Kurlon eyes home comfort segment

Mattress company Kurlon Ltd plans to diversify into the home comfort segment.

The company's entry into this segment will be by producing curtains, towels, pillows, and carpets among others.

It is also planning to open over 200 company-owned retail outlets to be known as Kurlon Nest by next year.

"Our company was the first to moot the idea of 'stand on, sit on, and sleep on comfort' products. Now we plan to manufacture carpets, curtains and towels. In terms of pricing, Kurlon's policy is to sell only quality products made with the best materials, which provides shopping for the best value," said Sudhakar Pai, managing director, Kurlon.

"The company's target segment is the middle class which earns a monthly income of over Rs 5,000," he said.

"There is lot of demand coming from four-star and above hotels for foam to spring mattress. Our strategy with regards to the hotel industry has been to provide customises products with special configuration at competitive prices and with superior quality," Pai said.

The company is planning to set over 200 company-owned retail outlets called Kurlon Nest in the next one year. Apart from improving the product line, Kurlon is focusing on retailing and making these products available to their consumers through these stores.

Pai said: "We plan to launch 200 Kurlon Nests across major cities by the end of financial year 2004-05. With more brand stores across India, the company's objective would be to provide customers 'Delight' and not just restrict ourselves to 'customer satisfaction'."

The company has opened its first Kurlon Nest store in Bangalore on a test marketing basis. These outlets will be created with a vision to give customers a more interactive environment and complete feel of Kurlon products.