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Thread. Please read if you have an #infant at home.

So this is a well-kept and potentially deadly secret about an industry that is growing exponentially and has spawned sexy, venture-funded #startups. The industry is #sleep. And the product is the #mattress. #parenting 1/n
Recently, we went #mattress shopping. After many trials (choosing a mattress is crazy stressful!) zeroed in on and placed an order at a prominent brand's store. It was a beautiful #memoryfoam mattress. I was drooling thinking of all the glorious #sleep I'd soon be getting. 2/n
I have had horrible body ache for years now thanks to our old #mattress that was handmade in Mumbai. I was so excited about buying this amazing new mattress that I did what anyone in my place would: obsessively Google memory-foam mattresses. 3/n
That's when I stumbled upon this secret. There's a fair bit of literature on the Internet that says memory-foam #mattress is a no-no for young #children. Here's one entry that says it can KILL infants. Quotes Kathy Gromer, a doctor and #sleep specialist from Minnesota. 4/n
Here's another entry that explains why the same properties of a memory-foam #mattress that make it so desirable for adults can be dangerous for children. 5/n
We have an #infant who sleeps with us on the same bed. I remember breaking into a cold sweat thinking how this new #mattress I have been dreaming of could turn deadly. I was outraged that no one at the store said a word of warning about this while giving us their spiel. 6/n
Still, one shouldn't trust the Internet blindly. So I mailed this company asking if what I had read was correct, or I was getting paranoid for no reason. Their answer? I was right. They do not recommend memory-foam #mattress for #babies - because "suffocation"!! 7/n
I wrote to the company management, who promptly replied offering to train their sales team on this risk and also clearly state on their website that memory-foam #mattress isn't a good idea for children. When I last checked, the site still didn't have this information. 8/n
I also checked the sites of @WakefitMattress and Sunday Mattress. Neither seems to have any easily discoverable warnings on the safety hazards of #memoryfoam #mattress. Wakefit is funded by @Sequoia_India. Sunday was founded by Alphonse Reddy, who also founded Fabmart. 9/n
Mattresses will be a Rs.10k crore market by 2020. Online mattress #startups = Rs.290 crore. This is a segment being driven by young urban couples, young families, who will pay good money to buy some peaceful #sleep after a hard day. These companies have a responsibility. 10/n
Either come clean, put adequate, easily discoverable disclaimers everywhere about the #safety risks of their products, so that customers can take an informed decision. Or, if they feel the fears are unfounded, subject themselves to credible research and publish the findings. 11/n
Till then, if you are a new parent whose baby sleeps next to them, pls be careful about your #mattress. This thread isn't meant to be alarmist. It is meant to prevent even half an unfortunate episode, and point out a big risk lurking underneath the booming #sleep industry. N/n
Update: Checked the sites of two more hot #mattress startups: @winknod1 and #Sleepycat. Reading their product descriptions is sure to send you into ecstacy. As expected, neither mentions the safety risks of #memoryfoam mattresses for young children. Astonishing.
So someone from @WakefitMattress looked me up on LinkedIn. Hope you've taken something from this thread and will implement it in your business.
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