1

1. Executive Summary

Nilkamal ltd is Asia's largest plastic processor of moulded products in India; any

successful business will have its core resourceful and caring employees who have full job

satisfaction and a perfect for the jobs they are commended with. The Nilkamal Group has

an impeccable record of sustained growth and profits over the years notwithstanding the

occasional dip in certain quarters.

My summer internship with Nilkamal Ltd. I worked in Mattress Department and my

Responsibilities were to assist Marketing & Promotion Team.

I was required to work in line with Advertising Agencies and support work to Sales Team

to fulfill their requirements.

Research project is partial Exploratory and Descriptive method of research. Research

Project required me to interview Sample size of 50 people to arrive at particular

hypothesis.

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2. Introduction-

Indian Home Furnishing Market

The Indian home furnishing market derives its demand from textile industry. With the

increasing textile industry the market for home improvement has a rich history behind it.

During the years 2009-2012, Indian home furnishing industry has registered a slow growth

of 2.9% but with the increasing disposable income and changing consumer dynamics will

lead to a growth in the furnishing market which will push the growth rate to 8% in the

next five years. The industry has positive outlook due to booming hospitality, retail sector

and easy availability of home furnishing loans.

According to “Indian Home Furnishing Market Forecast & Opportunities, 2018”, with the

increasing textile industry in the country, the furnishing market will continue to flourish.

The home furnishing market is anticipated to witness demand from retail industry. By

2018, home furnishing market in India is expected to grow at CAGR of 8%by value to

reach USD5.29 Billion. During the same period, curtains &, upholstery and rugs & carpets

will grow at CAGR of 8% and 9.4 %.

World mattress market

Taking look at mattress production in the 35 countries studies in report, we have notice

that there is change over the recent year. Traditionally, the US was leading country in term

of production. Over last year china started major expansion and until 2012 Chinese

mattress production continue to increase by double digit growth rates. In 2011, china took

over the number one position in term of production among the35 countries and putting the

US in second position. Regarding mattress consumption, the leading countries remains by

far the US, accounting for over one fourth of total consumption in the 35 countries

considered. The US is followed by china which recorded the most impressive increase in

term of mattress consumption. The top 6 mattress consuming countries account for

approximately 70% of consumption of the 35 countries include in CSIL World mattress

industry report

Top mattress exporting countries are China and Poland, followed by Denmark, Belgium

and Italy.

Main Importing countries country are the US, Germany, France, Japan, Canada, and

Netherland

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Material trend world wide

Looking at various region of the world, there is big difference in term of mattress and

bases, especially between the Europe and America, as well as in Asia. Even among the

European countries, the difference of mattress production and consumption trend in forms

of material, Sizes and replacement cycle are significant

Mattress production in North America, UK and Ireland traditionally mainly concentrated

on innerspring mattresses. Generally in Europe production is more concentrated in non-

inner spring mattress (foam and latex). In large areas of Asia, a part of beds used are still

to traditional style.

Leading mattress manufacturing countries include Brazil, Canada, India, and Germany

Indian Mattress Market

According to our data sources, the Indian mattress market size is approximately about Rs

5,000 crore ($ 900 million).Accordingly there should be above 12,000 retailers of different

mattress product mix.

Majority of retailers are in the unorganized sector (70-75 per cent) who are selling majorly

low end cotton and foam fillers mattresses. Whereas the organized sector of approximately

about $225-270 million comprises majorly of coir, rebounded foam and foam combination

products which constitute to about 80 per cent of this segment.

The remaining 20 per cent ($45-55 million) constitutes premium and high-end product

mix comprising spring, premium foam combinations and niche products. The organized

sector in metros typically generates volume in the range of Rs 3 -15 Lakhs per month.

Unfortunately, there is hardly any organized company which has conducted any intensive

survey of the mattress industry throughout India. Due to this, we evaluate the current size

and opportunity of the markets by our strong judgment by analysis of target market

strengths and competition, dealers' network and other critical information through various

sources.77% of world sleeps in mattress and 35lakh Indian travel abroad every year.

