Mutual funds raise bets on mid & small-cap stocks amid volatile markets

<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! <br /><br /><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.<br /><br />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. <br /><br />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. <br /><br />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.” <br /><br />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.” <br /><br />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? <br />

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

New Delhi, May 1 () People turned to Google to search for ration dukaan (grocery store), how to homeschool kids and even, best trading platforms - with these terms seeing a huge spike in the January-March - as people seek ideas on how they can stay productive indoors amid the coronavirus outbreak.<p> According to data released by Google, "near me" searches have seen a massive uptick, especially queries like "pharmacy near me" (58 per cent rise), "grocery delivery near me" (550 per cent) and "ration dukaan" (300 per cent).</p><p> It added that unlike 2019 when queries like 'best headset' or best mattress' were popular, 2020 was all about 'best movies' (35 per cent rise) and 'Best trading platforms' (45 per cent jump).</p><p> With a majority of users being homebound, there has also been high growth in queries like 'learn online', 'teach online, and 'at-home learning'. In fact, 1 out of every 2 consumers is seeking personalised information from brands by searching for queries like 'how to homeschool kids' and 'how to WFH' (work from home), the data showed.</p><p> Interestingly, queries in the health category have recently pivoted toward 'immunity' (500 per cent rise). Searches for vitamin C, which grew by 40 per cent in 2019, have surged by over 150 per cent in recent weeks, as have queries for herbs with medicinal properties like giloy (380 per cent rise) and Ayurvedic home remedies like Kadha (90 per cent rise).</p><p> People are also searching for terms like 'how to pay electric bill online" (180 per cent rise), 'electricity bill check' (80 per cent rise), 'overnight mutual funds' (411 per cent rise) and 'mutual funds to invest now' (249 per cent rise), showing consumers are now relying on online resources to take care of their long- and short-term financial goals.</p><p> "As people are jolted out of their routines and forced to re-evaluate decisions that previously required little to no thought, we see dramatic shifts in how people search and what they care about. The report provides early insights on how people's needs and behaviours might evolve as they seek to regain a sense of balance," Sapna Chadha, Senior Country Marketing Director, Google India and Southeast Asia at Google said.</p> She added that while some of these trends are likely to be temporary, they may begin to see the value of sticking with them even after the pandemic is over as people are forced to adopt new behaviours.  SR  SHWSHW

Searches zoom for ration dukaan, how to homeschool kids amid COVID-19

<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.<br /><br />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.<br /><br />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. <br /><br />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. <br /><br />Edited excerpts:<br /><br /><strong>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?<br /></strong><br />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. <br /><br />This spurred the idea of the sleep internship campaign.<br /><br />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 <br /><br /><strong>Q) What has your marketing strategy been so far? How have you been communicating with your consumers?</strong><br /><br />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’. <br /><br />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. <br /><br /><strong>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?</strong><br /><br />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.<br /><br />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. <br /><br /><strong>Q) How has the 2019 been for Wakefit, in terms of performance - sales and growth?</strong><br /><br />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. <br /><br /><strong>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?</strong><br /><br />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. <br /><br /><strong>Q) You call yourself a sleep solutions company. How are you different from other players? </strong><br /><br />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. <br /><br />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. <br /><br />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.<br /><br /><strong>Q) What kind of growth have you been witnessing since your launch?</strong><br /><br />Our growth numbers, since inception, have been as below<br /><br /><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><strong>Q) What new can we expect from Wakefit.co in the next few months/quarters?</strong><br /><br />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. <br /><br />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. <br /><br /><strong>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?</strong><br /><br />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.<br /><br />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. <br /><br /><strong>Q) Are you already making profits? If not, by when do you expect to become profitable?</strong><br /><br />With our current business model and financial prudence, we have remained profitable since 2016. <br />

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

<ul><li>A millennial’s take on how to set up a room for ₹50,000 with options from <keyword id="6371031" type="UNKNOWN" weightage="20" keywordseo="IKEA">IKEA</keyword>, <keyword id="864887" type="COMPANY" weightage="20" keywordseo="Pepperfry">Pepperfry</keyword> and <keyword id="6368309" type="UNKNOWN" weightage="20" keywordseo="urban-ladder">Urban Ladder</keyword>. </li><li>I decided to invest in a little bit of commitment towards my house by buying furniture. </li><li>And here are the best deals I managed to grab from India’s leading online furniture retailers.</li></ul>If you are a millennial like me, who suffers from commitment issues, not just in relationships – welcome to the nomad life. When you are unable to live in a city for more than 2-3 years and hate being locked down, there comes an incessant need to pack up and move. <br /><br />Living the nomad life, you move in and out of rented apartments, refusing to invest in ‘permanent house’ furniture. In times of uncertainty, you have a certain bond with brokers and that one one lady who you have never met but you order home cooked food from. <br /><br />This has been my life for the past 9 years. But now, that I have grown up (read: realised I’m growing older), I decided to invest in a little bit of commitment towards my house, before I do it in a relationship. <br /><br />So, I set up a budget of ₹50,000 to buy a bed with a mattress, wardrobe, study table and a chair. Yes, ₹50,000, I said I have grown old, not rich. <br /><br />As every other millennial, getting out of my house to buy things would be blasphemy, so I turned to the holy shrine – the world wide web. Here are the options I gathered from IKEA, Pepperfry and Urban Ladder. <br /><br /><strong>Bed </strong><br /><br />Now, this can be a tricky one. The bed you choose seems to define your well, ahem, dating life. A single bed means you are happy to be forever alone, you do you girl! (no pun intended). A king size bed makes way for a committed relationship, while a queen size bed settles comfortably somewhere between the well, ‘we are dating but let’s see where this goes’ phase. <br /><br />So yes, I decided to go for a wooden (or anything that looks wooden) queen size bed with storage to also hide my baggage (pun intended). 
  <div type="image" title="1" msid="70851450" hostid="261"></div>



<br />IKEA: ₹20,990 <br />Pepperfry: ₹14,249 (On sale) <br />Urban Ladder ₹16,499 <br /><br />While I would go for the Pepperfry option, however without the on sale price, Urban Ladder would be a better option. <br /><br />However, if you would rather go for a metal bed frame, there were some pretty inexpensive options. Pepperfry has one for ₹6,999, IKEA for ₹11,990. Or you can even opt for a wooden bed without storage for anywhere between ₹10,000-12,000 from Pepperfry or Urban Ladder.<strong>Mattresses<br /></strong><br />Mattresses are a tough one to decide without checking them out personally, but IKEA gave pretty good options under ₹4,000, while the starting price at PF was ₹5,000 and at UL it was ₹7,000. <br /><br />Hej, Ikea for mattresses! <br /><br /><strong>Wardrobe</strong><br /><br />We have already made that clear, I have a lot of baggage so yes lots of storage is necessary. A 3-door wardrobe was what I always wanted.<br /><br />
  <div type="image" title="2 (4)" msid="70851451" hostid="261"></div>



