At HGH India 2025, one of the most insightful sessions that took centre stage was the panel discussion titled “Raising the Bar: Unlocking Premiumisation in the Indian Mattress Industry.” The discussion brought together leading minds from the industry, including CEOs and directors from renowned brands like The Sleep Company, Centaury Mattresses, and other prominent players. The panel explored how India’s sleep industry is evolving and how brands can truly elevate the concept of premium in a largely price-sensitive market. Panellists pointed out that premiumisation is not just about luxury, but about delivering value, innovation, and well-being through better sleep solutions. Brands must focus on research, customer engagement, and product development that prioritise comfort, health, and longevity.
A major challenge highlighted was the long replacement cycle in India. While global averages suggest that mattresses should ideally be replaced every 7–8 years, Indian consumers often stretch usage to over a decade. This lack of awareness poses a hurdle for industry growth. The panel stressed the importance of educating customers about the health and hygiene risks of using worn-out mattresses, including poor spinal alignment, allergies, and disrupted sleep.
“Consumers often don’t realise they need more than just a mattress for good sleep,” noted a panellist. “It’s our job to show them the difference that quality accessories can make.” The conversation also touched on how brands can move beyond just selling mattresses and tap into related sleep products like pillows, mattress protectors, bedsheets, and ergonomic accessories. This not only builds brand loyalty but creates an ecosystem where consumers see the brand as a complete sleep partner, rather than a one-time product purchase.
The growing influence of technology and AI in sleep solutions was another key highlight. The panel explored how smart mattresses with features like temperature control, snore detection, and sleep tracking are redefining user experiences. AI is also being used to offer personalised recommendations, from firmness levels based on body analysis to customer support through intelligent chatbots. The rise of sleep-tech gadgets is opening new doors. Brands are now able to collect data and improve products based on real-world feedback, helping create customised and intelligent sleep systems.
Premium doesn’t just mean high cost. The panellists emphasised the need to develop products that are climate-appropriate, breathable, durable, and hypoallergenic. With India’s wide range of climatic conditions, materials and construction must address heat retention, humidity, dust, and allergen protection. Furthermore, hygiene has become a top concern for consumers post-pandemic, making washable covers, anti-bacterial foams, and odour-resistant fabrics essential in the premium space. The panel encouraged brands to focus on value-driven innovation, balancing performance, price, and comfort. A key insight from the discussion was the importance of changing the narrative, from selling mattresses to selling good sleep. Consumers need to understand that better sleep results in better productivity, mood, and overall health.
The panellists stressed on creating engaging, educational content, both online and in stores, to help customers make informed decisions. “We’re not just mattress makers,” one speaker said, “we’re wellness enablers.”
The panel at HGH 2025 made it clear that the Indian mattress industry is on the cusp of transformation. With a rising focus on health, hygiene, technology, and personal comfort, brands have a unique opportunity to elevate their offerings and redefine what premium truly means. By addressing real consumer needs and building a value-rich ecosystem, the industry can truly raise the bar, not just in product, but in purpose.