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3. Profile of the Organization

Company name Nilkamal limited

Date of Establishment

1934

Revenue 240 (USD in millions)

Corporate Office

Nilkamal House, 77/78,

Road no 13/14 M.I.D.C,

Andheri (East), Mumbai- 400093

www.nilkamal.com

Management Detail-

Mr. Vamanrai Parekh (Chairman)

Mr. Sharad V. Parekh (Managing Director)

Mr. Hiten V. Parekh (Executive Director)

Mr. Manish V. Parekh (Executive Director)

Mr. Nayan S. Parekh (Executive Director)

Business Operation-

Nilkamal Furniture

Nilkamal Mattress

Nilkamal Material Handling

@home-Retail

Financials 2014

Net Profit - 40 (Cr rupees)

Book value 310.10 (Cr rupees)

Total assets 731.54 (Cr rupees)

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6

Functional, Divisional, Multi Structure of Nilkamal Mattress

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4. Objective and Scope

Objective of study-

To study the competitive environment of Nilkamal mattress

To understand competitive strategy of Nilkamal mattress

Scope

The scope is constrained mainly to the area between Nilkamal mattress and

To find out mattress awareness among consumer

To find out which factor influence to seller to make buying decision

The study is limited to Indian mattress companies

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5. Product mix

A business has two-and only two function: marketing and innovation

-Peter Drucker

Product mix

Product -

Product

Price

Place

Product- Popular mattress in India is cotton, Rubberized coir and Foam

Nilkamal mattress has 24 four types of mattress and 21 size in one mattress

Mattress Type Advantage Disadvantages

PU foam Soft, Very Light Hot, Expensive, Sag

Latex Rubber Not as soft as foam,

comfortable

Expensive

Spring Mattress No sagging, long life Very expensive, Get Noisy

Rubberized Coir Firm, reasonably priced Tendency to sag

Cotton mattress Cheap, foldable, available in

any Size

Forms lumps

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Different Size-

72 X 30 75 X 30 78 X 30 84 X 60

72 X 36 75 X 36 78 X 36 84 X 66

72 X 48 75 X 48 78 X 48 84 X 72

72 X 60 75 X 60 78 X 60

72 X 66 75 X 66 78 X 66

72 X 72 75 X 72 78 X 72

Coir Mattress Firm

Guarantee/warranty Thickness

Prem High Firm 1 year 4’’

Sneham XL Medium Soft 2 year 4’’

Classic Gold medium

Firm/medium

firm

1+4 year 5’’

McKenzie

Ortho-

High firm 2+3 year 6’

Spine fit High firm 1+4 year 5’’

Cool bond Firm 2+3 year 4.5’’

Sparkle High Firm 2+3 years 4’’

HD Coir Medium firm 6 month 4’’

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Spring Mattress Firm

Guarantee/warranty Thickness

Flora High Firm/firm 2+3 year 4’’

Veronica Medium Firm 2+3 year 6’’

Side sleeper

monarch

medium

Firm/medium

firm

2+3 year 6’’

Gloria Medium firm 2+3 year 6’’ 8’’

Winsum firm 2+3 year 6’’

Series Ex Affair Medium Firm 2+3 year 6’’

Series Ex

valentine

Medium Firm 2+3 years 10’’

Econil Firm 2 year 4’’

Horizon Firm 2+3 year 5’’

Vivah Medium firm 2+3 year 6’’

Foam Mattress Firm

Guarantee/warranty Thickness

Blue Sky Medium Soft 2 year 4’’

Blue heaven Medium soft 2+3 year 4’’ 6’’

VFM Firm 2 year 4’’

Heaven Medium Soft Firm 2+3 year 5’’

Elite Medium Soft 2+3 year 6’’

Executive Medium Firm 2+3 year 5’’

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Unique selling proposition (USP)–

A unique selling proposition is a factor that differentiates a product from its competitors,

such as the lowest cost, the highest quality or the first-ever product of its kind. A USP

could be thought of as “what you have that competitors don’t.

Nilkamal mattress has height weight chart according to that one can choose their mattress.

Source-www.nilkamalmattezzz.com

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Marketing is a contest for people attention

-Seth Godin

Price- Price covers the actual amount the end user is expected to pay for a product. How a

product is priced will directly affect how it sells to make product affordable to the target

market and reflect value of benefit provided.

Pricing analysis of Nilkamal mattress and different competitor mattress.

Coir Mattress 4’’

16173 16050 15900 15960

13477 13339 13200 12995

Nilkamal Centuary Kurl on Coir fit

King Size Queen Size

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Foam Mattress 6’’

.

