When we look at the market today, many legacy brands are still trying to think through omnichannel, while new digital-first brands are already built that way.
And, only a very few traditional brands have managed to make this shift successfully and Duroflex is one such example. It’s a brand that has built its omnichannel capability gradually over nearly 60 years.
The mattress industry itself is about ₹16,000 crore in size today, with only around 30% of it organised, though this share is steadily increasing.
In a market like this, understanding the customer journey becomes extremely important.
When we look at it from a customer journey point of view, especially in an omnichannel setup, customers do extensive research online, while the offline experience continues to play a critical role.
Read the full blog to see how Duroflex built a purpose-led omnichannel journey that drives both scale and growth.
Table of Contents
1. History of Duroflex
It all started in 1963, when P.C. Mathew saw rubberized coir being used in car seats in Germany and realised it could transform the way Indians sleep.
With no access to imported machinery, he built his own in a small factory in Kerala, laying the foundation for what would become a pioneer in India’s bedding industry.
This vision led Duroflex to shift from making simple mattresses to becoming a science-led wellness brand. They were the first to move the conversation from “just sleeping” to “spinal health,” introducing India’s first doctor-recommended orthopedic mattresses designed to help the body recover.
1.1 Highlights of their journey include:
- 1963: Founded with one factory and a passion for using local materials like coir.
- 1980s: Expanded across South India, opening major stores in Bangalore and Hyderabad.
- 2011: The third generation of the family took the reins, modernizing the brand for the digital age.
- 2018: Received $22 million in funding from Lighthouse to help the brand grow across all of India.
- 2021: Raised another $60 million from Norwest Venture Partners to invest in new sleep technology.
- Today: Operates 10 state-of-the-art manufacturing facilities and serves millions of customers nationwide.
Today, Duroflex has a massive presence with over 80+ exclusive stores and products available in hundreds of retail outlets.
In the past few years, Duroflex has seen significant revenue growth, crossing the ₹1,000 crore mark. By launching Sleepyhead for younger shoppers and partnering with icons like Virat Kohli and Alia Bhatt, they have successfully reached every type of sleeper.
2. How Duroflex Uses Omnichannel in Sales and Marketing?
Duroflex has built its sales and marketing strategy around making the customer journey simple, connected, and trustworthy.
Instead of just focusing on channels, the brand focuses on how customers interact with them at every touchpoint.
On the latest episode of Dil Se Omni Talks, Saurabh had a deep and thoughtful conversation with Shridhar Balakrishnan, Group CEO of Duroflex, reflecting on their omnichannel journey and the lessons we’ve learned.
We spoke about how a legacy, offline-first brand is evolving in a high-involvement category like mattresses where buying decisions are rare, considered, and trust-driven and how every layer, from experience centers to digital discovery and after-sales support, needs to work together to create clarity and confidence for the customer.
Here’s what that looks like in practice:
- Multiple sales channels working together: Duroflex reaches customers through Exclusive Experience Centres, General Trade Centers, their website, and marketplaces, all connected to give a seamless experience.
- Online & Offline Blend: Most customers research online before visiting a store. Duroflex ensures the online experience, through their website and D2C brand Sleepyhead—matches what customers see offline, building confidence in their purchase.
- Marketing that educates and engages: Social media, online campaigns, and AI-driven communication are used not just to sell, but to help customers understand products, compare options, and make informed choices.
- Consistency across touchpoints: Every layer, from product design to after-sales service is aligned to create a smooth, trustworthy experience, so customers feel supported at every step.
- Assisted Sales: Through calls and video calls to help customers get clarity and confidence before buying.
Content plays a central role in Duroflex’s brand journey. During the conversation, Sridhar mentions how Duroflex anchors the idea of sleep in culture and emotion, not just product performance or metrics.
The brand’s approach to ambassadors and collaborations with Alia Bhatt and later Virat Kohli were never about surface-level celebrity endorsements. Instead, they helped widen the conversation around sleep and wellbeing, while staying deeply rooted in everyday realities: stress, recovery, and the need for authenticity in how brands show up today.
3. Understanding Duroflex’s Customer Journey at Scale
Customers, today, do a lot of research before making a purchase.
They explore options online, read reviews, and compare products but many still like to visit a store to touch and feel the product in person. This is particularly true for high value products like mattresses & furniture.
Therefore, by connecting both online and offline experiences, Duroflex ensures customers feel informed, confident, and supported at every stage of their journey.
Operating in a ₹16,000 crore mattress market, Duroflex has already built a wide-reaching presence. They have:
- 80+ exclusive experience centers
- 800+ general trade outlets
- Own brand website
This mix of physical stores and digital channels allows Duroflex to reach customers everywhere while maintaining a consistent, trusted experience.
“Consumers are now no longer shying away from spending more for a quality mattress with good features. India is all set to become the third largest economy… and the pandemic has brought a renewed focus on health. Consumers are now willing to spend that extra rupee on a product that aids a healthy lifestyle.”
4. How Is Duroflex Using Technology to Pioneer Smart Sleep?
Duroflex uses technology to make sleep better, improving everything from how mattresses are made to how customers experience them.
Duroflex’s R&D labs are full of innovation and they are always trying new materials and designs. They go beyond regular springs and foam to include:
- Zoned Orthopedic Support: Using advanced mattress layering and spring configurations, their orthopedic range is designed with precise zones to support different parts of the body, guided by ergonomic research.
- Temperature Regulation: Innovations in fabric and material science help create mattresses that can regulate body temperature, ensuring a cooler, more consistent sleep experience.
- Pressure-Relieving Technologies: The use of specialized memory foams and responsive latex is fine-tuned to distribute body weight evenly, reducing pressure points for deeper rest.
- Smart Sleep Solutions: Smart products like adjustable beds (Wave and Wave Plus), which can be controlled via a remote, show how Duroflex isn’t just launching new SKUs. Instead, it’s blending design, hardware, and technology to create genuinely differentiated experiences.
Technology also helps Duroflex stay close to its customers. Through their website and D2C brand, they learn what customers like, how they sleep, and how they shop.
This information helps with the launch of new products and personalized marketing. Technology also keeps the online and in-store experience connected, so customers get the same clear and helpful information everywhere.
5. Lessons for Home Furniture Brands
Whether you’re a first-time entrepreneur launching a home-furniture brand or a third-generation family business looking to modernize, Duroflex’s playbook offers actionable lessons:
- Solve a real problem with science and quality
- Build and control your supply chain
- Design phygital journeys, not isolated channels
- Use technology to personalize at scale
- Create ecosystems, not one-time transactions
- Invest in brand building, not just performance marketing
- Leverage existing strengths while adding new capabilities
The home-furniture market in India is massive and growing, driven by rising incomes, urbanization, nuclear families, and a focus on wellness.
In this environment, the winners will be brands that deliver consistency, quality, and convenience—online and offline—while building genuine emotional connections with customers.
6. Conclusion
Looking back at Duroflex’s journey, what stands out to me is how a legacy, offline-first brand can truly transform in today’s digital world.
Seeing how they connect online and offline, use technology to understand customers, and combine stores, marketplaces, and D2C has been inspiring.
Watch the full podcast to hear more about Duroflex’s omnichannel journey and learnings: The SECRET to Duroflex’s SUCCESSFUL Transition to Omni Retail
If you’d like to discuss how we can help enhance and optimize your Omnichannel and growth marketing strategies, we’d be happy to set up a consultation call. Feel free to reach out to us at alibha@daiom.in
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