From legacy brand to India’s Sleep Specialist: Centuary Mattress’ transformation story

Adgully’s AG Talk brings unfiltered insights and thoughts of CEOs, MDs and CMOs, who have been leading the marketing landscape, and in fact, also laying the ground rules to keep up with the transformative times.

The mattress industry has experienced a significant transformation over the past few decades, driven by technological advancements and evolving consumer preferences. What was once a traditional and largely unorganised market, with a focus on comfort and durability, has now embraced innovation, digital marketing, and sustainability. The humble mattress underwent a major change during the Covid pandemic as people were confined to their homes and the bed became more than just a furniture, as brands went on to provide the perfect sleep solutions.

Brands have continued to adapt to the changing landscape, incorporating advanced materials, smart technologies, and immersive retail experiences to meet the needs of modern consumers. This shift has created a highly competitive environment, where both legacy brands and new digital-native entrants strive to capture market share and customer loyalty.

Centuary Mattress, established in 1988, is a prime example of a legacy brand that has successfully navigated this evolution. With a commitment to quality and innovation, Centuary has embraced digital transformation, product innovation, and strategic partnerships to enhance its market presence. The brand has implemented advanced marketing strategies, such as social media campaigns, influencer partnerships, and experiential retail, to connect with a broader and younger audience. Moreover, Centuary’s focus on sustainability reflects its dedication to minimizing its environmental footprint while delivering superior sleep solutions to consumers.

In this exclusive Ag Talk interaction with Adgully, Uttam Malani, Executive Director, Centuary Mattress, shares insights into the brand’s journey from its traditional roots to becoming a dynamic force in today’s digital age. Malani discusses the innovative marketing strategies Centuary has employed to challenge new-age competitors, the impact of strategic partnerships, and the brand's commitment to sustainable practices. He also highlights the role of experiential stores and advanced technologies in enhancing the customer experience and ensuring Centuary Mattress remains at the forefront of the industry.

Centuary Mattress has been around since 1988. How has the brand evolved from its traditional roots to become a dynamic marketing force in today’s digital age?

1. Embracing Digital Transformation - Centuary Mattress has adopted advanced digital marketing strategies, including social media campaigns, influencer partnerships, and targeted online advertising, to engage with a broader and younger audience. This shift has enhanced our online presence and enabled us to connect with consumers more effectively.
2. Product Innovation and Technological Integration - Centuary has continuously innovated our product offerings to include advanced technologies, for instance, the Q-Gel Mattress with CuSense Technology. These products incorporate modern materials and smart features that cater to the evolving needs of today’'s consumers, ensuring we remain at the forefront of the industry.
3. Experiential Retail and Immersive Customer Experiences - The launch of experiential stores has transformed the customer shopping experience. These stores provide immersive environments where customers can interact with our products firsthand, receive personalized consultations, and engage with our brand on a deeper level, thereby reinforcing our commitment to quality and innovation.
4. Strategic Partnerships and High-Profile Collaborations - Collaborations with high-profile figures like Sania Mirza and P.V. Sindhu and sponsorships such as our association with the Sunrisers Hyderabad in the IPL have significantly boosted our brand visibility and credibility. These strategic partnerships have helped us reach a wider audience and strengthened our brand perception as a leader in the mattress industry.
5. Commitment to Sustainable Practices - Sustainability has become a cornerstone of Centuary Mattress’ evolution since its establishment in 1988. From its traditional roots to its current dynamic presence in the digital age, Centuary has embraced sustainable practices across its operations. This commitment is reflected in initiatives such as sourcing eco-friendly materials for mattress production, implementing energy-efficient manufacturing processes, and promoting recycling programs. Centuary strives not only to innovate and excel in the mattress industry but also to minimize its environmental footprint and contribute positively to the community through sustainable business practices.

What specific innovative marketing strategies have you implemented to challenge new-age competitors, and how have these strategies impacted your market share and brand perception?

Centuary Mattress has in the past one year implemented various innovative marketing strategies to challenge new-age competitors, significantly impacting our market share and brand perception.  Our first-of-a-kind event, The Qoolest Sleep Concert, on the occasion of World Sleep Day has not only raised awareness about the importance of quality sleep, but also introduced our latest product, The Q-Gel Mattress with CuSense Technology, which gives Cooler and Better Sleep showcases our dedication to cutting-edge technology and superior comfort.

Our partnership with P.V. Sindhu has enhanced brand visibility and credibility, while our association with the Sunrisers Hyderabad in the IPL has expanded our reach to a wider audience. These initiatives have strengthened our brand positioning, driving consumer engagement, loyalty, and ultimately, positively impacting our market share and brand perception in the competitive mattress industry.

Above all, the launch of experiential stores has provided customers with immersive experiences, reinforcing our commitment to quality and innovation.

What qualities or attributes of P.V. Sindhu made her the ideal choice for representing your brand in the campaign?

PV Sindhu is a perfect fit for Centuary through our shared values of excellence and dedication. While Centuary Mattress is India’s Sleep Specialist, Sindhu is undoubtedly India’s Sports Specialist, and her achievements speak for themselves. Her commitment to peak performance and resilience aligns seamlessly with our mission to provide high-quality, durable mattresses that enhance well-being through better sleep.

How has sponsoring the Sunrisers Hyderabad cricket team helped in boosting Centuary Mattress’ visibility and consumer connection? Are there specific metrics or KPIs you use to measure the success of such sponsorships?