<br />Ikea: ₹7,990 on sale, real price was ₹13,490<br />Pepper Fry: ₹11,592 on sale, real ₹21,897<br />Urban Ladder: ₹19,999 <br /><br />If you are a sale hogger like me, head to Pepperfry. But if it’s not discounted, the Urban Ladder option would be a better pick for its sturdy look with an attached mirror. <br /><br /><strong>Study table<br /></strong><br />Let’s just pretend that I actually use a sit table and don’t just lie on the bed with my laptop, okay? That’s why I needed a study table to sit and write, and maybe restart that blog I abandoned years ago. 
  <div type="image" title="3" msid="70851479" hostid="261"></div>



<br /><br />Pepperfry: ₹4,155 on sale. <br />Urban Ladder: Great sturdy one for ₹6,999<br />IKEA: A desk for ₹4,990Pepperfry is the winner for its sale prices, but if you aren’t really going to end up using the study table, the IKEA one would be a practical choice. <br /><br /><strong>Chair</strong><br /><br />There’s no way I’m going to use a plastic chair for when my imaginary friends visit and I need more space. An accent chair would be a perfect finish to the room.
  <div type="image" title="chair" msid="70851480" hostid="261"></div>



<br />While Pepperfry offered a lot more when it comes to variety and sale prices, Urban Ladder won this one with its accent chairs that will act as a colour pop to break the monotony in a room. While IKEA didn’t have a lot of options for colourful accent chairs, this one particular one caught my attention.<br /><br /><strong>Conclusion: <br /><br /></strong>With great sale offers, I’m done with ₹39,426. However, if the discounted prices aren’t on offer, I will be overshooting my budget with the total coming up to ₹50,738.<br />

I had ₹50,000 to set up my room and here are the options I got from IKEA, Pepperfry and Urban Ladder

<p><span><a href="http://www.businessinsider.com/insiderpicks"><em>Insider Picks</em></a></span><em> writes about products and services to help you navigate when shopping online. Insider, Inc. receives a commission from our affiliate partners when you buy through our links, but our reporting and recommendations are always independent and objective.</em></p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><a href="http://www.pntrs.com/t/TUJGRUxJR0JGSEhLR01CRkhKTk1H?url=https%3A%2F%2Fwww.parachutehome.com%2Fcollections%2Frugs" target="_blank" rel="noopener"></a><p class="source"><span>Parachute</span></p></div><p></p></div></div></p><ul class="summary-list"><li>Take a look at all the offerings from online home brand <a href="http://www.pntrac.com/t/TUJGRUxJR0JGSEhLR01CRkhKTk1H?url=https%3A%2F%2Fwww.parachutehome.com%2F" target="_blank" rel="noopener">Parachute</a>, which range from bath to baby products, and it's clear it long ago expanded past its <a href="https://www.businessinsider.com/best-soft-bed-sheets-parachute-review-2018" target="_blank" rel="noopener">roots as a luxury sheets company</a>. </li><li>Parachute's newest launch is a <a href="http://www.pntrs.com/t/TUJGRUxJR0JGSEhLR01CRkhKTk1H?url=https%3A%2F%2Fwww.parachutehome.com%2Fcollections%2Frugs" target="_blank" rel="noopener">small collection of rugs</a>. They're handwoven in a town renowned for its mastery of textiles and craftsmanship. </li><li>Each rug takes a few weeks to make and is made without chemicals or synthetic materials, resulting in a long-lasting, eco-friendly piece you can keep in your home for years. </li></ul><p>In 2014, <a href="https://www.businessinsider.com/home-kitchen-startups-that-want-you-to-stay-in" target="_blank" rel="noopener">online home startup</a> Parachute launched with an assortment of <a href="https://www.businessinsider.com/best-soft-bed-sheets-parachute-review-2018" target="_blank" rel="noopener">luxury sheets</a> that would change the way you sleep. In its short history, it has rapidly introduced more products to improve how you make and live in your home, including <a href="http://www.pntrs.com/t/TUJGRUxJR0JGSEhLR01CRkhKTk1H?url=https%3A%2F%2Fwww.parachutehome.com%2Fcollections%2Ftowels" target="_blank" rel="noopener">fluffy, absorbent towels</a>, <a href="http://www.pntra.com/t/TUJGRUxJR0JGSEhLR01CRkhKTk1H?url=https%3A%2F%2Fwww.parachutehome.com%2Fcollections%2Ftabletop" target="_blank" rel="noopener">table linens</a>, <a href="http://www.pntrac.com/t/TUJGRUxJR0JGSEhLR01CRkhKTk1H?url=https%3A%2F%2Fwww.parachutehome.com%2Fcollections%2Fbaby" target="_blank" rel="noopener">soft baby sheets</a>, and at the beginning of 2019, the ambitious endeavor of <a href="https://www.businessinsider.com/parachute-mattress-review" target="_blank" rel="noopener">an eco-friendly mattress</a>. </p><p>Its most recent new collection continues this steady revival of home products. Parachute now sells <a href="http://www.pntrs.com/t/TUJGRUxJR0JGSEhLR01CRkhKTk1H?url=https%3A%2F%2Fwww.parachutehome.com%2Fcollections%2Frugs" target="_blank" rel="noopener">handwoven, Fair Trade-certified rugs</a> in four styles, each available in three to five sizes and ranging in price from $89 to $1,349. </p><p>After a months-long search, the company found its ideal rug manufacturer in an 80-year-old heritage textiles maker in Panipat, India, otherwise known as "The City of Weavers" and "Textile City." There, rugs craftsmanship isn't just a trade - it's woven into the very culture of its people. </p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><a href="http://www.pntrs.com/t/TUJGRUxJR0JGSEhLR01CRkhKTk1H?url=https%3A%2F%2Fwww.parachutehome.com%2Fcollections%2Frugs" target="_blank" rel="noopener"></a><p class="source"><span>Parachute</span></p></div><p></p></div></div></p><p><em><strong>Read more</strong>: <a href="https://www.businessinsider.com/best-sheets" target="_blank" rel="noopener">The best sheets you can buy for your bed</a></em></p><p>Each of the rugs made for Parachute take three to four weeks to handcraft. The process includes hand-separating, dyeing, and spinning the wool, then hand-weaving cotton and wool into the rug using traditional looms. The rugs are made with 100% natural fibers and without chemicals or synthetic materials, as with all Parachute products. </p><p>With this small collection, the company highlights the value of responsible - in both the social and environmental sense of the word - production and reminds you of the care you should take in shopping for your home.</p><p>A rug can seem like just another home accessory to check off your list, which is why many people often end up with cheap rugs that neither look good nor last very long. But like your sheets, towel, or mattress, it's something that will add immediate as well as long-term value to the place you return to each night. </p><p>By offering sustainably made rugs in a variety of styles to suit your interior design aesthetic, Parachute is making the process of rug shopping simple and transparent. Rather than buy an overpriced or shoddy rug from a source you don't know you can trust, you can get a beautiful, durable, and well-priced one from a company with a proven track record.</p><p>Each rug comes with a 90-day trial, free shipping, and free returns, and you can pair it with its <a href="http://www.pntra.com/t/TUJGRUxJR0JGSEhLR01CRkhKTk1H?url=https%3A%2F%2Fwww.parachutehome.com%2Fproducts%2Fnonslip-eco-rug-pad%3Fvariant%3D14569617621041" target="_blank" rel="noopener">Nonslip Eco Rug Pad</a> ($29-$119). </p><h3>Learn more about Parachute's new rugs below, or <a href="http://www.pntrs.com/t/TUJGRUxJR0JGSEhLR01CRkhKTk1H?url=https%3A%2F%2Fwww.parachutehome.com%2Fcollections%2Frugs" target="_blank" rel="noopener">shop them all directly here</a>. </h3><p class="tagline"><a href="http://e.businessinsider.com/join/ci/insider-picks">Subscribe to our newsletter.</a><br><br>Find all the best offers at our <a href="https://coupons.businessinsider.com/">Coupons page</a>.<br><br>Disclosure: This post is brought to you by the <a href="http://www.businessinsider.com/insiderpicks">Insider Picks</a> team. We highlight products and services you might find interesting. If you buy them, we get a small share of the revenue from the sale from our commerce partners. We frequently receive products free of charge from manufacturers to test. This does not drive our decision as to whether or not a product is featured or recommended. We operate independently from our advertising sales team. We welcome your feedback. Email us at insiderpicks@businessinsider.com.</br></br></br></br></p>

