1. 1
1. Executive Summary
Nilkamal ltd is Asia's largest plastic processor of moulded products in India; any
successful business will have its core resourceful and caring employees who have full job
satisfaction and a perfect for the jobs they are commended with. The Nilkamal Group has
an impeccable record of sustained growth and profits over the years notwithstanding the
occasional dip in certain quarters.
My summer internship with Nilkamal Ltd. I worked in Mattress Department and my
Responsibilities were to assist Marketing & Promotion Team.
I was required to work in line with Advertising Agencies and support work to Sales Team
to fulfill their requirements.
Research project is partial Exploratory and Descriptive method of research. Research
Project required me to interview Sample size of 50 people to arrive at particular
hypothesis.

2. 2
2. Introduction-
IndianHomeFurnishingMarket
The Indian home furnishing market derives its demand from textile industry. With the
increasing textile industry the market for home improvement has a rich history behind it.
During the years 2009-2012, Indian home furnishing industry has registered a slow growth
of 2.9% but with the increasing disposable income and changing consumer dynamics will
lead to a growth in the furnishing market which will push the growth rate to 8% in the
next five years. The industry has positive outlook due to booming hospitality, retail sector
and easy availability of home furnishing loans.
According to “Indian Home Furnishing Market Forecast & Opportunities, 2018”, with the
increasing textile industry in the country, the furnishing market will continue to flourish.
The home furnishing market is anticipated to witness demand from retail industry. By
2018, home furnishing market in India is expected to grow at CAGR of 8%by value to
reach USD5.29 Billion. During the same period, curtains &, upholstery and rugs & carpets
will grow at CAGR of 8% and 9.4 %.
World mattress market
Taking look at mattress production in the 35 countries studies in report, we have notice
that there is change over the recent year. Traditionally, the US was leading country in term
of production. Over last year china started major expansion and until 2012 Chinese
mattress production continue to increase by double digit growth rates. In 2011, china took
over the number one position in term of production among the35 countries and putting the
US in second position. Regarding mattress consumption, the leading countries remains by
far the US, accounting for over one fourth of total consumption in the 35 countries
considered. The US is followed by china which recorded the most impressive increase in
term of mattress consumption. The top 6 mattress consuming countries account for
approximately 70% of consumption of the 35 countries include in CSIL World mattress
industry report
Top mattress exporting countries are China and Poland, followed by Denmark, Belgium
and Italy.
Main Importing countries country are the US, Germany, France, Japan, Canada, and
Netherland

3. 3
Material trend world wide
Looking at various region of the world, there is big difference in term of mattress and
bases, especially between the Europe and America, as well as in Asia. Even among the
European countries, the difference of mattress production and consumption trend in forms
of material, Sizes and replacement cycle are significant
Mattress production in North America, UK and Ireland traditionally mainly concentrated
on innerspring mattresses. Generally in Europe production is more concentrated in non-
inner spring mattress (foam and latex). In large areas of Asia, a part of beds used are still
to traditional style.
Leading mattress manufacturing countries include Brazil, Canada, India, and Germany
Indian Mattress Market
According to our data sources, the Indian mattress market size is approximately about Rs
5,000 crore ($ 900 million).Accordingly there should be above 12,000 retailers of different
mattress product mix.
Majority of retailers are in the unorganized sector (70-75 per cent) who are selling majorly
low end cotton and foam fillers mattresses. Whereas the organized sector of approximately
about $225-270 million comprises majorly of coir, rebounded foam and foam combination
products which constitute to about 80 per cent of this segment.
The remaining 20 per cent ($45-55 million) constitutes premium and high-end product
mix comprising spring, premium foam combinations and niche products. The organized
sector in metros typically generates volume in the range of Rs 3 -15 Lakhs per month.
Unfortunately, there is hardly any organized company which has conducted any intensive
survey of the mattress industry throughout India. Due to this, we evaluate the current size
and opportunity of the markets by our strong judgment by analysis of target market
strengths and competition, dealers' network and other critical information through various
sources.77% of world sleeps in mattress and 35lakh Indian travel abroad every year.

