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D2C home and sleep solutions platform Wakefit.co on Thursday launched a 'No Questions Asked' wellness leave policy for its employees. The policy extends a no-questions-asked leave to all employees once a month. These wellness leaves can be availed by the workforce to support their physical, mental, or emotional well-being by taking time off to unwind and rejuvenate themselves, the platform said in a statement. The employees can also utilise their wellness leaves to opt for leisurely activities. "With this policy, we hope to encourage our employees to unwind, focus on their health, and spend time with their loved ones by taking their wellness leave with no questions asked," said <keyword id="2800926" type="General" weightage="80" keywordseo="umanath-nayak" source="Orion">Umanath Nayak</keyword>, Head of HR, Wakefit.co. With the onset of the Covid-19 pandemic, the company overhauled its existing policies to mould them into the digital-first world. It unveiled its landmark 'Right to Nap' policy in May 2022 to enable employees to take a power nap between 2 and 2.30 p.m. Additionally, Wakefit.co also launched the flexi work policy for new parents. "These initiatives are impactful steps towards enabling a healthy work-life balance among its workforce," it said. Founded by Ankit Garg and <keyword id="1639108" type="General" weightage="80" keywordseo="chaitanya-ramalingegowda" source="Orion">Chaitanya Ramalingegowda</keyword> in March 2016, the company received Series A funding from marquee investor <keyword id="136147" type="General" weightage="80" keywordseo="sequoia-capital-india" source="Orion">Sequoia Capital India</keyword>, Series B funding from <keyword id="2248588" type="General" weightage="80" keywordseo="verlinvest" source="Orion">Verlinvest</keyword> and Sequoia Capital India, and recently received Series C funding from US-based <keyword id="857014" type="General" weightage="50" keywordseo="sig" source="Orion">SIG</keyword>, while existing investors, Verlinvest and Sequoia Capital India also participated. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/cognizant-closes-q3-with-4-9-bn-revenue-to-acquire-onesource-ld/articleshow/95275456.cms">Cognizant closes Q3 with $4.9 bn revenue, to acquire OneSource (Ld)</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/indias-services-sector-recovers-some-growth-momentum-it-lost-in-september/articleshow/95273704.cms">India's services sector recovers some growth momentum it lost in September</a>

