Shree Malani, a centuary mattress brand is expanding its portfolio via the long-standing partnership it formed with Milliken & Company’s chemical business in 2008.
About four years ago it began focusing on using Milliken’s Reactint® liquid polymer colorants to develop deeper, darker shades of PU foam to help further differentiate its products in the competitive mattress market.
Partner for Dark Color Initiative
Milliken chose Shree Malani as its partner for “Dark Color” initiative, recalls Tushar Bhardwaj, country manager - polyurethane for Milliken Chemicals in India.
Using Milliken’s novel Reactint® technology, Shree Malani has already launched multiple new and vibrant shades that not only capture the attention of consumer but also help Shree Malani to communicate differentiation in a crowded market place.
The company says both its CenFlex slabstock foams and Resilia high-resilience foam products have benefited from unique dark shades of colors that were amongst the first such foam grades to hit the market. “
These were possible only with using Milliken’s blend-on-the-fly capabilities, which enabled us to play with shades and not just primary colors, giving us capabilities nearly matching that of the paint industry,” noted managing director Siddharth Malani.
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Our latest development project with Milliken is to bring in a fresh look to our mid- and high-range foams and develop deeper colors across various foam densities, keeping in line with our brand strategy of being a valued-added player. We love Milliken’s annual color forecasts,” Malani added. The company also says it benefits greatly by using Milliken’s digital Reactint® Color Studio, which allows users multiple ways to find a Reactint® formulation for any pantone shade.
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Our development team is actively using the online Reactint® Color Studio for continuously coming out with fresh shades and bringing out different colours not seen in the market,” Malani said. In addition to offering virtually unlimited color choices, “
we found it extremely easy to use with a simple interface that can be adopted by absolutely anyone.”
From time to time, he added, “
we have sought help from the local Milliken technical center for color matching. We have sent color samples varying from coasters to foams and have always been delighted by a quick turnaround and accurate match.”
Since its launch 13 years ago, Shree Malani says it has used Milliken colorants exclusively. The resulting strategic partnership between the two firms has ensured continuity in all new development projects. And the companies are well positioned to continue playing a leadership role in developing innovative and colorful new foam and mattress products for the Indian market and beyond.
Check-out Liquid Colors / Pastes Range from Milliken
Source: Milliken