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3. Profile of the Organization
Company name Nilkamal limited
Date of Establishment 1934
Revenue 240 (USD in millions)
Corporate Office Nilkamal House, 77/78,
Road no 13/14 M.I.D.C,
Andheri (East), Mumbai- 400093
www.nilkamal.com
Management Detail- Mr. Vamanrai Parekh (Chairman)
Mr. Sharad V. Parekh (Managing Director)
Mr. Hiten V. Parekh (Executive Director)
Mr. Manish V. Parekh (Executive Director)
Mr. Nayan S. Parekh (Executive Director)
Business Operation- Nilkamal Furniture
Nilkamal Mattress
Nilkamal Material Handling
@home-Retail
Financials 2014 Net Profit - 40 (Cr rupees)
Book value 310.10 (Cr rupees)
Total assets 731.54 (Cr rupees)

5. 5

6. 6
Functional, Divisional, Multi Structure of Nilkamal Mattress

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4. Objective and Scope
Objective of study-
 To study the competitive environment of Nilkamal mattress
 To understand competitive strategy of Nilkamal mattress
Scope
The scope is constrained mainly to the area between Nilkamal mattress and
 To find out mattress awareness among consumer
 To find out which factor influence to seller to make buying decision
 The study is limited to Indian mattress companies

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5. Product mix
A business has two-and only two function: marketing and innovation
-Peter Drucker
Product mix
 Product -
 Product
 Price
 Place
Product- Popular mattress in India is cotton, Rubberized coir and Foam
Nilkamal mattress has 24 four types of mattress and 21 size in one mattress
Mattress Type Advantage Disadvantages
PU foam Soft, Very Light Hot, Expensive, Sag
Latex Rubber Not as soft as foam,
comfortable
Expensive
Spring Mattress No sagging, long life Very expensive, Get Noisy
Rubberized Coir Firm, reasonably priced Tendency to sag
Cotton mattress Cheap, foldable, available in
any Size
Forms lumps

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Different Size-
72 X 30 75 X 30 78 X 30 84 X 60
72 X 36 75 X 36 78 X 36 84 X 66
72 X 48 75 X 48 78 X 48 84 X 72
72 X 60 75 X 60 78 X 60
72 X 66 75 X 66 78 X 66
72 X 72 75 X 72 78 X 72
Coir Mattress Firm Guarantee/warranty Thickness
Prem High Firm 1 year 4’’
Sneham XL Medium Soft 2 year 4’’
Classic Gold medium
Firm/medium
firm
1+4 year 5’’
McKenzie
Ortho-
High firm 2+3 year 6’
Spine fit High firm 1+4 year 5’’
Cool bond Firm 2+3 year 4.5’’
Sparkle High Firm 2+3 years 4’’
HD Coir Medium firm 6 month 4’’

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Spring Mattress Firm Guarantee/warranty Thickness
Flora High Firm/firm 2+3 year 4’’
Veronica Medium Firm 2+3 year 6’’
Side sleeper
monarch
medium
Firm/medium
firm
2+3 year 6’’
Gloria Medium firm 2+3 year 6’’ 8’’
Winsum firm 2+3 year 6’’
Series Ex Affair Medium Firm 2+3 year 6’’
Series Ex
valentine
Medium Firm 2+3 years 10’’
Econil Firm 2 year 4’’
Horizon Firm 2+3 year 5’’
Vivah Medium firm 2+3 year 6’’
Foam Mattress Firm Guarantee/warranty Thickness
Blue Sky Medium Soft 2 year 4’’
Blue heaven Medium soft 2+3 year 4’’ 6’’
VFM Firm 2 year 4’’
Heaven Medium Soft Firm 2+3 year 5’’
Elite Medium Soft 2+3 year 6’’
Executive Medium Firm 2+3 year 5’’

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Unique selling proposition (USP)–
A unique selling proposition is a factor that differentiates a product from its competitors,
such as the lowest cost, the highest quality or the first-ever product of its kind. A USP
could be thought of as “what you have that competitors don’t.
Nilkamal mattress has height weight chart according to that one can choose their mattress.
Source-www.nilkamalmattezzz.com

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Marketing is a contest for people attention
-Seth Godin
Price-
Price covers the actual amount the end user is expected to pay for a product. How a
product is priced will directly affect how it sells to make product affordable to the target
market and reflect value of benefit provided.
Pricing analysis of Nilkamal mattress and different competitor mattress.
Coir Mattress 4’’
16173 16050 15900 15960
13477 13339 13200 12995
Nilkamal Centuary Kurl on Coir fit
King Size Queen Size