Spring Mattress 8’’

17637 17120 16590 17100

14697 1452913900 13550

Nilkamal Kurl on Sleepwell Peps

King Size Queen Size

49639 5053048390 49778

41366 3980036780

42290

Nilkamal Centuary kurl on Sleepwell

King Size Queen Size

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Future of marketing is leadership

-Seth Godin

Place-

Place refers to channels, location logistics and inventory transportation. It encompasses

management of range of processes involved in bringing product to end consumer.

Placement refers to channels and location for distribution product related in information

and support services

Distribution Channel levels of Nilkamal mattress:

Nilkamal mattress has nearly 400 dealer and distributor. They have two hundred strong

dedicated field force services retailers. So it is seen that Nilkamal mattress has level 1, 2

level 2 & level 3 distribution channels levels.

Level 1- Manufacture to Dealer

Level 2- Dealer to Distributor

Level 3–Finally Distributor to end user,

And also, Nilkamal mattress is available at Nilkamal home ideas, @home, also available

at most E-commerce site like Snap deal, pepper fry, urban ladder.

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Marketing and innovation produce result, all the rest are costs

-Peter Drucker

Promotion-

Promotion consists of advertising, Personal Selling, Publicity, Sales promotion, direct

marketing, and public relation. Promotion is needed to build and improve consumer

demand.

Shutter and Wall Painting- Wall painting is one of the most economical sources of media

when it is planned and executed properly. Wall painting is most economical and effective

way of advertising. Wall painting tools help to identify a brand with a store, a concept

known as the store brand.

Wall painting is done across all Nilkamal mattress dealers. Dealer’s availability in that

areas helps to tap new audience leading to growth, development and progress in business.

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Coupon- In marketing, a coupon is a ticket or document that can be redeemed for a

financial discount or rebate when purchasing a product. Coupons issued by the

manufacturer of a product may be used at any coupon-accepting store that carries that

product.

Nilkamal mattress is using coupon to increase their sale. Benefit of coupon-

Pull in business, attract new customer, reactivate old customer.

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Shop Exhibition- Shop Exhibition and event are valuable because they allow face to face

communication

And offer opportunities for networking. Nilkamal mattress takes part in various

exhibitions like Expo India. It reinforces relationships with customer, distributor, and

agents. It is the best place to communicate with target audience

Advantage of Shop exhibition-

1. Cost effective

2. Target market

3. Relation builder

4. Sales leads

5. Direct selling

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7. ATL AND BTL

Above the line ATL

Above line activity refers to Promotional Activity done at macro level. It is done at

national, regional or bigger territory level and mass audience is cover in this type of

activity. A brand image is creating about company and its product. Media such as TV,

radio, cinema, newspaper, and magazine are used to create an impact about the company

and its product. ATL communication is more of conventional in nature.

Nilkamal mattress is currently doing some ATL activity like showing ads in cinema in

Bangalore, newspaper ads.

Below the line BTL

Below the line Communication is unconventional in nature, done at micro level and form

a part of non media communication. Measure include emailing, Distribution of flyer, and

usage of sponsorship, Public relation, Telemarketing and point of sale, point of sale.

Today ATL is used for branding effect, to generate mind share while BTL IS used to

generated loyalty and repeat sale. ATL is tailored for mass audience while BTL promotion

is targeted at individual level according to their needs and preference. ATL promotion is

difficult to measure while BTL is measure in term of sales and feedback. Since BTL focus

is targeted and customer Centric, it is efficient and cost effective.

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Nilkamal mattress is doing some BTL activity like coconut water campaign, emailing,

point of sale (poster library) distribution of flyers, brochures, Standees.

Poster Library- Poster is kept at point of sale which has image and feature of different

mattress. It attract customer and help while making decision

Standees

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Reward Scheme for dealer and distributor

Umbrella branding

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8. Market Share

The mattress market of India is dominated by small and unorganized players. These

players specialize in coir, foam and spring mattress, which caters to almost 90% of the

country requirement for mattress. The spring mattress is still at nascent stage in the

country and is evolving. A major growth driver for mattress market in India is growing

urban population who is ready to spend considerable amount for their luxury and comfort.

This global trend is attracting major global player to invest in mattress industry of India.

Coir mattress is considered as environmental, friendly, durable, supportive, and good for

health. This market holds a majority share in the sales of mattress in India

Kurlon is leading player in the India followed by sleepwell in Indian mattress market .In

addition to this brand there are also regional and local players both in branded and

unbranded category. Sleepwell and spring well is major player in the PU foam and spring

mattress segment respectively.

