While keeping up with the hectic schedule, Indians especially working professionals and millennials go through immense pressure and stress that later affect their sleeping patterns. That’s the reason why the change in sleep patterns for a prolonged time result in Insomnia and other sleep disorders.
In recent times, several startups have come up to resolve sleep-related issues through their offerings including customised mattresses, sleep gummies, essential sleep oils and much more. As the world celebrates Sleep Day, we decided to take a look at the D2C brands in the Indian mattress industry — which are helping improve sleep patterns, resolve sleep-related problems and focus on a holistic life by creating tech-enabled sleep solutions.
Pegged at $2.5 Bn (2022), the Indian mattress Industry has given Indian D2C brands a jump in the ever-expanding Indian marketplace that vastly include decade-long traditional players. These traditional players operate conventionally – selling mattresses in physical stores, engaging market intermediaries in the process and holding commissions for every sale, while new-age D2C companies are focussing on addressing customers’ pain points by offering customised mattresses, pillows and other sleep products – from the factory to consumer’s doorstep, reducing the hiccups caused by middlemen and logistics issues. These new-age brands have gained traction from product-savvy, quality-conscious consumers.
The list below is not meant to be a ranking of any kind. We have listed the D2C mattress brands in alphabetical.
9 Indian D2C Mattress Brands Helping India Sleep Better
Flo Mattress
- Founded In: 2018
- Founders: Gaurav Zatakia
- Funding Raised To Date: Bootstrapped
- Headquarters: Mumbai
Founded in 2018, Flo Mattress is an eponymous mattress brand that offers tech-enabled mattresses and other sleep products. The Mumbai-based startup offers mattress variants include ergo (comes with gel-infused memory foam at the top for comfort) and ortho (designed for the aged for extra back support), along with cooling features, besides soft pillows, aloe-vera gel-infused mattress protectors, wooden beds and instant-beds, among others. It claims to have more than 1 Lakh lifetime customers with over 2 Lakh products sold across categories.
The startup has its own manufacturing facility in Mumbai. Besides selling mattresses directly to customers, it also focuses on augmenting its products, innovating logistics and streamlining its operations. It has further re-engineered the supply chain to eliminate intermediaries and reduce retail overheads, resulting in at least 50% savings, which helped the brand stand out among competing options. It aims to reach a INR 100 Cr target for 2025.
SleepyCat
- Founded In: 2017
- Founders: Kabir Siddiq
- Funding Raised To Date: $5.4 Mn
- Investors: DSG Consumer Partners, Sharrp Ventures, Saama Capital,
- Headquarters: Mumbai
Founded in August 2017 by Kabir Siddiq, SleepyCat aimed to introduce India to the concept of a mattress-in-a-box and focused on ‘factory to doorstep’ – now popularly known as D2C – mattress delivery, to solve for the broken consumer journey involved in an offline purchase. Testament to that, the startup claims to have covered more than 20K pin codes across India. On its website, it further claims to have sold over 3 Lakh products since its inception.
“We are playing in the premium mattress space where the quality and features are of importance and not fighting the price war,” Kabir Siddiq told Inc42.
The startup develops a new product within 3-6 months. It claims to manufacture everything in-house and thus, reduce the error rate to below 0.1% and enable 3X throughput versus the manual-only process. It plans to continue delivering cost-effective sleep solutions to its customers.
Sleepyhead
- Founded In: 2017
- Founders: Mathew Joseph
- Investors: Norwest Venture Partners, Lighthouse Funds
- Headquarters: Bengaluru
Sleepyhead offers an array of memory foam and latex foam mattresses, including king, queen, single and double size mattresses, sofa cum bed, orthopedic foam and latex mattress for an eco-friendly dose of comfort. Founded in 2017, Sleepyhead claims to have sold more than 4.1 Lakh products to date.
The startup focuses on selling high-quality products through its digital business model. It has recently entered the furniture and home decor segment. It aims to grow its revenue to INR 300 Cr by FY23. It is further planning to enter kitchen, dining, garden and hallway furniture and décor, and turn into an INR 1,000 Cr lifestyle brand by 2025.
Sleepsia
- Founded In: 2018
- Founders: Punit Jindal
- Funding Raised To Date: Bootstrapped
- Headquarters: Delhi NCR
Sleepsia offers a range of pillows and other sleeping accessories to customers across the globe. Founded in 2018, the startup believes in educating people about the significance of sleep and using good quality sleep products.
“The sleep industry is currently worth INR 35K Cr and it will double down in the next ten years. Considering the industry growth, we focus on developing low VOCA sleep products for customers,” Punit Jindal told Inc42.
