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Monday, December 9, 2013

Brand watch :Kurlon: In the lap of comfort

Kurlon: In the lap of comfort
Innovative products, high quality and affordable pricing have made Kurlon India’s most well-known mattress brand
Established in 1962, Kurlon has garnered a heritage for itself, which the Indian consumer can relate to easily. From drawing to dining rooms, Kurlon’s offerings include a multitude of products including mattresses, pillows, sofas to even bed spreads and home furniture. Kurlon Limited, a Manipal Group Company, was founded by T. Ramesh Upendra Pai as ‘Karnataka Consumer Products Ltd’. The company was renamed as Kurlon Limited in 1995.

Kurlon is one of the oldest mattress makers of India. About one third of our life is spent sleeping – it is therefore vital ensure that we choose the right mattress. This is where the proficiency of India’s largest mattress maker comes to the forefront. Kurlon takes pride in saying that it has a mattress for almost every Indian. From the middle class to the hi-end customers – there is a mattress available that matches their need and pocket. For people with back problems, for instance, there is Spinekare – an exceptional permutation of coir & memory foam. There are numerous varieties of Spring & Foam mattresses as well for the astute consumer. The latest in the series is the super hi-end Healthcare Mattresses which, apart from the comfort that it provides, are turning into lifestyle statements as well – a fact endorsed by the number of celebrities that have purchased them.
Novelty and innovation continues to be Kurlon’s forte as a brand. It is the only brand that works its way through the market through an extensive network of direct dealers. Adhering to the proposition ‘Comfort wrapped in Trust’, Kurlon has now branched out into producing Healthcare mattresses ranging worth upto Rs. 2 lakh.
Kurlon has also started tapping the global expertise for creating innovative products. The brand recently tied-up with the famous Italian designer Cesare Giacomuzzo to embellish its brand with an international flavour. The design inputs, which are procured from Italy, are manufactured in India under the brand name of Kurlon Cesare Ltd. Kurlon has successfully tapped export markets in Middle East, Sri Lanka, Mauritius and Europe.
From mattresses to bedsheets, Kurlon has been repositioning itself from sleep comfort to a home comfort brand. Nevertheless the company has lined up an envious range for its mattresses and bedsheets that has led to the branding of a highly fragmented market. Its range of bedsheets includes Kurlon Cricket series bed linens. Then, there are the Kurlon Teenz series bed linens which are exclusively designed for the new generation. Also popular is Kurlon’s Kids’s series bed linens with various cartoon and sporty prints for kids to enjoy while they sleep. Kurlon’s day and night bed linens – Bonita Collection, the range is coordinated with two extra large bed sheets and four pillow covers. Also selling well is the latest stain free bed linens, ERASIO, introduced for the first time in India. These are stain resistant bed sheets. Just one easy wipe will take care of beverage spills, oil stains, and ketchup trails etc.
In mattresses, another highly fragmented & unorganised market, Kurlon has come out with eco friendly mattresses – Ecobana, which is luxurious rubberised coir mattresses with the top layer made of Latex. Kurlon’s dual season mattress – Triazo is a premium spring mattress with Latex on one side and memory foam on the other. Another addition to the Kurlon healthcare mattress product portfolio is SpineKare which is the only one of its kind therapeutic mattress with memory foam.
Kurlon’s advertising campaigns have emphasised on the quality, lasting sophistication and the value its range brings to its customers. Its communication has focused on the comfort of its product range and the importance of good sleep. The brand also introduced a sequence of advertisements educating customers about the significance of sleep and the way it affects the quality of life. Most people don’t even think about replacing their mattresses. Kurlon has expansively invested in creating an in-depth understanding of its products explaining how its mattresses actually ‘breathe’ and the reason they feel warm during winters and cool during summers.
Its array of furnishings was promoted on the guarantee of ‘Makaan Ban Jaye Ghar (Dream house to Dream Home). In a bid to increase its point of sale, Kurlon has ventured into organised retail all over India with Kurlon Nest stores, which sell everything from mattresses to bed linen.


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