Emirates Sleep Systems Pvt. Ltd. (ESPL), India, is a new venture set up in India as a subsidiary company of Dubai Furniture Manufacturing Co. LLC. (DFMC), Dubai. ESPL has acquired License from SERTA Inc. USA for manufacturing and marketing SERTA branded products in India. ESPL has set up a full-fledged factory near Pune which can manufacture up to 200 mattresses a day. The marketing expertise and technological know-how acquired by DFMC due to its experience in the Middle East is being utilized fully to produce high quality products for the Indian market. ESPL has its registered office in Mumbai and Sales & Marketing Office in Bangalore and is in the process of establishing a strong distribution network throughout India. ESPL has established franchise model for retail operations in India with outlets in Delhi, Gurgaon, Mumbai, Pune, Ahmadabad, Surat, Hyderabad, Bangalore etc. It has also developed a secure online shopping system. The customers can purchase selected exclusive mattress grades just by a click of the mouse sitting at home and the mattress of their choice would be delivered at their door-steep without any extra shipping charges. Serta is the preferred brand for most of the 5 star hotel properties worldwide and ESPL has already made inroads in the Indian Hospitality Industry and is having a majority market share in this segment. Serta is America’s No. 1 mattress brand; it originated in North America in 1931with its corporate office in Chicago. The rich heritage of the brand enabled it to expand quickly in areas outside the US and the brand has steadily made significant progress and impact in the mattress industry. Today Serta has 27 manufacturing facilities in USA and in 35 other locations worldwide including one at Dubai and the recent one in Pune, India. It is considered to be the World’s largest mattress brand in the Inner Spring category. It is synonymous with quality, comfort and style.