Sponsoring the Sunrisers Hyderabad cricket team has proven to be a good strategic move for Centuary Mattress, significantly amplifying our brand visibility and strengthening our connection with consumers. Through this partnership, our brand enjoyed a widespread exposure during televised matches, across social media platforms, and within stadiums, reaching a diverse audience of cricket enthusiasts both locally and globally. The association with such a popular and widely followed team has not only increased brand recognition but has also fostered a deeper connection with our target demographic.

In measuring the success of this sponsorship, Centuary Mattress employs a range of specific metrics and key performance indicators (KPIs). These include monitoring engagement metrics such as social media interactions and website traffic, and analyzing sales impact and market share changes during and after the sponsorship period. Additionally, we assess the media value generated by the partnership, calculating the advertising value equivalent (AVE) of the extensive media coverage. Moreover, gathering direct customer feedback enables us to gauge awareness levels and perceptions regarding our association with the Sunrisers Hyderabad, providing valuable insights to inform future marketing strategies.

What are the biggest challenges that Centuary Mattress faces in competing with both traditional and digital-native mattress brands, and how are you positioning the brand to overcome these challenges?

Centuary Mattress faces several significant challenges in competing with both traditional and digital-native mattress brands, which include:

1. Consumer Trust and Loyalty - Building and maintaining consumer trust and loyalty is challenging, especially when competing against well-established brands with long histories and newer brands with strong online presences and aggressive marketing tactics.
2. Digital Transformation - Keeping pace with the rapid technological advancements and digital marketing trends is crucial. Digital-native brands often have an edge in leveraging technology for personalized marketing, data analytics, and customer engagement.
3. Product Innovation - Continuously innovating and introducing new products that meet evolving consumer preferences and technological advancements is essential. Competitors are frequently launching new products with advanced features, making it imperative to stay ahead in the innovation curve.
4. Supply Chain and Distribution - Ensuring a robust and efficient supply chain and distribution network is vital to meet consumer demands promptly. Traditional brands often have established supply chains, while digital-native brands may utilize more agile and flexible models.
5. Intense Market Competition - The mattress industry is highly competitive, with numerous brands vying for market share. Traditional brands have established reputations and extensive distribution networks, while digital-native brands excel in innovative marketing and direct-to-consumer sales models.

How has targeting influencers helped your brand, and what specific insights or inputs have they provided for your campaign?

Influencer outreach has significantly boosted Centuary Mattress’ brand visibility and credibility. We have effectively leveraged influencers to amplify our message and showcase our products to a broader audience. Their authentic reviews and testimonials have built trust and driven consumer interest, as demonstrated by our recent events as well. During our sleep concert, in partnership with influencers, we created an immersive experience that highlighted the importance of quality sleep, while leveraging our latest Q-Gel launch. Subsequently, at the Q-Gel product launch event, influencers played a key role in unveiling our innovative sleep solution, generating excitement and garnering widespread attention through Instagram.

What role do experiential stores play in your overall marketing strategy, and how do they enhance the customer experience compared to traditional retail outlets?

Experiential stores serve as integral components of Centuary Mattress’ overarching marketing strategy, offering customers immersive encounters that transcend conventional retail experiences. These spaces are meticulously designed to engage and interact with customers on a deeper level, enabling them to physically engage with our range of mattresses, fostering informed decision-making. First-hand experiences with our products allow customers to feel the comfort, support, and quality craftsmanship of our mattresses, helping them make confident choices tailored to their unique sleep needs and preferences. Personalized consultations further enhance this engagement, tailoring recommendations to individual sleep preferences and providing expert guidance throughout the shopping process. Moreover, these stores act as platforms for brand immersion, conveying Centuary Mattress’ ethos and commitment to quality through interactive displays.

How is Centuary Mattress developing consumer-centric data structures and how does this data inform your marketing and product development strategies?

Centuary Mattress is actively developing consumer-centric data structures to enhance our marketing and product development strategies. By collecting and analyzing customer data from various touchpoints, including purchase history, online interactions, and feedback, we gain valuable insights into consumer preferences and behaviours. This data-driven approach enables us to tailor marketing campaigns to specific audience segments, ensuring more personalized and effective communication. Additionally, insights from consumer data inform our product development process, allowing us to design and innovate mattresses that meet the evolving needs and preferences of our customers.

Legacy brands often have strong brand equity, while new digital-native brands are known for their agility. How does Centuary Mattress balance these two aspects to stay competitive in the market?

At Centuary Mattress, we seamlessly blend the robust brand equity of our rich legacy with the dynamic agility of digital-native brands to remain competitive. Leveraging our decades-long reputation for quality and trust, we embrace innovative digital marketing strategies and data-driven insights to swiftly adapt to emerging trends and consumer preferences. Our strategic launch of Sleepables, our online product line integrates cutting-edge sleep technology tailored for Gen Z and younger audiences, exemplifies this approach. This hybrid strategy allows us to honour our legacy while leading with innovation in the rapidly evolving market of sleep solutions. Through this balance, Centuary Mattress continues to uphold its legacy of excellence while pioneering new paths in the industry.

In what ways is Centuary Mattress incorporating new technologies, such as AI or IoT, into its products and services to enhance the sleep experience for customers?

Centuary Mattress is incorporating advanced technologies like AI and IoT into its products and services to enhance the sleep experience for customers. Our latest launch, Q-Gel Mattress, for example, uses CuSense technology to harness the benefits of copper-infused gel, providing superior cooling and antibacterial properties for a healthier sleep environment. Additionally, we are developing smart mattresses equipped with IoT sensors that monitor sleep patterns and provide personalized insights to improve sleep quality. AI-driven features enable automatic adjustments in mattress firmness and temperature based on individual preferences and needs. By integrating these cutting-edge technologies, Centuary Mattress ensures a tailored, innovative, and superior sleep experience for our customers.