King Koil invests 400cr in Indian Market

King Koil, the international mattress brand, plans to invest Rs 400 crore for the next five years in the Indian market as part of its growth and expansion plans. The company looks at strengthening its presence nationally through distributorships, tie-ups with multi-brand outlets, opening of exclusive outlets along with spreading aggressive brand awareness. King Koil has tied up with Real Innerspring to establish a firm base in India.
 
Talking about the foray, JP Ledoux, VP -- International Business, King Koil, says, "We are contented to influx the Indian market, which is a paradigm shift for us initially with our two products that will be available in the Indian market. The move comes as part of our strategic expansion plan to reach out to the burgeoning mattress market in India. The two major products that King Koil has introduced in the domestic market are, Posture Sense and Dr. Mattress.
According to Archit Gupta, MD, Real Innerspring, "The market size of the organized mattress sector is around Rs 6,000 crore in India and the unorganised sector sells 10 times more than the branded products. The company is targeting high-end mattress space and mid-segment markets. The  mattress making market is growing rapidly. In a developing economy like India, there are a bouquet of mattress making brands and every brand caters to the different bunch of audience.”
 
King Koil plans to open in key metropolitan cities including Delhi NCR and Mumbai, besides states like Gujarat and Punjab, followed by the South and eventually across the country.