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<ul><li><keyword id="6449925" type="COMPANY" weightage="20" keywordseo="Centuary-Mattresses">Centuary Mattresses</keyword> is expecting to close Financial Year 2020-2021 with 18-20% growth. </li><li>Currently, Centuary Mattresses enjoys about 10% of the market share in the organised segment and aims to increase its share to 12-13%. </li><li>Uttam Malani, Executive Director, Centuary Mattresses shares with us the strategy behind its ambitious expansion and revenue goals. </li></ul>The COVID-19 induced lockdown had put brakes on every business but Centuary Mattresses saw its business bouncing back to normalcy in August. As consumers started focusing more on their health and well-being and became more conscious of following a tight schedule, sleep also started playing a vital role in this aspect. <br /><br />Centuary Mattresses, a 30-year-old brand that takes pride in being a ‘sleep specialist,’ was quick to recognise the growing importance of ‘immunity and health’ in the market and launched an antimicrobial foam shield mattresses across its range and online range of pocket spring roll mattresses. The brand is aiming to position its mattresses not only as a wellness product but as a health product which could help in boosting immunity.<br /><br />On how important the wellness proposition has become in the current market, Uttam Malani, Executive Director, Centuary Mattresses, said, “We strongly believe that every business in the post-COVID era will have to bring a certain wellness proposition for the consumer. As a mattress brand, we also intend to leverage this position by tailoring most of our products and communication in this direction. We have a host of new product line ups and health-based brand communications. The post lockdown period will certainly bring optimism for the manufacturing industry. However, few things which should be kept in mind after lockdown are spending the money sensibly with judicious buying. The companies need to implement a proper credit management system, control the operational expenses, plan logistic management, and streamline the labour/manpower management.” <br /><br />According to Malani, Centuary Mattresses is amongst the top 3 brands in the country with a presence in 19 States and availability across 3500+ retailers. It is looking to expand its presence in East/North-Eastern markets and currently has exclusive 400 + EBOs in the country.<br /><br />As the market slowly limps back on its track, Centuary Mattresses is optimistic about achieving 18-20% growth this fiscal. Centuary Mattresses enjoys about 10% of the market share in the organised segment and it aims to increase its share to at least 12-13% in Financial Year 2020-2021. <br /><br />Organised and unorganised put together, the mattress industry in India is currently worth Rs 10,000 crore and only about 40% of the market is occupied by organised players. <br /><br />Talking about the advantages of operating in a market dominated by unorganised players, Malani said, “63% of the mattresses sold in the country still comes from the unorganised sector as per a recent survey conducted by the ISPF; the opportunity presented to the organised sector through the implementation of GST is huge. Add to that the explosion in the health &amp; wellness industry; coupled with growing awareness levels &amp; studies on the importance of sleep in an individual's wellbeing, and it doesn't take long to realise that the category is ripe for transformation to a well-structured, regulated, and largely organised sector. The Online sales of mattresses has gained more traction post-COVID, with nearly 7-8% revenue contribution coming from online channels.”<br /><br />However, the mattress industry is expected to shrink by 10% and that hasn’t shaken its spirit. <br /><br />Malani said, “While growth of the industry will be pegged at -5% in the current fiscal, it may witness a healthy growth in 2021-22. However, we did not waste the lockdown period and rather looked out for opportunity amidst this crisis. We are already on the recovery mode and should be back on the growth track from the festive season. Even though the mattress industry which was growing at 8% annually, is expected to shrink by 10% this year, we are optimistic we will be able to achieve a growth of about 18%-20% Y-oY this financial year onwards,” <br /><br />It was on the back of demand from rural markets that Centuary Mattresses saw an early recovery. With the festive and marriage season, the brand is now hoping to clock good numbers in the urban market as well. <br /><br />“Consumer spending has become more cautious with COVID as consumers are preferring to place their confidence in known and reputed products and brands. Although the average selling prices have shrunk marginally, there is a huge spike in business particularly from rural belts in recent weeks, which bodes well for the organized sector. While mattresses demand is becoming normal in Tier-II &amp; III rural areas, the momentum is yet to pick up in the urban. In the initial period, we were anticipating a hit of around 25% on the business, however, with the current developments, we foresee it to be down by around 5% now this fiscal with healthy growth in 2021-22,” said Malani.