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<ul><li>In our latest series, we talk to brands about how they have been marketing during these adverse times, the things they have learnt and how they are preparing for the somewhat uncertain future.</li><li>Mathew Chandy, Managing Director, Duroflex and Sleep Evangelist tells us what inspired the brand to launch a new store amid a nationwide lockdown and its intention to expand its retail footprint further in the country. </li><li>He walked us through the brand’s overall marketing strategy starting from the tone it decided to use in its communication to how it’s gaining consumer trust through social media to why influencer marketing turned out to be its favourite tool amid lockdown. </li></ul>Come what may, your sleep should never be compromised. A proper sleep routine makes it easier to cope up with stress, handle anxiety, concentrate and stay optimistic. This is exactly what Duroflex reminded its consumers when they were overwhelmed with fear of the virus and uncertainty looming around. It offered emotional solace by empowering its consumers with the right information they needed to maintain a good sleep hygiene via its digital platforms. It recognised the consumer sentiment in the market and opted for an optimistic tone in its messaging. To further help them keep anxiety at bay, Duroflex organised <keyword id="1830520" type="COMPANY" weightage="20" keywordseo="sleep-therapy">Sleep Therapy</keyword> sessions and launched a campaign called ‘Better Tomorrow.’ E-Commerce, digital and social became a key part of its marketing and communication strategy. However, while the whole brandverse was shifting its marketing monnies from traditional to digital mediums and shut the shutter of their stores, Duroflex managed to pull off a store launch in Bangalore. This decision came after the brand saw its website visits quadruple during the lockdown. Now, it is looking at further expanding its presence in metro cities. Mathew Chandy, Managing Director, Duroflex and Sleep Evangelist further shared with us which part of the country will they expand their retail footprint in, how well-received was the new store launch, its strategy to attract new consumers to enter its store, and how the lockdown forced the brand to shift its focus from profitability to liquidity. Excerpts: Q. Tell us how Duroflex decided to expand its retail presence at a time when other retail trends are backtracking and consumers are wary of even stepping out? What kind of response did you get from consumers? The launch of our second <keyword id="9539018" type="UNKNOWN" weightage="20" keywordseo="duroflex-experience-centre">Duroflex Experience Centre</keyword> in Bengaluru is a testament to our commitment to always put our consumer well-being first and help India sleep better, even at a time when retail trends are backtracking. As people adapt to the ‘new normal’, they are looking for essential products that will help them live and stay healthy. With consumers spending more time at home and doing numerous activities on their beds, a high-quality mattress from a trusted brand that gives them a healthy sleep experience has become an essential need now more than ever. We also witnessed an increase in the number of visits to our brand website during the lockdown which showed a demand for our mattresses and trust in our expertise. We understood this consumer need and launched our second experiential store in Bengaluru at Whitefield while also taking all safety measures to provide a safe and hygienic shopping environment. The Duroflex Experience Centre, designed keeping shopper needs in mind, offers a unique and first-of-its-kind mattress shopping experience. As a leading sleep solutions company, we understand that mattresses are a vital health need and therefore it is important for consumers to experience the product and make an informed selection. Consumers can experience a wide range of innovative and premium mattresses from Duroflex including our brand’s signature range Duropedic which is India’s only certified orthopaedic mattress range. The store also features three other ranges of our mattresses - Energise, Natural Living, and Essential. Consumers can also shop from a wide array of sleep accessories like 100% memory foam pillows with neck support, cool-gel pillows, antimicrobial mattress protectors, and much more. Q. How did you create buzz around this store launch? Will we see you expanding in any other city anytime soon? We have an existing launch offer of up to 25% off on any mattress purchase from our new experience center. We are also giving away assured gifts with every purchase. We are doing promotions through social media and print ads to the people of Whitefield to invite them to our stores. Yes, we intend to continue to put consumer needs first and expand our retail footprint in other parts of the country. Cities in the southern and western states of India are on our radar at the moment. Our Experience Centers will be largely metro focused. Q. How did you communicate and connect with consumers during the lockdown? Since the onset of social distancing, we at Duroflex stayed connected with our consumers in a unique and compassionate way. We did not force-fit our brand but rather empathized with them and supported them through various positive and thoughtful messages and activities in all phases of the lockdown. We offered emotional solace and support, the right information, and self-help through our social and digital platforms. In the initial stages of the lockdown when fear and anxiety of the virus were gripping people’s consciousness, we sprang into action with valuable health advice on ‘Sleeping for Immunity’. We channeled our communication around the relevance of sleeping 7- 8 hours a day to strengthen immunity with messages by reputed health influencers. When rational conversations gave way to emotional reassurance, we stepped in