Home startup Parachute sells more than sheets and towels - you can now buy Fair Trade-certified rugs starting at $89

The Centre on Monday night invited agitating <keyword id="3627663" type="PERSON" weightage="20" keywordseo="farmer-unions">farmer unions</keyword> for talks on December 1, two days ahead of a scheduled meeting, as their stir against the new agri-marketing laws appeared to intensify despite a strong defence of the legislation by the government and <keyword id="6354814" type="UNKNOWN" weightage="20" keywordseo="prime-minister-narendra-modi">Prime Minister Narendra Modi</keyword> who accused the opposition of "playing tricks" on farmers again through misinformation. <br /><br /> The development came a day after the protesting farmers rejected the Centre's offer to start talks as soon as they move to Burari and continued to stay put Singhu and Tikri borders of the national capital. <br /><br /> "Keeping in view the cold and COVID-19, we have invited leaders of farmer unions for discussion much before the scheduled December 3 meeting," Agriculture Minister Narendra Singh Tomar told and urged the farmers to end their stir. <br /><br /> Addressing a press conference on Monday, representatives of agitating farmers said on Monday they have come to Delhi for a "decisive" battle and asked Prime Minister Modi to listen to their "mann ki baat". <br /><br /> Peaceful sit-ins by farmers, mostly from Punjab and Haryana, continued for the fifth day at the Singhu and Tikri borders with no untoward incident reported after Friday's violence, while the numbers of protestors swelled at the Ghazipur border. <br /><br /> "Our demands are non-negotiable," Jagmohan Singh, general secretary Bhartiya Kisan Union (Dakaunda), said addressing a press conference by representatives of farmers at Singhu border. <br /><br /> "We have come here to fight a decisive battle.... We have come to Delhi to ask the prime minister to listen to 'mann ki baat' of farmers, else the government and the ruling party will have to pay a heavy price...," he said. <br /><br /> The opposition parties too stepped up pressure, asking the Centre to "respect the democratic struggle" of the farmers and repeal the laws. <br /><br /> Security was beefed up by the Delhi Police and concrete barriers placed at all borders points connecting the city with Haryana and Uttar Pradesh as the farmers threatened to block all highways to the national capital. <br /><br /> Long queues of vehicles choked the roads as the Delhi Police kept the Singhu and Tikri borders closed and heightened checking at others. <br /><br /> Amid the rancour of protests, farmers were seen performing 'Ardas' (prayer) at the Haryana-Delhi border and distributing 'karah parshad' among the people on <keyword id="3846034" type="COMPANY" weightage="20" keywordseo="Guru-Nanak-Jayanti">Guru Nanak Jayanti</keyword>. <br /><br /> At dusk, earthen lamps were placed on the barricades by the protesting farmers who exchanged sweets while preparing for another winter night in their tractor-trollys which have been turned into makeshift shelters. <br /><br /> Many protesters said that they have come prepared for a long haul with rations and other necessities. <br /><br /> During the day several union ministers and BJP leaders again urged the farmers not to have "misconceptions" about these reforms which, they asserted, have nothing to do with the mechanism of minimum support price (MSP) and 'mandi' that will continue along with the government's purchase of grains. <br /><br /> The prime minister, who was visiting his Lok Sabha constituency Varanasi, too allayed concerns that MSP and mandi mechanism would be discontinued, even as he attacked the opposition. <br /><br /> "The farmers are being deceived on these historic agriculture reform laws by the same people who have misled them for decades," he said, in an apparent reference to parties that are supporting the protest. <br /><br /> He reiterated that farmers who wanted to follow the old system of trading - referring to the 'mandis' where they can get the MSP - are still free to do so. But the three laws gave them new options to sell for more, he said. <br /><br /> He said whenever new laws are enacted questions are bound to be asked. <br /><br /> "But presently a new trend is being seen in the country. The protests are based on creating doubts through misinformation," Modi said at a public gathering. <br /><br /> "We must remember that those doing so are the ones who had for decades deceived farmers," he claimed. The MSP used to be declared but very little procurement was done on it, he claimed. <br /><br /> "Farmers have faced deceit on MSP, loan waiver schemes, urea and productivity for a long time in the past," he said. <br /><br /> He claimed that it is because of this "long history of deceit" that farmers are again wary as they are seeing the new move in the same manner. <br /><br /> Though the protesting farmers have been adamant about not allowing any political party to use their platform, the opposition has come out in their support. <br /><br /> The Congress launched a social media campaign to muster support for the farmers and said its members will extend assistance to the protesters, while the DMK and its allies too issued a statement slamming the government's stand. <br /><br /> "The Modi government has persecuted the farmer - first it brought black laws and then used lathis against them, but it forgot that when the farmer raises his voice, it resonates throughout the country. You also raise your voice against the exploitation of farmers and join the #SpeakUpForFarmers campaign," Rahul Gandhi said in a tweet in Hindi. <br /><br /> A joint statement was issued by DMK president M K Stalin, TNCC chief K S Alagiri, MDMK general secretary Vaiko, CPI(M) state secretary K Balakrishnan, Communist Party of India state secretary R Mutharasan and others slamming the Centre's stand. <br /><br /> "More than 500 farmer unions from across India have rallied on behalf of the country's 62 million farmers. We all strongly condemn the dictatorial, hegemonic BJP government for disregarding this massive rally and stipulating that negotiations will only take place only if the farmers go to the Burari ground," it said. <br /><br /> Delhi Chief Minister Arvind Kejriwal appealed to the people of Delhi to help the protesters and urged the Centre to hold talks with them at the earliest. <br /><br /> Bihar Chief Minister Nitish Kumar, whose JD(U) is a constituent of the BJP-led, expressed the hope that the Centre will be able to allay the fears about MSP in its dialogue with the farmers. <br /><br /> "The Centre has proposed to hold talks with the agitating farmers. Once they sit across the table, it will become clear that fears over MSP are unfounded," he told reporters. <br /><br /> Nagaur (Rajasthan) MP Hanuman Beniwal, an alliance partner of NDA , said he will have to reconsider his party's support to the Centre if the new agricultural reform laws are not withdrawn. <br /><br /> Beniwal, the convener of <keyword id="6996429" type="COMPANY" weightage="20" keywordseo="Rashtriya-Loktantrik-Party">Rashtriya Loktantrik Party</keyword> (RLP), appealed to Union Home Minister Amit Shah to withdraw the three farm laws immediately and implement all the recommendations made by the Swaminathan Commission. <br /><br /> Farmers, who had reached the Nirankari Samagam Ground in Burari on Saturday, also continued their protest. <br /><br /> Sukhwinder Singh, who has been agitating at the Tikri border for the fifth consecutive day, said farmers don't want to go to Burari ground --- the designated protest site identified for the demonstration. <br /><br /> "We have enough ration to sustain for at least six months. We do not wish to go to Burari. If we proceed from here, we will only go to Jantar Mantar. We will not protest anywhere else," Singh said. <br /><br /> Tractor-trolleys have occupied over a 10-km-long stretch along the Ambala-Delhi national highway. <br /><br /> Many protesters have cushioned their trolleys with layers of straw and laid mattresses over them to protect them from the cold. Night temperatures over the last few days have been settling at around 9 degrees Celsius. <br /><br /> Among the protesters are men and women aged over 70 years. <br /><br /> Flags of various farmers' outfits from Punjab and Haryana can be seen fluttering atop the tractors, some of which are fitted with loudspeakers and used by the leaders of peasants' bodies to address the gatherings. <br /><br /> Having gathered here in thousands amid the coronavirus pandemic, the farmers claim adverse conditions do not affect them as they are used to various challenges anyway while working in the fields. <br /><br /> Experts warn their agitation could well be a COVID-19 superspreader as there have been few signs of social distancing during the protests that started last week with the farmers, banded under various organisations, leaving their homes and moving towards Delhi. <br /><br /> "A protest is a mass gathering and thus from a public health perspective, I would urge protective and preventive behaviour against the spread of coronavirus infection, failing which a superspreading event might set in," cautioned Dr Samiran Panda, head of the Epidemiology and Communicable Diseases division at the Indian Council of Medical Research. <br /><br /> The farmers are protesting against the three laws -- Farmers (Empowerment and Protection) Agreement of Price Assurance and Farm Services Act, 2020; Farmers Produce Trade and Commerce (Promotion and Facilitation) Act, 2020 and The Essential Commodities (Amendment) Act 2020 -- that took effect from September 27 after President <keyword id="6354561" type="PERSON" weightage="20" keywordseo="ram-nath-kovind">Ram Nath Kovind</keyword>'s assent. <br /><br /> The farmers have expressed apprehension that the Centre's farm laws would pave the way for the dismantling of the minimum support price system, leaving them at the "mercy" of big corporates. <br /><br /> The government has maintained that the new laws will bring farmers better opportunities and usher in new technologies in agriculture. <br /><br /> In a series of tweets in Hindi, BJP leader and Union minister Ravi Shankar Prasad sought to refute criticism of these bills. <br /><br /> "New agri laws do not end APMC (Agricultural Produce Market Committee) mandis. Mandis will continue to operate as they have been. New laws have given farmers the freedom to sell their produce anywhere. Whoever gives farmers the best price will get to buy their produce be it inside the mandis or outside," he said. <br /><br /> Many misconceptions like the farm bills are a conspiracy to not offer farmers MSP, are being spread, he said, adding that the reality is that these legislations have nothing to do with the minimum support price. "The MSP has been in force and will remain in force," he said. <br /><br /> Another senior BJP leader and Union minister Prakash Javadekar said, "Don't have misconceptions about the farm laws. Farmers of Punjab have sold more paddy in mandi than they did last year and at a higher MSP. MSP is alive and so is mandi. And government purchase is also taking place." <br /><br /><strong>SEE ALSO: <a href="https://www.businessinsider.in/science/news/fauci-and-public-health-experts-are-sounding-the-alarms-about-another-coronavirus-surge-after-americans-traveled-for-the-thanksgiving-holiday/articleshow/79479417.cms" data-type="tilCustomLink">Fauci and public health experts are sounding the alarms about another coronavirus surge after Americans traveled for the Thanksgiving holiday</a></strong><b><br /> <br /> </b><a href="https://www.businessinsider.in/business/startups/news/from-whitehat-jr-big-basket-and-unacademy-to-dunzo-these-are-the-indian-startups-that-reported-data-leaks-over-the-past-few-months/slidelist/79467618.cms" data-type="tilCustomLink"><strong>From WhiteHat Jr, Big Basket, and Unacademy to Dunzo — these are the Indian startups that reported data leaks over the past few months</strong></a>

