Appointment of Rakesh Chahar as Deputy Managing Director at Sheela Foam announced
Sheela Foam Limited, a leading company in comfort and sleeping solutions, has announced the appointment of Mr. Rakesh Chahar as Deputy Managing Director (Whole-Time Director). This appointment is a strategic move aimed at driving growth and expansion for the company.
Mr. Chahar, who currently serves as Chairman of the Indian Sleep Products Federation (ISPF), brings over 30 years of experience in scaling operations, building distribution strength, and delivering category growth. He has been instrumental in establishing Sleepwell as India's most recognized and highest-selling mattress brand and has been with Sheela Foam since 1990.
In his new role, Mr. Chahar will lead Sheela Foam's growth strategy, focusing on integrated operations, channel consolidation, and expanding market reach. The company's growth strategy focuses on driving expansion through operational efficiency, digital transformation, product accessibility, and manufacturing and distribution network expansion.
Operational Efficiency and Integration
Sheela Foam has already seen success in integrating Kurlon into its Indian operations, optimizing manufacturing facilities, purchasing efficiencies, and reducing logistics and overhead costs. This has contributed to improved volume growth and EBITDA margins.
Digital Transformation and E-commerce
The company has made significant strides in e-commerce, positioning itself competitively in online sales channels, a critical component of reaching consumers in today's market.
Product Accessibility and Innovation
Expanding the product portfolio and improving accessibility across channels, including through the STI initiative, are viewed as instrumental for future growth.
Manufacturing Capacity and Distribution Expansion
Ongoing projects aim to enhance manufacturing capabilities and widen the distribution footprint, supporting market penetration and scalability.
Under Mr. Chahar's leadership, Sheela Foam is also aiming to expand institutional and B2B verticals, while unlocking manufacturing and procurement synergies across the group's production facilities.
Mr. Chahar has also played a significant role in solidifying Sheela Foam's leadership status in the polyurethane (PU) foam business. The appointment was made following a recommendation from the Nomination & Remuneration Committee.
With this new leadership, Sheela Foam, which owns iconic brands such as Sleepwell, Kurlon Enterprises, and Furlenco, is poised to expand its presence in various geographies. The company aims to competitively position itself for sustained growth in the home comfort solutions sector.
- Mr. Chahar's role at Sheela Foam will involve focusing on integrated operations, which is a key part of the company's growth strategy, aiming to drive expansion through operational efficiency.
- To achieve growth, Sheela Foam has been making strides in digital transformation, positioning itself competitively in online sales channels, a crucial component in reaching consumers in today's market.
- The company's growth strategy also includes expanding market reach, which includes expanding the product portfolio and improving accessibility across channels, and aiming to unlock manufacturing and procurement synergies across production facilities.
