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Industry & Competitive Context India’s mattress category is large, fragmented and only partly branded. One trade report put the category at ₹12,000–13,000 crore, with the organised segment holding about 40% share and growing faster than the overall market. A later market research report states that the unorganised segment still accounts for over 50% of market value. The two estimates differ, which suggests the organised share depends on the source and year. Wakefit’s red herr