Kurl-on growing at around 20% annually: Sudhakar Pai, Chairman & MD

Pai talks about his hopes from the wedding mattress launch, the role of innovation, and the brand’s expansion plans

e4m by Neethu Mohan
Updated: Dec 3, 2019 11:00 AM
Kurl-On

With an aim to expand product portfolio and strengthen offering in premium and luxury segment, Kurl-on has recently launched India’s first wedding mattress. In April, the brand also acquired international bedding brand Spring Air, the leading and amongst the top manufacturers of bedding products in the world for an undisclosed amount.

In a chat with exchange4media, Sudhakar Pai, Chairman and Managing Director, Kurl-on, spoke about his hopes from the wedding mattress launch, the role of innovation, and the brand’s expansion plans.

Speaking on his hopes on the new product, Pai said, “The basic idea of state-themed wedding mattress is to connect people to Kurl-on as a brand. One of the best ways to get connected to people is through marriages. The weddings in India has a tradition of giving gifts to the newly-weds and Kurl-on as a brand understood that there is scope in traditional gifts which can be given to the newly-weds. We launched themed mattress for the wedding season as a strategy to tackle the growing need among consumers for unique gifting options for the newly-weds.”

Speaking on the marketing and advertising plans, Pai said, “We will approach both traditional and digital media for advertising purposes. Digital has the ability to touch new consumers very fast.”

On the revenue expectations and expansion plans, Pai said, “We have recorded sales revenue of Rs 1,050 crore for 2018-19 and are working towards attaining 25% growth to close 2019-20 with a turnover of over Rs 1,200 crore. The year witnessed Kurl-on making deeper inroads into retail expansion, new product introductions, and brand promotions. On the retail expansion front, we are planning to expand our footprint from the existing 100 stores to 250 stores by the end of financial year 2020.”

“We are growing at 15-20 percent annually and are working towards launching multiple tech products for the coming year,” he said.

Delving more into the role of research and innovation at Kurl-on, Pai said, “Kurl-on is focused on enhancing our product portfolio backed by R&D and new technologies. We have made significant investments in R&D and new technologies. Kurl-on has introduced a sofa range for the untapped semi-premium market, innovative products like STR8 - Sag Proof Mattress, and the ‘Mattress In A Box’ which can be transported easily during natural calamities. Rectangle Soft Wedge pillow, Glacies Gel pillow, designed to create proper air circulation maintaining ideal temperature all night long, are other innovations.”

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