with our message ‘Stay In’ urging people to stay home because their bed is the safest and most comforting space. We also hosted live sessions from our social channels with experts like Yasmin Karachiwala, Ayesha Bilimoria, Vandana Gupta to help people stay fit and engaged while staying in. When an extended lockdown was announced and anxiety seeped in, we used our expertise on sleep and introduced ‘Sleep Therapy’ series - inherently calming activities on social media that addressed mental health. We hosted Yoga Nidra, live acoustic Bedtime Concerts, and Sleep Therapy sessions to help people combat stress. As the lockdown began to relax, we released a communication on ‘Better Tomorrow’, made to remind us that while we largely stay home and practice social distancing, our mind is always free to venture out and explore new solutions and possibilities. We hosted fun, engaging skill workshops and asked people to share new skills and hobbies they picked up during the lockdown and the response was overwhelming. We also talked about our innovative product solution such as Duropedic - India’s only certified orthopaedic mattress range to help combat the toll that work from home and the new normal has taken on back and spinal health. In this way, we continue to stay abreast of consumer sentiments and provide the necessary support and solutions. Q. What kind of business impact have you faced as an organization during the lockdown? How are you preparing for the unlock period now? The lockdown has had a major impact on business. No sales and no cash flow for over two months has been a major setback for the entire category. Liquidity is our single biggest focus right now. We have been putting a lot of attention to our restart protocol – in our factories and also in our retail and e-commerce markets. Now that the lockdown has been partially lifted, we have been focusing on getting the supply chain up and running sustainably and safely. We have reopened stores in different parts of the country, excluding the ones in containment zones. We have also opened our second Experiential Centre in Bengaluru at Whitefield to cater to the vital health need for a good quality mattress; an essential requirement for people today since they are spending more time at home especially on their beds. We have also been concerned about our vendors and channel partners and their ability to get back on their feet. We have been engaging with them to understand and assist where possible. The situation is unprecedented but we strongly believe that every crisis is an opportunity. Our financial acumen, people's culture, resilient attitude, and agility is what is going to help us come out of this pandemic stronger than ever before. Q. How have you observed the consumer behavior changing pre and post lockdown? Soon after the lockdown, consumer behavior and consumption changed to focusing on only key essentials. However, during the lockdown, we experienced an increase in visits to the Duroflex website which showed that there was a demand for quality mattresses. Due to the lockdown and social distancing, homes have become the hub for work and family time, beds have become the canvas for many activities - personally, professionally, individually, or as a family. Most people already spend 30% of their time in bed on the mattress. In the lockdown, people are spending even their non-sleeping hours on the mattress since many don’t have the luxury of a separate workplace at home. So there is a demand for mattresses, especially from a trusted brand. The quadruple increase of visits to our website in the lockdown is a testament to that. Also now more than ever, there is an increased awareness about the importance of getting quality sleep to boost immunity and overall health. A well-designed mattress is a key to unlocking great sleep. Q. What was your marketing strategy during the lockdown? Did you modify your media mix, with marketing investments getting shifted from one medium to another? During the lockdown, when staying home and maintaining social distancing was at its peak, consumption of content through the online medium and social media increased multifold. Ecommerce, digital, and social became a critical part of our marketing and communication strategy. Our messages during the lockdown centered on providing support and solace to consumers during a difficult time. This was communicated through digital films that we released on our YouTube and social channels. Influencer marketing also played a vital role in our efforts to stay connected to our consumers during the lockdown. The credibility and social reach of influencers have helped us in creating awareness about the power of sleep, sleeping 7-8 hours to boost immunity, and motivating people to stay in and stay healthy. We collaborated with influencers to keep people motivated while staying at home. Thrice a week we had renowned health and influencers go live from our Instagram handle @<a href="https://www.instagram.com/duroflexworld/">duroflexworld</a> and do sessions on a full-body workout, bed yoga, running drills, etc. Certified doctors and experts addressed mental health issues and suggested tips and solutions keep stress at bay. Q. As we are slowly coming out of the lockdown, what were your learnings as a leader? Below are some of the learnings: · Stay connected with everyone and foster an atmosphere of transparency and collaboration · Use the opportunity to upskill yourself and your team to build them for the future · Fatigue is unavoidable if you are chasing unrealistic targets. Be agile and have the foresight to change your plan and expectation with the current times. Create contingency plans, stay informed, be responsive and never lose sight of the larger end goal · Be innovative, create disruptive models, and don’t be afraid to experiment. Do not look at the pandemic as a limitation but look at it as an opportunity to be unlearned, learn, and grow