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Foam Mattress 6’’
.
Spring Mattress 8’’
17637 17120 16590 17100
14697 14529
13900 13550
Nilkamal Kurl on Sleepwell Peps
King Size Queen Size
49639 50530
48390 49778
41366 39800
36780
42290
Nilkamal Centuary kurl on Sleepwell
King Size Queen Size

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Future of marketing is leadership
-Seth Godin
Place-
Place refers to channels, location logistics and inventory transportation. It encompasses
management of range of processes involved in bringing product to end consumer.
Placement refers to channels and location for distribution product related in information
and support services
Distribution Channel levels of Nilkamal mattress:
Nilkamal mattress has nearly 400 dealer and distributor. They have two hundred strong
dedicated field force services retailers. So it is seen that Nilkamal mattress has level 1, 2
level 2 & level 3 distribution channels levels.
Level 1- Manufacture to Dealer
Level 2- Dealer to Distributor
Level 3–Finally Distributor to end user,
And also, Nilkamal mattress is available at Nilkamal home ideas, @home, also available
at most E-commerce site like Snap deal, pepper fry, urban ladder.

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Marketing and innovation produce result, all the rest are costs
-Peter Drucker
Promotion-
Promotion consists of advertising, Personal Selling, Publicity, Sales promotion, direct
marketing, and public relation. Promotion is needed to build and improve consumer
demand.
Shutter and Wall Painting- Wall painting is one of the most economical sources of media
when it is planned and executed properly. Wall painting is most economical and effective
way of advertising. Wall painting tools help to identify a brand with a store, a concept
known as the store brand.
Wall painting is done across all Nilkamal mattress dealers. Dealer’s availability in that
areas helps to tap new audience leading to growth, development and progress in business.

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Coupon- In marketing, a coupon is a ticket or document that can be redeemed for a
financial discount or rebate when purchasing a product. Coupons issued by the
manufacturer of a product may be used at any coupon-accepting store that carries that
product.
Nilkamal mattress is using coupon to increase their sale. Benefit of coupon-
Pull in business, attract new customer, reactivate old customer.

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Shop Exhibition- Shop Exhibition and event are valuable because they allow face to face
communication
And offer opportunities for networking. Nilkamal mattress takes part in various
exhibitions like Expo India. It reinforces relationships with customer, distributor, and
agents. It is the best place to communicate with target audience
Advantage of Shop exhibition-
1. Cost effective
2. Target market
3. Relation builder
4. Sales leads
5. Direct selling

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7. ATL AND BTL
Above the line ATL
Above line activity refers to Promotional Activity done at macro level. It is done at
national, regional or bigger territory level and mass audience is cover in this type of
activity. A brand image is creating about company and its product. Media such as TV,
radio, cinema, newspaper, and magazine are used to create an impact about the company
and its product. ATL communication is more of conventional in nature.
Nilkamal mattress is currently doing some ATL activity like showing ads in cinema in
Bangalore, newspaper ads.
Below the line BTL
Below the line Communication is unconventional in nature, done at micro level and form
a part of non media communication. Measure include emailing, Distribution of flyer, and
usage of sponsorship, Public relation, Telemarketing and point of sale, point of sale.
Today ATL is used for branding effect, to generate mind share while BTL IS used to
generated loyalty and repeat sale. ATL is tailored for mass audience while BTL promotion
is targeted at individual level according to their needs and preference. ATL promotion is
difficult to measure while BTL is measure in term of sales and feedback. Since BTL focus
is targeted and customer Centric, it is efficient and cost effective.

19. 19
Nilkamal mattress is doing some BTL activity like coconut water campaign, emailing,
point of sale (poster library) distribution of flyers, brochures, Standees.
Poster Library- Poster is kept at point of sale which has image and feature of different
mattress. It attract customer and help while making decision
Standees

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Reward Scheme for dealer and distributor
Umbrella branding

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8. Market Share
The mattress market of India is dominated by small and unorganized players. These
players specialize in coir, foam and spring mattress, which caters to almost 90% of the
country requirement for mattress. The spring mattress is still at nascent stage in the
country and is evolving. A major growth driver for mattress market in India is growing
urban population who is ready to spend considerable amount for their luxury and comfort.
This global trend is attracting major global player to invest in mattress industry of India.
Coir mattress is considered as environmental, friendly, durable, supportive, and good for
health. This market holds a majority share in the sales of mattress in India
Kurlon is leading player in the India followed by sleepwell in Indian mattress market .In
addition to this brand there are also regional and local players both in branded and
unbranded category. Sleepwell and spring well is major player in the PU foam and spring
mattress segment respectively.
22%
17%
1%
9%13%
38%
Sales
Kurl on Sleepwell Nilkamal Centuary Duroflex Other

