In­ter­na­tional brand King Koil for­ays into the In­dian Mar­ket


King Koil, the in­ter­na­tional mattress brand, plans to in­vest Rs 400 crore in the next five years in the In­dian mar­ket to grow and ex­pand its foot­print and busi­ness. The plan to do this is through dis­trib­u­tor­ships, tie-ups with multi-brand out­lets, open­ing of ex­clu­sive out­lets sup­ported with mar­ket­ing to cre­ate brand aware­ness. King Koil has tied up with Real In­ner­spring to ac­com­plish this and es­tab­lish a firm base for its busi­ness 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 unor­ga­nized 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 is 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 like Delhi NCR and Mum­bai across states like Gu­jarat and Pun­jab, fol­lowed by the South and even­tu­ally across the coun­try

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