How Duroflex managed to expand its retail presence during the lockdown when the brandverse shied away from it

Best mattresses for comfort in India

Best mattress in India

Looking to invest in a good quality and comfortable mattress? Great, you have landed in the right place. In this article, we have talked about some of the best double bed mattresses from Amazon. As we spend our maximum time either sitting on the bed or sleeping, purchasing the right mattress that gives both comfort and support is important. A mattress not only provides you with comfort but also helps to relieve stress. There are various types of mattresses available with different sizes and materials, so choosing the one that suits your requirement and budget is essential. While buying a mattress, one must look for its size, material, durability and foam. Mattresses are being used for past years and have now evolved in various ways according to the requirements and needs of the people. Based on different sizes and purposes, we have compiled a list of the best double bed mattresses with their reviewing guide. <bulletContentEmbed name="B00RACAW5O" columns="1"><bulletContentHeading name="B00RACAW5O_head"> <div type="image" title="Hypoallergenic" msid="89828950" hostid="261"></div></columnHeadThumb>B00RACAW5O</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B00RACAW5O_body"><bulletContentRow name="B00RACAW5O_2745887020446458"><bulletContentRowHeading><bulletContentRowHead col="1">Wakefit Dual Comfort Mattress</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">If you are looking for both soft and hard side mattress, then this bed mattress from Wakefit is a suitable option to choose. The dual side lets you sleep from both sides according to your comfort. Designed to ensure support and comfort, it has a layer of breathable fabric on the top, a 7-pressure zone layer in the middle and high resilience foam at the bottom. The hypoallergenic material makes it safe to use.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B00RACAW5O_0070251774340314"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">It provides support and helps to improve the posture.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B07JVGPRB2" columns="1"><bulletContentHeading name="B07JVGPRB2_head"> <div type="image" title="Orthopedic Support" msid="89828999" hostid="261"></div></columnHeadThumb>B07JVGPRB2</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07JVGPRB2_body"><bulletContentRow name="B07JVGPRB2_6433693256296247"><bulletContentRowHeading><bulletContentRowHead col="1">Sleepyhead Original- 3 Layered Medium Firm Orthopedic Memory Foam Mattress</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This mattress from Sleepyhead is a good option to consider if you are looking to provide orthopedic support. It relieves stress and provides comfort to make your sleeping experience relaxing and peaceful. With even weight distribution, the mattress comes with a pressure relieving memory foam. The right amount of bounce, firmness and density makes it a suitable option to use. Also, the washable outer cover helps maintain hygiene.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B07JVGPRB2_8917985999522763"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">The memory foam helps correct the poor posture and helps relieve pain.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B07RN7V7MQ" columns="1"><bulletContentHeading name="B07RN7V7MQ_head"> <div type="image" title="Recommended Choice" msid="89829023" hostid="261"></div></columnHeadThumb>B07RN7V7MQ</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07RN7V7MQ_body"><bulletContentRow name="B07RN7V7MQ_3554159742928132"><bulletContentRowHeading><bulletContentRowHead col="1">SleepX Dual Comfort Mattress</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This reversible mattress from SleepX is a perfect option to provide comfort from both sides. Suitable for a double bed, it is designed with air mesh fabric to ensure air circulation. Designed with different layers, the mattress provides comfort and firmness to give support to the body. Also, the soft knitted material has a soft feel.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B07RN7V7MQ_3424441058285697"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">To keep the body relaxed and ease the pressure, it features high resilience foam.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B0892X5WWJ" columns="1"><bulletContentHeading name="B0892X5WWJ_head"> <div type="image" title="Antimicrobial Treatment" msid="89829054" hostid="261"></div></columnHeadThumb>B0892X5WWJ</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B0892X5WWJ_body"><bulletContentRow name="B0892X5WWJ_2914920497394432"><bulletContentRowHeading><bulletContentRowHead col="1">Duroflex LiveIn- Pressure Relieving, Memory Foam Double Size Mattress</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Available in different sizes, the mattress from Duroflex is a suitable choice to be used for double size beds. Designed with different layers, it helps in relieving stress by providing comfort and support. The triple antimicrobial treatment keeps you safe from fungi, dust mites and bacteria. Also, it provides equally distributed support with a balanced bounce.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B0892X5WWJ_5054764931811358"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">The memory foam automatically takes the shape of your body to provide support and comfort.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B07VS3QQ2P" columns="1"><bulletContentHeading name="B07VS3QQ2P_head"> <div type="image" title="Heavy Gauge" msid="89829097" hostid="261"></div></columnHeadThumb>B07VS3QQ2P</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07VS3QQ2P_body"><bulletContentRow name="B07VS3QQ2P_2168108165103992"><bulletContentRowHeading><bulletContentRowHead col="1">AMORE Medico Double Size Mattress</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">If you are looking for a mattress with HR foam, then this double size mattress from Amore is a suitable choice for you. It comes with a Bonnell spring to provide relief. Crafted with heavy gauged and high tensile tempered steel, it should provide long-lasting usage. The mattress comes with a breathable fabric to provide comfort. Also, it is designed to provide advanced orthopedic support.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B07VS3QQ2P_0762824499455515"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">The HR foam relieves pressure and ensures peaceful sleep.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed>

Best Double Bed Mattress in India