Centre invites agitating farmer unions for talks on December 1, two days ahead of a scheduled meeting

<ul class="summary-list"><li>During the off-seasons, <keyword id="6368036" type="UNKNOWN" weightage="60" keywordseo="hotels">hotels</keyword> still have staff members working hard to prepare for guests.</li><li>In Death Valley, during the highest temperatures, the general manager stays busy and has fun.</li><li>In Yosemite and Michigan, staff works hard to update <keyword id="18966" type="ORGANIZATION" weightage="60" keywordseo="Hotel">hotel</keyword> decor and fix everything that breaks.</li></ul><p>Hotels and resorts are full of life during busy seasons, <a href="https://www.insider.com/things-you-should-never-do-in-a-hotel-2019-12">but the action doesn't stop</a> when the guests go home.</p><p>Many <keyword id="6354692" type="UNKNOWN" weightage="60" keywordseo="Travel">travel</keyword> destinations have cycles of busy seasons, with tourists abound and high prices, and off-seasons, where there are few or no guests staying on the property. These typically occur during unfavorable weather or general unpopularity, when not many people are traveling to a certain spot. </p><p>During these seasons, innkeepers and general managers work hard to maintain the space and ensure it's at its best and ready to host visitors when next year's busy season begins. And sometimes working on an empty resort has its perks. </p><p>Three leadership figures at hotels and resorts across the US told Insider what it's like to <a href="https://www.insider.com/hotel-deals-concierge-2019-4">experience popular destinations in a whole different way</a>.</p><h2><strong>Death Valley's off-season has incredibly high temperatures, but this general manager doesn't mind </strong></h2><p><strong><div type="image" title="IMG 4516.JPG" height="777" width="1037" msid="81521516" hostid="261"></div></strong></p><p>John Kukreja has experience working in luxury hospitality positions throughout India, Saudi Arabia, and the US. When the opportunity arose to work in California's Death Valley, he jumped at the chance. </p><p>"It was 122 degrees when I came for the interview," Kukreja, who is now general manager of The Oasis at Death Valley, told Insider.</p><p>Death Valley's off-season <a href="https://www.outsideonline.com/2404232/ultimate-death-valley-national-park-travel-guide">is summer</a> when temperatures are at an all-time high and can be unbearable for most visitors. </p><p>"Sometimes people come here when it's hotter, just to experience the heat," Kukreja said. "I always say to make sure to hydrate yourself."</p><p>But Kukreja said some people don't realize how beautiful Death Valley is because of the heat. After the four-month off-season, the weather is pretty mild. </p><p>"People think, 'Death Valley, what are you doing there?' But that's just for the four months that are hot … June, July, August, and September," he added. "Then it's almost like a switch turns off in September, and you have eight months of absolutely gorgeous weather."</p><div type="image" title="5C3FB083 EE3B 4F6F B51D B677AA66E1BF.JPG" height="3024" width="4032" msid="81521517" hostid="261"></div><p>Luckily, the region's heat is no problem for Kukreja or his family, even though the area just hit <a href="https://www.nps.gov/deva/learn/nature/weather-and-climate.htm#:~:text=Death%20Valley%20is%20famous%20as,Creek%20on%20July%2010%2C%201913.">134 degrees Fahrenheit</a> - its hottest temperature on record in more than a century. </p><p>His family relocated to Death Valley in 2016, and now they live in the area year-round at The Oasis' employee housing. </p><p>Since the closest town is Pahrump, Nevada, which is an hour away, the resort has an on-site commissary and warehouse for food and supplies. </p><div type="image" title="IMG_6427" height="2274" width="3024" msid="81521518" hostid="261"></div><p>There's also a general store that the employees can get discounts at to buy groceries and other necessities so that they won't have to venture into Nevada for essentials. </p><p>But when they do, Kukreja said, his family is somewhat famous. </p><p>"It's funny because they know us now - we're the 'Death Valley Family,'" Kukreja told Insider. </p><p>During the year, his four kids are homeschooled. While The Inn at Death Valley is closed during the summer, Kukreja and his family keep busy in the community. </p><p>"I coach soccer, we practice ballet, Boy Scouts, all sorts of activities," he said. "People don't always realize that <a href="https://www.insider.com/hotels-with-great-views-2018-8">there's a lot to explore</a> in Death Valley."</p><p>He said his family is always experiencing something new in the area, like catching a glimpse of a mother owl showing off her babies, watching a tarantula cross the road, or spying a wild coyote stalking golf balls thinking they're a snack.</p><p>Still, a lot of maintenance and construction needs to be completed before the hotel reopens. </p><p>When the property is unoccupied, the on-site team focuses on construction and renovation projects to prepare for busy season. Right now, they're also working on building 80 more cottages on the property. </p><div type="image" title="IMG 4527.JPG" height="2268" width="3023" msid="81521519" hostid="261"></div><p>His family also adjusts their schedule during the intensely hot off-season.</p><p>"In the summer, we change the whole family setup - instead of 6:30 we start waking up at 5:30," said Kukreja. This helps them to take advantage of the day before the temperatures begin to go up.</p><div type="image" title="IMG 6615.JPEG" height="600" width="800" msid="81521520" hostid="261"></div><p>They don't seem to mind the temperatures that keep visitors away too much. </p><p>"I say to people you can have the extreme of Alaska in <keyword id="46788" type="PERSON" weightage="60" keywordseo="Winter">winter</keyword> at -40 degrees, or you could be here. It's just a temperature, and just for four months - the rest of the year it's beautiful," Kukreja told Insider. </p><h2><strong>During the winter, this Yosemite inn can be like 'living on a big cruise ship' where something always needs maintenance </strong></h2><div type="image" title="blackberry inn" height="1536" width="2048" msid="81521521" hostid="261"></div><p>Located in the same state but a different climate, The Blackberry Inn Yosemite traditionally closes in late November.</p><p>The chillier late fall and winter temperatures keep guests away until spring, one of the area's <a href="https://jameskaiser.com/yosemite-guide/how-to-avoid-the-crowds-in-yosemite/#:~:text=If%20you%20visit%20outside%20the,waterfalls%20are%20at%20their%20peak.">busiest times of year</a> because of the <a href="https://www.smartertravel.com/yosemites-best-and-worst-in-every-season/">warm weather</a> and prime waterfall access.