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9. SWOT ANALYSIS
Strength , Weakness , Opportunity , and Threat are the four tools for a individual or
group or organization to grow , improve and polish it’s skill. Nilkamal mattress has
been highlighted below which covers all the criticality of the project
Internal
Strength-
 Every product has their unique selling proposition USP (e.g. weight, height chart)
 Product is launched under family brand i.e. Nilkamal
 Nilkamal mattress is started with basic range Rs 3636
 Full modernize technology is used to make mattress
 Nilkamal use SAP to store large data
Weakness-
 Nilkamal Procure the raw material from other supplier whereas other player
manufacture the raw material like foam, coir, clothes
 Mainly focuses only on push strategy and less pull strategy i.e. more incentive to
Dealer and distributor.
 Seasonal sale- Seasonality in revenue since sales product depend on particular
season i.e. Onam, Diwali
 Customer perception about nilkamal is limited to chair

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External
Opportunity
 Merger and acquisition to strength the mattress brand
 Should start manufacturing foam, coir to give strong competition to competitor
 Increase more Distributor and dealer to penetrated the market
Threat
 Nilkamal mattress is facing competition from market players like kurlon,
Sleepwell, Centaury,
 Small Players available in the markets like peps, Springfit, Coirfit which attract
potential buyer
 Well established and experience company are already in market with more than 30
year of expertise in mattress
 Entry of foreign player is threat to Nilkamal mattress as well as current competitor
(Currently there is 49% FDI in home décor)

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10. PUSH VS PULL STRATEGY
Pull Strategy-
Concept-This is also known as inbounds marketing. The term “inbound” means that your
marketing efforts generate a response: interest, inquiries, transactions, etc. That is,
customers come to you for answers.
Strategy- Pull makes it easy for customers to find you. The focus is on creating awareness
and increasing brand visibility, particularly on the web. Pull marketing strategies include
eBooks, white papers, blogs and social media marketing.
Channel- Pull is usually a web-based method. Blog posts, eBooks and other online-content
machines are forms of pull marketing that live on the web, went customer make inquiry
this is part of pull strategy.

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Engagement- Marketing is easy when customers come to you. Pull marketing generally
enjoys a higher level of engagement because the customers seek out thecompanies. Pull
marketing can also fail if you target the wrong audience, or betray a customer’s trust.
Push Strategy
Concept- This is also known as outbound marketing, since it pushes marketing out to
customers.
Strategy- push strategy is about devising ways to place products before prospects. This
usually involves some form of paid advertising: TV ads, radio spots, billboards and flyers.
Channel- This type of marketing typically starts offline, with a few exceptions. A direct
mail postcard is an example of offline marketing. An email offer is a perfect example of
how push marketing can translate to the web. You can also combine both. For example,
send a postcard that includes a URL to an irresistible online offer. Cold call or proxy call
is part of push strategy
Engagement- If done incorrectly, push marketing can be disruptive. As a result, push
customers tend to be less engaged.

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11. Brand Awareness activity (Coconut water campaign)
Marketing campaigns are the main methods for both communicating with their market
to reinforce their, and for customer acquisition Nilkamal mattress has started coconut
water campaign.
Aim- To create brand awareness about Nilkamal mattress
Location- Popular Park in Country
Time – Morning 6.30am to 8.30am
Target Group- Adult audience (influencer) and old age people how has buying capacity
Customer engagement activity – To engage the customer is difficult task, but by giving
Coconut water for free this made it easy. At time they drink coconut water Nilkamal
employee tell about different mattress and their USP.
Cost-Per campaign cost is around Rs. 3500-5000. (50-80 coconut)
Other Support- Standees are place in park and leaflet with the stamp of nearest dealer are
given to customer
Footfall ratio-150-200 People