A good part of our life is spent sleeping on a mattress, making it important to invest in a good quality mattress that is comfortable and allows you to sleep peacefully. A bad mattress can impact your sleep and also result in back pain. A good mattress also helps in improving sleeping posture and improving blood circulation in the body. Some of the things that you need to consider while purchasing a mattress includes the size, durability, material used and firmness. In this post, we look at some of the best mattresses available in India. <bulletContentEmbed name="B00RAEXNIK" columns="1"><bulletContentHeading name="B00RAEXNIK_head"><div type="image" title="Editor&amp;#39;s Pick" msid="86989165" hostid="261"></div></columnHeadThumb>B00RAEXNIK</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B00RAEXNIK_body"><bulletContentRow name="B00RAEXNIK_8511413684515711"><bulletContentRowHeading><bulletContentRowHead col="1">Wakefit Orthopedic Memory Foam 8-Inch King Size Mattress</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">The Wakefit Orthopedic Memory Foam Mattress is suitable for king size beds and allows you to sleep without any discomfort. It comes with next-gen memory foam that adapts to the shape of your body and reduces soreness in your body. The second layer is a 7-pressure zone layer that provides varying levels of support for different parts of your body and helps in relieving stress.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B00RAEXNIK_7835651365218087"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">The mattress comes with a high GSM spun knitted fabric cover that enables air circulation and helps in regulating body temperature.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B07J4WNXRM" columns="1"><bulletContentHeading name="B07J4WNXRM_head"><div type="image" title="Also Consider" msid="86989184" hostid="261"></div></columnHeadThumb>B07J4WNXRM</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07J4WNXRM_body"><bulletContentRow name="B07J4WNXRM_8161041427136113"><bulletContentRowHeading><bulletContentRowHead col="1">Sleepyhead Original - 3 Layered Medium Firm Orthopedic Memory Foam Mattress</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">The Sleepyhead Orthopedic Memory Foam Mattress is another good option if you are looking for a mattress that offers a comfortable sleeping experience. It is a medium-firm mattress that is suitable for 90 percent of body types. The mattress comes with pressure relieving memory foam that ensures even weight distribution. The comfort foam ensures you are able to sleep blissfully throughout the night.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B07J4WNXRM_6905975524913999"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">The outer cover can be easily removed and washed, ensuring a dust-free bed.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B07RN7VQWP" columns="1"><bulletContentHeading name="B07RN7VQWP_head"><div type="image" title="Pocket Friendly" msid="86989191" hostid="261"></div></columnHeadThumb>B07RN7VQWP</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07RN7VQWP_body"><bulletContentRow name="B07RN7VQWP_0184806042975644"><bulletContentRowHeading><bulletContentRowHead col="1">SleepX Dual Comfort Mattress 6 inch King Bed Size</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">The SleepX Dual Comfort Mattress is suitable for king size beds and ensures a comfortable and pain-free sleeping experience. It comes with high-density hard foam on one side and high-resilience medium soft foam on the other side, allowing you to pick a side that is comfortable for you and your partner. While the hard foam offers better spine alignment and back support, the medium soft foam offers a soft and comfortable feel.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B07RN7VQWP_0517294848772074"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">The mattress comes with air mesh fabric that offers better breathability.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B0892SXBV3" columns="1"><bulletContentHeading name="B0892SXBV3_head"><div type="image" title="Alternative Pick" msid="86989206" hostid="261"></div></columnHeadThumb>B0892SXBV3</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B0892SXBV3_body"><bulletContentRow name="B0892SXBV3_4317447083208987"><bulletContentRowHeading><bulletContentRowHead col="1">Duroflex LiveIn - Pressure Relieving, Memory Foam</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">The Duroflex LiveIn Memory Foam is a good option if you are looking for a mattress that offers a good combination of support and comfort. The memory foam adapts to the shape of the body and the resilient foam base enhances support to the body. The two foam layers are topped with a soft foam layer that offers a cloud-like feel while sleeping. The mattress comes in a box and can be easily set up.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B0892SXBV3_3707724619596036"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">The mattress comes with triple antimicrobial treatment that protects you from bacteria, fungi and dust mites.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="The mattress comes with triple antimicrobial treatment that protects you from bacteria, fungi and dust mites." columns="1"><bulletContentHeading name="The mattress comes with triple antimicrobial treatment that protects you from bacteria, fungi and dust mites._head"><div type="image" title="Premium Pick" msid="86989236" hostid="261"></div></columnHeadThumb>B07QGJXCRC</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="The mattress comes with triple antimicrobial treatment that protects you from bacteria, fungi and dust mites._body"><bulletContentRow name="The mattress comes with triple antimicrobial treatment that protects you from bacteria, fungi and dust mites._2998041036813415"><bulletContentRowHeading><bulletContentRowHead col="1">Duroflex Back Magic - Doctor Recommended Orthopaedic High Density Coir</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">The Duroflex Back Magic Orthopaedic Mattress is suitable for king size beds and offers 5-zoned orthopedic support. It provides support to five zones of your body and helps in aligning your spine perfectly, ensuring the correct posture. The mattress comes with a firm and naturally cooling coir that provides good support and ensures proper airflow.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="The mattress comes with triple antimicrobial treatment that protects you from bacteria, fungi and dust mites._5984851720467554"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">The mattress comes with knitted fabric with PU foam quilting that provides a plush luxurious feel while sleeping.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed>

