1.1 DUROFLEX PRIVATE LIMITED, ALAPPUZHA

Duroflex (P) Limited are one of the pioneers in the manufacturer of Rubberized coir

products in India. Duroflex industry was established in 1963 by Mr.P.C.MATHEW from

Pallivathukal family of Kanjirapally.

Late Mr. P.C Mathew acquired a degree in Rubber Technology from Banaras Hindu

University. He went to with the intensive training which he received in Austria to learn advanced

rubber technology and in 1963 the venture began with the intensive training which he received in

Austria and Germany and with the imported machinery the venture made a good start. From its

humble beginning at Alleppey, Duroflex now has three manufacturing units at Alleppey, Hyderabad

and Hosur and an extensive marketing organisation with company sales offices / depots and

stockists all over India.

Duroflex rubberized coir is manufactured using eco- friendly materials coconut fiber (coir)

and the natural rubber latex foam. Both of these materials are 100% natural and environment

friendly. In growing, processing and production processes no harmful substances are used or

released. Duroflex has always adopted methods that encourage minimal waste with maximum

recycling. In tune with the market and the ever growing needs of its customers, Duroflex is

constantly developing new products that offer a greener option to the world. Recently coir from

Alleppy which also known as the ‘Craddle of Coir Industry’, where the making and located, has

been accepted world wide as from its place of making and recognized from other coir making

destination as ALLEPPEY COIR. An ever green state with coconut trees, backwaters, beaches and

lagoons, Kerala also has most of rubber plantation that cater to the global latex industry. It is the

no.1 selling mattress in South India with a market share of around 27%. Duroflex is the first

mattress manufacturing company in India to get the ISO 9000 certification. Duroflex has been the

member of International Sleep products Association, USA, supporting bedding and furniture

industry. Duroflex is the first mattress manufacture to earn the prestigious membership. Duroflex

has established itself in the market through its emphasis on quality, distribution and brand building.

The Indian mattress market is estimated to be Rs 6-7 billon. Although huge, the mattress market is

highly fragmented. The market had evolved from cotton mattresses to coir mattress and to

rubberized coir mattresses. The bulk of mattress industry is still dominated by coir brands. Most of

the players focus on good sleep and back support for their promotion. Duroflex is a brand that is

trying to put emotion in to the campaigns by positioning their mattress as one that can kindle in

you.

1.2 HISTORY OF DUROLEX PRIVATE LIMITED

Today Duroflex is the largest manufacturer-exporter of sleep products from India with

modern factories in Alappuzha, Hyderabad and Hosur. Duroflex translates the market demand

into products that are used expansively in households, hotels and hospitals. From humble

beginning in1963, Duroflex has 3 manufacturing units for rubberized coir matters, one to make

Natural coir-ply, Eco friendly plywood substitute developed from in house R x D. Delegation

sponsored by coir Board went to Europe in the year 1953 with a specified goal of establishing

more advanced industries in the coir sector. The delegate gave minimum importance for setting

up rubberized coir factories in India. They have reasoned that on both coir and rubber are

available in India it will be ideal to set up the factories in India for exporting finished products to

Europe and other countries. The coir board gave consent to seven for importing machinery and

setting up the units. At the time all the machineries were imported from aboard. The main

suppliers of machinery were Austria and Germany. Today the technology is available in India.

M/s Duroflex (P) Limited has developed new technologies and machinery for the

manufacture of Rubberized coir products. They set up 3 factories with 100% indigenous

machinery. The machines have much greater output and more efficient than the imported

machines. Late Mr. P.C. Mathew promoted M/s Duroflex coir Industries (P) Limited in 1963 at

Alappuzha; Kerala with view to use agro based inputs for manufacture of its products. The

company now and then is engaged in the production and marketing of the mattresses, rubberized

coir, pillows, bath mat, car cushions etc. The plant site at Chungam spread over an area of 2

acres. It is situated in such a place where transportation and nearness to market and all other

factors are available.

1.3. OBJECTIVES OF DUROFLEX PRIVATE LIMITED

To attain high market shares.

To increase profitability through customer satisfaction

To create and maintain good relationships with dealers and customers

To offer product with high quality to the customers

To attain cost effectiveness in all levels

1.4 Mission

They are highly motivated by their mission and vision to supply their customers with quality

home furnishing products in the form of mattresses, pillows, and rubberized coir sheets.

1.5 Vision

They work with the vision to make prompt delivery of their products to customers who have

put their trust on them constantly tempts them to work even better

Trust quality, competitive prices-all of these put together is ‘ Duroflex’

To have continuous improvement in achieving highest quality standards

To improve employees skill, talent, creativity and allow everyone to participate and give

their best in the way they work

To have in mind always that ‘quality improvement’ Is the mantra and set right the quality

management methods every now and then.

