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Mattress firm finds success in selling good night’s sleep

Mr Shah says customers found what they needed in the Superfoam brand, making it easy to retain customers. Photo/FREDRICK ONYANGO

A key plank of success in any industry is to correctly identify and understand who your competitor is.

When Himat Devchand Dodhia and his brother Dilip D. Shah started their mattress manufacturing company, Superfoam Limited, in 1983 they knew their real competition wasn’t imported or local mattresses, it was substitutes such as straw mats and rags which a large segment of the population was sleeping on.

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