Wakefit.co announces 'No Questions Asked' wellness leave policy for staff

<ul><li>Wakefit.co, a Bengaluru-based startup was founded by <keyword id="650855" type="PERSON" weightage="20" keywordseo="Ankit-Garg">Ankit Garg</keyword> and <keyword id="1639108" type="PERSON" weightage="20" keywordseo="Chaitanya-Ramalingegowda">Chaitanya Ramalingegowda</keyword> in 2016.</li><li>In 4 years, the startup is now diversifying from its primary offering of <keyword id="9658763" type="UNKNOWN" weightage="20" keywordseo="sleep-wellness">sleep wellness</keyword> products to <keyword id="306280" type="COMPANY" weightage="20" keywordseo="Home-Solutions">home solutions</keyword>.</li><li>The startup has announced ambitious expansion plans and is also targeting Rs 450 crore revenue in FY2021. Garg and Ramalingegowda walk us through their strategy to achieve it.</li></ul> In a year when most organizations are being frugal, cutting costs and even slashing jobs, Wakefit.co recently announced that its expansion plan. It is going to invest Rs 15 crore towards setting up new facilities, expanding product lines and strengthening technological capabilities. It also aims to target Rs 450 crore in revenue for FY 2021. Moreover, the company also plans to hire close to 200 people in the next couple of months. The year 2020 has been difficult for organizations across the world. However, it is companies that have been able to adapt, stay agile and listen to its consumers and work on its offerings accordingly that have been able to weather the storm effectively. So how has Wakefit, a 4-year-old startup been able to not only grow in these adverse times without cutting any jobs but is now also looking at hiring and investing on expansion? Ankit Garg, CEO and Co-founder, Wakefit.co said, “We recently announced an investment of Rs 15 crore towards setting up of new facilities, expanding product lines and strengthening our focus on research and innovation. We believe that investing in Capex to improve quality, reduce manufacturing costs and thereby pass on the benefit to customers is the ideal way to grow a business, and we will continue to adopt that strategy while fuelling the next level of growth. As a company, our top priority will continue to be the enhancement of customer experience and satisfaction.” “As a fundamentally strong company that works on sound business values, we have always prioritized a solid balance sheet and employee welfare,” added Chaitanya Ramalingegowda, Director and Co-founder, Wakefit.co. “By virtue of these ethos, we have been able to pay full salaries to employees and avoid any layoffs during this time. In fact, being in the home solutions space, we have seen growing demand for our products, which strengthened our resolve to invest in Capex to bolster our back-end capabilities. While we have remained very frugal in marketing efforts and for potentially wasteful expenditure, we have not held back in terms of investments that will benefit the company and our hundreds of employees in the long term,” he shared. What started as an online mattress and sleep solutions startup is now diversifying its offerings too. It is now also looking at entering the home solutions space. However, that is one space that already has a few well-established players, both online and offline. So how is Wakefit.co trying to create differentiation in the segment? “With our foray into the home solutions space, we are now invested in the science and innovation of home wellness. Based on scientific research in home ergonomics, we have designed new products such as study tables, book shelves, bedside tables, coffee tables, TV units, sofas, shoe racks, and dining tables that offer superior value to customers at an affordable price. Given that we are a full stack company and own the manufacturing and back-end operations end-to-end, it is conducive to keep innovating on the products and keep the prices reasonable, yet be profitable,” explained Ramalingegowda. “Our direct-to-consumer DNA, powered by strong manufacturing capabilities, is definitely a big advantage. Currently, we have six world-class manufacturing facilities – spread across Bengaluru, Jodhpur and Delhi – to cater to the growing consumer demand,” he added. The lockdown experience The first two months when operations came to a sudden halt, there was a lot of uncertainty and confusions about the future. Supply chain had been completely disrupted. However, that halt also led to a lot of pent up demand. Moreover, with people staying more at home, they started paying more attention to wellness and sleep. “As the lockdown eased, we registered an increase in customer queries about our products. There has been a perceptible shift in customer preferences, possibly, due to prolonged stay at home as well as crucial conversations about health and well-being,” shared Garg. As working from home became the norm, Wakefit.com also witnessed an upsurge in the demand for better home solutions. “We understand that customers are creating their own efficient and ergonomic work spaces within their homes, while also filling the gaps in their home furniture needs now that they are spending more hours indoors. This has contributed to steady growth in demand over the last two months. We surpassed pre-Covid demand in June and are on track to do the same in July as well,” he added. Wakefit.co’s marketing plans for FY2021 Wakefit.co has had an interesting marketing journey so far. Last year, a campaign it did, inviting entries for its sleep internship went viral, for all the right reasons. It was a smart campaign, and appealed to a huge consumer base that was intrigued at the prospect of getting paid to sleep. More recently, another campaign the startup did featuring actors Sumit Vyas and Rasika Dugal was also widely shared, for voicing what a lot ofus had been experiencing during the first few weeks of the lockdown. So what comes next in their marketing journey? “Our goal is to build brand awareness and the best way to do it, in our opinion, is to take the stance of educating customers and to focus on innovative ideas and content that will resonate with our target audience. For instance, intelligent campaigns – such as our sleep internship campaign or the open letter campaign which went live during the lockdown period – give us opportunities to engage with our customers in meaningful ways,” said Ramalingegowda. Recently, the brand also launched the ‘Wakefit Rewards’ initiative to provide value-added benefits to its customers. It also partnered with brands like Gaana, Cleartrip, Bombay Shaving Company, Ajio, 1MG and Parentlane among others to offer value-added offers on the purchase of Wakefit.co products. The collaboration was purely on goodwill, without any commercial considerations. This allowed the partner brands to attract traffic from Wakefit.co’s users without incurring any marketing costs while Wakefit.co’s customers derived value too. On what kind of marketing budgets they are looking at allocating this year, Ramalingegowda said, “Our marketing budget allocations have always been made keeping consumer sentiment and situational awareness in mind. We do not believe in spending large marketing budgets for the sake of it or because other brands are doing it. We always think about the benefit it will add to the customer’s life and then create initiatives accordingly.” Going deeper into Bharat While the brand is expanding its offering by diversifying, its next phase of growth will also come from going deeper into the country. Already close to 30% of its demand comes from Tier II and Tier III markets. “When it comes to going deeper into the country, strategic collaborations will be the key. We work with multiple logistic partners, who have unique strengths in diverse geographies, to ensure that Wakefit.co has a robust distribution and delivery system in every corner of India. We have capabilities to deliver across 19,000+ pincodes in the country and around 30% of our demand comes from Tier 2 and 3 markets. As we grow steadily, we aim to target Tier 2 and 3 cities aggressively and target 50% demand from these markets,” shared Garg. Wakefit.co of the future Both Garg and Ramalingegowda are confident that the startup is on the right path. It will continue to keep the consumer at the heart of everything that it does. On what he thinks the Wakefit.co of the future will look like, Garg said, “The vision is to strengthen the brand and ramp up production capabilities as well as distribution network across Indian markets. Our focus is on providing cutting-edge home solutions to Indian consumers at a highly affordable price point. The idea is to create a pioneering company powered by constant innovation based on consumer data and feedback. At Wakefit.co, we are working towards inspiring healthy conversations that create greater awareness about the importance of sleep and home wellness.”

Wakefit.co is targeting Rs 450 crore revenue in FY2021. The founders tell us how they plan to reach there

