Hyderabad, May 9, 2025: Serta, the world’s leading and most trusted mattress brand, marked a major milestone by launching its first exclusive showroom in Telangana at Khajaguda, Hyderabad. The grand opening was inaugurated by Mr. Nitin Gupta, Executive Director of Serta India, in the presence of Mr. S.K. Malhotra, Director – Sales & Marketing, Mr. Uday Dubey, Sales Head, and Mr. Ankit Goyal of Decor World Select, the local partner.
The launch was attended by several renowned architects, interior designers, and industry professionals, signalling strong interest and support for the brand’s premium offerings in the region.
Licensed and manufactured in India by Varahmurti Flexirub Industries Pvt. Ltd. (VFI)—India’s largest luxury mattress brand group—Serta brings to India over 90 years of global expertise. The brand is currently present in more than 150 countries and is recognised for its innovation, comfort, and sleep technology, including its patented Posture Perfect Spiral Spring Technology and Air Support Foam.
Serta Eyes ₹200 Crore Turnover with Telangana Push
Speaking on the occasion, Mr. Nitin Gupta revealed that Serta India is targeting a ₹200 crore turnover with its Telangana and other expansion plans. “We plan to open five exclusive stores in Hyderabad within the next 12 months, and a total of 10 outlets across Telangana over the next two years,” he said.
The newly opened showroom showcases the brand’s full premium range, including Serta Antarctic, touted as the coolest mattress in India with 15x better cooling power. Equipped with the exclusive Cooltex System, it is designed for those who want to fall asleep quickly and sleep cool all night. Prices for the Serta Antarctic range between ₹2.78 lakh and ₹4 lakh, depending on size.
Wide Range, Premium Appeal
Serta offers mattresses priced between ₹30,000 and ₹4 lakh, appealing to a wide spectrum of premium and luxury consumers. Since establishing its presence in India in 2012, Serta has expanded to 35 exclusive stores and over 200 franchise and dealer outlets, including those in Bangalore, Chennai, Coimbatore, and across Andhra Pradesh.
Luxury Mattress Market on the Rise
India’s organized luxury mattress market is estimated at ₹500 crore, while the unorganized segment stands at a staggering ₹15,000 crore, growing annually at 20–25%. Hyderabad, with its booming real estate, growing affluence, and health-conscious population, presents significant potential for luxury brands like Serta.
“The Indian luxury mattress market is currently dominated by four major brands, and the segment is ripe for innovation,” said Mr. Uday Dubey. “We aim to double our growth year-on-year in Hyderabad.”
Emerging trends include adjustable mattresses, remote-controlled bed bases, and smart mattresses that monitor sleep patterns—segments where Serta is already a global leader.
Mr. Ankit Goyal of Decor World Select emphasized the historical evolution of the mattress industry in India. “In the 1960s, barely 2% of Indians used mattresses. The modern mattress era began in the 1980s, and today, with Hyderabad’s booming residential and hospitality sectors, the demand for high-quality sleep solutions like Serta is growing exponentially,” he added.