<br /><br /><strong>Communication Strategy </strong><br /><br />The Indian consumer has been shifting to the online world over the last few years and this trend has only been accelerated post-COVID. <br /><br />“Centuary has been one of the first mattress brands in India to create an e-commerce footprint right from 2015. We are betting big on our first ‘Online Exclusive’ product range – ‘Sleepables by Centuary’. We invested a year on developing it and it's an extension of the umbrella brand Centuary Mattresses and restricted to an online space. The mattress is also made available in the revamped website of Centuary to leverage its own web engine and utilize it as a powerful e-commerce engine with a better customer interface. The traffic has increased 3 times as compared to the Pre-COVID days,” said Malani. <br /><br />On changing its social media to meet the rising consumer demand, Malani said, “We are keeping all our customers and followers engaged through various means of Social Media platforms by providing required information clubbed with some entertainment in these stressful times. We have started a social media campaign to engage and educate people not only on the benefits of sleep but also helping the family members to understand the advantages of better sleep. At the same time, we have also initiated a conversation with all our customers to understand their worries by addressing each of the issues being raised because we are concerned for a better health and longevity of our customers.” <br /><br />Elaborating on the social media strategy further, Malani said, “In continuation to our efforts in engaging with our audience during the lockdown period, we have organized campaigns like ‘KaroNa’ wherein we motivated people to start learning to play musical instruments, indoor games, have a family discussion to enhance the bonding, etc., we thought of making it more interesting and provide relief from boredom to all our audience through an interesting #SleeptimeStories campaign which is still running. Sleep Time or bedtime stories are the most cherished moments of everybody’s life; be it grandparents, parents, and kids as well. So, we wanted them to be more relevant and non-preachy. Therefore, we made them light-hearted, hopeful, and value-driven stories clubbed with fun. We introduced a storytelling expert who interestingly narrates a specific story on social media platforms to impress the audience of every age group. The activity is helping the audience to inculcate a habit of sleeping on time leading to a night of better sleep and feel relaxed in the morning.” <br /><br />Centuary Mattresses will continue to ride on this robust demand by augmenting its presence on social media, increasing its retail presence and focus on launching health and hygiene product range. <br />

Centuary Mattresses aims to expand its market share to 13% in FY21, perform even better than last year

<p>We rounded up the eight best sales and deals happening online today, with savings on mattresses at Bear, AeroGarden indoor gardens on Amazon, appliances at Best Buy, designer brands at Barneys New York, and Converse sneakers. For even more deals and savings across the web, check out <a href="https://coupons.businessinsider.com/" target="_blank" rel="noopener">Business Insider Coupons</a>.</p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><a href="http://shareasale.com/r.cfm?b=999&amp;u=1088116&amp;m=60398&amp;urllink=www.bearmattress.com%2F" target="_blank" rel="noopener"></a><p class="source"><span>Bear Mattress</span></p></div><p></p></div></div></p><h2>1. <a href="http://shareasale.com/r.cfm?b=999&amp;u=1088116&amp;m=60398&amp;urllink=www.bearmattress.com%2F" target="_blank" rel="noopener">Save 20% on Bear Mattresses and get two free pillows</a></h2><p><span>Named </span><a href="https://www.businessinsider.com/best-mattress#the-best-mattress-for-hot-sleepers-2" target="_blank" rel="noopener">the best mattress for hot sleepers</a><span> in our buying guide, Bear Mattresses are designed to help keep you cool and comfortable at night. Additionally, the mattresses feature Celliant, a material that converts heat from the body into infrared energy that's been proven to help rebuild cells. It can also help you wake up feeling more well-rested and free of aches and pains, plus you won't break a sweat in your sleep because it's so breathable. Right now, you can save 20% on your order</span><span> by using the promo code "<strong>JULY20</strong></span><span>" at checkout. Plus, you'll receive free Cloud Pillows with your matress purchase.