Duroflex mattresses was planning its launch in west India. It was a complete unknown in these states where most people were still buying unbranded mattresses. We were commissioned to investigate a very interesting question—what value are people seeing in unbranded mattresses, and how can Duroflex leverage this as it grows beyond south India?
Our report is shaping Duroflex’s strategy to expand beyond south India—from studio design to sales pitches, customer engagement, promotions, advertising and future product development. Our big takeaway? Dismissing unbranded is one of the biggest mistakes to make in markets like India. As Duroflex has found, it is much more important to ask what value people are finding in the unbranded— and how a branded product can learn from them!
Duroflex mattresses was planning its launch in west India. It was a complete unknown in these states where most people were still buying unbranded mattresses. We were commissioned to investigate a very interesting question—what value are people seeing in unbranded mattresses, and how can Duroflex leverage this as it grows beyond south India?
Our report is shaping Duroflex’s strategy to expand beyond south India—from studio design to sales pitches, customer engagement, promotions, advertising and future product development. Our big takeaway? Dismissing unbranded is one of the biggest mistakes to make in markets like India. As Duroflex has found, it is much more important to ask what value people are finding in the unbranded— and how a branded product can learn from them!
