Background

Karnataka Consumer Products Ltd(KPCL)

1962 – company established

-Started as manufacturer of cushion seats and
bare blocks.
- Concept of rubberized coir.

1965 - introduced first time, under the brand

name
“Kurlon“..
Supply material to industrial buyers. .
1983 – decided to start manufacturing for end user.
1985- capacity to produce 800 tones of rubberized coir(60%
being sold as bare blocks)
1987- stopped its line of bare blocks
By 90’s – Product portfolio :
mattresses, pillows, towels, doormats, and cushion seats

Leader in Indian comfort mattresses.

Export 10%of total mattress sale
 Product Details
•Rubberized coir mattress was an evolution
from the traditional cotton mattress
•Kurlon mattress was made of million of
fibers bonded with latex and compressed to
form coir block.
•The design structure of Kurlon mattress
allowed free circulation of air and prevented
heat from building up between the
mattress and cot.
 Product Varieties
• The most popular varieties of mattresses
in India are that of cotton, rubberized
coir and foam which differ in
density, freshness, comfort, strength and
shapetype
Mattress advantages disadvantages
PU foam Soft, very light Hot, expensive, sag
Latex rubber Not as soft as foam, expensive
comfortable
Spring mattress No sagging, long life Very expensive, gets
noisy
Rubberized coir Firm, reasonably priced Tendency to sag
Cotton mattress Cheap, foldable, of any Forms lumps
size available
 Product Line of Kurlon
• Apsara – Economy model (3 & 4inches)

• Super Deluxe – Premium model (3 &4 inches)

• Romantique – Super soft model (4.5inches)

• Klassic – Super premium model (5inches)

• Ortho – Designed for back problems(4 inches)

 Market

Cotton Mattress(70%)
Rubberised Coir Mattress , PU Form
Mattress ,
Spring Mattress and other (30% )
Segmentation and targeting
• Economy seekers – price is more
important
• Comfort seekers – comfort is more
important
• Value seekers – value is more
important
• Additional attributes – orthopedic
buyers
 Target segment
• Normal buyers - involved in purchase for
marriage and additional to family.
• Therapeutic buyers- purchase mattresses
on account of back problems.
 Competition
• Kurlon is the leading player in the country in the
rubberized coir mattress followed by
Duroflex,Starlite,Centuary and Aaram.
• In addition to these brands there are also
regional and local players both in branded and
unbranded category.
• For example Rilaxon in East, Bedsy in
Karnataka, Coiron and Sulfex in Kerala and
Tamilnadu.
• In addition to rubberized coir mattress there are
also Full PU foam and Spring mattress with
market share of 5% and 1% respecively.
 Conti….
• Sleepwell and Springwel are the major
players in the PU foam and Spring mattress
segments respectively.
 Swot Analysis

STRENGTHS WEAKNESSES
• Brand name • Poorly motivated dealers
• Quality • Many sub brands
• Promotion

OPPORTUNITIES THREATS
• New brands • Closest competitor-Duroflex
• New markets • Brand loyalty
• Regional players