</span></p><h3><a href="http://shareasale.com/r.cfm?b=999&amp;u=1088116&amp;m=60398&amp;urllink=www.bearmattress.com%2F" target="_blank" rel="noopener">Shop the Bear Mattress sale now.</a></h3><h3><a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=38678&amp;murl=https%3A%2F%2Fwww.llbean.com%2Fllb%2Fshop%2F32%3Fnav%3DF1i32-hp" target="_blank" rel="noopener"> <div class="KonaFilter image-container display-table"><div><div class="image on-image"></div></div></div></a><p class="source"><span>L.L.Bean</span></p><p></p></h3><h2>2. <a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=38678&amp;murl=https%3A%2F%2Fwww.llbean.com%2Fllb%2Fshop%2F32%3Fnav%3DF1i32-hp" target="_blank" rel="noopener">Save up to 50% sitewide at L.L.Bean</a></h2><p>L.L.Bean is kicking off the summer with a huge sitewide sale. Right now, you can save up to 50% on outdoor gear, apparel, shoes, accessories, and more for the entire family. If there's anything you want or need to enjoy the outdoors this summer, this is a great opportunity to save big. Discounts are applied automatically, so you won't need to enter a promo code. To potentially <a href="https://coupons.businessinsider.com/llbean" target="_blank" rel="noopener">save more at L.L.Bean, visit Business Insider Coupons here</a>. </p><h3><a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=38678&amp;murl=https%3A%2F%2Fwww.llbean.com%2Fllb%2Fshop%2F32%3Fnav%3DF1i32-hp" target="_blank" rel="noopener">Shop the L.L.Bean sale now</a>. </h3><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><a href="http://levis.pfm4.net/c/196318/366459/5398?u=https%3A%2F%2Fwww.levi.com%2FUS%2Fen_US%2F" target="_blank" rel="noopener"></a><p class="source"><span>Levi's</span></p></div><p></p></div></div></p><h2>3. <a href="http://levis.pfm4.net/c/196318/366459/5398?u=https%3A%2F%2Fwww.levi.com%2FUS%2Fen_US%2F" target="_blank" rel="noopener">Save 50% on select styles at Levi's</a></h2><p>Levi's is closing out spring with an end-of-season sale - and the savings are massive. Now through June 27, you can save up to 50% on select styles including jeans, shorts, T-shirts, trucker jackets, cargo pants, sweatshirts, button-up shirts, socks, backpacks, and more. Despite being an end-of-season sale, most of the styles are classic enough to be worn year round. Prices are as marked, so you won't need a promo code. To potentially <a href="https://coupons.businessinsider.com/levis" target="_blank" rel="noopener">save more at Levi's, visit Business Insider Coupons here</a>. </p><h3><a href="http://levis.pfm4.net/c/196318/366459/5398?u=https%3A%2F%2Fwww.levi.com%2FUS%2Fen_US%2F" target="_blank" rel="noopener">Shop the Levi's sale now</a>. </h3><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><a href="https://amzn.to/2YbNAbh" target="_blank" rel="noopener"></a><p class="source"><span>AeroGarden</span></p></div><p></p></div></div></p><h2>4. <a href="https://amzn.to/2YbNAbh" target="_blank" rel="noopener">Save up to 50% on AeroGarden indoor gardens on Amazon</a></h2><p><span>If you have a green thumb but not an outdoor garden, an AeroGarden is a must-have device. It allows you to grow multiple plants at once without needing any soil- and it'll fit right on your countertop. Today, as an Amazon deal of the day, you can save up to 50% on select AeroGarden indoor gardens including the larger AeroGarden Ultra, the compact AeroGarden Harvest 360, or the AeroGarden Harvest Elite 360, which has a vacation mode setting.</span></p><h3><a href="https://amzn.to/2YbNAbh" target="_blank" rel="noopener">Shop all AeroGarden indoor gardens on Amazon now</a>. </h3><p><div class="KonaFilter image-container"><div class="image on-image"><a href="http://www.anrdoezrs.net/links/6415797/type/dlg/https://www.boxed.com/" target="_blank" rel="noopener"></a><p class="source"><span>Boxed</span></p></div><p></p></div></p><h2>5. <a href="http://www.anrdoezrs.net/links/6415797/type/dlg/https://www.boxed.com/" target="_blank" rel="noopener">Save up to 20% sitewide at Boxed</a></h2><p>Boxed is a new startup that's changing the way people buy household items in bulk. Unlike other wholesale stores, there's no membership fee and you won't need to go to a huge store to shop - and right now, it's running two sales that will save you even more money. As part of the Fourth of July sale, you can save up to 20% on select essentials like snacks, condiments, and party supplies. As part of the Friends and Family sale, you can save an extra 15% by using the promo code "<strong>FRIEND15</strong>" at checkout. For more <a href="https://coupons.businessinsider.com/boxed" target="_blank" rel="noopener">deals and savings at Boxed, visit