1.6 PRODUCT PROFILE

Duroflex (P) Ltd is manufacturing different types of high quality mattresses in different

varieties. The products are highly durable also.

The following are the range of mattresses available with Duroflex.

Duroflex spring mattresses

Duroflex Quilt

Duroflex Seasons

Duroflex Bliss

Duroflex Crown

Duroflex Body Line

Duroflex standard DM

The company is also producing and exporting the following items.

a) Rubberized Coir sheets

It is made coir and natural rubber latex blended with antioxidants for long life

Density : 60 to 150 k/gm

Thickness : 20 to 20

Size : 20000(L) 2000(B)

Applications

Sheets and pads for mattress fully made up mattresses.

Furniture

Carpet Underlay

Fillers

b) Natural Latex Foam

Natural rubber is eco friendly biodegradable and renewable with an elasticity that cannot be

achieved by any other materials. It comes in pin code and cavity sheet.

Density : 80 to 90 Kg/m3

Thickness : 25/30/50/100/150

Size : 2000(L) * 1200*(B)

1200(L)*1200(B)

Applications

Mattresses

Cushioning

Furniture

composite mattress

c) Latex Foam Pillows

Made with 100% natural rubber

Available in slot and firm variety

Also special pillows to customers size/specifications subject to mould/minimum

quantity.

(d) Full made-up mattress

European technology meets Indian coir given the world the finest in sleep products.

Exports brands, body line, quirt, coir and spring, sand which combo comfortek. These products

are also available in India. Other brands are Crown, seasons, premium, SDL, Standard DM.

a) Curled Coir

The spring fiber made from curling of raw coir.

b) Needled punch coir sheets

Rolls with /without rubber and with/without nessian

Density : up to 1200 grms /square meter

Thickness : 12 mm (1/2)

Size pieces : 2200 mm width up to 29 meter length as

Application s

Insulates pads for mattress

Geo Textile

Horticulture etc

PRICE SPECIFICATION

QUILT

Rubberized Coir Density 80kg/M3+5%

Thickness 75/100/150

Size up to(mm) 2000(L) 2000b

Top quilted

Cloth printed cotton

Construction Rubberized coir and 15mm

Price 1343

Standard DM

Rubberized Coir Density 80k/g

Thickness (mm) 50/75//100

Size up to(mm) 20000(L)*2000(B)

Top quilted 25mm flexi PUF

Cloth handloom jacquard

Construction Rubberized coir with100%

Price 3252

Premium SDL

Rubberized Coir Density 80k/g

Thickness (mm) 50/75//100

Size up to(mm) 20000(L)*2000(B)

Top 20mm PUF/20D5%

Cloth SATIN FINE WEAVE

Construction Rubberized coir

Price 3455

Bodyline

Rubberized Coir Density 80k/g

Thickness (mm) 50/75//100

Size up to(mm) 20000(L)*2000(B)

Top 20mm PUF/20D5%

Cloth mill cloth

Construction Rubberized coir pure real

Price 4233

Other companies under Duroflex group are ,

1. Duroflex Export Pvt Ltd

2. Comfartek Advanced Pvt Ltd.

3. Palmspring Mattress Pvt Ltd

4. Cocolatex Exports Pvt. Ltd.

1.7 BRANCHES OF DUROFLEX PRIVATE LIMITED

Duroflex has mainly three branches :

Alleppey

Hosur

Hyderabad

Figure 1.1

DUROFLEX

ALLEPPEY HOSUR HYDERABAD

1.8 DISTRIBUTION CHANNEL

Company is following direct distributing channels, from the factory the products are

directly handed to the distributors. Then it is the duty of the distributors to supply the product in

supply the products according to the order to the dealers. There is no middleman. The company

have mainly 5 distributors around Kerala which can be represented as :

Figure 3.2

In all these distribution centers there is corresponding warehousing facility which is

known as “Duroflex Depots”. In these depots a large volume of products can be stored safely.

1.9 ADVERTISEMENT

Advertisement is one of the main promotional activities that is to be done in order to

increase the market share and to meet the competition in the industry. In every annual budget of

Duroflex Pvt Ltd. The company set apart around 8% of its profit for the advertisement purpose.

The companies conduct the get together of its main distributors and dealers in order to collect the

DISTRIBUTORS

TRIVANDRUMM

ALLEPPEY COCHIN CALICUT THRICHUR

feedback. It is on the basis of this information. Company decided the amount that is to be reserve

for the advertisement purpose. Company is not directly involved the advertisement purpose. For

making better advertisement company seeks assistance from an external agency called “JELLITA”

an advertising agency in Kottayam. The agency has decided the punch line for the Duroflex

mattresses “brings romantic in you”.

1.10. COMPETITORS

The major competitors of the company are :

Kurlon

Sunidra

Rubco

Century Mattress

Taking the north Indian market in to consideration Duroflex ranks the second. The brand which

comes first is Kurlon is the competitor in the northern market. South Indian market for rubberized

mattress, Duroflex is considered as the number one.

