Domestic technical textiles Industry Segment-wise consumption of ...

Pillows can be made of variety of filling material like cotton, feathers and foam etc. Pillows are
available in variety of sizes i.e. 21''X14’’, 24’’X16’’ and 26’’X17''. The ticking fabric used for pillow
is also generally made of cotton with a GSM lesser than that of the fabrics used for mattresses.
Market dynamics and key growth drivers
The market for mattresses and pillows can be broken down into three segments:
• Households
• Hotels
• Hospitals
The demand from the household segment accounts for 90-95 % of the total market. Mattresses are
typically purchased with purchase of a new bed which in turn is dependent on the number of
marriages, increasing family size etc. As per industry experts mattresses are generally replaced in 8-
10 years. Awareness about the pros and cons of different type of mattresses is low, thus, cost plays an
important role in the purchasing decision.
Distribution network is a key factor in this industry. Mattresses and pillows are bulky leading to high
transportation and ware housing costs. The presence of a number of regional players and relatively
less exports and imports are explained by this fact.
Market size and future forecast
Each mattress requires 5 square meters of ticking fabric. Mattress tapes are used in a few mattresses.
The consumption norms for the same are given in table below:
Usage of various mattress components
Ticking fabric 5 square metre
Price per square metre of ticking Rs 40 per square
meter
Tape 13 meter
Usage of various pillow components
Ticking fabric 0.4 square meter
Price per square metre of pillow
ticking fabric
Rs 30 per square
meter
The domestic demand for mattresses is estimated at 35 million pieces. This translates into a demand
of 175 million square meters of mattress ticking fabric valued at Rs 700 crore. Considering that 10%