22%

17%

1%

9%13%

38%

Sales

Kurl on Sleepwell Nilkamal Centuary Duroflex Other

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9. SWOT ANALYSIS

Strength , Weakness , Opportunity , and Threat are the four tools for a individual or

group or organization to grow , improve and polish it’s skill. Nilkamal mattress has

been highlighted below which covers all the criticality of the project

Internal

Strength-

Every product has their unique selling proposition USP (e.g. weight, height chart)

Product is launched under family brand i.e. Nilkamal

Nilkamal mattress is started with basic range Rs 3636

Full modernize technology is used to make mattress

Nilkamal use SAP to store large data

Weakness-

Nilkamal Procure the raw material from other supplier whereas other player

manufacture the raw material like foam, coir, clothes

Mainly focuses only on push strategy and less pull strategy i.e. more incentive to

Dealer and distributor.

Seasonal sale- Seasonality in revenue since sales product depend on particular

season i.e. Onam, Diwali

Customer perception about nilkamal is limited to chair

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External

Opportunity

Merger and acquisition to strength the mattress brand

Should start manufacturing foam, coir to give strong competition to competitor

Increase more Distributor and dealer to penetrated the market

Threat

Nilkamal mattress is facing competition from market players like kurlon,

Sleepwell, Centaury,

Small Players available in the markets like peps, Springfit, Coirfit which attract

potential buyer

Well established and experience company are already in market with more than 30

year of expertise in mattress

Entry of foreign player is threat to Nilkamal mattress as well as current competitor

(Currently there is 49% FDI in home décor)

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10. PUSH VS PULL STRATEGY

Pull Strategy-

Concept-This is also known as inbounds marketing. The term “inbound” means that your

marketing efforts generate a response: interest, inquiries, transactions, etc. That is,

customers come to you for answers.

Strategy- Pull makes it easy for customers to find you. The focus is on creating awareness

and increasing brand visibility, particularly on the web. Pull marketing strategies include

eBooks, white papers, blogs and social media marketing.

Channel- Pull is usually a web-based method. Blog posts, eBooks and other online-content

machines are forms of pull marketing that live on the web, went customer make inquiry

this is part of pull strategy.

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Engagement- Marketing is easy when customers come to you. Pull marketing generally

enjoys a higher level of engagement because the customers seek out thecompanies. Pull

marketing can also fail if you target the wrong audience, or betray a customer’s trust.

Push Strategy

Concept- This is also known as outbound marketing, since it pushes marketing out to

customers.

Strategy- push strategy is about devising ways to place products before prospects. This

usually involves some form of paid advertising: TV ads, radio spots, billboards and flyers.

Channel- This type of marketing typically starts offline, with a few exceptions. A direct

mail postcard is an example of offline marketing. An email offer is a perfect example of

how push marketing can translate to the web. You can also combine both. For example,

send a postcard that includes a URL to an irresistible online offer. Cold call or proxy call

is part of push strategy

Engagement- If done incorrectly, push marketing can be disruptive. As a result, push

customers tend to be less engaged.

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11. Brand Awareness activity (Coconut water campaign)

Marketing campaigns are the main methods for both communicating with their market

to reinforce their, and for customer acquisition Nilkamal mattress has started coconut

water campaign.

Aim- To create brand awareness about Nilkamal mattress

Location- Popular Park in Country

Time – Morning 6.30am to 8.30am

Target Group- Adult audience (influencer) and old age people how has buying capacity

Customer engagement activity – To engage the customer is difficult task, but by giving

Coconut water for free this made it easy. At time they drink coconut water Nilkamal

employee tell about different mattress and their USP.

Cost-Per campaign cost is around Rs. 3500-5000. (50-80 coconut)

Other Support- Standees are place in park and leaflet with the stamp of nearest dealer are

given to customer

Footfall ratio-150-200 People

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12. Research methodology

Introduction

Research methodology is very to systematically solve the research problem. It may be

understood as science of studying how research is done scientifically. Why research study

has been undertaken, how the problem has way been defined. In what way an why the

adopted. Why particular technique of analyzing data has been used and a host of similar

other question are usually answered when we talk of research methodology concerning a

research problem or study

A research design serves as a bridge between what has been established (the research

objective) and what is to be done, in the conduct of the study. In this project research done

I of Descriptive and explanatory nature

Source of data

The relevant data was collected from both primary sources and secondary. The starting

point of my information gathering has been the secondary sources such as newspaper,

books journals and internet

Firstly, I made a study of the marketing strategy of Nilkamal mattress through secondary

sources. Then I conducted a consumer survey on mattress.

