Mumbai: As we reflect on the journey and growth of Centuary Mattresses over the last year, it has been a transformative period marked by significant achievements and strategic expansions. The company has recorded an average yearly growth of 30% and aims to sustain this rate over the next three years. The year 2023 has played a crucial role in the continued growth of Centuary Mattresses. We have observed a consistent increase in our consumer base, and this growth serves as a testament to the company's dedication to delivering quality products that resonate with an expanding audience. The brand has today solidified its position as "India Ka Sleep Specialist" through a strategic combination of innovation and commitment to superior sleep experiences. The introduction of the revolutionary Copper-Gel technology from Centuary stands as a testament to this commitment. This groundbreaking technology leverages the natural heat-conducting properties of copper to dissipate excess heat, addressing a common concern associated with traditional foam mattresses. The Copper-Gel-infused mattresses not only offer a cool and comfortable sleep environment but also contribute to overall sleep hygiene. By consistently pushing the boundaries of sleep technology, Centuary Mattress continues to lead the way in providing customized, innovative, and rejuvenating sleep solutions for individuals across the country.
One of the key strategies of 2023 for Centuary Mattress was to announce the inclusion of celebrated badminton sensation PV Sindhu as its brand ambassador. This collaboration marks the convergence of two notable entities from Hyderabad – one acclaimed for her achievements on the badminton court and the other for its expertise in providing sleep and comfort solutions.
Another pivotal approach adopted by the brand in 2023 has been geographical expansion. Centuary Mattress expanded its manufacturing footprint by inaugurating a new facility in Orissa, bringing the total number of manufacturing facilities to four — two in Hyderabad and two in Orissa with a combined capacity to produce approximately 10 lakh mattresses annually. The brand has plans to expand with a manufacturing facility in Western India in the coming years. This move not only signifies a commitment to operational efficiency but also positions Centuary Mattresses to cater to a wider market.
The brand in the later half of the year opened its premier experiential store in Chennai and plans to strengthen its presence in the southern market with the opening of around 15 experience centers in Chennai, Bengaluru and Hyderabad in the coming months. Over the next 3 years, the brand aims to increase the number of EBOs to 1,000 and grow the MBO count to approximately 10,000. Additionally, the intention is to establish 100 Experience Centers within the same timeframe.
In 2024, Centuary Mattresses plans to extend its vision horizontally and vertically, reaching more states and geographies, with a focus on tier 3 and 4 towns. The brand's growth is propelled by increasing revenue from non-metro and non-tier one towns, reflecting a substantial demand even in online sales. The company's commitment to comprehensive marketing, including out-of-home and television on platforms like Bigg Boss at the regional level, is evident in its significant investment of 8 to 10 percent of revenues.
With world-class machinery and end-to-end manufacturing, Centuary Mattresses, driven by research and development, is set to launch 10 new products in 2024. This commitment ensures continuous enhancement in product quality, promising an unparalleled sleep experience for consumers. As Centuary Mattresses continues to lead in innovation, the brand looks forward to an exciting and successful year ahead.
The author of this article is Centuary Fibre Plates Pvt. Ltd. executive director Uttam Malani.