The startup has a wide presence on online marketplaces especially, Amazon and generates 90% revenue from there. It is presently selling its products in 12 countries. It claims to have revenue nearly INR 34 Cr in FY22 and has set a target of INR 100 Cr for the next fiscal year. It is further going to launch Bamboo pillow covers in the coming time and also, venture into new sleeptech categories as well as adopt white noise technology into its business.
Sunday Mattresses
- Founded In: 2016
- Founders: Alphonse Reddy
- Funding Raised To Date: Bootstrapped
- Headquarters: Bengaluru
Sunday Mattresses offers an array of mattresses and other allied products to customers across India. Founded in 2016 by Alphonse Reddy, the startup deploys natural materials to manufacture mattresses, thus, not compromising with its quality.
The startup claims to use a specially formulated latex manufactured in Belgium. The product has Euro latex and LGA certification. The D2C startup earns revenue entirely from its website and denies having presence on other online marketplaces. It takes note of its customers’ needs and demands, and upgrades products accordingly.
The startup believes that today’s customers focus on quality and product over discounted mattresses. Adhering to this belief, Sunday is actively operating in this space instead of focusing on discounts.
The Sleep Company
- Founded In: 2019
- Founders: Priyanka Salot, Harshil Salot
- Funding Raised To Date: $6 Mn
- Investors: Fireside Ventures, LogX Ventures, Varun Alagh
- Headquarters: Mumbai
The Sleep Company offers patented mattresses to customers in India. Founded in 2019, the startup claims to be the only mattress company to offer grid-based mattresses. It has lately increased its product portfolio adding seat cushions, adjustable pillows, and back cushions.
Until November 2021, the startup achieved an ARR of INR 100 Cr. It further claims that more than half of its revenue comes from top 35 cities in India. Its sales channels are also equally divided into its website and online marketplaces.
The startup plans to increase its offerings by adding chairs, vehicle sears and gaming chairs. It also aims to enter the international market, and become an INR 1,000 Cr business in the coming years.
The White Willow
- Founded In: 2015
- Founders: Meghna Aggarwal Jain, Abhishek Jain, Anuj Jain
- Funding Raised To Date: Bootstrapped
- Headquarters: Delhi NCR
The White Willow offers a wide array of pillows based on customers’ body weight, height and sleeping style. Founded in 2015, the startup claims to have invested heavily in technology and thus, partnered with Germany-based manufacturer VASS to create varied kinds of pillows to meet customers’ needs.
The startup claims to have the largest pillow category in India with 70 types of pillows including maternity pillows, travel pillows, special knee and back support pillows, and bed and couch cushions. It is planning to augment product development, enter the baby and kids category and also, expand its business to the US as well as UAE.
Wakefit
- Founded In: 2016
- Founders: Ankit Garg, Chaitanya Ramalingegowda
- Funding Raised To Date: $59 Mn
- Investors: Sequoia Capital, Verlinvest, SIG
- Headquarters: Bengaluru
Founded in 2016, Wakefit offers a range of sleep and home decor products including mattress, curtain, carpets, bed frames, and comforter. It claims to have served more than 8 Lakh customers since its launch where its product portfolio includes mattresses, pillows, bed frames, mattress protectors, comforter, neck pillows and back cushions.
It had recently also forayed into home products such as sofa, study tables, bookshelves, shoe racks, TV units, side tables, coffee tables, dining tables, towels, among others. The startup creates all products in its manufacturing facilities that are in Bengaluru, Jodhpur and Delhi. It sells products through its website as well as other online marketplaces. It also claims to have 22 experience stores in 22 Indian towns. It aims to open more in-house stores bolstering its D2C offline presence.
Wink & Nod
- Founded In: 2017
- Founders: Sandeep Prasad, Vishal Mundhra
- Funding Raised To Date: Undisclosed
- Investors: Guild Capital
- Headquarters: Pune
Wink & Nod offers premium mattresses and pillow products to consumers. Founded in 2017, the startup offers 6-inch lumbar mattresses, 7-inch lounge mattresses and 8-inch emperia mattresses and snow, carbon and mist pillows. It also claims to use the latest vacuum-seal technology for quick unboxing of mattresses and deploys internationally-certified products, and technology to build its products.
It claims to be one of the few startups that has received quality certifications from renowned international bodies. It presently sells products on its website and other online marketplaces, claiming to have grown 8X since its launch, with 10-15% month-on-month (MoM) growth in its revenue. It plans to expand its footprint by entering metro and Tier-II cities.
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