Backed with a national roll-out plan to capture around 50 per cent of the organised market of mattresses, Godrej and Boyce Ltd launched a range of mattresses in Pune.
The national roll-out is expected to be completed in next three weeks, while the company aims to have 50 per cent market share, withing three years of operations.
The products will be retailed in India through the existing network of 500 Interio dealerships and some exclusive dealers that will be added to touch around 1,000 outlets in the next couple of years.
“The company aims at changing the face of the mattress industry in the country. We are targeting the upper end of the market that comprises rubberised coir, spring and latex mattresses,” said JB Khodaiji, head, mattress business, Godrej.
“The size of the market in the country is pegged at around Rs 5,000 crore, of which the organised sector accounts for roughly Rs 1,200 crore. We expect to capture around 50 per cent of this by the next three years,” he said, adding that export to markets such as West Asia, Africa and Sri Lanka is also on the cards.