1.11 PRICING STRATEGY

Duroflex is following ‘single price policy’. It means there is no discrimination among

classes. This price policy does not find favour with quality buyers who feel that they should

have been charged much lower prices than the small - lot purchases. The company has goodwill

among mattress industry, so the competitors pricing policy will not effect very much.

2.1 INDUSTRY PROFILE

2.1. MATTRESS MANUFACTURING IN INDIA

The Indian mattress industry is nearly 50 years old. The mattress industry in the country

is a Rs5,000 crore industry of which only Rs1,500 crore worth mattresses are from the organized

sector. The rest of the business volume is coming from unorganized sector. Kerala, the land of

coir and latex, there were over 100 players in the industry. The 1990 also saw a change in the

socio economic scene in the country. Rapid economic growth, increase in number of working

women, changing lifestyle helped the mattress industry to develop. Demand elasticity and price

sensitivity are the prominent characteristics of mattress industry in India. Nothing that people

spend one-third of their lives in bed, Mattress Company are using research on sleep, sleep

deprivation, and consumer attitudes to incorporate mattress in to the refuge and sanctuary that

consumer’s bedrooms have become. Now latest technology to manufacture quality mattresses

that combine coir for body support and foam for maximum comfort are used.

After the independence of India there was a boom in the mattresses industry. From

1950’s onwards, in order to the upliftment of the small scale industries, government has

provide3d subsides and grand for the different units. Among which coir industry was one of

among them. From 1960’s onwards many mattresses manufacturing firms have originated in the

Indian industry. Many firms have changed or registred into companies according to the

Company’s Act 1956. With the effect of mattresses industry, small scale industry like coir,

strings, cloths, manufacturing industry has also become very active. Now in India there are more

than 600 companies, who are manufacturing mattresses. Among which :

Kurlon

Sunidra

Rubco

Sleep Well

Century Mattress

Duroflex

These are the leading company’s in the Indian market.

India has attained a global achievement in the mattresses industry. Because of globalization,

Indian mattresses industry has extended. And large quality of products is exporting on

worldwide Indian coir mattresses have a high demand in the global industry. The main exporting

factors are coir, rubber and latex. Mattresses industry is now growing very fast, with the modern

and technological advancement, coir and mattresses industry occupies a major position in the

world market. Coir and mattresses industry not only includes manufacturing beds, but also

includes in the manufacturing of pillows.

2.2 HISTORY OF COIR INDUSTRY

Global Coir Trade Currently, the global annual production of coir fiber is about 3, 50,000

metrics tons yet, even in the world’ stop two producer’s, India and Sri Lanka, which account for

about 90%of global coir. Traditional uses for coir fiber include rope and twine, brooms, and

bushes, door mats, rugs and mattresses and other upholstery, often in the form of rubberized coir

pads. In 1980’s and 1990, western consumers omitted to synthetic foams and fibers. Since 1990,

domestic demand for coir pith as a peat moss substitute in horticulture has further pushed up

global production and prices in town, other coconut growing countries, including Philippines,

Thailand and Vietnam are now expanding for production and export of coir fiber.

Historically, Sri Lanka had been the world’s larger exporter of various fiber grades where

as India exports largely value added products –yarn, mats and rugs. Global trade volume for coir

fiber, value added products –yarn mats rugs and coir path now stands at about $140 million per

year with India, Sri Lanka respectively accounting for about $70 and 60 million that amount.

They give work to 5,00,000+ regional employers particularly in rural southern India and

coastal Sri Lanka, many of them are women working part-time .The challenge for industry is

to sustainably expand markets for these versatile renewable resources while maintaining its role

as employer for the rural poor. This may require producers to restructure form improve product

consistency and in particular develop novel applications. Jointly with their customers in

importing countries. Business, public agencies and the research institute are now addressing this

challenge in multilateral products in world wide.

2.3. RUBBERIZED AND COIR INDUSTRIES

Mattresses industries are rubberized industries which are mainly deals with converting

latex into rubber sheet, which are further used for making tyres, rails, bands etc. graded and

quality latex are further converted into output which are mattresses pillows etc.

Coir and fiber industries are other main raw materials in the mattresses industries. A

majority of the population in Kerala are the workers in leyth into coir. Coconut fiber obtained as

curle3d or twisted ropes is cured in a hot chamber, which gives the fiber the natural curl and

enhanced bounce. The curled ropes are then opened using customized machines to give it a

natural spring structure.

2.4 PRESENT STATE OF COIR INDUSTRY IN KERALA

India accounts for more than two-thirds of the world production of coir and coir products.

Kerala is the home of India Coir Industry, particularly white fiber, accounting for 61% of

account production and over 85% of coir products . Although India had long cost line with

coconut palms, growth of coir industry in other coastal station has been signified.

