Sleep Initiative for Healthier Nation

The biggest challenge is to understand changing the mindset of a workforce moulded by market competition and growth while at the same time developing an ideal corporate culture that can enable you to sustain your competitive edge,” says Shahzad Malik, CEO Master Group of Industries quote.
One of the youngest CEOs in Pakistan, Malik joined Master after post graduating from Bentley University, USA. Malik’s vision to bridge generation gap and foster healthy bonding between the experienced class and young professionals is a driving force to maintain Master as a pioneer in creating mattresses with latest international technologies. In an exclusive interview with Pakistan Today, Shahzad Malik discusses the challenges of being a young CEO and the pride he takes in heading Master Group of Industries.
1. Master has celebrated 50 years of success? What was the inspiration behind establishing a bedding/mattress company?
a. Master Group of Industries was established by my grandfather Riaz Malik in 1963. Initially, our family was manufacturing high technology rubber tires for the armed forces, exclusively for the Pakistan Air Force, by the name of Master Rubber & Tiers. He had an extraordinary knack for changing lifestyles especially in a newly established Pakistan that lacked sufficient innovation. The bedding industry was poorly underdeveloped. He started out with Master Molty that became a generic name for bedding and mattress industry within a short span of time. The business was taken up by my father Naveed Malik, and recently it has been taken up by me. Adhering to the values my grandfather inculcated in his work philosophy, and blending it with progressive strategies of young employees in our company, Master Molty continues to produce mattresses for luxury lifestyle and health purposes.
2. As a young CEO what are the challenges you faced when you started out?
a. Bridging generation gap is very important and that was a major challenge. We have employees with over 20 years of experience, so understanding the business from their experience while convincing them to adopt new strategies becomes quite a challenge sometimes. I believe its mutual respect thriving to learn from your team mate whatever capacity they may be working in. I joined the company and started out at the basic level. I learnt how mattress is made while working closely with each department to blend in and understand each task properly. Gradually, the seniors developed their confidence in me, while at the same time I gained knowledge of existing work style.
3. What is it that makes you a successful CEO?
a. A CEO determines the fate of the company and its employees. Whatever decision a CEO makes affects each employee directly or indirectly. So, the CEO has the toughest job in the company as any wrong decision or can crumble years of success to nothingness. One needs to have a vision and clarity of purpose, and see a larger picture of the company. More importantly, as a young CEO it was important to build the culture of my company where young professionals and senior employees felt at ease. As a CEO, one has to analyse one’s own shortcomings as well for the improvement and growth of the company. I believe all this helps in attaining leadership and personal power.
4. Master, a pioneer in mattress and bedding industry, established in 1963. Since then the brand has created mattresses with innovative technology. How have you manage to stay in the lead?
a. Master Molty is the only mattress in Pakistan with high pressure technology making it Asia’s only High Pressure Foam at the same time. Since every customer matters to us, MoltyFoam has amazing series of mattress that vary from economical to affordable luxury. Our family holds a vision for building a healthy nation characterised by or characterized by progress and by making use of new ideas, findings and opportunities. Our success strives on technology. For past 50 years, we have kept ourselves updated with latest scientific research, and therefore, have implemented innovative ideas to offer mattresses that caters to health issues. We believe a good sleep is important to balance in life, gear ourselves up to meet the challenges of a day and keep our body in harmony with ourselves. That’s where a good mattress comes in. We have opened flagship stores where customers can have direct correspondence with company representatives instead of relying on dealers alone. The purpose is to build healthy relationship with the customers. Unless the customer examines and experiences the mattress, he would not be confident in investing in owning a good mattress. What the customer needs to realise is that a good mattress is a lifetime investment that saves us from many chronic issues while preventing other health problems.
5. Master ‘Molty’ has become a generic name for mattresses in Pakistan. How did you achieve instant success for your company?
a. Molty Memory Foam is a revolutionary mattress that is based on SpaceAge technology by NASA. In fact, Master is Asia’s only high pressure foam. Our research department is on constant look out for adopting new technologies. Each product is designed to ensure maximum comfort adhering to one’s body weight and size. The heat sensitive latex polymer shapes according to the contour of the body. With constant research and innovation we have been able to provide mattresses exclusively dedicated to promoting healthy lifestyle. Molty Cool Gel, for instance, is created to beat the intolerable heat during summer. Additionally, it also cools down the body temperature while sleep. Similarly, Fresh Guard, which is embedded in all products help prevent bacteria, bed-bugs and fungi that cause respiratory and skin issues. Celeste Ortho helps overcome body ache and prevents back pain. This is how we have been able to and are continuing to make trademark in the bedding industry. Although, it is hard to convince a certain class of customers some times, the response has been overwhelming overall.
6. What challenges did Master face in the market when you started out the business?
a. The concept of a revolutionary mattress was new 50 years ago. The technology bought from abroad was expensive, which of course, made the mattress expensive too. So, the target market was limited to a specific demographic only. The only way to market the product was via print publications that have been very supportive throughout. There was only one television channel we had, which definitely helped in reaching out to the masses, but the options to reach out to various target groups was limited. Our team has been very efficient in keeping itself abreast of latest developments.
7. What sets Master apart from other brands
in Pakistan?
a. Innovating from a technical collaboration with Bayer, German based company, the state of art technology, finest craftsmanship, strict quality controls and continuous consumer interaction to understand their need has helped us to stand out in the market. The research department and technical testing laboratories confirm our standard of qualities which has helped us expand our clientele, including, the armed forces, furniture industry and transportation sector that make us leading suppliers of seat foams. Above all, it’s our vision and the driving force to upgrade lifestyle that keeps us well ahead of competition.
8. Master’s major product is Master Molty. What was the reason behind creating a new product line by the name of Master Celeste?
a. Master Celeste was introduced in 1997. The need to create Master Celeste was to introduce a new technology altogether. Celeste Memory foam has higher density which adds extensive durability to structured foam and ensures effective performance. Celeste is a high end product with Celeste Pocket Spring that relaxes body’s pressure points and provides contour support according to a body a body shape. Each spring responds to body shape and weight, and body movement during sleep. This helps relieve body pain and back ache. Each Celeste product is custom made to cater a specific orthopaedic issue. The product line is designed for people from diverse background.
9. What are the main elements which makes Master Molty and Master Celeste different from each other?
a. Master Molty is dedicated to indigenous lifestyle but Celeste caters to a particular lifestyle. Our team continues to improve the quality of both products by introducing new mattresses with high-tech qualities, Molty is rather affordable. For instance, Master Molty Delux Plus is soft but long lasting with High Pressure Technology. Similarly, Master Molty ‘Asli’ is an acclaimed leader that ensures comfortable sleep in the right posture. On the contrary, Celeste Eterna is for professionals, who work 8 hours or more daily while Ortho Health Care is exclusively for those suffering from severe back problem. The purpose behind each product is to provide comfort and enhance healthy lifestyle.
10. Where do you see your company five to ten years down the road?
a. Master is a pioneer in bedding and furniture industry. We have the best quality in Asia and we aim to be globally recognised in the nearer future. We are have been noted by global giants as the best mattress industry, and we hope we are able to established our self on equal platform with other international bedding and mattress manufacturers. We have also established Master Sleep Initiative through our Sleep Foundation which provides healthy solutions for well being. Through our CSR activities we are educating masses about the importance of sleep. We aspire to remain the pioneer in the industry while contributing to develop a healthy nation.