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.
AD Agencies
Abhay Duggal joins JioStar as director of Hindi GEC ad sales
The streaming giant brings in a seasoned revenue hand as the battle for Hindi television advertising heats up
MUMBAI: Abhay Duggal has a new desk, and JioStar has a new weapon. The media and entertainment veteran has joined JioStar as director of entertainment ad sales for Hindi general entertainment channels, adding 17 years of hard-won revenue experience to one of India’s most powerful broadcasting operations.
Duggal is no stranger to big portfolios or bruising markets. Before joining JioStar, he spent a brief stint at Republic World as deputy general manager and north regional head for ad sales. Before that, he put in three years at Enterr10 Television, where he ran the north region for Dangal TV and Dangal 2, two of India’s leading free-to-air Hindi channels. The north alone accounted for more than 50 per cent of total channel revenue on his watch, a number that tends to get attention in any sales meeting.
His longest stint was at Zee Entertainment Enterprises, where he spent over six years rising to associate director of sales. There he commanded the Hindi movies cluster across seven channels, owned more than half of north India’s revenue across flagship properties including Zee TV and &TV, and closed marquee sponsorships across the Indian Premier League, Zee Rishtey Awards and Dance India Dance. He also handled monetisation for the English movies and entertainment cluster and the global news channel WION, a portfolio that would stretch most sales teams twice his size.
Earlier in his career Duggal closed what was then a Rs 3 crore single deal at Reliance Broadcast Network, one of the largest in Indian radio at the time, before that he helped launch and monetise JAINHITS, India’s first HITS-based cable and satellite platform.
His edge, by his own account, lies in marrying data and instinct: translating audience trends, inventory signals and client demands into long-term partnerships built on cost-per-rating-point discipline rather than short-term deal chasing. In a media landscape being reshaped by streaming, fragmented attention and AI-driven advertising, that kind of rigour is increasingly rare and increasingly valuable.
JioStar, which blends the scale of Reliance’s Jio platform with the content firepower of Star, is doubling down on its advertising business at precisely the moment the Hindi GEC market is getting more competitive. Bringing in someone who has spent nearly two decades doing exactly this, across some of India’s most watched channels, is a pointed statement of intent. Duggal has spent his career turning audiences into revenue. JioStar is clearly betting he can do it again, and bigger.