<ul><li><keyword id="7239876" type="General" weightage="80" keywordseo="wakefit-co" source="Orion">Wakefit.co</keyword> has come up with another relatable campaign, this time talking about the many perks of working from home.</li><li>It features Sumit Vyas ranting about <keyword id="1609796" type="General" weightage="20" keywordseo="omicron" source="Orion">Omicron</keyword> and going back to office. He calls for a movement to support work from home for life, something many of us might agree with.</li></ul>To voice the sentiments of frustrated people from across the country, Wakefit.co, D2C home and sleep solutions company, has come up with another rant video a lot of us will relate to called The Honest Office-goer's Rant. From uncertainty about going back to work to worrying about a new variant of COVID-19 that might wreak havoc, 2021 has been challenging for each and every Indian. The new campaign video features <keyword id="1320517" type="General" weightage="20" keywordseo="sumeet-vyas" source="Orion">Sumeet Vyas</keyword> as the protagonist, and encapsulates the emotional turbulence people have been going through in the past year, in a light hearted manner. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Work from home has been the most prominent outcome worldwide for office goers amid a coronavirus-ridden world. As several months passed and people transformed their homes into office-like environments, the relationship and the bond with homes and home furnishings have increased. The Honest Office-goer's Rant (which is a successor to the viral Bartan Dho Liye video that was introduced as part of the Open Letters campaign by Wakefit.co), highlights how the new normal and WFH has fostered a close relationship between people and their homes. Talking about the video <keyword id="12806533" type="General" weightage="20" keywordseo="prateek-malpani" source="Orion">Prateek Malpani</keyword>, Head of Brand, Wakefit.co said, “In the last two years, people have reoriented their way of living between the four walls of their homes. While doing so, many people have naturally channeled their energies into livening up their surroundings, leading to an increasing interest in the home furniture segment.” He further added, “Wakefit.co’s campaigns are targeted at sparking the interest of every family in the country. Through quirky and witty initiatives like these, we try and echo each other’s sentiments, while also addressing the importance of investing in their homes.” <keyword id="7679787" type="General" weightage="20" keywordseo="sandeep-balan" source="Orion">Sandeep Balan</keyword>, Partner - Branded Content at <keyword id="7223115" type="General" weightage="20" keywordseo="spring-marketing-capital" source="Orion">Spring Marketing Capital</keyword>, who was an instrumental part of creating this campaign, said, "The campaigns we collaborate with Wakefit.co on always have a dash of wit and humor, to go with the core brand messages. The Honest Office-goer's rant is another out-of-the-box attempt to showcase the pulse of the average Indian citizen and build brand resonance." In 2020, when the first wave of <keyword id="8764728" type="General" weightage="20" keywordseo="covid-19" source="Orion">COVID 19</keyword> broke out, Wakefit.co launched the Open Letters Campaign which aimed to evoke a sense of empathy and assure people that we are in this together, as a community and will come out of it stronger, if we stand together. The series of videos was hosted on Wakefit.co's branded content channel, Home Time. The Home Time channel on YouTube attempts to publish topical content that is set in humorous and relatable storylines.

Sumit Vyas is back with another rant for Wakefit.co, calls for work-from-home for life!

<ul><li><keyword id="7239876" type="LOCATION" weightage="20" keywordseo="WAKEFIT-CO">Wakefit.co</keyword>’s Rewind Song, ‘<keyword id="10512279" type="UNKNOWN" weightage="20" keywordseo="bhaad-mein-jaa-2020">Bhaad Mein Jaa 2020</keyword>’ Qawwali, becomes the new internet sensation. </li><li>The song is conceptualised by Spring Marketing Capital. </li></ul>As a tumultuous year comes to a close, the trials and tribulations of 2020 was encapsulated in a funny, witty and <keyword id="10512281" type="UNKNOWN" weightage="20" keywordseo="topical-video">topical video</keyword> by sleep and home solutions company, Wakefit.co. The video, which has amassed more than 1.6 million views across the internet in three days, came at an opportune time to wrap up the highs, the lows, the untoward surprises and the eventful twists of 2020 and resonates with what people went through during the year. <div type="Youtube" id="lAhMQwtwNxs" title="Bhaad Mein Jaa 2020 | Viral Song 2020 | Funny Qawwali by HomeTime" thumbUrl="https://i.ytimg.com/vi/lAhMQwtwNxs/mqdefault.jpg"></div> The video was a raging success among netizens, as it struck an instant chord with people whose lives have been turned upside down due to the pandemic and being cooped up at home. Using the hashtag, #BhaadMeinJaa2020, some claimed that it captured the emotions of the year aptly while others declared it was the best video of 2020. The video reached more than 13 million people across social media within three days. <keyword id="1639108" type="COMPANY" weightage="20" keywordseo="Chaitanya-Ramalingegowda">Chaitanya Ramalingegowda</keyword>, Director and Co-founder of Wakefit.co, said on the release and success of the video, “We really wanted to sum up 2020 on a lighter note and give people something to chuckle about after a grueling few months this year. We created an independent YouTube channel called Home Time and released this video, which is our way of bidding 2020 goodbye once and for all. At Wakefit.co, we believe in creating content that makes people smile while also bringing to light the need for sleep and home wellness. We are thrilled to have received such an overwhelming response for our video from netizens.” Wakefit.co recently raised Series B funding of INR 185 crores from Verlinvest and <keyword id="136147" type="COMPANY" weightage="20" keywordseo="Sequoia-Capital-India">Sequoia Capital India</keyword> and plans to bolster its expansion plans in the year to come. The company will also double down on its marketing wherewithal and continue to create content that adds value to the lives of its consumers.