Best mattresses for a peaceful sleep

<ul><li><keyword id="4206794" type="PERSON" weightage="20" keywordseo="duroflex">Duroflex</keyword> has roped in <keyword id="6354526" type="PERSON" weightage="20" keywordseo="alia-bhatt">Alia Bhatt</keyword> as its first-ever <keyword id="5955" type="PERSON" weightage="20" keywordseo="Brand-Ambassador">brand ambassador</keyword>. </li><li>Through its campaign with the actor, the brand wants to encourage India to upgrade its choices in essential products like mattresses that enable better sleep.</li></ul>Sleep solutions provider Duroflex has roped in Alia Bhatt as its first-ever brand ambassador. The brand, with over 50 years of expertise, will soon launch its next big campaign with her that will revolve around inspiring India to sleep better. As an actor, Alia is known for her versatility, award winning performances and commitment to excellence. She is constantly pushing boundaries, scaling new heights and at the same time balancing professional achievements with personal well-being. She considers restful sleep to be the cornerstone of her healthy lifestyle and often takes to her social platforms to show her love for sleep. Alia’s strong commitment to sleep evangelism makes her the perfect ambassador for Duroflex. Commenting on the collaboration, <keyword id="4172306" type="PERSON" weightage="20" keywordseo="Smita-Murarka">Smita Murarka</keyword>, <keyword id="6357644" type="ORGANIZATION" weightage="20" keywordseo="cmo">CMO</keyword>, Duroflex said: “Duroflex has always been a thought leader in the sleep solutions category and is on a mission to help India sleep better. We wanted to collaborate with an authentic voice that resonates with the new age consumer. Alia Bhatt is the quintessential youth icon who has carved a niche by being fearlessly herself. She advocates sleep being a pivotal part of a healthy lifestyle. Through her, we want to reach out to the whole country on our shared commitment to sleep evangelism.” In today’s stress-filled environment, sleep is being compromised, and as a brand, Duroflex wants to encourage India to upgrade its choices in essential products like mattresses that enable better sleep. The brand makes mattresses and sleep accessories that are research backed and technologically advanced. Duroflex also continuously evangelizes sleep through its social channels @duroflexworld and collaborates with credible creators who believe in the superpower of sleep. Commenting on her association with Duroflex, Alia Bhatt says: “Being an actor, early call times and power packed schedules are a way of life. I have learnt that Sleep is my superpower that boosts my productivity and is critical to my success. I make sure I never compromise on my sleep. I am thrilled to be associated with a powerful brand like Duroflex to create awareness about the importance of sleep and help India make informed choices while investing in sleep essentials like mattresses.”

