India's diverse sleep needs

Numerous surveys have shown that Indians are not very good sleepers. The average sleep duration of Indians varies between five to six hours and 47 minutes. But, post the pandemic, we have seen people prioritise their sleep for their overall health and wellness. Today, because of the awareness, people are asking for specific mattresses to address their sleep problems, which was not the case earlier. People today are more aware of the different solutions the mattress industry provides and are willing to spend extra for an uncompromised sleep experience.

People today come to us looking very specifically for orthopedic mattresses, excellent mattresses, and adjustable electric beds.

On Magniflex setting itself apart from other mattress brands, and could you give us an insight into the patented technologies and certifications Magniflex holds

Studying the trends and keeping up with what consumers require is crucial for us, and that is why Magniflex has been in the market for 63 years today; the brand is available in more than 100 countries, and 50 million people sleep on our mattresses.

We launched Magnicool last year when we received enquiries for cooling mattresses. With the temperatures soaring in summer, our consumers were looking for a mattress that provided some respite from the heat and helped them sleep through the scorching summers. Magnicool, thanks to its special Japanese fabric, has a temperature-regulating feature; that wicks away moisture and maintains a perfect microclimate for a cool and refreshing sleep.

Similarly, when we have enquiries about back pains and spine-related problems, we introduced our patented product, Magnistretch. This product has undergone years of research and development. We worked with the doctors at the University of Zaragoza to develop this patented product that provides relief and support to your back and decompresses your spine in India. Magnistretch is the only valid- Orthopaedic Mattress certified by the American Chiropractors’ Association (ACA).

Our patented memoform sets us apart from ordinary foam mattresses in the country. Patented memoform responds to body weight, not body heat, thus maintaining a constant level of comfort through the night and in all seasons. It is designed in such a way that it provides contoured support to all the critical pressure points of the body. This allows for uninterrupted sleep throughout the day and helps prevent aches and pains.

On Magniflex ensuring affordability for a wider audience, and the ways in which your EMI option makes premium mattresses accessible to the working-class population

Magniflex has partnered with Bajaj EMI and ShopSe to enable customers to opt for no-cost EMIs at all our franchisee and dealer stores. ShopSe enables customers to opt for EMI options on our website. Post COVID, we noticed a drastic shift in how Indians started prioritising their sleep leading to an increase in enquiries about EMI options. With the EMI options, our customers can spread the cost over a period of time; EMI offers an affordable way to indulge in the world of luxury mattresses like ours.

What do mattress certifications mean for consumers and can you outline the benefits of Magniflex’s product portfolio

India, today, is a very well-informed and educated country. Our target consumers do a lot of research before investing in our products. Certifications matter to the customers who are well-informed and have a lot of travel experience. Magniflex’s every claim is backed by certifications.  

Certificates like - OEKO-TEX and GOTS (Global Organic Textiles Standard) – are a testament to our commitment to practicing eco-friendly, organic and sustainable practices in our production facilities and one that reflects in the end products.

American Chiropractic Association (ACA) and our Magnistretch patent certify the benefits of the Magnistretch mattress, which is designed to stretches and relaxes your back.

IMCI, or the Made in Italy certification, guarantees that all design, production, and raw material supply processes took place in Italy.

On Magniflex’s future goals, including sustainable development

Magniflex has always placed its responsibility towards the environment as its top ethic. Our entire production is designed to support sustainability. Magniflex has adhered to the sustainable development goals of the United Nations, which aims at achieving 17 objectives by 2030. These 17 objectives are essential to ensure a better and more sustainable future for all inhabitants of planet Earth.

Our production facility uses solar photovoltaic panels, thereby reducing our CO2 emissions. Our invention of a patented vacuum packaging system allows the handling of 13 mattresses instead of only three, translating into fewer trucks and ships in circulation. Our constant ecological commitment is also recognised in certifications like OEKO-TEX and GOTS – which certify the absence of toxic substances and the usage of 100 per cent organic fabrics in our products.