Sampling procedure

A sample – total consumer is 50 and age group of 20-45 year has been considered for this

study.

Primary data collection -Data as collected through interview schedule, consisting of both

open ended and closed ended questions. The schedule covered parameter like reason for

consumer brand preference, recollection of earlier tagline. The data is collected through e-

mails and one-to-one personal interviews.

Secondary Data-Secondary data that is already available and published. It could be

internal source of data. Internal source: which originates from specific field or area where

research is carried out e.g. publish brochures, official report etc. This originated outside

the field of study like books and the websites

Library- Various project related books were referred especially to analyze the system.

Also various books from college library referred

Secondary data is collected from-

Magazines, Internet, newspaper.

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13. Literature Reviews

Consumer Durables

Consumer durables are a category of consumer products that do not have to be purchased

frequently because they are made to last for an extended period of time (typically more

than three years). They are also called durable goods or durables.

Other than mattress example of consumer durable goods are automobiles, appliances,

furniture, jewelry, consumer electronics and sporting goods.

Leading mattress maker Kurlon is aiming to clock 25 per cent sales growth and achieve Rs

1,000 crore turnovers this fiscal on the back of enhanced capacity with the induction of its

ninth unit at Jhagadia, Gujarat.

"This financial year we would achieve a turnover of Rs 1,000 crore after operations in our

new plant at Gujarat comes to full swing," said Kurlon Managing Director T Sudhakar

Pai to PTI.

The company, which is number two in the foam business, said it may increase the prices

due to rise in the raw inputs such as latex and other imported products. Inputs became

dearer because of depreciation of theIndian Rupee against US Dollar.

The cost of raw material has increased and now we have to pay more as the Rupee has

depreciated.

Kurlon has a manufacturing capacity of 10,000 mattresses a day and has recently opened

two new plants at Roorkee in Uttaranchal and Gwalior in Madhya Pradesh to cater the

northern region market.

Published at New Delhi

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BCG Matrix

The growth–share matrix (aka the product portfolio, BCG-matrix, Boston matrix, Boston

Consulting Group analysis, and portfolio diagram) is a chart that was created by Bruce D.

Henderson for the Boston Consulting Group in 1970 to help corporations to analyze their

business units, that is, their product lines. This helps the company allocate resources and is

used as an analytical tool in brand marketing, product management, strategic management,

and portfolio analysis. Analysis of market performance by firms using its principles has

recently called its usefulness into question

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BCG MATRIX-

Cash cows - Cash cows are the leaders in the marketplace and generate more cash than

they consume. These are business units or products that have a high market share, but low

growth prospects. Crates are cash cow of Nilkamal. Because major revenue comes from

crates which has 41% market share according to IDFC-SSKI (MONEYCONTROL)

Dogs - Also known as pets, dogs are units or products that have both a low market share

and a low growth rate. They frequently break even, neither earning nor consuming a great

deal of cash. Dogs are generally considered cash traps because businesses have money

tied up in them, even though they are bringing back basically nothing in return. These

business units are prime candidates for divestiture.

Question marks: These parts of a business have high growth prospects but a low market

share. They are consuming a lot of cash but are bringing little in return. In the end,

question marks, also known as problem children, lose money. However, since these

business units are growing rapidly; they do have the potential to turn into stars. Companies

are advised to invest in question marks if the product has potential for growth, or to sell if

it does not.

The Stars - A company’s “Star” products reside in the upper left quadrant with high

market share and high growth. Because of the company’s relatively strong market share

the company has a good competitive position. The high growth also means that there is the

opportunity to continue to increase revenue and profits. For “Star” products, hold on to

what you have or in some case try to continue to grow, but this is really an area of

moderate marketing and advertising investment. Nilkamal furniture come star with market

share of 28% and Rs 700 crore turnover.

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14. DATA ANALYSIS

13%

15%

25%

30%

17%

2.Which of the Following mattress brand

are you aware about?

Nilkamal

Peps

Kurlon

Sleepwell

Centuary

36%

22%

30%

12%

1.Which type of mattress you use?

Foam Coir Cotton Spring

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60%

40%

3. Have you seen any TV advertisement of

mattress?

Yes No

18%

82%

4. Do have any back injuries, neck injuries

or aliments?

