Why do people prefer unbranded mattresses in west India?

Duroflex mattresses was planning its launch in West India. It was a complete unknown in these states where most people still buy unbranded mattresses. Our job was to understand what value they saw in unbranded products, and to advice Duroflex on how to leverage this for their launch.

We ran design thinking workshops and home visits in cities across West India in this investigation. We met people across life-stages, in households ranging from newly-marrieds to joint families and multi-gen families. We also visited their local branded and unbranded mattress dealers.

Our report is being used to shape Duroflex’s launch strategy – from studio design to sales pitches, customer engagement, promotions and advertising. We wrapped up with a creative briefing workshop intended to inspire their advertising agency. The big take out? Dismissing unbranded is one of the biggest mistakes to make in markets like India. As Duroflex has found, it is much more valuable to ask what value people are finding in it – and how a branded product can learn from this world!

Image Credit:
hyprlocl