Alia Bhatt is Duroflex's first-ever brand ambassador

<ul><li><keyword id="10589993" type="General" weightage="20" keywordseo="amazon-republic-sale" source="Orion">Amazon Republic sale</keyword> is live for all members. </li><li>Users can avail of the sale benefits till January 20. </li><li>We have curated a list below to help you choose the best furniture deals from the sale event.</li></ul>The ongoing <a href="https://www.businessinsider.in/business/news/amazon-great-republic-day-sale-to-begin-on-january-16-for-prime-members/articleshow/96885798.cms">Amazon Republic day sale</a> is now live for all members. During the sale, users can purchase their favorites and essentials at a discounted price. Whether you want to upgrade personal tech or <a href="https://www.businessinsider.in/tech/news/amazon-republic-sale-discounts-and-offers-on-home-and-kitchen-appliances/articleshow/96988611.cms">home appliances</a> or amp up your home decor and furniture, this sale event can be a great opportunity to make that purchase. The e-commerce giant has also announced 60 new launches across categories. Besides offering discounts and deals on different categories, Amazon has partnered with SBI Bank, which offers an instant 10% discount to SBI credit card users. Check out the post below to avail the benefits of the sale and grab the best furniture deals. Also, explore more sale deals <a href="https://www.businessinsider.in/business/ecommerce/news/amazon-great-republic-day-sale-2023-best-deals-and-offers/articleshow/96961163.cms">here</a>. Amazon Brand - Solimo Xxxl Bean Bag <cmsannotation type="cmsannotation" annotationid="B08GRY77P9" comment="amazoncard" text="B08GRY77P9">B08GRY77P9</cmsannotation> Amazon Brand - Solimo offers a massive 70% discount for this XXL size bean bag. Originally priced at ₹6,000, the bean bag is currently available for ₹1,789. The bean bag has a dual-colored design to complement your home decor. Also, the durable and easy-to-carry design makes it a good option. Amazon Brand - Solimo Petra Solid Sheesham Wood King Bed <a href="https://www.amazon.in/Amazon-Brand-Solimo-Sheesham-Finish/dp/B08QT7FH84/r"><cmsannotation type="cmsannotation" annotationid="B08QT7FH84" comment="amazoncard" text="B08QT7FH84">B08QT7FH84</cmsannotation></a> This sale event can be the right time to buy a wooden bed from Amazon Brand - Solimo. The brand has dropped the price to ₹13,999 from ₹50,000. The solid Sheesham wood and premium teak finish provide durability and style. Amazon Brand - Solimo Sylus Bar Table <a href="https://www.amazon.in/Amazon-Brand-Solimo-Stools-Acacia/dp/B09ZLCDM8S/ref="><cmsannotation type="cmsannotation" annotationid="B09ZLCDM8S" comment="amazoncard" text="B09ZLCDM8S">B09ZLCDM8S</cmsannotation></a> Originally priced at ₹48,600, the bar table set is currently available at a discounted price of ₹16,899 only. It comes with one bar table and four stools. The simple and classic design helps complement home interiors. You can buy this at an EMI starting at ₹807. duroflex Livein - Pressure Relieving, Memory Foam, 6 Inch Queen Size Medium Firm Mattress <a href="https://www.amazon.in/Duroflex-Livein-Microbial-Fabric-Mattress/dp/B0892Y9MWL/"><cmsannotation type="cmsannotation" annotationid="B0892Y9MWL" comment="amazoncard" text="B0892Y9MWL">B0892Y9MWL</cmsannotation></a> Originally priced at ₹17,999, this sleeping mattress from Duroflex is currently available at ₹7,136 only. The queen-size mattress with pressure-relieving memory foam with 6-inch medium firmness makes it a comfortable option to relax and provide support. Also, the triple anti-microbial fabric helps maintain hygiene. You get to save ₹10,863. Amazon Brand - Solimo Capella Engineered Wood Espresso Finish Modern Coffee Table <a href="https://www.amazon.in/Amazon-Brand-Capella-Engineered-Espresso/dp/B07LC1GC42/r"><cmsannotation type="cmsannotation" annotationid="B07LC1GC42" comment="amazoncard" text="B07LC1GC42">B07LC1GC42</cmsannotation></a> This coffee table from Amazon Brand - Solimo is available at a discount of 58% during the sale. Originally priced for ₹7,399, you can get this for ₹3,099 only. The smooth edges make it a safe option to use. The table’s modern design also allows you to store things like books and others. Amazon Brand - Solimo Musca 3 Seater Fabric Recliner <a href="https://www.amazon.in/dp/B07FKKC81K"><cmsannotation type="cmsannotation" annotationid="B07FKKC81K" comment="amazoncard" text="B07FKKC81K">B07FKKC81K</cmsannotation></a> Originally priced at ₹56,000, the three-seater fabric recliner is currently available for ₹28,999. This recliner is suitable to withstand 160kg weight per seat. The high-quality fabric prevents fading and high-quality construction ensures durability. You can save extra with bank offers, exchange offers, EMI options and cashback. However, it is important to note that the middle seat does not recline. Priti-Modern Nesting Coffee Table Set of 2 <a href="https://www.amazon.in/Priti-Modern-Nesting-Coffee-Living-Balcony/dp/B09SCW91K4/r"><cmsannotation type="cmsannotation" annotationid="B09SCW91K4" comment="amazoncard" text="B09SCW91K4">B09SCW91K4</cmsannotation></a> Stylishly designed with a marble top, this coffee table set from Priti can be a great option to add to your living room. Available at a 43% discount, you save ₹2,582 and pay only ₹3,417. Also, the solid steel legs with adjustable foot pads provide stability. You can also get this table set at an EMI starting at ₹163 only. duroflex Avalon Fabric Single Seater Recliner <a href="https://www.amazon.in/Duroflex-Avalon-Fabric-Single-Recliner/dp/B09CH31YJ3/re"><cmsannotation type="cmsannotation" annotationid="B09CH31YJ3" comment="amazoncard" text="B09CH31YJ3">B09CH31YJ3</cmsannotation></a> If you are looking to buy a recliner, purchasing from Duroflex can be the right decision. Duroflex is offering a 43% discount on this single-seater recliner during the sale. Originally priced at ₹30,834, you can currently get this for ₹17,499 only. This recliner is a good option to use for relaxing as it provides support and comfort. Corazzin Garden Patio Seating Chair and Table Set <a href="https://www.amazon.in/Corazzin-Seating-Outdoor-Balcony-Furniture/dp/B09GM8ZN1Y/r"><cmsannotation type="cmsannotation" annotationid="B09GM8ZN1Y" comment="amazoncard" text="B09GM8ZN1Y">B09GM8ZN1Y</cmsannotation></a> If you are looking to add furniture to your garden or home balcony, choosing this chair and table set from Corazzin can be a perfect option to consider. The set includes one circular table and four chairs. The lightweight design makes it easy to carry and lift. Also, the weather-resistant material makes it a good option to use outdoors. During the sale, you can get this set for ₹11,699, 38% less than the original price. Also, you can get an instant ₹200 off with a coupon. SleepX Dual Comfort Mattress <a href="https://www.amazon.in/SleepX-Presented-Sleepwell-Dual-mattress/dp/B07RN7V7MQ/"><cmsannotation type="cmsannotation" annotationid="B07RN7V7MQ" comment="amazoncard" text="B07RN7V7MQ">B07RN7V7MQ</cmsannotation></a> This 6-inch double bed size mattress from SleepX is available at a discounted price during the sale. Originally priced at ₹11,332, this mattress is currently available for ₹7,516 only. The air mesh fabric of the mattress maintains freshness and ensures air circulation. You can also save extra by choosing bank offers, cashback, partner offers and no-cost EMI options. @home By Nilkamal Gem 4 Seater Solid Wood Dining Set <a href="https://www.amazon.in/home-Nilkamal-Seater-Dining-Cappucino/dp/B082MKLJ1Q/r"><cmsannotation type="cmsannotation" annotationid="B082MKLJ1Q" comment="amazoncard" text="B082MKLJ1Q">B082MKLJ1Q</cmsannotation></a> If you are looking to change or add a dining table set, this sale can be the right time. @Home by Nilkamal is offering a discount of 30% on this 4-seater dining table set. Originally priced at ₹22,492, the dining table set is currently available at ₹15,699. You can save extra on this by choosing the other offer options. Wakefit Sofa Set, L Shape Sofa, Sofa Set 6 Seater <a href="https://www.amazon.in/Wakefit-Seater-Warranty-Living-Aligned/dp/B0B3NC63BY/re"><cmsannotation type="cmsannotation" annotationid="B0B3NC63BY" comment="amazoncard" text="B0B3NC63BY">B0B3NC63BY</cmsannotation></a> Wakefit dropped its price to ₹24,441 from ₹31,890 for this L-shape sofa set during the sale. The anchor grey and cloud grey colour of the sofa set should complement different home interiors. It is designed to offer comfortable ground space for convenient cleaning. Also, the high-density foam provides comfort and support. You can get this at an EMI starting at ₹1,168.