'Bhaad Mein Jaa 2020', says Wakefit.co in its quirky wrap-up qawwali for 2020

<ul><li>As demand for home and sleep solutions surges, the company witnesses a surge in website traffic of 84% and 139% in Tier I and Tier II cities respectively as compared to last year. </li><li>Due to COVID-19 and its impact on people’s lifestyles and residential arrangements, this year saw a marked increase in demand from deeper pockets of the country.</li></ul><keyword id="7239876" type="PERSON" weightage="20" keywordseo="WAKEFIT-CO">Wakefit.co</keyword> has announced a record year with respect to traffic and revenues during the 2020 festive season. Wakefit.co’s flagship festive sale, The Dream Home Sale, resulted in a 104% increase in website traffic as compared to last year’s festive Sale and recorded a phenomenal increase in revenues which rose 223% from about INR 17 Crores last year to more than INR 57 crores this year. The yearly festive sale ran from October 1st to October 31st in 2019 and this year in 2020, it spanned from October 15th to November 15th, based on when Diwali falls. The Dream Home Sale offered discounts of close to 35% on all products along with allied bank partnership discounts and Wakefit Rewards. Anticipating the demand during the festive season, Wakefit.co had ramped up the production of certain products such as mattresses and comforters by 33%, beds by 100%, pillows by 200% and sofas by 75% well in advance to address the needs of the Indian consumers. This year’s festive season threw light on important behavioral trends, as consumers took to buying ergonomic products on the Wakefit.co platform, such as memory foam mattresses, adjustable pillows, hygienic mattress protectors and comforters, ergonomic work desks, chairs and sofas, which consisted of the top performing product lines for the company. Due to tectonic shifts in people’s lifestyles and residential arrangements due to Covid-19, this year saw a marked increase in demand from deeper pockets of the country. <keyword id="1639108" type="PERSON" weightage="20" keywordseo="Chaitanya-Ramalingegowda">Chaitanya Ramalingegowda</keyword>, Director and Co-Founder of Wakefit.co said, “The Dream Home Sale received great feedback from customers and was especially successful in Tier 2 and 3 markets, which contributed to a significant share of traffic this year, with about 43% of people visiting our website from beyond the metros. This was a steady improvement from last year’s share, wherein 37% of our traffic constituted of Tier II and III markets." <keyword id="650855" type="PERSON" weightage="20" keywordseo="Ankit-Garg">Ankit Garg</keyword>, CEO and Co-founder, Wakefit.co, said, "Currently, almost 30% of our revenue throughout the year is generated from Tier 2 and 3 cities. As we grow, we are committed to making Wakefit.co a household name and hence, we plan to double down our focus on these cities. We aim to drive as much as 50% of demand from these cities in the next few years.” In a reversal of fortunes for the online furniture segment from last year, the pandemic has compelled Indians to invest in scientifically designed home furniture, as consumers use their homes as multi-functional spaces. The online furniture market, although only 3% of the organized furniture segment at the moment, is set to grow at a CAGR of 80-85% over the next few years. Industry trends such as marketplace growth in online home segment categories as well as significant investments in popular furniture players point to a rising appetite for the sector, both among consumers as well as investors. Wakefit.co, which is targeting INR 450 crores in FY 2020, also ventured into furniture this year and has received significant upsurge in demand for its sleep and home segments.

Wakefit.co clocks 223% increase in revenues over last year during the Festive Sale; records 43% traffic from Tier-II cities

<ul><li><keyword id="7239876" type="UNKNOWN" weightage="20" keywordseo="WAKEFIT-CO">Wakefit.co</keyword>, the sleep solutions startup, is back with the second season of the <keyword id="8382952" type="UNKNOWN" weightage="20" keywordseo="sleep-internship">sleep internship</keyword>, where it’s asking candidates to nap for 9 hours a day for 100 days.</li><li><keyword id="128682" type="COMPANY" weightage="20" keywordseo="Netflix">Netflix</keyword>’s popular show <keyword id="9578486" type="AGENCY" weightage="20" keywordseo="Indian-Matchmaking">Indian Matchmaking</keyword>’s face reader – Pandit Janardhan Dhruve will be vetting the interns in the first round.</li><li>Over 10,000 people have already registered for the sleep internship. Last year, the company had got over 1.65 lakh registrations. </li></ul>Remember Indian ‘sleep solutions’ startup Wakefit.co <a href="https://www.businessinsider.in/business/startups/news/wakefit-is-offering-sleep-internships-where-you-get-paid-one-lakh-for-sleeping/articleshow/72270426.cms">which went viral</a> in November 2019? Well, the startup is back with the second season of the sleep internship, where it’s asking candidates to nap for 9 hours a day for 100 days. Only this time, there is a star-studded jury. Netflix’s popular show Indian Matchmaking’s face reader – Pandit Janardhan Dhruve will be selecting the interns. Dhruve will “help the team fast track the applications of some of the lucky pre-registered candidates straight to the interview round of the application process.” Over 10,000 people have already registered for the sleep internship. Last year, the company had got over 1.65 lakh registrations. Through the internship, Wakefit will monitor one’s sleep pattern as the interns would be using the startup’s mattress. It will also offer counselling sessions and provide a sleep tracker, that will monitor the difference in sleep patterns before and after using the mattress. Once the data is shared with the startup for having slept nine hours every day for 100 days, the company will offer a stipend of ₹1 lakh. Meanwhile, the four-year-old startup Wakefit.co has massive expansion plans and is looking to create a revenue of ₹450 crore for FY21. The startup is also looking to hire over 200 people. The startup had also recently announced that it will invest ₹15 crore into building new manufacturing facilities. It already has six manufacturing facilities in India. SEE ALSO: <a href="https://www.businessinsider.in/business/news/heres-why-makemytrip-oyo-lemon-tree-and-likes-may-reap-the-most-out-of-the-long-term-recovery-in-hotels/articleshow/77670756.cms">Here's why MakeMyTrip, OYO, Lemon Tree and likes may reap the most out of the long-term recovery in hotels</a> <a href="https://www.businessinsider.in/business/startups/news/indias-unicorn-backers-are-shoring-up-their-funds-as-they-hunt-for-the-next-big-startup/articleshow/77672542.cms">India’s unicorn backers are shoring up their funds as they hunt for the next big startup</a>

