MAM
Duroflex introduces India’s only certified orthopaedic mattress range
MUMBAI: In today’s day and age, there is a growing awareness on the fact that back pain simply isn’t an age related issue. It is an increasingly common lifestyle problem with known reasons like faulty sitting postures, lack of exercise and everyday stress, to name a few. A mattress that will provide your back with the right comfort and support is one of the key necessities to addressing this problem to alleviate the pain, in addition to giving you a good night’s sleep. Keeping this in mind, India’s pioneering and innovative mattress brand, Duroflex, has announced the launch of Duropedic – India’s first orthopaedic mattress certified by the National Health Academy.
An individual’s back goes through a lot of stress during the day. Certain daily activities like repeated heavy lifting or sudden awkward movements can strain back muscles and cause painful muscle spasms. Due to the growing back problems amongst consumers, Duroflex collaborated with orthopaedists to design an orthopaedic mattress that provides the most advanced back support system available in the country. This is the first and only time that a mattress brand has teamed up with certified experts to create a trusted orthopaedic mattress that’s been tested and certified by renowned orthopaedists.
The Duropedic range ensures a perfect balance between comfort and support for a well-rested sleep. This orthopaedic range of mattresses has been developed at Duroflex’s sleep lab along with the renowned orthopaedists from National Health Academy over a course of 8 months testing. The mattress design is based on a first-of-its-kind 5- Zoned Full Prone Support System, a technology that provides advanced support that the back needs.
Speaking on India’s only orthopaedic certified mattress, Mr. Mathew Chandy, Managing Director, Duroflex Pvt. Ltd. said “With back problems being a rising issue among consumers, we wanted to offer a mattress that gives the best support to the spine. Duropedic range of mattresses is scientifically engineered in collaboration with senior orthopaedic experts to bring you the most advanced orthopaedic mattress available in the market today. We are proud to be the only brand with a mattress range that is certified by the National Health Academy. It is our endeavour to provide our customers the best care and rejuvenation for their backs whilst they sleep and the 5- Zoned Full Prone Support System in Duropedic range with its various resilience layers for comfort ensures just that.”
Senior Consultant Physiotherapist, Dr. Tiji Mathew Thomas PT, shared his insights on the right support needed for ones back, “An ideal posture whether it be sitting or sleeping should have minimal muscular energy expenditure and good spinal support so that we can sustain it for long. This relaxes our body and is especially important to induce good sound sleep. The 5- Zone Full Prone Support System used in Duropedic range gives optimum support to different spine and body areas ensuring ideal spine mechanics in sleep posture. This support is what the back needs while sleeping after a hectic day.”
What is 5 Zoned Support System?
The Human body is divided into 5 zones and each of these zones requires differentiated support based on the weight exerted. This means that the mattress one sleeps on should be able provide differentiated support for pressure dissemination of each of these zones for the most optimum and restorative back support. The 5-Zoned Full Prone Support System in the Duropedic range of mattresses is able to provide this advanced support ones backs need.
Digital
Content India 2026 opens with a copro pitch, a spice evangelist and a £10,000 prize for Indian storytelling
Dish TV and C21Media’s three-day summit puts seven ambitious projects before an international jury, and two walk away with serious development money
MUMBAI: India’s content industry gathered in Mumbai this March for Content India 2026, a three-day summit organised by Dish TV in partnership with C21Media, and it wasted no time making a statement. The event opened with a Copro Pitch that put seven scripted and unscripted television concepts before an international panel of judges, and by the end of it, two projects had walked away with £10,000 each in marketing prize money from C21Media to support development and international promotion.
The jury, comprising Frank Spotnitz, Fiona Campbell, Rashmi Bajpai, Bal Samra and Rachel Glaister, evaluated a shortlist that ranged from a dark Mumbai comedy-drama about mental health (Dirty Minds, created by Sundar Aaron) to a Delhi coming-of-age mystery (Djinn Patrol, by Neha Sharma and Kilian Irwin), a techno-thriller about a teenage gaming prodigy (Kanpur X Satori, by Suchita Bhatia), an investigative crime drama blending mythology and modern thriller (The Age of Kali, by Shivani Bhatija), a documentary on India’s spice heritage (The Masala Quest, hosted by Sarina Kamini), a documentary on competitive gaming (Respawn: India’s Esports Revolution, by George Mangala Thomas and Sangram Mawari), and a reality-horror competition merging gaming and immersive fear (Scary Goose, by Samar Iqbal).
The session was hosted by Mayank Shekhar.
The two winners were Djinn Patrol, backed by Miura Kite, formerly of Participant Media and known for Chinatown and Keep Sweet: Pray & Obey, with Jaya Entertainment, producers of Real Kashmir Football Club, also attached; and The Masala Quest, created and hosted by Sarina Kamini, an Indian-Australian cook, author and self-described “spice evangelist.”
The summit also unveiled the Content India Trends Report, whose findings made for bracing reading. Daoud Jackson, senior analyst at OMDIA, set the tone: “By 2030, online video in India will nearly double the revenue of traditional TV, becoming the main driver of growth.” He noted that in 2025, India produced a quarter of all YouTube videos globally, overtaking the United States, while Indians collectively spend 117 years daily on YouTube and 72 years on Instagram. Traditional subscription TV is declining as free TV and connected TV gain ground, forcing broadcasters to innovate. “AI-generated content is just 2 per cent of engagement,” Jackson added, “highlighting the dominance of high-quality human content. The key for Indian media companies is scaling while monetising effectively from day one.”
Hannah Walsh, principal analyst at Ampere Analysis, added hard numbers to the picture. India produced over 24,000 titles in January 2026 alone, with 19,000 available internationally. The country now accounts for 12 per cent of Asia-Pacific content spend, up from 8 per cent in 2021, outpacing both Japan and China. Key exporters include JioStar, Zee Entertainment, Sony India, Amazon and Netflix, delivering over 7,500 Indian-produced titles abroad each year. The top importing markets are Saudi Arabia, the UAE, Egypt, the United States and the Philippines. Scripted content dominates globally at 88 per cent, with crime dramas and children’s and family titles performing particularly strongly.
Manoj Dobhal, chief executive and executive director of Dish TV India, framed the summit’s ambition squarely. “Stories don’t need translation. They need a platform, discovery, and reach, local or global,” he said. “India produces more movies than any country, our streaming platforms compete globally, and our tech and creators win international awards. Yet fragmentation slows growth. Producers, platforms, and tech move in different lanes. We need shared spaces, collaboration, and an ecosystem where ideas, technology, and people meet. That is why we built Content India.”
The data, the pitches and the prize money all pointed to the same conclusion: India is not waiting for the world to discover its stories. It is building the infrastructure to sell them.