</p><p>When they first arrived at the California inn, married couple Alex North and Steve McCorkle had no hospitality experience - now, the duo is successfully entering their 14th season. </p><div type="image" title="blackberry inn" height="1536" width="2228" msid="81521522" hostid="261"></div><p>The off-season gives them a chance to rejuvenate and detox, North said, since "it can be draining to be 'on' all the time, and we want everyone to be happy."</p><p>But it's far from a relaxing break. Since it's just the two of them and they're "in the middle of nowhere," they try to do everything themselves.</p><p>"My husband is going to be 73 and I'm going to be 60 this year and we work really physically hard during the off-season," North told Insider.  </p><div type="image" title="blackberry inn" height="1150" width="1534" msid="81521523" hostid="261"></div><p>For the duo, the off-season starts with resetting all of the rooms. </p><p>"When we close in November, we strip the beds, strip the curtains, put the mattresses up against the wall to air out, and we'll crack the windows so that the inside of the rooms also get the chance to rejuvenate and get fresh air to breathe," she explained. </p><p>She said it takes a lot of work to maintain a 36-acre property where something always needs maintenance. </p><p>"It's like living on a big cruise ship - stuff breaks," she told Insider. </p><div type="image" title="blackberry inn" height="1412" width="1883" msid="81521524" hostid="261"></div><p>In their line of work, they "pick up a lot of skills along the way," and if they don't know how to do something they'll conduct their own research to teach themselves.</p><p>The couple also has a lot of their own on-site equipment, including a tractor and a bulldozer.</p><p>"If there's any takeaway, it's that we work as a team here on most things, and try to play to the strengths of the individual," North added. </p><div type="image" title="blackberry inn" height="1536" width="2049" msid="81521525" hostid="261"></div><p>In between painting, getting the carpets steamed, and splitting wood for fireplaces, the couple also ensures their inn is up to code when they reopen in April.</p><p>This includes tasks like replacing batteries in smoke detectors and taking care of the certification for the fire extinguishers.</p><div type="image" title="blackberry inn" height="1536" width="2049" msid="81521526" hostid="261"></div><p>But it's all worth it for the couple - the people they meet and <a href="https://www.insider.com/5-star-hotels-secrets-2018-4">great experiences they can give guests</a> when they return are priceless. </p><p>"My favorite part of hospitality is getting to meet people from all over the world, and learn from them," North told Insider. "You find out about other hidden gems that you'd like to go see yourself."</p><h2><strong>Island life continues during the frigid temperatures of a Michigan winter</strong></h2><p><strong><div type="image" title="Grand Hotel" height="600" width="1200" msid="81521527" hostid="261"></div></strong></p><p>Across the country, Holly Nitzschke, director of convention services at Grand Hotel on Michigan's Mackinac Island, lives on the island year-round overseeing on-site responsibilities at the hotel. </p><p>The hotel's busy season is from summer to early fall because the weather is warmer and more predictable, plus ferry companies <a href="https://www.mackinacisland.org/blog/11-mackinac-island-faqs-for-2019-vacation-planning/#:~:text=Mackinac%20is%20always%20open!,island%20any%20time%20of%20year.">schedule more frequent trips to and from the island</a>. </p><p>She said it's pretty busy but beautiful to be on-site when the property is closed from November through May when the weather is quite unpredictable and not ideal for most guests. </p><p>Her team is always prepared for the worst during off-seasons since the northern Michigan island experiences higher-than-average snowfall and the average winter temperatures can fall between <a href="https://www.weather-us.com/en/michigan-usa/mackinac-island-climate">14 to 23 degrees Fahrenheit</a>. </p><p>"Being on-site during the off-season is very unique," Nitzschke told Insider. "It's very peaceful, very quiet - the island, in general, has an amazing community."</p><div type="image" title="grand hotel" height="900" width="1200" msid="81521528" hostid="261"></div><p>"When I'm at the hotel in the off-season, I work in my same office but it feels very different to have it be so quiet. It's fun to walk around and explore all the guest rooms, see the views and take everything in - you kind of have the entire building to yourself," she said. </p><p>But there's still a lot of work to be done to maintain the 135-year-old building. </p><p>To prepare for winter, the maintenance team turns off most of the electricity and the water. They also remove the decorations, like the outside awnings and big porch lights, since it can get very windy on the island in the winter. </p><p>"You have a short window in the spring where you can get certain tasks done, such as painting, because you have to have a certain temperature," Nitzschke told Insider. She said they have to do a lot of planning so they don't end up displacing guests once they return.</p><p>Since the inn is over a century old, the team also paints and redecorates to adapt to the changing design style of each year. In the fall, they go through each room with a professional decorator to see what needs to be changed.</p><div type="image" title="empty ballroom grand hotel" height="900" width="1200" msid="81521529" hostid="261"></div><p>Nitzschke said her job working in events and conventions for the hotel doesn't calm down during the winter, either, even though there aren't huge bookings. </p><p>"Once the hotel closes in the fall, I get started on assisting with next year's groups," she added. </p><p>Nitzschke plans ahead for the upcoming spring, summer, and fall months since being on an island adds logistical challenges that can make the process difficult. For example, vendors and clients must ship equipment by boat and horse and carriage since just "pulling your car up" is not an option on Mackinac Island. </p><p>Still, she said, Michigan winters can be beautiful, and working at a hotel on <a href="https://insider.com/photos-tour-private-island-you-can-rent-with-friends-florida-2020-10">a small island</a> year-round can feel like being surrounded by a giant family.</p><p>"We've always felt accepted, and people very much look out for each other," she said.</p>