Not more than 50% of the coconut hunks is utilized in the coir industry the remaining

being used as fuel in rural areas. Production in the co- operative fold is not more than 20 to 25 %.

The development programmes so far undertaken aimed at revitalization of coir co-operation,

improvement in quality and products. Efforts were also made for exploring wider export market

for coir products. Judged from the increase in production and employment, the progress has been

rather slow and exports in physical terms have remained more as let static.

Indian coir industry is an important cottage industry contributing significantly to the

economics of the major coconut growing stated and union territories, ie. Kerala, Tamil Nadu,

Goa, Orissa Assam Lakshadweep etc. About 5.5Lakhs persons gets employment, mostly part

time in this industry.

During the seventh plan period, encouragement has been given for expansion of home

market through publicity and advertisement, product diversification adoption of new technology,

research and development, training for citizens, including women and social welfare measures

for coir workers most of whom are SC/ST and women.

The eight plan programmes for coir industry aimed at increased utilization of coconut

husk for production coir fiber growth of the domestic market. Strengthening of research and

development of find out new uses of coir fiber especially in the areas of geo-fiber, fiber

retardant, cement and gypsum polymer development, acquiring of new technology like pue-

tufted coir products, encouragement to co-operative movement and providing social welfare,

civic amenities and medical facilities to coir workers. Emphasis would be laid on mechanization

phased manner without affecting employment to make India coir products competitive in the

export market. Brown coir fiber production would be encouraged by providing seed capital

assistance. Modernization of coir has been envisaged by providing intention for installation

equipments to make coir industry more competitive in the export market.

Special training programmes have been formulated for women citizens. Improved

modern treadle rats would be provide to trained women citizens to increase employment and

earnings. Medical facilities, crech for children of coir workers, model coir village for SC/ST coir

workers and social welfare schemes would be implemented during the eighth plan period

2.5 GROWTH & DEVELOPMENT OF THE INDUSTRY

Declining trend in demand for coir have recently revolted due to china’s strongly

growing markets for coir to be used in mattress, furniture& geo textiles. New technologies for

the conversion of coir into value added products. Such as car scat tops &composition also

promise to expand the global use of coir and offer opportunities the Indian coir industry most

improve the consistency of its products and familiarizes itself with the structure of the respective

markets present status of the industry.

Coconut trees are grown in all parts of the country all parts of the tree are useful

providing food fuel timber by products and the raw materials for numerous handicrafts and

industries. One of the major raw materials used in coir fiber it extracted from the external

covering of the coconut. It is natural biodegradable and environment friendly it is tough and

durable versatile and resilient resistant to flame and fungi, provides insulation and helps sound

modulation coir path in the dust after extracting fiber hygroscopic in nature it is good soil

conditions and substitute for peak moss in horticultures. It is converted into organic manure for

soil improvement and higher yield. From the humble husk an expert, employment oriented

industry in Tamil Nadu for ‘peat moss’ soil conservation.

White fiber is abstained from green coconut husks immused in water for 6-9 minutes. A

mechanized process of extraction has been adopted recently. Yet the traditional manual

operation remains predominant. The latter resulting in a product of higher tensile strength, even

of twist which has s greater demand. Yarn spun from white fiber is extremely fine and soft

textures with superior color absorbency and commands a higher.

Recently coir from Alappuzha, where the company is located has been accepted world

wide as from other marketing destination “Alleppey Coir”

2.6 FUTURE OF COIR INDUSTRY

The coir industry in India has a history and tradition which dates back to the nineteenth

century. One of the major traditional industries of Indian coir provides livelihood to lakhs of

artisans in rural areas. This industry took roots in India’s southern states along the coast line.

Being 100 percentage natural moth proof, fungi resistant, biodegradable and eco-friendly, today

coir has become an article of every day use in modern life with a product range encompassing

mattress, matting’s, doormats, garden articles etc.

The government set up the Coir Board under the provisions of coir industry Act 1953 for

the overall development of the coir industry. India is the major exporter of coir products. About

40% of the coconut husk is utilised by the coir industry. The extensive improvement in the

utilisation level of raw material to 60% will lead to employment generations upto 8 lakhs

workers during the close of eleventh five year plan period. The industry also fetches crores of

foreign exchange by export of coir and coir products. It is expected that the export will cross

more than 1000 crores in XI the plan period. Now coir is exported more than 100 countries.

A major portion of the population in the Kerala is dealing with rubber cultivation and

agriculture sector. As far as the small scale industry is concerned, a half of the portion is dealing

in coir and textile industry. The major coir manufacturing units in Kerala are in Alappuzha and

Ernakulum. As far as the population in Kerala is concerned, only 22% are professionals and

employees, rest of them are small traders, agricultures and cottage industries.