Amazon Republic Day Sale- Best deals and offers on furniture items

Best furniture deals during Amazon Great Indian Festival sale

Best Prime Day deals on furniture: Grab discounts on sofa, tables, recliners, beds and more

The Amazon Great Republic Sale has started and will be live till January 20. It’s a good time to look for deals and discounts across all the <a href="https://www.businessinsider.in/tech/news/best-deals-and-offers-on-bluetooth-headphones-and-speakers-on-amazon/articleshow/88953479.cms">categories</a>. Also, you can get an instant discount of 10% if you purchase with the SBI credit card. Amazon has offered discounts of up to 70% on home furniture products like- <a href="https://www.businessinsider.in/insider-reviews/best-4-seater-dining-table-sets-in-india/articleshow/87602089.cms">dining table sets</a>, <a href="https://www.businessinsider.in/insider-reviews/best-plastic-chair-set-for-home-in-india/articleshow/86680981.cms">chairs</a>, recliners, <a href="https://www.businessinsider.in/insider-reviews/best-closet-organizer-with-sufficient-storage-in-india/articleshow/88544257.cms">wardrobes and more</a>. So, add products to your cart and avail the benefits by making the most out of the sale. You can also explore more deals on <a href="https://www.businessinsider.in/tech/news/best-deals-and-offers-on-bluetooth-headphones-and-speakers-on-amazon/articleshow/88953479.cms">electronics</a>, gadgets, fashion and <a href="https://www.businessinsider.in/best-entry-level-budget-microwaves-to-buy/articleshow/86140492.cms">appliances</a>. <bulletContentEmbed name="B08HDS5V2P" columns="1"><bulletContentHeading name="B08HDS5V2P_head"> <div type="image" title="B08HDS5V2P" msid="88957390" hostid="261"></div></columnHeadThumb>B08HDS5V2P</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B08HDS5V2P_body"><bulletContentRow name="B08HDS5V2P_0058561247139617"><bulletContentRowHeading><bulletContentRowHead col="1">Amazon Brand-Solimo Sofa, 2 Seater</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Now available at ₹10,199 only, Amazon Brand-Solimo is offering a price drop of ₹39,801 on this two-seater sofa. Made from high-quality material, it has a durable build and can withstand 100 kg per seat. To provide you with the comfort of cleaning and shifting, it is lightweight.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B07THTWXX2" columns="1"><bulletContentHeading name="B07THTWXX2_head"> <div type="image" title="B07THTWXX2" msid="88957405" hostid="261"></div></columnHeadThumb>B07THTWXX2</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07THTWXX2_body"><bulletContentRow name="B07THTWXX2_5564259220926484"><bulletContentRowHeading><bulletContentRowHead col="1">Home Centre Sofa, 3 Seater</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Originally priced as ₹47,200, this sofa set from Home Centre is offering a discount of 62% which makes it now available at ₹17,950 only. Suitable for three people, it offers durability with comfort. The lightweight build should make it easy to shift and clean.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B07FKKDPC4" columns="1"><bulletContentHeading name="B07FKKDPC4_head"> <div type="image" title="B07FKKDPC4" msid="88957422" hostid="261"></div></columnHeadThumb>B07FKKDPC4</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07FKKDPC4_body"><bulletContentRow name="B07FKKDPC4_0962881670864720"><bulletContentRowHeading><bulletContentRowHead col="1">Amazon Brand - Solimo Single Seater Recliner</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Save ₹11,001 and pay ₹15,999 for this recliner chair from Solimo. The brown and chocolate colour design should uplift the look of your home decor. Made from strong and durable material, the chair can withstand weight up to 160 kg.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B081PWNSVN" columns="1"><bulletContentHeading name="B081PWNSVN_head"> <div type="image" title="B081PWNSVN" msid="88957427" hostid="261"></div></columnHeadThumb>B081PWNSVN</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B081PWNSVN_body"><bulletContentRow name="B081PWNSVN_7972481709512202"><bulletContentRowHeading><bulletContentRowHead col="1">Avro Plastic Chairs, Set of 2</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Looking to buy chairs for home? Avro Furniture is offering a 40% discount on this set of plastic chairs. Available at ₹1790, the chairs have a stackable design that will help you save space. The elegant matt and glossy texture should uplift the look of the space placed. Also, the waterproof, weatherproof and dustproof material makes them long-lasting.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B08FMMWC2F" columns="1"><bulletContentHeading name="B08FMMWC2F_head"> <div type="image" title="B08FMMWC2F" msid="88957470" hostid="261"></div></columnHeadThumb>B08FMMWC2F</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B08FMMWC2F_body"><bulletContentRow name="B08FMMWC2F_4190115640634740"><bulletContentRowHeading><bulletContentRowHead col="1">Eagle Furniture Four Seater Dining Table</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Down from its original price of ₹37,999, this four-seater dining table from Eagle Furniture is now available at ₹16,511. Made from Sheesham wood, it should blend with your home decor. The set comes with three chairs and one bench.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B08GRY77P9" columns="1"><bulletContentHeading name="B08GRY77P9_head"> <div type="image" title="B08GRY77P9" msid="88957478" hostid="261"></div></columnHeadThumb>B08GRY77P9</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B08GRY77P9_body"><bulletContentRow name="B08GRY77P9_6207924686768843"><bulletContentRowHeading><bulletContentRowHead col="1">Amazon Brand- Solimo Bean Bag</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">If you were waiting to buy a bean bag at a reasonable price, then this bean bag from Amazon Brand-Solimo can be a good option to choose. Available at a discounted price of ₹1899, you get to save ₹4101. With the lightweight design and handle on the top, it provides convenience for you to lift and shift. Also, made from leatherette material and double stitching, it ensures durability.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B01D2ZW0O8" columns="1"><bulletContentHeading name="B01D2ZW0O8_head"> <div type="image" title="B01D2ZW0O8" msid="88957487" hostid="261"></div></columnHeadThumb>B01D2ZW0O8</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B01D2ZW0O8_body"><bulletContentRow name="B01D2ZW0O8_0946402910545728"><bulletContentRowHeading><bulletContentRowHead col="1">Hokipo Collapsible Cloth Organizer, 4 Shelf</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">You can now get this collapsible wardrobe at ₹379 and save ₹370. It comes with four spacious shelves that let you organize your belongings comfortably. It is easy to hang and store.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B0892SXBV3" columns="1"><bulletContentHeading name="B0892SXBV3_head"> <div type="image" title="B0892SXBV3" msid="88957504" hostid="261"></div></columnHeadThumb>B0892SXBV3</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B0892SXBV3_body"><bulletContentRow name="B0892SXBV3_6484779876846950"><bulletContentRowHeading><bulletContentRowHead col="1">Duroflex Mattress, Queen Size</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">It is a good time to buy a bed mattress, Duroflex is offering a discount of 33%, which makes you save ₹6000 and pay ₹11,999. The mattress comes with a supportive memory foam that lets you sleep in comfort. Also, the antimicrobial treatment maintains hygiene.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> SEE ALSO: <a href="https://www.businessinsider.in/insider-reviews/best-fashion-and-beauty-deals-during-amazon-sale/articleshow/88954736.cms">Best fashion and beauty deals during Amazon sale</a> <a href="https://www.businessinsider.in/tech/mobile/news/check-out-best-deals-on-smartphones-in-amazon-sale/articleshow/88898069.cms">Amazon Great Republic Sale – best deals on mobile phones</a>

Amazon Great Republic Sale: Top deals on recliners, sofas and more home furnishing items