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12. Research methodology
Introduction
Research methodology is very to systematically solve the research problem. It may be
understood as science of studying how research is done scientifically. Why research study
has been undertaken, how the problem has way been defined. In what way an why the
adopted. Why particular technique of analyzing data has been used and a host of similar
other question are usually answered when we talk of research methodology concerning a
research problem or study
A research design serves as a bridge between what has been established (the research
objective) and what is to be done, in the conduct of the study. In this project research done
I of Descriptive and explanatory nature
Source of data
The relevant data was collected from both primary sources and secondary. The starting
point of my information gathering has been the secondary sources such as newspaper,
books journals and internet
Firstly, I made a study of the marketing strategy of Nilkamal mattress through secondary
sources. Then I conducted a consumer survey on mattress.
Sampling procedure
A sample – total consumer is 50 and age group of 20-45 year has been considered for this
study.
Primary data collection -Data as collected through interview schedule, consisting of both
open ended and closed ended questions. The schedule covered parameter like reason for
consumer brand preference, recollection of earlier tagline. The data is collected through e-
mails and one-to-one personal interviews.
Secondary Data-Secondary data that is already available and published. It could be
internal source of data. Internal source: which originates from specific field or area where
research is carried out e.g. publish brochures, official report etc. This originated outside
the field of study like books and the websites
Library- Various project related books were referred especially to analyze the system.
Also various books from college library referred
Secondary data is collected from-
Magazines, Internet, newspaper.

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13. Literature Reviews
Consumer Durables
Consumer durables are a category of consumer products that do not have to be purchased
frequently because they are made to last for an extended period of time (typically more
than three years). They are also called durable goods or durables.
Other than mattress example of consumer durable goods are automobiles, appliances,
furniture, jewelry, consumer electronics and sporting goods.
Leading mattress maker Kurlon is aiming to clock 25 per cent sales growth and achieve Rs
1,000 crore turnovers this fiscal on the back of enhanced capacity with the induction of its
ninth unit at Jhagadia, Gujarat.
"This financial year we would achieve a turnover of Rs 1,000 crore after operations in our
new plant at Gujarat comes to full swing," said Kurlon Managing Director T Sudhakar
Pai to PTI.
The company, which is number two in the foam business, said it may increase the prices
due to rise in the raw inputs such as latex and other imported products. Inputs became
dearer because of depreciation of theIndian Rupee against US Dollar.
The cost of raw material has increased and now we have to pay more as the Rupee has
depreciated.
Kurlon has a manufacturing capacity of 10,000 mattresses a day and has recently opened
two new plants at Roorkee in Uttaranchal and Gwalior in Madhya Pradesh to cater the
northern region market.
Published at New Delhi

29. 29
BCG Matrix
The growth–share matrix (aka the product portfolio, BCG-matrix, Boston matrix, Boston
Consulting Group analysis, and portfolio diagram) is a chart that was created by Bruce D.
Henderson for the Boston Consulting Group in 1970 to help corporations to analyze their
business units, that is, their product lines. This helps the company allocate resources and is
used as an analytical tool in brand marketing, product management, strategic management,
and portfolio analysis. Analysis of market performance by firms using its principles has
recently called its usefulness into question

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BCG MATRIX-
Cash cows - Cash cows are the leaders in the marketplace and generate more cash than
they consume. These are business units or products that have a high market share, but low
growth prospects. Crates are cash cow of Nilkamal. Because major revenue comes from
crates which has 41% market share according to IDFC-SSKI (MONEYCONTROL)
Dogs - Also known as pets, dogs are units or products that have both a low market share
and a low growth rate. They frequently break even, neither earning nor consuming a great
deal of cash. Dogs are generally considered cash traps because businesses have money
tied up in them, even though they are bringing back basically nothing in return. These
business units are prime candidates for divestiture.
Question marks: These parts of a business have high growth prospects but a low market
share. They are consuming a lot of cash but are bringing little in return. In the end,
question marks, also known as problem children, lose money. However, since these
business units are growing rapidly; they do have the potential to turn into stars. Companies
are advised to invest in question marks if the product has potential for growth, or to sell if
it does not.
The Stars - A company’s “Star” products reside in the upper left quadrant with high
market share and high growth. Because of the company’s relatively strong market share
the company has a good competitive position. The high growth also means that there is the
opportunity to continue to increase revenue and profits. For “Star” products, hold on to
what you have or in some case try to continue to grow, but this is really an area of
moderate marketing and advertising investment. Nilkamal furniture come star with market
share of 28% and Rs 700 crore turnover.