Employees reveal what it's really like working in empty hotels when there are no guests

<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><br />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.<br /><br /> Moreover, the company also plans to hire close to 200 people in the next couple of months. <br /><br /> 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.<br /><br /> 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?<br /><br /> 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.”<br /><br /> “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.<br /><br /> 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?<br /><br /> “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.<br /><br /> “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.<br /><br /> <b>The lockdown experience</b><br /><br /> 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. <br /><br /> “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. <br /><br /> 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.<br /><br /> <b>Wakefit.co’s marketing plans for FY2021</b><br /><br /> 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.<br /><br /> 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.<br /><br /> 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.<br /><br /> 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. <br /><br /> 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.”<br /><br /> <b>Going deeper into Bharat</b><br /><br /> 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. <br /><br /> “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.<br /><br /> <b>Wakefit.co of the future</b><br /><br /> 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. <br /><br /> 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.”<br /><br /> <b></b><br /><br />

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

<p><div class="KonaFilter image-container display-table click-to-enlarge"><div><div class="image on-image"><a title_source="Etihad" title_caption="" class="zoomin" href="https://static-ssl.businessinsider.com/image/536e90ed6bb3f7100d7c70ba-960/2_theresidence-1.jpg"><span class="sprites click-to-enlarge-icon" title="Click to enlarge"></span></a><p class="source"><span>Etihad</span></p></div><p></p></div></div>Etihad CEO James Hogan proudly announced this week at an industry conference in Dubai that the airline's opulent first class "Residence" has sold out for its first 10 flight.</p>
<p>Although this may not sound like a big deal, demand for the $20,000 a flight suite is a actually blowing away the usual 50% booking rate for first class suites, reports <a href="http://www.bloomberg.com/news/2014-11-11/etihad-s-20-000-residence-section-on-a380-is-booked-up.html" target="_blank">Bloomberg</a>.</p>
<p><a href="http://www.businessinsider.com/etihad-the-residence-2014-5" target="_blank">The Residence</a> <span>is the closest thing in mass commercial air travel to the service found on a private jet. Instead of an airline seat, The Residence is more like an apartment in the sky, with a bedroom, private shower, and living area. Flyers traveling in the 125-square-foot Residence are treated to a 32-inch flatscreen TV as well as the full attention of a private butler. </span></p>
<p>Etihad hopes its Residence-equipped Airbus A380 superjumbos will steal some of the thunder away from the first class offerings of Singapore Airlines and regional rivals like Emirates.</p>
<p><span style="line-height: 1.5em;">In fact, airlines - in general - are betting that these opulent accommodations will drive up profit margins and yield greater revenues per mile.</span></p>
<p><span style="line-height: 1.5em;">This assumption is not unwarranted. </span><span style="line-height: 1.5em;"><a href="http://online.wsj.com/news/articles/SB10000872396390444097904577535280680475986" target="_blank">According to The Wall Street Journal</a>, American Airlines' say that 70 % of its total revenue comes from just 25% of its passengers.</span></p>
<p><span style="line-height: 1.5em;">And the International Air Transport Association has found that first- and business-class flyers make up just 8% of all fares, but account for 27% of total revenues worldwide, <a href="http://www.csmonitor.com/USA/2011/1119/Airline-travel-life-in-first-class-is-getting-cushier-but-not-back-in-steerage" target="_blank">according to The Christian Science Monitor.</a> </span></p>
<p>And the high-end offerings keep getting better and better. So don't fret if you can't get find your way onto one of the Residence's first flight this December, here are 9 other first class airline seats that are probably nicer than your apartment.</p>
<h3><span style="font-size: 1.17em; line-height: 1.5em;">Singapore Airlines</span></h3>
<p><div class="KonaFilter image-container display-table click-to-enlarge"><div><div class="image on-image"><a title_source="Singapore Airlines" title_caption="" class="zoomin" href="https://static-ssl.businessinsider.com/image/536cf83f6da81159543e69bc-960/singapore-air-1.jpg"><span class="sprites click-to-enlarge-icon" title="Click to enlarge"></span></a><p class="source"><span><a href="http://www.singaporeair.com/en_UK/media-centre/multimedia-library/">Singapore Airlines</a></span></p></div><p></p></div></div><span style="line-height: 1.5em;">Singapore Airlines has long been known as one of the best airlines in the world, and its first class suites certainly live up to its lofty reputation. Singapore's fulling enclosed private suites are equipped with a large 23-inch LCD entertainment system and actual standalone beds instead of converted seat beds. </span></p>
<h3>Emirates</h3>
<p><div class="KonaFilter image-container display-table click-to-enlarge"><div><div class="image on-image"><a title_source="Emirates Airlines" title_caption="" class="zoomin" href="https://static-ssl.businessinsider.com/image/536cf9d7eab8ea34133e69bc-960/emirates-a380-first-class-private-suite-a-1.jpg"><span class="sprites click-to-enlarge-icon" title="Click to enlarge"></span></a><p class="source"><span>Emirates Airlines</span></p></div><p></p></div></div><span style="line-height: 1.5em;">Dubai's Emirates, one of the pioneers in the luxury suite market, has packed its suites with a fully stocked minibar, vanity mirror and a wardrobe. </span><a href="http://www.emirates.com/us/english/flying/our_fleet/emirates_a380/emirates_a380.aspx" target="_blank">Onboard its fleet of A380 super jumbos,</a><span style="line-height: 1.5em;"> Emirates also offers suite passengers access to one of the plane's marble-lined shower spas.</span></p>