Business Insider Coupons here</a>. </p><h3><a href="http://www.anrdoezrs.net/links/6415797/type/dlg/https://www.boxed.com/" target="_blank" rel="noopener">Shop the Boxed sale now</a>. </h3><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=38606&amp;murl=https%3A%2F%2Fwww.bestbuy.com%2Fsite%2Fhome-appliances%2Fmajor-appliances-sale-event%2Fpcmcat321600050000.c%3Fid%3Dpcmcat321600050000" target="_blank" rel="noopener"></a><p class="source"><span>Best Buy</span></p></div><p></p></div></div></p><h2>6. <a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=38606&amp;murl=https%3A%2F%2Fwww.bestbuy.com%2Fsite%2Fhome-appliances%2Fmajor-appliances-sale-event%2Fpcmcat321600050000.c%3Fid%3Dpcmcat321600050000" target="_blank" rel="noopener">Save up to 40% on top appliances at Best Buy</a></h2><p>While the Fourth of July is typically celebrated outdoors with hot dogs, and fireworks, Best Buy is focusing on the inside your home with massive savings on appliances. Now through July 10, you can save up to 40% on both large and small appliances from top brands like GE, Whirlpool, Samsung, LG, and KitchenAid. Additionally, you can get up to a $500 Best Buy gift card on qualifying purchases. To potentially <a href="https://coupons.businessinsider.com/best-buy" target="_blank" rel="noopener">save more at Best Buy, visit Business Insider Coupons here</a>. </p><h3><a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=38606&amp;murl=https%3A%2F%2Fwww.bestbuy.com%2Fsite%2Fhome-appliances%2Fmajor-appliances-sale-event%2Fpcmcat321600050000.c%3Fid%3Dpcmcat321600050000" target="_blank" rel="noopener">Shop the Best Buy appliance sale now</a>.</h3><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><a href="http://www.anrdoezrs.net/links/6415797/type/dlg/https://www.converse.com/shop/sale" target="_blank" rel="noopener"></a><p class="source"><span>Converse</span></p></div><p></p></div></div></p><h2>7. <a href="http://www.anrdoezrs.net/links/6415797/type/dlg/https://www.converse.com/shop/sale" target="_blank" rel="noopener">Save 30% on sale styles at Converse</a></h2><p><span>With more than a century of experience in the footwear industry, Converse is easily the most timeless sneaker brand. </span>Now through June 30, you can save an extra 30% on sale styles by using the promo code "<strong>SAVE30</strong>" at checkout. Whether you're interested in the classic Chuck Taylor or a more modern silhouette like the Louie Lopez Pro, you'll find plenty of variety for men, women, and kids. For more <a href="https://coupons.businessinsider.com/converse" target="_blank" rel="noopener">deals and savings at Converse, visit Business Insider Coupons here</a>. </p><h3><a href="http://www.anrdoezrs.net/links/6415797/type/dlg/https://www.converse.com/shop/sale" target="_blank" rel="noopener">Shop the Converse sale now</a>. </h3><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=38359&amp;murl=https%3A%2F%2Fwww.barneys.com%2F" target="_blank" rel="noopener"></a><p class="source"><span>Barneys New York</span></p></div><p></p></div></div></p><h2>8. <a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=38359&amp;murl=https%3A%2F%2Fwww.barneys.com%2F" target="_blank" rel="noopener">Save up to 75% on designer brands at Barneys New York</a></h2><p>High-end designer clothing might be out of your usual budget, but Barneys New York is having a huge sale that's making them much more affordable. For a limited time, you can save up to 75% on designer brands including Balenciaga, Chloé, Givenchy, Balmain, OFF-WHITE, and more. With clothes, shoes, handbags, belts, hats, and more, you'll find great deals without splurging. </p><h3><a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=38359&amp;murl=https%3A%2F%2Fwww.barneys.com%2F" target="_blank" rel="noopener">Shop the Barneys New York sale now</a>. </h3><p class="tagline"><a href="https://www.businessinsider.com/intelligence/40-big-tech-predictions-for-2019?IR=T&amp;itm_source=businessinsider&amp;itm_medium=ctgr_bii&amp;itm_term=ctgr_leadgen&amp;itm_content=amazon&amp;itm_campaign=40-big-tech-predictions-for-2019"></a></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="https://www.businessinsider.com/blatt-billards-custom-pool-tables-for-celebrities-2019-5">How $100,000 custom pool tables are made for celebrities like Justin Bieber and Taylor Swift</a></h3>        <div>                    </div>    </div>

Save 20% on a Bear mattress and get 2 free pillows - plus 7 other sales and deals happening now

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Centuary Mattresses aims to expand its market share to 13% in FY21, perform even better than last year

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Save 20% on a Bear mattress and get 2 free pillows - plus 7 other sales and deals happening now

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