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 Thickness Size : 60 to 150 k/gm : 20 to 20 : 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 Thickness Size : 80 to 90 Kg/m3 : 25/30/50/100/150 : 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 Thickness Size pieces Applications Insulates pads for mattress Geo Textile Horticulture etc : : : up to 1200 grms /square meter 12 mm (1/2) 2200 mm width up to 29 meter length as

PRICE SPECIFICATION
QUILT
Rubberized Coir Density Thickness Size up to(mm) Top Cloth Construction Price 80kg/M3+5% 75/100/150 2000(L) 2000b quilted printed cotton Rubberized coir and 15mm 1343

 Standard DM
Rubberized Coir Density Thickness (mm) Size up to(mm) Top Cloth Construction Price 80k/g 50/75//100 20000(L)*2000(B) quilted 25mm flexi PUF handloom jacquard Rubberized coir with100% 3252

Premium SDL
Rubberized Coir Density Thickness (mm) Size up to(mm) Top Cloth Construction Price 80k/g 50/75//100 20000(L)*2000(B) 20mm PUF/20D5% SATIN FINE WEAVE Rubberized coir 3455

Bodyline
Rubberized Coir Density Thickness (mm) Size up to(mm) Top Cloth Construction 80k/g 50/75//100 20000(L)*2000(B) 20mm PUF/20D5% mill cloth 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

DUROFLEX

ALLEPPEY

HOSUR

HYDERABAD

Figure 1.1

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 :

DISTRIBUTORS

TRIVANDRUM M

ALLEPPEY

COCHIN

CALICUT

THRICHUR

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 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 consumers 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 1950s 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 1960s onwards many mattresses manufacturing firms have originated in the Indian industry. Many firms have changed or registred into companies according to the Companys 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 companys 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 producers, 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 1980s 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 worlds 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 puetufted 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 chinas 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 Indias 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, mattings, 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.