<ul><li>Livpure, a 2012-company known for Air Conditioners and Water Purifiers, has forayed into the <keyword id="10332367" type="UNKNOWN" weightage="20" keywordseo="sleep-and-wellness-category">Sleep and Wellness category</keyword>. </li><li>We speak to Pritesh Talwar, CEO of Livpure, to find out about the challenges of launching during a global pandemic, plan to face existing competition in the category of mattresses, rising demand for Ayurveda and vision for the newest venture. </li></ul>When the whole brandverse was shifting its marketing monnies from traditional to digital mediums and shutting their stores during the lockdown, Livpure was testing the waters to launch a new product range. It realised that people are going to be stuck at homes for a longer period of time and home products are its specialty. So, it thought it would be the right time to offer a product that would make relaxing easier for consumers, remind them to maintain a proper sleep routine and eventually help them cope with stress, handle anxiety, concentrate and stay optimistic. After putting in almost two years of research, 8-year-old Air Conditioners and Water Purifiers company officially announced its entrance into the Sleep and Wellness category recently. Pritesh Talwar, CEO, Livpure, said, “There are a few facets of the business that are our guiding force. One of them is around health and wellness in general. The other two are around innovation, change and eco-consciousness. And in today’s fast-paced world, life is getting more hectic while sleep is becoming more disturbed. A lot of us do not know the consequences of less than ideal sleeping experiences over a prolonged period of time. However, this can cause several lifestyle ailments like backaches, anxiety, impaired immunity, etc. With <keyword id="10332366" type="COMPANY" weightage="20" keywordseo="livpure-sleep">Livpure Sleep</keyword>, we have introduced products including memory foam mattresses and pillows that together create the perfect environment for you to sleep like a baby!” Since Livpure already existed in the home segment, Sleep and Wellness, as Talwar said, was an interesting extension to look at. He said, “We eventually want to get to a platform where a lot of these smart devices (Water Purifier, AC, Mattresses) are talking to each other. It's an aspirational state. Given we are in the home category, we understand a little bit about the dynamics, we do have a very strong dealer distributor network, we thought that it would be a good experiment or a good business to look at. And the more we dug in, the more the principles not only on the product side, but also the principles of the brand aligned with this segment.” But why did the brand take so long to launch its products? Talwar said arranging resources was a challenge during the lockdown. “We have been working on internal R&amp;D for about two years. Our plan was actually announced earlier but given the corona situation, a lot of strategic projects got pushed out. That's why we started in July. As you know, the money is not sitting in the bank, we have to liquidate different things and find different ways to invest money in this particular segment. Across the industrial sector, there was a lot of liquidity crunch. So, investments were stuck and projects were not getting close or revenue was not achieved. So we had to delay the launch. But R&amp;D continued on a smaller scale. So we were able to at least crack a few interesting cloud projects, like the hybrid mattress, or the carbon pillow that you launched a couple of weeks back,” said Talwar. Adding to the other challenges that Livpure had to face to set up its business extension, Talwar said, “We are building a new segment, which we want to be a core segment, in addition to scaling it at the same time. So in the first two or three months, our focus was to get some of the product landing on the platform, figure out the back end, which is operations and supply chain. We didn't really push hard on creating a buzz per se. We were doing soft launches through our own Marketing Channels but most recently, we signed up with Sachin Tendulkar. He will be endorsing our three businesses as well. So that will be a more soft launch for at least the remaining part of November and December. And then we'll do a little bit more detailed launch at some point early next year.” Marketing Plan Livpure smartly soft-launched the product into the market in June when lockdown was still in place through e-commerce and started creating a little noise in the market in September. The brand is planning to go slow this year and will increase its marketing noise in 2021 with brand ambassador Sachin Tendulkar. It has already allocated four different warehouses for its Sleep business in India and all of this amid a global pandemic. It also acquired 10,000 users for Livpure Sleep. “I would say we have about 10,000 customers already in the last four months or so. And we are definitely experiencing double digit growth. And for the next four or five months, we plan to keep growing at least 40%,” shared Talwar. Livpure has started by targeting metro and Tier-I cities but would eventually go deeper into the market. Talwar said, “We are not going for a complete mass market. So we really do not sell below Rs 4,500 price point. But we will definitely go mass-premium. Later, once we start going offline, which is the 90% of the market in the sleep category, we have to go upstream and downstream. So then everyone who needs a mattress sort of falls into that bucket.” Organised and unorganised put together, the <a href="https://www.businessinsider.in/advertising/brands/article/centuary-mattresses-aims-to-expand-its-market-share-to-13-in-fy21-perform-even-better-than-last-year/articleshow/78623442.cms">mattress </a>industry in India is currently worth Rs 10,000 crore and only about 40% of the market is occupied by organised players like Wake.fit, Centuary Mattresses, Duroflex who offer more affordable options. Talwar is optimistic that their expertise in innovation and home products will give Livpure an edge. “We have a little bit of legacy because of Livguard and the brand is already known in the market. If you look at our recent water purifiers, some of them are very innovative and one in a kind. So people understand and associate the brand with credibility and longevity. We are trying to hit that same note with our products -- not only via the legacy but if through our products and our own unique value proposition. So, at the end of the day, we want the product to talk. We spend a lot of time on R&amp;D for each and every product and we tailor that to the key pain point of the customer suffering. And then get it in the right price point. So a lot of our products are very price competitive but we offer a lot more value in that product,” said he. Demand for immunity-based products Livpure announced its new product range launch with Ayurvedic Mattresses, a space it always wanted to experiment with. Ayurveda has also been the hot topic of discussion in 2020, much due to its usefulness as an immunity booster against COVID. So much so, that recently, The Rajya Sabha passed the Institute of Teaching and Research in Ayurveda Bill, 2020. Telling us the thought behind launching Ayurveda mattresses first, Talwar said, “Ayurveda is something that we were looking at, to introduce in some of our products. It has already entered various segments like food or cosmetics. So there was a white space we observed and especially in India, that there is no Ayurvedic influence in the sleep product category, you might find supplements but there is no product. So there was an opportunity we noticed in this category. And I think there's also growth in a consumer who is interested in organic and natural products. We have been observing that trend also. So those two reasons and it's all about timing. Aligning these two ideas, we thought that was a good time to start testing on the product. So the development has been happening for more than a year. We have also filed a utility patent for this product.” It will eventually launch more eco-friendly products and smart mattresses that can adjust its temperature automatically by analysing customer’s changing body temperature. Vision for the brand The company will continue to launch more environmentally-friendly products and building a safer world for the future generations. Sharing his vision for Livpure Sleep, Talwar said, “For our sleep segment, I would say that in the next three years, the guidance from our chairman, Mr. Rakesh Malhotra, Chairman and Founder of Livpure, is to make our category into the top five businesses in the country. So that's the target. We are not here to be small players. We have been investing not only in R&amp;D budgets but we have Sachin onboard as well. So we are going to be among the top five players in the 3 next years as we grow.” Livpure will also focus on increasing its offline presence by targeting one regional base in 2021, starting with metro cities.

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