Springfit is one of India’s leading luxury mattress brands. Run by two generations of entrepreneurs, Springfit is one of the fastest growing mattress brands in India and holds a strong product leadership position. Headquartered in Delhi, VFI has his five manufacturing plants spread over a combined factory area of ​​30 acres with a combined capacity of Rs 40,000 per year in mattress production. Springfit manufactures all mattresses and key components such as foams and springs in-house.

Good sleep has been an underestimated concept in Indian households, but Springfit mattresses have made a relentless effort over the past 14 years to make people aware of the importance of good sleep. Innovating sleep solutions. To spread awareness of the need and importance of good sleep, Springfit recently announced that actress Kareena Kapoor will become her brand ambassador.

Talk to Adgary for them marketing mind digit, Satish Kumar Malhotra, Director of Sales & Marketing, Springfittalked about the importance of sleep and how they continue to innovate and bring new products to the market with consumer health requirements in mind.

There are several brands in the organized and unorganized sectors vying for market share. How does the Springfit mattress bring that differentiation to your product and take it into consideration?

The mattress industry is currently divided into organized and unorganized sectors. The unorganized sector dominates, but we are currently seeing a shift towards the organized sector. It shows the evolution of buyers who are more conscious and willing to pay for top notch quality. They are also digitally smart and use technology to meet all their needs.

Every industry faces fierce competition and the Indian mattress industry is no exception. We prioritize quality and customer needs to make our brands and products stand out. Springfit has made efforts to introduce his CertiGourd, an antimicrobial mattress, to help people maintain safety and hygiene standards. We have international technology like Certipure, Certigard and Areo Sleep that no other brand has.

Tell us more about your innovation. What groundbreaking product you introduced will help your audience?

We are always working on new and innovative things to improve the quality of our products. It uses state-of-the-art technology like Aero Sleep technology, innovative foam and the Coil system. We offer IO Sleep, a smart mattress based on Sleepcell Motion Adjust Technology that analyzes your sleep and monitors your heart rate, breathing, movement and more. Using the latest technology, the company has enhanced the properties and quality of natural latex. It is well known for its breathability, increased exercise resistance and organic properties, making it the best choice for people.In order to further our quest for innovation, we launched the Super Active Mattress series, the first fitness mattress in India. has been released. This is the first time in India that any company in this segment has launched a product that promises not only to provide consumers with the most comfortable sleeping experience possible, but also to promote fitness and wellness.

What inspired you to work with Karena Kapoor as a brand ambassador? How does she fit into the overall personality of the brand Springfit?

Good sleep has been an underestimated concept in Indian homes, but over the past 14 years, Springfit mattresses have made a relentless effort to make people aware of the importance of good sleep to their physical and mental health. Since then, we have continued to innovate. We promote sleep solutions through a variety of mattresses and pillows. When he was looking for an ambassador for the brand, he focused on someone who would resonate with our motto and help spread the right message to the masses. Kareena Kapoor Khan is not only a youth icon, she is also a fitness enthusiast who believes it is important to adopt the correct sleep patterns for a healthy mental state.

Please tell us why you planned to enter the metaverse space, your future strategy and how you will excite your audience.

We run several digital marketing campaigns to connect and interact with our customers. Our customer base is tech-savvy, digitally engaged, and using the internet to get everything from needles to cars. Initially, customers and market participants will be shown the product and display system known as the Springfit Lounge. This gives you the opportunity to interact virtually with our team. The Metaverse is the future of digital marketing. Because it allows you to interact with a wider audience across geographic boundaries and time limits.

How do you plan to engage with your audience with the appointment of Kareena Kapoor Khan as brand ambassador?

We plan to create a 360-degree media strategy. A TVC campaign, print advertisement or radio advertisement will soon be launched to promote this collaboration. This association allows us to connect with people across India and beyond. Kareena Kapoor Khan has many fans. Her people listen to her and follow her. Through this association, we hope to make people more aware of their sleep habits and hygiene and bring Springfit into every home in India. All of Springfit’s marketing campaigns revolve around the brand’s motto of good sleep. This helps you reach out to your target audience, promote your products, and educate your customers. I believe.