This premium mattress brand aims to replicate offline success in digital world

 Family-owned Foam Home has been successfully operating as a premium mattress brand for over forty years, primarily thanks to word of mouth. 

The company aims to replicate this success in the digital realm. Established in 1977 by the Bhanpurawala family, Foam Home has established a unique presence in the Indian mattress market, achieving this largely through word-of-mouth marketing.

"We have always catered to a clientele that recognizes sleep as an investment," states Sabina Bhanpurawala, CEO of Foam Home, in an interview with SMB Story. Sabina is part of the family's second generation.

Initially, Foam Home specialized in refurbishing mattresses. It has since transformed into a brand that sells mattresses and pillows in both Indian and international markets. The company operates a manufacturing facility and maintains a single retail outlet in Mumbai.

Foam Home is now exploring digital avenues to boost its growth. Bhanpurawala is optimistic that the success achieved offline can translate into online market expansion. "There is significant potential for providing online consumers with authentically crafted, high-quality products," she notes.

While Foam Home has not disclosed its revenue figures, it reports a growth of over three times in the past six years. Retail focus is key; Bhanpurawala emphasizes that Foam Home prioritizes the retail sector and maintains strong relationships with architects and interior designers to market its products.

"For us, our clientele represents prestige," Bhanpurawala explains, noting that from the outset, Foam Home has consistently produced high-quality mattresses that are priced at a premium.

Foam Home's mattress prices range from Rs 30,000 to Rs 3,00,000. Bhanpurawala mentions that the company, which holds 20 patents, has benefited from being a first mover in the industry. Its emphasis on technology has kept it ahead of competitors, as it is attuned to the needs of the Indian market.

According to the CEO, the local market requires a greater level of customization compared to other developed nations, where the emphasis is on standardization.