This startup’s popular ‘sleep internship’ with ₹1 lakh stipend is back – Netflix show Indian Matchmaking’s face reader is the intern selector

<ul><li>Bengaluru-headquartered Wakefit.co on Tuesday said it aims to hire 200 people in the next couple of months to fuel growth, as it looks to replicate its success in the home solutions space.</li><li>Wakefit.co said it it is ramping up production capabilities as well as distribution network across Indian markets with the unveiling of a manufacturing facility in Jodhpur and Delhi.</li><li>The company has announced an investment of ₹15 crore towards setting up of new facilities, expanding product lines and strengthening technological capabilities -- with an aim to target Rs 450 crore in revenue for the FY 2021. </li></ul> After creating a strong foothold in the online mattress and sleep solutions space, Bengaluru-headquartered Wakefit.co on Tuesday said it aims to hire 200 people in the next couple of months to fuel growth, as it looks to replicate its success in the home solutions space. The new products will include study tables, book shelves, bedside tables, coffee tables, TV units, sofas, shoe racks, and dining tables, among others. Wakefit.co said it it is ramping up production capabilities as well as distribution network across Indian markets with the unveiling of a manufacturing facility in Jodhpur and Delhi. The company has announced an investment of ₹15 crore towards setting up of new facilities, expanding product lines and strengthening technological capabilities -- with an aim to target Rs 450 crore in revenue for the FY 2021. "We are invested in the science and innovation of home wellness, just as we have been in sleep wellness," Ankit Garg, CEO and Co-founder, Wakefit.co, said in a statement. "With our new production facility, the aim is to concentrate on breakthrough innovation capabilities, powered by scientific research in home ergonomics." SEE ALSO: <a href="https://www.businessinsider.in/tech/news/google-may-put-4-billion-into-indias-reliance-jio-months-after-facebook-invested-5-7-billion/articleshow/76957941.cms">Google may put $4 billion into India's Reliance Jio, months after Facebook invested $5.7 billion</a> <a href="https://www.businessinsider.in/business/news/mukesh-ambani-next-goal-seems-to-be-the-retail-king-of-india/articleshow/76953716.cms">Mukesh Ambani’s next goal seems to be the ‘retail king of India’</a> <a href="https://www.businessinsider.in/thelife/personalities/news/mukesh-ambani-is-now-richer-than-elon-musk-and-google-founders-larry-page-and-sergey-brin/articleshow/76955217.cms">Mukesh Ambani’s $72 billion fortune makes him richer than Elon Musk and Google’s Larry Page and Sergey Brin</a>