<h3>British Airways</h3>
<p><div class="KonaFilter image-container display-table click-to-enlarge"><div><div class="image on-image"><a title_source="British Airways" title_caption="" class="zoomin" href="https://static-ssl.businessinsider.com/image/536e8ec46da811f1057c70b8-960/750x500-bafirst_suite1.jpg"><span class="sprites click-to-enlarge-icon" title="Click to enlarge"></span></a><p class="source"><span>British Airways</span></p></div><p></p></div></div><span style="line-height: 1.5em;">British Airways offers passengers traveling in its ultra-modern suites a host of luxurious schwag, including cotton pajamas and beauty products in a designer Anya Hindmarch bag. </span></p>
<h3>Qatar Airways</h3>
<p><div class="KonaFilter image-container display-table click-to-enlarge"><div><div class="image on-image"><a title_source="Flickr / Qatar Airways" title_caption="" class="zoomin" href="https://static-ssl.businessinsider.com/image/536d268469beddb4363e69c1-960/qatar-airways-a380-first-class-3.jpg"><span class="sprites click-to-enlarge-icon" title="Click to enlarge"></span></a><p class="source"><span><a href="http://www.flickr.com/photos/qatarairways/sets/72157641905882753/">Flickr / Qatar Airways</a></span></p></div><p></p></div></div><span style="line-height: 1.5em;">Though Qatar Airways have decided to concentrate more on its business class seats in recent years, its first class product is still top-notch. Passengers are treated to world-class dining with menus crafted by the likes of Nobu founder Nobu Matsuhisa and Michelin-star-winning chef Tom Aikens. </span></p>
<h3>Air France</h3>
<p><div class="KonaFilter image-container display-table click-to-enlarge"><div><div class="image on-image"><a title_source="Air France" title_caption="" class="zoomin" href="https://static-ssl.businessinsider.com/image/536a5e5a69bedd8277d1b07f-960/premiere-cabine.jpg"><span class="sprites click-to-enlarge-icon" title="Click to enlarge"></span></a><p class="source"><span>Air France</span></p></div><p></p></div></div><span style="line-height: 1.5em;"><a href="http://www.businessinsider.com/air-france-la-premiere-luxury-suites-2014-5" target="_blank">Air France's new La Premiere luxury suite </a>is set to make its commercial debut in September. It will feature plush bedding from Sofitel and Michelin-star-quality dining. </span><span style="line-height: 1.5em;"></span><a href="http://economictimes.indiatimes.com/news/international/business/air-france-unveils-luxury-first-class-seat/articleshow/34778766.cms" target="_blank">According to the Economic Times,</a><span style="line-height: 1.5em;"> Air France will install a total of 76 suites on its fleet Boeing 777-300s at a cost of $75 million.</span></p>
<h3>Qantas</h3>
<p><div class="KonaFilter image-container display-table click-to-enlarge"><div><div class="image on-image"><a title_source="Qantas" title_caption="" class="zoomin" href="https://static-ssl.businessinsider.com/image/536d2630ecad042b593e69bc-960/first-1-1.jpg"><span class="sprites click-to-enlarge-icon" title="Click to enlarge"></span></a><p class="source"><span>Qantas</span></p></div><p></p></div></div><span style="line-height: 1.5em;">Qantas's international first class suites feature a 6.5-foot-long lie-flat bed with a plush sheepskin mattresses. Passengers are also treated to the airline's Sommeliers in the Sky service to help them make selections from <a href="http://www.businesstraveller.com/news/100195/cellars-in-the-sky-awards-2013-winners-revealed" target="_blank">Qantas's award-winning wine list</a>. </span></p>
<h3>Jet Airways</h3>
<p><div class="KonaFilter image-container display-table click-to-enlarge"><div><div class="image on-image"><a title_source="Flickr/Matt@PEK" title_caption="" class="zoomin" href="https://static-ssl.businessinsider.com/image/536e8eff6bb3f755777c70c0-960/turkish airlines first class.jpg"><span class="sprites click-to-enlarge-icon" title="Click to enlarge"></span></a><p class="source"><span>Flickr/Matt@PEK</span></p></div><p></p></div></div><span style="line-height: 1.5em;">India's Jet Airways offers luxury suites on its fleet of Boeing 777-300ER aircraft, complete with private sleeping areas and a large selection of Hollywood and Bollywood hits on for viewing on 23-inch flat screen TVs. Suite flyers are also treated to a personalized five-course meal and endless flutes of Dom Perignon. (The photo above shows a Jet Airways plane that's on lease to Turkish Airlines.)</span></p>
<h3>Cathay Pacific</h3>
<p><div class="KonaFilter image-container display-table click-to-enlarge"><div><div class="image on-image"><a title_source="Cathay Pacific" title_caption="" class="zoomin" href="https://static-ssl.businessinsider.com/image/536d2d94ecad0498763e69bd-960/cathay pacific cx fcl 02.jpg"><span class="sprites click-to-enlarge-icon" title="Click to enlarge"></span></a><p class="source"><span>Cathay Pacific</span></p></div><p></p></div></div><span style="line-height: 1.5em;">Hong Kong-based Cathay Pacific offers its most discerning passengers stylish Norm Foster-designed first class suites with amenity kits by Ermenegildo Zegna and Trussardi. Though not fully enclosed like some of its competitors, Cathay's world-class service and plush bedding make for an equally luxurious experience. </span></p>
<h3>Lufthansa</h3>
<p><div class="KonaFilter image-container display-table click-to-enlarge"><div><div class="image on-image"><a title_source="Lufthansa" title_caption="" class="zoomin" href="https://static-ssl.businessinsider.com/image/536e7af86bb3f72b3b7c70c0-960/2380_50_0032.jpg"><span class="sprites click-to-enlarge-icon" title="Click to enlarge"></span></a><p class="source"><span>Lufthansa</span></p></div><p></p></div></div><span style="line-height: 1.5em;">Lufthansa's stylish first class suite is a model of elegance. The airline's Airbus and Boeing jumbos offer minimalist and modern suites with a host of fine dining and entertainment options. On the airline'</span><span style="line-height: 1.5em;">s Boeing 747-400 jets, suites passengers are offered separate beds in addition to their seats. </span></p>

Etihad's $20,000 Flying Apartments Are Sold Out, But There Are Plenty Of Other Amazing First Class Cabins 

