A comfort zoneA good mattress is a combination of quality components, correct balance ~f comfort and support, but ironically in the Indian marketmattress is considered as just another piece of furniture. By S Sundar Rajan

S Sundar Rajan

We spend onethird of our lifein bed which ismore than the

time spent on any other fur-niture in the house. A goodnight's sleep is an essentialpart of a healthy lifestyle forrejuvenating the body, mindand soul. Hence it makessense to invest in a good mat-tress and pillow that couldimprove the comfort andoverall health. A good mat-tress is a combination ofquality components, correctbalance of comfort and sup-port and a brand which isglobal and has an excellenttrack record of providing pos-ture support and comfort. Itis ironic to note that in Indiamattress is considered as justanother piece of furniture inthe house which ensures ahigh cosmetic decor but itsimportance is unknown tomany. The mattress industryin India is dominated bysmall scale and unorganised

sectors which specialise incoir, cotton or cheap foammattresses which caters tomore than 90 per cent of themattress requirement inIndia. Currently there are noquality manufacturers in thespring mattress category dueto which the growth in thissegment is too slow. Hence inthe mattress industry inIndia, particularly the springmattress category is at a verynascent stage when com-pared to the rest of the worldwhere in almost 90 per centof the world's market is occu-pied by the spring mattresscategory.

Mattress as a product is ahigh involvement purchaseand the entire family isinvolved while choosing anappropriate mattress. It isastonishing to see the waythe mattresses are purchasedin India which is an absolutecontrast to the way familiesgo about purchasing it glob-ally. Consumers globally,

spend at least an hour in theshowroom, testing each mat-tress so as to find the right fitfor their family and them-selves. The entire family isinvolved in making the pur-chase decision unlike inIndia.

Globally the mattressindustry has advanced andthere are many multinationalbrands and technologicallysuperior products availablein the market. But, the mat-tress industry in India is farbehind. This is primarilybecause the importance ofthe mattress is unknown tothe Indian consumers or theyare ignorant about the factthat an investment in themattress is an investmentupon one's health. The cus-tomers and consumers haveto be educated about theimportance of sleep and howcan a good mattress enhancea healthy sleep by maintainspinal alignment; reduce sur-face pressure, regulating the

body temperature and resistnasty allergens.

Myths YS factsMost of the Indian con-

sumers believe that springmattresses are not good andsleeping on a hard mattress isthe best for a good night'Ssleep, but this is a wrongassumption. And that is whymost of them suffer fromback problems, neck prob-lems, irregular sleep patternsand other syndromes. Theyare unaware that all theseproblems are actuallybecause of the inappropriatemattress that they are sleep-ing on. Every individual'sbody requirement for a com-fortable sleep is different andit depends upon many factorslike the body weight, bodytype, sleeping habit, bodyposture, lifestyle etc. andtherefore it's very importantthat one very carefully choos-es the appropriate mattress.Spring mattress technology.

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takes into account all thefactors and is proven to pro-vide the right support, com-fort and feel for delta levelsleep or deep sleep.

One of the brandswhich believe in stayingahead of times is Serta. It isthe world's largest mattressmanufacturer in the springmattress category and hasset up a manufacturing unitin India for marketing theentire range of hi-tech andhigh quality productswhich will provide theIndian consumers a uniquesleep experience. Sertarange of products providesthe required comfort, feel,support and the luxury atcompetitive prices.

Having over 80 years'experience in mattressmanufacturing, Serta haspatented its uniqueContinuous SpringTechnology known as'Posture Spiral SpringTechnology' and 'AdvancedComfort Quilt Technology'(ACQ). Serta mattress alsoincorporates unique foammanufacturing Germantechnology along withother technologicallyadvanced products.

The Posture SpiralSpring System is a revolu-tion is spring mattress tech-nology. It is a unique andpatented technology forSerta mattress. It is madefrom continuous wire thatruns from head to toe andprovides as much as 80 percent more support than sin-gIH:OiI designs. Since theentire assembly is heattreated it gives a stable,intrinsically bound springunit for strength and dura-bility, The head-to-toealignment of roils providesindependent support andtransfers the change in

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weight distribution downthe length of the bed tominimise the impact of dis-turbance caused by partnermovements. The continu-ous spring provides a highsurface coverage which pre-vents the padding layersdrifting into the springthereby conforming to yourbody shape thus, providinga superior sleeping comfort.

The Advanced ComfortQuilt Technology blends insophisticated convolutedlayers of quilting to themattress, creating spe-cialised comfort zones.Each of these quilted typeshas a relatively denser zonein the centre one-third, pro-viding additional comfort tothe spine. Lush layers ofpolyester wadding passesthrough the Mega Foamconvolutions to providesupreme comfort, the ACQlayers are unique for theplush, luxurious feelingand breathability. The ben-efits of ACQ .technology is

its unique feel and comfortlevel. The ACQ technicalresearch focuses on thequilting since the bodycomes into contact with thequilted panel,. which is thesurface of the mattress. Theresult of this has been thecreation of a superior offer-ing through an ultra-premi-um brand.

One of the key ingredi-ents in a spring mattress isthe foam. The foam used inSerta grades is also unique.It is manufactured usingadvanced German technol-ogy which employs envi-ronment friendly manufac-turing methods keeping inline with international envi-ronment friendliness stan-dards and therefore it isknown as 'Mega Foam' or'Green Foam'. All Sertamattresses come with thisrevolutionary Mega Foam.This technology requiresstate-of-the-art infrastruc-ture. Emirates SleepSystems (ESPL), India is the

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only company in India toprovide such revolutionaryfoam.

Serta- Mattress alsoincorporates three zonedconvoluted mega foamwhich is manufactured bythe Mega foam technologyprocess. Convolutions onthe foam provide additionalcushioning and zoning fur-ther enhances the comfortlevel by providing addition-al support to differentialzones of the body.

Another unique prod-uct which is an outcome ofa superior technology isour five zoned pin corenatural latex mattress,which is also recommend-ed by doctors. This is anideal mattress for people.suffering from any kind ofback related problems etc.Our five zone latex is man-ufactured by Dunlopprocess. This mattressincorporates a five zonedesign where the latexblock has differential hard-ness in the five zones.These different densityzones are designed to con-form to individual weightzones of the human body,thereby providing appro-priate support. Naturallatex has outstanding pres-sure reliving propertieswhich helps reduce tossingand turning in bed, it isnaturally warmer in winterand cooler in summer - it'san all season mattress.Natural breathing capabili-ty of the latex block withinnumerable air vents, aswell as the supple and softtouch of the Belgiumdamask fabric providesimproved hygienic, maxi-mum comfort and supremeluxury .••

The writer is executivedirector; Emirates Sleep

Systems, India

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