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Why are There So Many Mattress Startups in India?

Aditya Neerukonda

Catering to our health-conscious generation is a host of new-age Indian mattress startups propping up for our attention. These aren’t just usual mattress companies making cotton and spring mattresses; rather, these brands guarantee customer satisfaction with features such as “100 nights trial” and a ten-year warranty. The question is: Would you buy them?



Believe it or not, Indians are the second-most sleep-deprived people in the world, right after Japan. We’re talking about a country of over a billion people who go through every day without being fully rested.


If that sounds like a national epidemic, do you know what sounds like an incredibly profitable business idea? Running a mattress company!


Ten years ago, none of us cared about the exact specifications of the mattress we are using as much as we care about it today.


Today, a mattress is as much of a health investment as going to the hospital for a yearly check-up.


Considering that we spend a third of our lives on our beds, it seems natural to care about the kind of mattress that we rest our spines on. And when there is a demand, there is always innovation. 


Look around, and you will know what I am talking about. Catering to our health-conscious generation is a host of new-age mattress startups propping up for our attention. These aren’t just usual mattress companies making cotton and spring mattresses; rather, these brands guarantee customer satisfaction with features such as “100 nights trial” and a ten-year warranty.


Brands like The Sleep Company, SleepyHead, WakeFit, Repose, Flo, and Sleepycat also rely on innovative ads and marketing strategies to sway customers into purchasing their respective mattresses. 


Look a little closer, and you’ll see phrases like “India’s first and only,” “Patented technology,” “Orthopaedic,” and “100 nights trial” pop up regularly in the these marketing campaigns. These specific details elevate the product in question because it instantly makes them stand out from the competition.


Not every mattress brand can offer a trial period of 100 nights but the one brand that does becomes all the more attractive to any customer. 


The competitiveness of the market makes it difficult for one disruptor brand to emerge out of the shadows. And yet, The Sleep Company seems to be well on that path.


One of their key advertising tenets involves the posturing of memory foam mattresses as outdated technology in a bid to promote the patented Japanese technology they use for their own mattresses.









Calling it India’s “first and only smartGRID

mattress,” the Sleep Company differentiates itself as an aspirational lifestyle choice, a mattress invested in both back support and comfort.


In such distinct positioning, The Sleep Company also manages to explain its exorbitant price (these mattresses cost upwards of Rs 50,000), something a lot of new-age brands are struggling to justify. In that sense, its recall value is one of its biggest strengths.


Does that mean I will break my bank and order a mattress from The Sleep Company the next time I toss and turn in bed? Chances are that it’s unlikely. But I’ll say this: the next time I need to buy a mattress, I will think of The Sleep Company before I think of anything else. That’s how they win the sleep wars.

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