Yes No

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30%

55%

15%

5.What types of mattress do you prefer?

Soft Medium Hard

48%

40%

12%

6.What position do you prefer to sleep in?

Side

Back

Stomach

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2-5 Years

5-7 Years

7+ Years

7. How long you use same mattress?

94%

6%

8. From were do you buy your mattress?

Internet (E- commerce)

Retail store

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18%

32%28%

20%

2%

9.How money would you like to spend on

mattress?

5,000- 10,000

10,000-15,000

15,000-20,000

20,000-30,000

30,000-60,000

50%

26%

4%

20%

10.In your family who make buying

decision of mattress

Parent

Elder Person

Children

Self

36

34%

16%

50%

11.At what occasion do you buy mattress?

Diwali

Christmas

Other

16%

38%

36%

10%

12.How thick mattress would you prefer

to buy?

4

4.5

5

8

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15. Limitation of study

The data collected cannot be free from errors, since some of the respondent failed

to give correct information

The study is limited to geographical region of Mumbai-Thane, Kurla, Dombivali,

Kalyan

Study accuracy totally based upon the respondent response

Stipulated short period of time for survey.

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16. Conclusion

After analyzing the questionnaire and studying the facts available in the magazine and

newspaper.

Now also Indian mattress market is highly unorganized and many household still use

cotton mattress. Spring mattress has very low market share in India compare to other part

of world. Still, we can see there is wide opportunity in mattress sector in India

I can conclude that many people actually are getting educated about aware about mattress

and its importance.

Nilkamal mattress has grown with fast pace and now imparting its colors by providing

wide range of product. The penetration of Nilkamal mattress is very low compare to

competitor. Each product has their USP.

The owner believes in customer satisfaction and that can be achieved by offering what

customer demands. Company believes in having well executed marketing plan. Company

strength lies in areas of its staff and expertise who are very customer oriented. Nilkamal

gives utmost importance to their customer and their endeavors are directed to meet

customer expected expectation.

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17. Recommendations

Nilkamal mattress should start Focus on doing above the line activity or pull strategy

(e.g. Advertisement, Newspaper, Radio) to pull mass audience

Nilkamal mattress should increase network of dealer and distributor to increase the

sales

For bulk order Nilkamal mattress should start approaching hotels and hostel industry

Nilkamal mattress should start utilizing social media were mass population gather like

facebook, twitter, pintrest, instagram and should launch campaign like hashtag and

online campaign

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18. Annexure

Name

Date

Age Group 20-25 25-29 29-35 35-39 39-45

Address

City

Telephone no Gender- Male Female

1. What is your profession?

______________________________________________

2. which type of mattress do you use?

1) Foam 2) Coir 3)Cotton 4)Spring

3) which of the Following mattress brand are you aware about?

1) Nilkamal 2) Peps 3) Kurlon 4)Sleepwell 5) Centuray

Any other –

4. Have you seen any TV adverting on mattress?

1) Yes 2) No

Yes then Company name______________

5. Do have any back injuries, neck injuries or aliments?

1) Yes 2) No

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6. How thick mattress would you prefer to buy?

1)4’’ 2) 4.5’’ 3)5’’ 4) 8’’

7. What types of mattress do you prefer?

1) Soft 2) Medium 3)Hard

8. What position do you prefer to sleep in?

1) Side 2) Back 3) Stomach

9. How long you use same mattress?

1) 2-5 Years 2) 5-7 Years 3)7+ Years

10. How do you buy your mattress?

1) Retail store 2) Internet (E- commerce)

11. How money would you like to spend on mattress?

1)5000- 10000 2)10000-15000 3)15000-20000 4) 20000-30000 5)30000-

60000

12. In your family who make buying decision of mattress

1) Parent 2) Elder Person 3) Children 4)Self

13. At what occasion do you buy mattress?

1) Diwali 2) Christmas 3) Other

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http://www.franchiseindia.com/magazine/2013/november/Profiting-from-comfortable-

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http://www.worldfurnitureonline.com/research-market/world-furniture-international-

markets-review-4-issues-0058636.html

http://www.nilkamalmattrezzz.com/products/our-products/mattrezzz/10

http://www.technavio.com/report/online-home-decor-market-in-india-2015-2019

http://stockshastra.moneyworks4me.com/consumer-durable-sector-analysis-and-review-

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http://www.cdotsys.com/wp-content/uploads/2014/02/Home-Decor.png