<p>As some airlines gut their frequent flyer programs, increase fees and cram more seats into coach, others are pushing the boundaries of flying luxury with of over-the-top first class suites.</p>
<p><span style="line-height: 1.5em;">Airlines are betting that these opulent accommodations will drive up profit margins and yield greater revenues per mile.</span></p>
<p><span style="line-height: 1.5em;">This assumption is not unwarranted. </span><span style="line-height: 1.5em;"><a href="http://online.wsj.com/news/articles/SB10000872396390444097904577535280680475986" target="_blank">According to The Wall Street Journal</a>, American Airlines' say that 70 % of its total revenue comes from just 25% of its passengers.</span></p>
<p><span style="line-height: 1.5em;">And the International Air Transport Association has found that first- and business-class flyers make up just 8% of all fares, but account for 27% of total revenues worldwide, <a href="http://www.csmonitor.com/USA/2011/1119/Airline-travel-life-in-first-class-is-getting-cushier-but-not-back-in-steerage" target="_blank">according to The Christian Science Monitor.</a> </span></p>
<p>And the high-end offerings keep getting better and better. Here are 10 first class airline seats that are probably nicer than your apartment.</p>
<h3>Etihad Airways</h3>
<p><div class="KonaFilter image-container display-table"><div><div class="image"><p class="source"><span>Etihad</span></p></div><p></p></div></div><a href="http://www.businessinsider.com/etihad-the-residence-2014-5" target="_blank">Known simply as "The Residence, Etihad latest luxury offering </a><span style="line-height: 1.5em;">is the closest thing in mass commercial air travel to the service found on a private jet. Instead of an airline seat, The Residence is more like an apartment in the sky, with a bedroom, private shower, and living area. Flyers traveling in the 125-square-foot Residence are treated to a 32-inch flatscreen TV as well as the full attention of a private butler. </span></p>
<h3>Singapore Airlines</h3>
<p><div class="KonaFilter image-container display-table"><div><div class="image"><p class="source"><span><a href="http://www.singaporeair.com/en_UK/media-centre/multimedia-library/">Singapore Airlines</a></span></p></div><p></p></div></div><span style="line-height: 1.5em;">Singapore Airlines has long been known as one of the best airlines in the world, and its first class suites certainly live up to its lofty reputation. Singapore's fulling enclosed private suites are equipped with a large 23-inch LCD entertainment system and actual standalone beds instead of converted seat beds. </span></p>
<h3>Emirates</h3>
<p><div class="KonaFilter image-container display-table"><div><div class="image"><p class="source"><span>Emirates Airlines</span></p></div><p></p></div></div><span style="line-height: 1.5em;">Dubai's Emirates, one of the pioneers in the luxury suite market, has packed its suites with a fully stocked minibar, vanity mirror and a wardrobe. </span><a href="http://www.emirates.com/us/english/flying/our_fleet/emirates_a380/emirates_a380.aspx" target="_blank">Onboard its fleet of A380 super jumbos,</a><span style="line-height: 1.5em;"> Emirates also offers suite passengers access to one of the plane's marble-lined shower spas.</span></p>
<h3>British Airways</h3>
<p><div class="KonaFilter image-container display-table"><div><div class="image"><p class="source"><span>British Airways</span></p></div><p></p></div></div><span style="line-height: 1.5em;">British Airways offers passengers traveling in its ultra-modern suites a host of luxurious schwag, including cotton pajamas and beauty products in a designer Anya Hindmarch bag. </span></p>
<h3>Qatar Airways</h3>
<p><div class="KonaFilter image-container display-table"><div><div class="image"><p class="source"><span><a href="http://www.flickr.com/photos/qatarairways/sets/72157641905882753/">Flickr / Qatar Airways</a></span></p></div><p></p></div></div><span style="line-height: 1.5em;">Though Qatar Airways have decided to concentrate more on its business class seats in recent years, its first class product is still top-notch. Passengers are treated to world-class dining with menus crafted by the likes of Nobu founder Nobu Matsuhisa and Michelin-star-winning chef Tom Aikens. </span></p>
<h3>Air France</h3>
<p><div class="KonaFilter image-container display-table"><div><div class="image"><p class="source"><span>Air France</span></p></div><p></p></div></div><span style="line-height: 1.5em;"><a href="http://www.businessinsider.com/air-france-la-premiere-luxury-suites-2014-5" target="_blank">Air France's new La Premiere luxury suite </a>is set to make its commercial debut in September. It will feature plush bedding from Sofitel and Michelin-star-quality dining. </span><span style="line-height: 1.5em;"></span><a href="http://economictimes.indiatimes.com/news/international/business/air-france-unveils-luxury-first-class-seat/articleshow/34778766.cms" target="_blank">According to the Economic Times,</a><span style="line-height: 1.5em;"> Air France will install a total of 76 suites on its fleet Boeing 777-300s at a cost of $75 million.</span></p>
<h3>Qantas</h3>
<p><div class="KonaFilter image-container display-table"><div><div class="image"><p class="source"><span>Qantas</span></p></div><p></p></div></div><span style="line-height: 1.5em;">Qantas's international first class suites feature a 6.5-foot-long lie-flat bed with a plush sheepskin mattresses. Passengers are also treated to the airline's Sommeliers in the Sky service to help them make selections from <a href="http://www.businesstraveller.com/news/100195/cellars-in-the-sky-awards-2013-winners-revealed" target="_blank">Qantas's award-winning wine list</a>. </span></p>
<h3>Jet Airways</h3>
<p><div class="KonaFilter image-container display-table"><div><div class="image"><p class="source"><span>Flickr/Matt@PEK</span></p></div><p></p></div></div><span style="line-height: 1.5em;">India's Jet Airways offers luxury suites on its fleet of Boeing 777-300ER aircraft, complete with private sleeping areas and a large selection of Hollywood and Bollywood hits on for viewing on 23-inch flat screen TVs. Suite flyers are also treated to a personalized five-course meal and endless flutes of Dom Perignon. (The photo above shows a Jet Airways plane that's on lease to Turkish Airlines.)</span></p>
<h3>Cathay Pacific</h3>
<p><div class="KonaFilter image-container display-table"><div><div class="image"><p class="source"><span>Cathay Pacific</span></p></div><p></p></div></div><span style="line-height: 1.5em;">Hong Kong-based Cathay Pacific offers its most discerning passengers stylish Norm Foster-designed first class suites with amenity kits by Ermenegildo Zegna and Trussardi. Though not fully enclosed like some of its competitors, Cathay's world-class service and plush bedding make for an equally luxurious experience. </span></p>
<h3>Lufthansa</h3>
<p><div class="KonaFilter image-container display-table"><div><div class="image"><p class="source"><span>Lufthansa</span></p></div><p></p></div></div><span style="line-height: 1.5em;">Lufthansa's stylish first class suite is a model of elegance. The airline's Airbus and Boeing jumbos offer minimalist and modern suites with a host of fine dining and entertainment options. On the airline'</span><span style="line-height: 1.5em;">s Boeing 747-400 jets, suites passengers are offered separate beds in addition to their seats. </span></p>
<h3> </h3>

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