Wakefit.co aims to hire 200 people in the next couple of months

<ul><li>Wakefit launched in 2016 and was built on the tenets of innovation, research, customer feedback, and quality supervision.</li><li>On the back of effective marketing and an innovative line of products, the startup is confident of earning ₹220 crore in revenue in FY20.</li><li>Chaitanya Ramalingegowda, Co-founder and Director, Wakefit.co walks us through the startup’s marketing and growth strategy.</li></ul>Wakefit.co, a sleep solution company that has been in existence since 2016, went viral for a clever campaign it came up with recently. The startup was offering to pay ‘sleep interns’ ₹1 lakh for sleeping at their job, literally. Candidates were expected to sleep for 9 hours on their mattress for 100 days. The objective? To analyse sleep patterns to come up with products better suited to solve consumer pain-points. That the initiative was a success is perhaps clear from the kind of attention it got, not just in India, but abroad too. And now that the startup has captured people’s attention, it wants to start building conversations around sleep health while educating people about the importance of a good night’s sleep. The mattress industry, that is poised to cross ₹14,000 crore by 2021, has largely been an unorganized sector, with lots of local players. It is also a segment that hasn’t witnessed a lot of innovations in the recent past. That is where Wakefit wants to make a difference. We recently caught up with Chaitanya Ramalingegowda, Co-founder and Director, Wakefit.co. He spoke to us, not just about the brand’s journey so far but about its upward growth trajectory in the past few years. While the startup ended FY 17 at ₹6.75 crore in revenue, it is confident of making ₹220 crores in revenue in FY20. He also spoke to us about the marketing strategies it will employ to ensure that people take their sleep, or the lack of it more seriously. Edited excerpts: Q) Your 'Sleep Internship' campaign has turned out to be quite a clever way of capturing the attention of the media and consumers alike. What was the thought behind the initiative? What kind of reactions are you seeing to it? We are a sleep solutions company – passionate about sleep and one of our key objectives is to bring sleep into the everyday consciousness of people. The most common casualty of our fast-paced, social media fuelled lives is our sleep. As a company we wanted to remind people about the importance of a good night’s sleep and spark organic conversations about the need to make sleep a health priority without sounding too preachy or boring. At Wakefit.co, we celebrate the love for sleep and wanted to applaud people who are as obsessed about sleeping well as we are. This spurred the idea of the sleep internship campaign. The initial reaction towards this internship was complete disbelief and we saw many people disregard the authenticity of the campaign and considered it a hoax. However, over time, as we addressed each query and skepticism, we began receiving queries about the JD, KRA, performance measurement etc., and soon we were inundated with applications for the job. Interestingly, many were sceptical of being able to sleep for about 9 hours every night (a key performance indicator in this internship), which is a sign of the unhealthy lifestyle habits of our generation Q) What has your marketing strategy been so far? How have you been communicating with your consumers? Our marketing strategy stems from the business focus on customer-centricity. Our key objective has been to understand customer pain points and gaps in the sleep solutions market and our core strategy has been to take an educative stance of ‘The More You Know; The Better You Sleep’. This essentially means that a significant focus of our marketing strategy is on educating people about the knowledge and science of sleep and empowering them with information to do their own research and take a decision that is best for them. The ‘Sleep Internship’ campaign is based on this larger strategy and endeavours to make sleep health a topic of conversation and action in households. Q) You launched Wakefit in 2016. How has the journey been so far, considering you have entered a space that has quite a few well-established players? We launched in 2016 with a vision to help India sleep better. Unlike other players in the market, our company philosophy is built on the tenets of innovation, research, customer feedback and quality supervision. Beyond everything, we believe that a good sleep is not just a rich person’s dream. Despite the Rs 10,000 crore market which is growing steadily to cross Rs 14,000 crore by 2021, the mattress industry is a segment that largely comprises unorganized players. This is also an industry that has not witnessed much innovation until recent years. Additionally, this industry is also characterised by numerous gaps at various points from pricing, quality adherence to standardisation. This drove us to start a company that endeavors to beat and surpass existing industry norms. Our direct-to-consumer business model looks at sleep from a holistic standpoint. Wakefit.co was launched with the idea of bringing sleep solutions to people at affordable prices and to raise awareness about the science behind a ‘restful sleep’. In order to do this, we structured our business in a way that it democratized our products and made it affordable for the masses. Our products are designed and priced such that they are accessible to a household with a monthly income of Rs 30,000 and above. Q) How has the 2019 been for Wakefit, in terms of performance - sales and growth? We have been fortunate to record encouraging growth numbers with a 3x rise year-on-year in revenues. Having gone from recording Rs 6.75 crores in FY 2017 to posting revenues of Rs 27 crores in FY 2018, we have maintained our growth trajectory to close FY 2019 at Rs 81 crores and are expecting to close FY 2020 at more than Rs 220 crore. This growth has come at a rapid and sustainable pace, with over 5 lakh customers catered to as of 2019. This has been achieved by a strong 600+ member team that has strived to uphold the principles of product excellence and customer-centricity. We service over 19,000 pin codes across India and have carried out business operations across the country, having maintained EBITDA profitability since inception. Q) In the next year are you going to modify your marketing strategy? Will you be using the traditional mediums to reach out to your consumers? We don’t really intend to change our larger marketing strategy, which is to use out-of-the-box and creative ways to bring sleep back into public consciousness. We will continue to concentrate on our core value of empowering customers with accurate information and presenting it in an interesting manner. As a fairly young company, we definitely believe in the integrated marketing communication model and will employ the optimal marketing mix to get the best possible results. Digital media will continue to be a key focus, with specific emphasis on content marketing. On-ground activations and traditional media will also be marketing drivers in the year to come. Q) You call yourself a sleep solutions company. How are you different from other players? We are a company which is constantly innovating based on consumer data and feedback. In fact, when Wakefit.co was launched, Ankit and I had personally delivered the first 100 mattresses to understand customer mindsets. Our strength and differentiation will continue to be our razor sharp focus on doing what is best for our customers. Research, both national and global, point to the fact that Indians are sleeping less and sleeping on poor quality products. They’re sleeping less due to increasing levels of stress while sleep-related products available in the market are either of poor quality or are extremely expensive. This is where we come in, with a motive to provide cutting-edge sleep products, educate people further and become thought leaders in this not-so-organised sector. We are aiming to spark conversations and create awareness around the space, which is likely to benefit the entire ecosystem. Another key focus area for us is to create a pioneering umbrella company where all of a customer’s sleep needs are taken care of, rather than them having to buy different products from different companies. Q) What kind of growth have you been witnessing since your launch? Our growth numbers, since inception, have been as below <ul><li>Ended FY 2017 at Rs 6.75 crore in revenue</li><li>Ended FY 2018 at Rs 27 crores in revenue</li><li>Ended FY 2019 at Rs 81 crores in revenue</li><li>On track for FY 2020 for Rs 220 crores in revenue</li><li>More than 5 Lakh customers served over 4 years </li></ul>Q) What new can we expect from Wakefit.co in the next few months/quarters? We are looking at the year 2020 as a year of growth and our focus will continue to remain on educating and spreading awareness around sleep health. We are aiming to create further thought leadership focused conversations through our future campaigns and like our previous campaigns, they too will be fun, witty and engaging. Sleep is an often misunderstood and a highly debated topic in healthcare, but today there is a gradual shift of perception and this topic is slowly coming under the healthcare spotlight. We intend to leverage this and be at the forefront of this change in conversation. Additionally, we will also look to expand our product portfolio in the next few quarters. Q) What is your vision for Wakefit.co? Where do you want to take it in the next few years? Any plans of expanding to global markets? Our vision is to enhance the quality of sleep among Indians and make great quality sleep affordable for households with a monthly income of as low as Rs 30, 000. At the moment, we are looking to penetrate deeper into the Indian market and make great sleep accessible to as many Indians as possible. We are especially looking at Tier II and Tier III cities as growth drivers, which currently constitutes about 25% of our business. Q) Are you already making profits? If not, by when do you expect to become profitable? With our current business model and financial prudence, we have remained profitable since 2016.

