{"id":325750,"date":"2025-12-01T08:54:50","date_gmt":"2025-12-01T08:54:50","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/marketing\/that-pain-in-the-neck-category-etbrandequity\/"},"modified":"2025-12-01T08:54:50","modified_gmt":"2025-12-01T08:54:50","slug":"that-pain-in-the-neck-category-etbrandequity","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=325750","title":{"rendered":"That pain in the neck category, ETBrandEquity"},"content":{"rendered":"


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The list of different types of traumas continues to evolve. And I would like to add one more dread factor to that list \u2014 the \u201clong-flight\u201d trauma. It amplifies at the ticket counter, when the counter attendant smiles and says the flight is full and prints out a boarding card with the dread-inducing words: middle seat<\/em>.<\/p>\n

Feeling jubilant at having escaped that situation, I ran into another long-flight trauma<\/a> recently, which perhaps can be termed the ping-pong shock phenomenon. This refers to the act of pinging your head on the aircraft window, then ponging yourself inadvertently onto a fellow passenger\u2019s shoulder, waking up in shock and then trying to sleep again while being in a state of complete exhaustion.<\/p>\n

Going through this ping-pong phenomenon and experiencing neck and shoulder pain, I noticed some passengers peacefully slumbering in their allocated seats.<\/p>\n

They had something strange around their necks. It looked like the preferred adornment of old people during their morning walks in the park. It made them relaxed and comfortable in the squeezed aircraft seats of recent times.<\/p>\n

They were all consumers of what can be called a \u201cContemporary Growth Category\u201d \u2014 a category that found its core user segment and experienced significant growth only in the 1980s, when products like the Sony Walkman started becoming universally popular.<\/p>\n

This Contemporary Growth Category is the strange contraption that has now become a must-have for all air travellers who wish to make their flights comfortable: the travel pillow or the travel neck pillow<\/a>.<\/p>\n

While products like the Walkman have been disrupted or exist in a different form factor, the travel neck pillow<\/a> category was estimated to be an $860 million market in 2024, as per a Valuates report, and is projected to be a $1-billion-plus category by 2031. There are only upsides to this estimated growth potential as both air travel \u2014 and within that, budget air travel \u2014 continues to grow globally.<\/p>\n

And innovation continues to enhance this growth potential further. For example, the Ostrichpillow<\/em> Go Neck Pillow brand focuses on support for one\u2019s head and neck with a wraparound design that allows for easy adjustment. And users love the sleep quality that its marshmallow-like memory foam imparts.<\/p>\n

Another brand, Cabeau<\/em>, provides a modular travel pillow designed to keep one\u2019s head from tilting more than 10 degrees in any direction in order to minimise pressure on the spine. It also has cooling vents at the front to ensure that it never gets too hot while grabbing a few winks.<\/p>\n

While one can never be sure of which seat one will land upon, imagine the versatility of adjusting one\u2019s travel pillow based on the allocated seat. The Infinity Travel Pillow<\/a> does just that, allowing for six different types of usage based on whether one is in a window seat, an aisle seat, or a middle seat. It provides lumbar and neck support and is made from a thermoregulating bamboo fabric.<\/p>\n

This Contemporary Growth Category also has the potential for many Category Strengthening and Category Growth opportunities.<\/p>\n

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As soon as a stewardess is visible after a plane takes off, one hears requests for \u201ca pillow, please\u201d and \u201ca blanket, please\u201d. And then the arduous process of holding on to the airline-provided pillow begins while trying to sleep. Besides slipping onto the floor, there can be many unintended consequences if this pillow falls into a fellow passenger\u2019s meal.<\/p>\n

Just as hotel brands like Westin and Sofitel have started building their sleep-quality brand property, airlines can create their own customised neck pillows instead of just providing conventional pillows, to enhance the comfort that their airline brand offers \u2014 particularly relevant in this era of budget airlines and cramped seats.<\/p>\n

With the average commuting time on a constant uptick in cities like Mumbai, there is also an opportunity for ride-hailing companies to provide freshly washed travel neck pillows that allow users some nap time while rushing to work or otherwise. Imagine being in the back seat of your car, comforted and supported by a neck pillow while going through potholes and traffic jams, without having to worry about the state of one\u2019s spine or spending the commute time cursing the car\u2019s suspension.<\/p>\n

Remember the ongoing chaos inside the long-distance bus in Mehmood\u2019s evergreen comedy Bombay to Goa<\/em>. Long-distance buses and coaches in India can also create their version of customised neck pillows, which can allow passengers some rest while travelling in these buses and dealing with all the cacophony that ensues inside and reminds one of that flick.<\/p>\n

Millions of people in India suffer from neck pain nowadays. Now imagine if a brand were to provide a travel neck pillow that also doubles as a neck massager, based on its design or through an inbuilt switch-on\/switch-off massager. Snooze and neck pain vamoose<\/em> combo.<\/p>\n

Car brands routinely mention premium leather seats as a feature in their high-end models. Instead, imagine if cars came with detachable neck pillows for back-seat passengers to rest during long drives. The Sleep Company provides a car neck-rest cushion designed for road-trip lovers, and it can be adapted and customised by car brands based on their model designs.<\/p>\n

Meanwhile, last week at an airline counter I was given a middle seat with the standard \u201cSorry, no other seats available\u201d comment and an apologetic smile.<\/p>\n

I looked at the travel neck pillow strapped onto my hand luggage, took that boarding card, smiled back and said, \u201cThank you.\u201d<\/p>\n

Now if only that pillow could be extended into shoulder pads that would protect me from the unintended consequences of snoozing passengers accidentally falling on my shoulders from both sides. Another innovation and growth opportunity for this high-potential category. \n <\/p>\n

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  • Published On Dec 1, 2025 at 01:41 PM IST<\/li>\n

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    AI-generated representative image The list of different types of traumas continues to evolve. And I would like to add one more dread factor to that list \u2014 the \u201clong-flight\u201d trauma. 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