Foam Home aids our sleeping patterns with their award winning mattresses which are the need in today’s stress induced world.
In the fast paced world of hectic routines, fitness regimes and medical issues, our sleep is the one natural thing that can determine our efficiency. We get into a conversation with Sabina Bhanpurwala of Foam Home, India’s leading mattress suppliers.
When was your company incepted and who founded it?
Foam Home (India) Pvt. Ltd is a forty year old family owned business started by my father Mr. Huseni Bhanpurawala. Over the past four decades it has emerged as a leading mattress manufacturer, retailer, franchiser and licensor for premium bedding and sleep products. It is also a recipient for a Global Patent on its Ergoshell range of mattresses.
What are some of the new and popular innovations that your company has made in the recent past?
Our range comprises of 15-20 types of distinct models made of various sophisticated materials. Our latest launch the Ergoshell Mattresses has added another six models to our range and is capable of further customisation. The unique factor about ErgoShell is its inner construction which is made of three parts, the mattress shell, support blocks and the comfort layer. Apart from this, we have introduced many technologies to the Indian market such as the Gel technology, Memory foam and even our most popular cervical pillows.
What are the challenges when providing your products to the Indian market?
The Home furnishings and Mattress market has seen substantial growth in the past few years.
Thanks to the Internet, consumers are a lot more conscious about their investments and make very educated purchases. The recent spread of awareness on the importance of sleep has given rise to small to mid-sized mattress firms, both, online as well as offline. This has increased the percentage of organised sellers in this space.
Also, I’d like to highlight is the cost of Logistics. Mattresses are a bulky product and expensive, we do not have affordable transport companies to handle the same. This restricts our markets geographically and forces us to run our own vehicles for the purpose of delivering.
Do you have an after sales service in place?
There are times when after a purchase, a customer realises that they would’ve preferred it a little firmer or softer. Mattresses manufactured by Foam Home are capable of this correction or adaptation post a sale. It is very important to us that our clients are comfortable. After all, Goodnight is not just a wish, for us, it is a promise.
What are you marketing strategies to compete with other brands in the market at par with you?
We have carved a niche for us in the market which mainly comprises quality conscious and luxury-centric clients. Our major clientele comprises business tycoons, celebrities, politicians, doctors and business families. Moreover India is a huge market and I believe there is enough for everyone so rather than trying to beat competition, I prefer focusing my energy on how I can do and deliver better for my customers compared to yesterday.