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14. DATA ANALYSIS
13%
15%
25%
30%
17%
2.Which of the Following mattress brand
are you aware about?
Nilkamal
Peps
Kurlon
Sleepwell
Centuary
36%
22%
30%
12%
1.Which type of mattress you use?
Foam Coir Cotton Spring

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60%
40%
3. Have you seen anyTV advertisement of
mattress?
Yes No
18%
82%
4. Do have any back injuries, neck injuries
or aliments?
Yes No

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30%
55%
15%
5.What types of mattress do you prefer?
Soft Medium Hard
48%
40%
12%
6.What position do you prefer to sleep in?
Side
Back
Stomach

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2-5 Years
5-7 Years
7+ Years
7. How long you use same mattress?
94%
6%
8. From were do you buy your mattress?
Internet (E- commerce)
Retail store

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18%
32%28%
20%
2%
9.How money would you like to spend on
mattress?
5,000- 10,000
10,000-15,000
15,000-20,000
20,000-30,000
30,000-60,000
50%
26%
4%
20%
10.In your family who make buying
decision of mattress
Parent
Elder Person
Children
Self

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34%
16%
50%
11.At what occasion do you buy mattress?
Diwali
Christmas
Other
16%
38%
36%
10%
12.How thick mattress would you prefer
to buy?
4
4.5
5
8

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15. Limitation of study
 The data collected cannot be free from errors, since some of the respondent failed
to give correct information
 The study is limited to geographical region of Mumbai-Thane, Kurla, Dombivali,
Kalyan
 Study accuracy totally based upon the respondent response
 Stipulated short period of time for survey.

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16. Conclusion
After analyzing the questionnaire and studying the facts available in the magazine and
newspaper.
Now also Indian mattress market is highly unorganized and many household still use
cotton mattress. Spring mattress has very low market share in India compare to other part
of world. Still, we can see there is wide opportunity in mattress sector in India
I can conclude that many people actually are getting educated about aware about mattress
and its importance.
Nilkamal mattress has grown with fast pace and now imparting its colors by providing
wide range of product. The penetration of Nilkamal mattress is very low compare to
competitor. Each product has their USP.
The owner believes in customer satisfaction and that can be achieved by offering what
customer demands. Company believes in having well executed marketing plan. Company
strength lies in areas of its staff and expertise who are very customer oriented. Nilkamal
gives utmost importance to their customer and their endeavors are directed to meet
customer expected expectation.

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17. Recommendations
 Nilkamal mattress should start Focus on doing above the line activity or pull strategy
(e.g. Advertisement, Newspaper, Radio) to pull mass audience
 Nilkamal mattress should increase network of dealer and distributor to increase the
sales
 For bulk order Nilkamal mattress should start approaching hotels and hostel industry
 Nilkamal mattress should start utilizing social media were mass population gather like
facebook, twitter, pintrest, instagram and should launch campaign like hashtag and
online campaign

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18. Annexure
Name
Date
Age Group 20-25 25-29 29-35 35-39 39-45
Address
City
Telephone no Gender- Male Female
1. What is your profession?
______________________________________________
2. which type of mattress do you use?
1) Foam 2) Coir 3)Cotton 4)Spring
3) which of the Following mattress brand are you aware about?
1) Nilkamal 2) Peps 3) Kurlon 4)Sleepwell 5) Centuray
Any other –
4. Have you seen any TV adverting on mattress?
1) Yes 2) No
Yes then Company name______________
5. Do have any back injuries, neck injuries or aliments?
1) Yes 2) No

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6. How thick mattress would you prefer to buy?
1)4’’ 2) 4.5’’ 3)5’’ 4) 8’’
7. What types of mattress do you prefer?
1) Soft 2) Medium 3)Hard
8. What position do you prefer to sleep in?
1) Side 2) Back 3) Stomach
9. How long you use same mattress?
1) 2-5 Years 2) 5-7 Years 3)7+ Years
10. How do you buy your mattress?
1) Retail store 2) Internet (E- commerce)
11. How money would you like to spend on mattress?
1)5000- 10000 2)10000-15000 3)15000-20000 4) 20000-30000 5)30000-
60000
12. In your family who make buying decision of mattress
1) Parent 2) Elder Person 3) Children 4)Self
13. At what occasion do you buy mattress?
1) Diwali 2) Christmas 3) Other

42. 42
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India Home Furnishing Market Forecast & Opportunities, 2018, ID: 2485684, March 2013, Region:
India
http://www.franchiseindia.com/magazine/2013/november/Profiting-from-comfortable-
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markets-review-4-issues-0058636.html
http://www.nilkamalmattrezzz.com/products/our-products/mattrezzz/10
http://www.technavio.com/report/online-home-decor-market-in-india-2015-2019
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