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New Delhi, Jul 31 () Sheela Foam, maker of Sleepwell mattresses, has filed draft papers with markets regulator Sebi to raise Rs 510 crore through an initial public offering. Sheela Foam is looking at valuation of USD 400-500 million and the company will dilute 15 per cent stake in the offer for sale. The company has filed draft red herring prospectus (DRHP) with Sebi for its Rs 510-crore offer for sale. At a face value of Rs 5, an unspecified number of shares will be sold to public at a price band to be decided later. The firm with an EBITDA (earnings before interest, tax, depreciation and amortization) of Rs 200 crore would not receive any proceeds from the initial public offer (IPO). Edelweiss Financial Services, ICICI Securities and IIFL will be the book running lead managers to the issue. The company, which has 12 manufacturing facilities, developed a pan-India distribution network consisting of over 100 exclusive distributors, more than 2,000 exclusive retail dealers and over 2,500 multi-brand outlets.
The firm exports its products to 25 countries. Apart from its flagship brand Sleepwell, Sheela Foam also manufactures foam-based home comfort products like mattresses, furniture-cushioning, pillows, cushions, sofa-cum-beds. According to Crisil, Sleepwell branded mattresses constituted a share of around 20-23 per cent of the organised Indian mattress market during 2015-16. Over the past few months, IPOs from companies with a consumer focus have been a huge success with even retail investors showing great interest. Public issues of Dr Lal Path Labs, Narayana Hrudayalaya, Thyrocare Technologies, Ujjivan Financial Services, InterGlobe Aviation - IndiGo's parent, Parag Foods, Mahanagar Gas and Coffee Day Enterprises, which runs Cafe Coffee Day outlets, have attracted considerable investor interest. "Investors seem to have realised that B2C companies dealing with consumer products or services are worth investing in because they play a major role in Indian consumption story which the world is buying," a market analyst said.
"What is even more heartening is the fact that the retail investor has returned to the primary market, at least as far as the consumer brands are concerned," he added. Top 10 Mattress Brands in India As per a recently published report on the world mattress industry, the Indian mattress industry has seen an average yearly growth ranging between 10 and 15 percent. According to the same report, the top country in this regard is China, followed by Russia, Australia, Czech Republic, Brazil, Poland, and Austria. List of Top 10 Mattress Brands in India Kurl-on mattresses are made from the best materials and use the newest technology to make sure that the customers have a nice experience. It offers four types of mattresses: Sleepwell is one of the top providers of sleep support products in India. It is the chief brand of the Sheela Group and has ISO 9001 certification as well. The company focuses on making the use of the very best and latest in global technology and creating products as per the demands of the consumers.
Rubco mattresses are produced by Rubberized Coir Mattress Division of the Kerala State Rubber Co-operative Limited. It offers seven types of coir mattresses that serve the purposes of various types of users. The range includes the conventional mattresses, high end and luxurious ones, and the special orthopedic products. The size and thickness depends on the purpose for which the mattress is being used. Following are the various products of Rubco: The mattresses from Tempur-Pedic, a US based company, are made from materials that change according to the shape of the users. These also bring down the amount of motion transfer between two people using them. These are offered with limited warranties of 25 years and trial periods of 90 days. These come in four ranges: The mattresses of Dunlopillo act according to the body contours of the person who is sleeping and this makes sure that he or she has a good and refreshing sleep. They come in 4 major ranges: Founded during 1957 MM Foam is a leading name in the world of sleeping products.
It offers four types of mattresses that are capable of catering to the requirements of different kinds of people: Its mattresses are available in several ranges such as the following: Duroflex uses the Full Prone Support system to make sure its customers enjoy a refreshing sleep every day and stay healthy. Its mattresses come in various ranges such as: Sleepzone is owned by Real Innerspring Technologies Private Limited, which is among the top spring mattress manufacturers in India. The brand offers both non spring and spring mattresses and has been in the business for more than a decade. Its products are available for both home and hotels, in India and outside the country. It offers a wide range of products such as the following: Europedic Organic Latex Mattress Galaxy Bonnell Pro Spring Mattress Europedic Memory Foam Mattress King Koil mattresses are marketed in India by King Koil Sleep Systems (Private) Limited (KKSS), which itself is a sister concern of Dubai Furniture Manufacturing Co., LLC, which is held by the famed ARENCO Group.
Over the years, the company has associated with chiropractic doctors and this has helped it produce some of the best sleep support systems suited to handle spinal issues. Its products come in 4 major categories: Restonic mattresses come in two major collections – ComfortCare Collection and HealthRest Collection. The company believes that it is the right of people to have a good night’s sleep and as such creates every product with better materials and with greater focus on various nuances. Following are some other mattress brands available in India: India Mattress Industry- Current Scenario Godrejis looking to increase its share by 100 percent as far as the organized market for mattresses is concerned. The mattress segment is a critical component of the Godrej Interio Group and was introduced during 2007. Someshwar Prasad, the Product Head of the Mattress division, states that the company is aiming to take up its market share to 10 percent by the end of 2012 with regards to the organized sector.
It is estimated that the organized market for mattresses in India is worth approximately INR 1500 crore and there are 3 major companies in this regard. The company is looking to come up with a greater number of stores, which will help to increase their retail footprints and help them realize their ambition. Prasad has stated that by the end of 2012 the company is looking to go up from 100 to 1500 retailers. It is also supposed to start 35 sleep studios, 4 of which will be located in Chandigarh. The total number of such studios to be opened in northern India is expected to be 12. He has also introduced three new types of mattresses referred to as Reborn, Sleepmate, and CalmCruizer. It is expected that these will help in bolstering sales in the days to come. Spuhl AG, a firm based in Switzerland, opened its first international store at Hyderabad during February 2012. It is owned by Leggett & Plat Inc, which is based in the US. Leggett & Plat Inc is a maker of machines that are used to produce spring units that are employed in mattresses and upholstery and operates on a global scale.
At present spring mattresses comprise less than 5 percent of the total production in the mattresses market in India. However, Spuhl is looking to operate well in the domestic market. Following its opening the company has sold 30 machines approximately, that are each capable of producing 80 springs in a minute. Some of the leading companies in India like Sleepwell and Kurl-on have purchased machines from it. The Sales Manager, Magnus Baumann, has stated that India is being perceived as a major market. The company is planning to introduce other products such as pocket spring making machines and other spring makers that have even greater capacities. However, the whole process will be done in a phased manner. The company has entered into an agreement with Veda Marketing, based in Hyderabad, to strengthen its position in the Indian market. MV Ramesh, who works for Veda, has stated that they are looking to sell around 10 units of the spring making machines in 2012-13. Spuhl sells 200 models of these machines around the world every year and each machine costs approximately INR 1 crore.