How Wakefit.co is using marketing to make sleep health a topic of conversation in every household

<ul><li>Wakefit reminds consumers that carpenters should be appreciated for their art in our country. </li><li>It captures the struggles of being a retail carpenter in an online world through a character named Babloo Artist, played by Vijay Raaz. </li></ul>After Wakefit’s well-known Sleep Internship campaign established how important a good night's sleep is, its latest campaign uses wit and humor to remind the audience that carpenters are artists, too. Starring Vijay Raaz, the ad walks us through Artist Babloo’s predicament of being a retail carpenter in an online world. He talks about how consumers can be complex and trying to understand their behaviour is quite a task. He says that they want something that 'looks expensive, but is affordable in reality.' They want furniture like Taj Mahal on a limited budget but nobody cares about art, the artist behind it or the effort that goes into making it. <div type="Youtube" id="bU1twBueBRw" title="Wakefit presents Home Furniture! Ft. Vijay Raaz as Artist Babloo | Wakefit" thumbUrl="https://i.ytimg.com/vi/bU1twBueBRw/mqdefault.jpg"></div> Consumers look up furniture designs online and reach out to Babloo hoping to get an exact replica but are never willing to loosen their purse strings. Babloo was struggling to survive in a volatile market, where no one appreciated his art or paid him enough for his efforts. That’s when he stumbled upon Wakefit.co. He partnered with the brand and brought his fondness for art into every piece of furniture he assembled at consumer's doorstep. Babloo realises that the public starts appreciating his piece of art once he offers them a deal that fits in their budget and meets quality standards. Soon, Wakefit’s Babloo doesn’t even have the time to take a loo break, online orders keep him busy.

Wakefit’s campaign captures the struggles of being a retail carpenter in an online world, where no one appreciates the artist behind the piece of art

<ul><li>Season 2 of <keyword id="5891223" type="UNKNOWN" weightage="20" keywordseo="Wakefit">Wakefit</keyword>.co’s Sleep Internship Programme is set to stir up a storm, as the hunt for India’s best sleeper begins again . </li><li>The inaugural batch of the <keyword id="10673866" type="COMPANY" weightage="20" keywordseo="wakefit-sleep-internship">Wakefit Sleep Internship</keyword> (Batch of 2020) saw 23 <keyword id="8392130" type="UNKNOWN" weightage="20" keywordseo="sleep-interns">sleep interns</keyword> bagging the coveted internship, which had received almost 1.70 lakh applications from across the world. </li></ul>Ever heard of a job that pays to sleep? We bet you have, after Bengaluru-based sleep and home solutions company, <a href="https://www.youtube.com/watch?v=k-ozYcE1thE&amp;feature=emb_title">Wakefit.co, created a viral sensation</a> with its Sleep Internship initiative in 2020. A year later, the world has faced a pandemic, and sleep has somehow taken a backseat again amidst the stress, health risks, and career turbulences. On the brink of the Budget 2021, as India looks to mitigate its health threats, resurrect its economy, and generate opportunities for job growth, Wakefit.co is doing its bit by simply reminding people that sleep is important too and that you can, well, earn to sleep! <a href="https://wakefit.co/sleepintern/">Wakefit.co is back with its epic Sleep Internship program</a> and Season 2 promises to be bigger and better than its hugely popular maiden season that rewarded sleep lovers with their #DreamJob. This year, selected sleep interns will not only earn INR 1 Lakh but the pool of interns will get to compete with each other too, for a grand prize of INR 10 Lakh and bragging rights to be called ‘India’s Sleep Champion’. Close to 60,000 applicants have already thrown in their hats to compete and be a Sleep Intern for the second edition of the annual Sleep Internship initiative. This year, applicants have a ready pool of information to help them create a winning entry. Wakefit.co’s sleep internship microsite <a href="https://wakefit.co/sleepintern/winners">features last year’s winning interns</a>, their hilarious interviews with our celebrity judges, and a profile capturing their love for sleep. The contenders who clear the rigorous selection process in Season 2 will have to turn up to work every night in the comfort of your home for a deep, uninterrupted sleep of 9 hours for 100 consecutive nights. Each of the interns will be provided with a state-of-the-art Wakefit.co mattress and a sophisticated sleep tracker. They will also get to participate in various sleep-related challenges as part of the internship to emerge as India’s most passionate sleeper. As part of its scientific approach to sleep, the company will also facilitate counseling sessions with sleep experts, fitness experts, home decor specialists, etc. for the interns. Talking about the unique internship program, <keyword id="1639108" type="PERSON" weightage="20" keywordseo="Chaitanya-Ramalingegowda">Chaitanya Ramalingegowda</keyword>, Director and Co-founder, Wakefit.co, said, “2020 has been a tough year. Pandemic stress and work-from-home routines have translated into late sleeping hours, disrupted sleep patterns, and shorter sleep cycles. This is especially true for working adults between 25 and 45 years of age. We have brought back the Sleep Internship in its second season, to remind people to not relegate sleep to the bottom of their priority list.” He adds. “We aim to drive home the message that sleeping is a serious job. Just like any other job, it can be both, satisfying and rewarding, when done right. However, it needs an ideal ecosystem – something that Wakefit.co has been building over the last five years. The extraordinary response to our Sleep Internship program in 2020 has encouraged us to take forward this important conversation with season 2.” The inaugural season launched in 2020 had received close to 1.70 lakh applications from across the world, with applications pouring in from about 30 countries. With the stakes getting bigger this year, we can only imagine the competition that lies ahead. The hunt for the super sleepers to be part of the ‘Wakefit Sleep Internship 2021-22’ has begun. Are you ready for the challenge?

