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.
Brands
Hardik Jhaveri named senior director marketing at Colgate-Palmolive Asean hub
Former Hill’s Pet Nutrition general manager returns to the company to steer marketing for South Asean from Kuala Lumpur
KUALA LUMPUR: Hardik Jhaveri has been appointed senior director marketing for the South Asean hub at Colgate-Palmolive, marking a return to the consumer goods major after a three year stint with Hill’s Pet Nutrition. He will be based in Kuala Lumpur and will lead marketing strategy for the region.
Jhaveri joins the role after serving as general manager at Hill’s Pet Nutrition in Taipei, where he led a cross functional team and oversaw the business with full profit and loss responsibility. The role placed him at the helm of operations in Taiwan, managing growth in what he described as a start-up style environment within a global multinational.
Before that, Jhaveri spent over a decade with Colgate-Palmolive across several marketing and innovation roles in Asia. As associate director innovation for Apac excluding China, based in Hong Kong, he led new product development and launches across multiple markets.
His portfolio ranged from developing specialised oral care products such as a diabetes focused toothpaste for the Indian market to launching premium oral care experiences under the Colgate Total brand in Australia. Alongside innovation, he also worked on launch planning, brand strategy and communications for the company’s oral care portfolio.
Earlier in his Colgate-Palmolive journey, Jhaveri held roles including marketing manager innovation, senior brand manager and brand manager. His work spanned urban and rural markets in Mumbai and customer development responsibilities in the Greater Kolkata Area.
Prior to his long association with Colgate-Palmolive, Jhaveri worked as brand officer home care at Unilever, where he helped drive marketing initiatives for the Rin detergent brand, including nationwide relaunch and on ground activation campaigns.
He began his career in advertising with Bates David Enterprise, working on brands such as IDBI Bank, The Leela Hotels and The Times of India.
Jhaveri holds a post graduate programme in management from the Indian School of Business and has also completed a level 4 diploma in wine from the Wine & Spirit Education Trust.
Announcing the move, Jhaveri said he is excited to begin his new chapter at Colgate-Palmolive’s South Asean hub and thanked colleagues and mentors who supported his journey at Hill’s Pet Nutrition.
