Over the past year, consumers have become warier of stepping out of their homes to make purchases and have opted for shopping from the safety and comfort of their homes. This has created a significant surge in the adoption of D2C in the country. When it comes to e-commerce, India has been at the forefront of the growth and disruption of the sector, being one of the fastest-growing markets in the world. D2C brands, especially those adapted to the digital landscape and taken to online selling, can rapidly scale their business.
 
Additionally, the rise of D2C has gone above and beyond a means to directly reach consumers. For retailers, the changing tide has increasingly led to the adoption of the D2C route to seek better opportunities for customer acquisition and retention.

To make the most of the situation many brands are opting for the D2C route and one industry that has seen the maximum adoption is the mattress industry. With a value of over Rs 10,000 crore, the Indian mattress industry is growing rapidly thanks to the pandemic and an increasing awareness of sleep health benefits among consumers. Currently, the growth rate of the market is 8-10 percent and experts have reported a 30-50x growth in mattress commerce.

Here are a few sleepwear solution brands that have made a dent for themselves in the burgeoning D2C market:-

Morning Owl 

Morning Owl is a bootstrapped company and a startup operating since June 2019. The brand offers premium yet affordable certified natural products backed by a strong supply chain to deliver these products direct from factory to the customer's doorstep. With a simple click of their button, it allows one to wake up fresh to a beautiful morning. 

A majority of D2C companies are dealing in natural latex import products and the brand too aims to increase awareness and highlight the benefits of the product along with riding the ‘Made in India’ wave. Morning Owl has made an indent in not just Tier I cities, but Tier II and III as well. With a lot of queries being generated online, the brand has focused and relied on Google Ads to answer and respond to inquiries that come in. This leads to direct interaction with the customer and one gets to then share their requirements and the brand works on creating, or customising according to their needs. 

The brand clocked Rs 1.5 crore revenue in Jan-March 2021 quarter.

Livpure Sleep and Wellness

Livpure, India’s leading consumer goods brand, has launched a collection of eco-friendly sleep innovations that will unlock the full potential of the current generation by promoting sound, healthful sleep. Powered by innovation with goodness of nature as its core value, Livpure’s Sleep and Wellness segment is created with the knowledge that sound sleep is the very backbone of a healthy life, with multidimensional benefits such as improved concentration, maximized athletic performance, improved immunity, and better heart health.

The brand’s inspiration, our planet’s natural wealth, bears out in its product portfolio. Livpure has introduced numerous offerings such as the Vital: 5-inch reversible foam mattress, Ortho-X: 6-inch memory foam mattress with bamboo fibre fabric cover, Regal: 8-inch memory foam & latex mattress, and Naturale: 6/8-inch Ayurvedic mattress manufactured with all natural materials from Kerala. Made from chemical free memory foam, the mattress comes with sandalwood infused latex and a natural latex to keep the mattress safe from dust mites and bacteria.

The brand’s sleep innovations are available online through its website and its partner platforms including Amazon, Flipkart, and PepperFry.

Durfi Retail

Durfi is a Bengaluru-based, online sleep solutions startup-company incorporated in 2018 dealing in mattresses and pillows. The mattresses are a result of extensive R&D and incorporate superior features like airflow technology, no heavy metal usage, and high durability. The company has witnessed adhesive fiction since its inception and has sold 20,000 mattresses to date with revenues of Rs 300 million.

It soon plans to expand its product portfolio to include dual comfort Dr. Pillow, mattress protectors, firm and soft mattress toppers, and other sleep-related products. Made in India at its four world-class manufacturing units located in Coimbatore, Haridwar, Baroda, and Meerut, Durfi mattresses are fully customizable and shipped directly to customers thereby making them affordable. 

It currently serves 7,000 pin codes and aims to sell over 20,000 mattresses and achieve revenues of over Rs 50 crore by 2022.
 
Wakefit.co

Wakefit.co, a D2C sleep and home solutions startup, is a research and innovation-driven sleep and home solutions company established in March 2016. It has been founded by Ankit Garg and Chaitanya Ramalingegowda, with a vision to democratize sleep and home solutions in India. 

With a portfolio that previously included mattresses, pillows, bed frames, mattress protector, bedsheets, comforter, neck pillows, and back cushions, Wakefit.co is now expanding to include home solutions products such as sofas, wardrobes, study tables, bookshelves, shoe racks, TV units, side tables, coffee tables, towels and more. 

It manufactures its products in-house across three locations and has 22 warehouses across the country. It sells across the country through its online portal and other online marketplaces. Wakefit.co prides itself on its customer experience, with over 6 lakh customers serviced and over 1 lakh customer reviews online in its five years of existence. The company has received Series A funding in 2018 from Sequoia Capital India and Series B funding in 2020 from Verlinvest and Sequoia Capital India.