Wakefit brings back its sleep internship; this time, you can earn Rs 10 lakh by sleeping

<ul><li>Wakefit.co is offering sleep <keyword id="771927" type="PERSON" weightage="20" keywordseo="internships">internships</keyword>, where it’s asking candidates to nap for 9 hours a day for 100 days.</li><li>One of the conditions of the internship is – no using a laptop during work hours.</li><li>Once the data is shared with the startup, a stipend of ₹1 lakh will be given to the candidate. </li></ul>Indian sleep solutions startup that produces mattresses-Wakefit.co has an opening for internships. And it’s a job that you can even do in your sleep -- literally. The company is offering sleep internships, where it’s asking candidates to nap for 9 hours a day for 100 days. And how do you land this job? You will have to convince the startup about your true love for sleep. “We are looking to recruit the best sleepers in the country who are willing to go to any lengths to make sleep a priority in their lives. The <keyword id="8382952" type="UNKNOWN" weightage="20" keywordseo="sleep-internship">Sleep Internship</keyword> initiative aims to bring back the focus on sleep health by celebrating and applauding people who obsess about <keyword id="125521" type="PERSON" weightage="20" keywordseo="sleeping">sleeping</keyword> well,,” said Chaitanya Ramalingegowda, director and co-founder, Wakefit.co. Through the internship, Wakefit will monitor one’s sleep pattern as the interns would be sleeping on the startup’s mattress. It will also offer counselling sessions and give a sleep tracker, that will monitor their sleep before and after using the mattress. To top it all - one of the conditions of the internship is – no using a laptop during work hours. Once the data is shared with the startup for having slept nine hours every day for 100 days, the company will offer a stipend of ₹1 lakh. “This initiative is another step towards making sleep an integral part of maintaining work-life balance in our lives,” said Ramalingegowda. The startup is also campaigning for the ‘Right to Work Naps’. It will also install siesta rooms at offices. It has partnered with Rentomojo and Cloudnine hospitals to collaborate for employee wellness. A <a href="https://www.businessinsider.in/wakefit-will-install-nap-rooms-at-work-as-survey-says-indians-believe-it-will-help-productivity/articleshow/70736738.cms">survey</a> conducted by Wakefit said that 86% respondents strongly advocated a nap room. They believe that it will help increase productivity. See Also: <a href="https://www.businessinsider.in/thelife/news/microsoft-office-has-four-day-weeks-can-indian-companies-replicate/articleshow/72007379.cms">Microsoft’s four-day work week idea will be good for Indians⁠— but there is a lot to be fixed before that</a> <a href="https://www.businessinsider.in/wakefit-will-install-nap-rooms-at-work-as-survey-says-indians-believe-it-will-help-productivity/articleshow/70736738.cms">This Indian startup is pushing for the ‘Right to Nap’ at work and is installing siesta rooms in offices</a>

This Indian startup is offering a ‘sleep internship’ where you can nap for 9 hours and get paid ₹1 lakh

<ul><li><keyword id="5891223" type="UNKNOWN" weightage="20" keywordseo="Wakefit">Wakefit</keyword>, a sleep solutions company which manufactures mattresses, will install <keyword id="7181320" type="UNKNOWN" weightage="20" keywordseo="nap-rooms">nap rooms</keyword> in offices. </li><li>It has partnered with Rentomojo and Cloudnine hospitals to collaborate with organization for employee wellness.</li><li>A survey conducted by the company showed that Indians believe napping at work will help them stay alert. </li></ul>Welcome to the new age of Monday blues where Indian professionals might need a nap time at work, to help deal with stress. A survey conducted by Wakefit, a ‘sleep solutions’ company that produces mattresses, said that 86% respondents strongly advocated a nap room. They believe that it will help increase productivity. “Sleep deprivation has been linked to hypertension, cardiovascular disorders, fatigue and several other lifestyle issues. Given the rising sleep related issues in our country, we felt it was imperative for us to take action and encourage corporates and employees to rally for nap rooms at their workspaces,” said Chaitanya Ramalingegowda, co-founder and director of Wakefit.co. Right to Work Naps Now Wakefit is campaigning for the ‘Right to Work Naps’. It will also install siesta rooms at offices. It has partnered with Rentomojo and Cloudnine hospitals to collaborate for employee wellness. The nap rooms Wakefit intends to build will have their products that will aid spinal alignment, temperature management, optimal nap duration, preferred alarm tones, sleep tips for productivity, soothing color palette, the right lumina of light and optimal decibel of sound, and so forth. Many Indian startups where coders often work into late hours have nap rooms at their offices.

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