In India, sleep has always been an overlooked luxury rather than a necessity. We live in a culture that glorifies the hustle—where burning the midnight oil is often worn as a badge of honor. Whether it's students preparing for exams, professionals chasing deadlines, or business owners striving to succeed, sleep often takes a backseat. Sleep deprivation, while normalized, has profound effects on both productivity and health, but it’s rarely talked about. In fact, many Indians, especially in rural areas or lower-income households, still sleep on hard, cotton-filled mattresses or thin layers on the floor, ignoring the impact poor sleep can have on their overall well-being.
A staggering 93% of Indians wake up tired, reflecting a nationwide issue that impacts everything from productivity to long-term health. The lack of awareness is compounded by the dominance of a few large players in the mattress industry who have long controlled the market without much competition or innovation.
In Indian households, the mattress isn't even seen as a health investment—it's just another piece of furniture. Families pass down mattresses from generation to generation, with no attention given to comfort, durability, or support. The average Indian consumer’s choice has been between overpriced, high-end mattresses from luxury brands or low-quality, affordable ones that deteriorate quickly. This false dichotomy has forced millions of Indians to compromise on their sleep, without ever realizing the true cost.
But what happens when a culture built on hard work and hustle finally realizes the importance of rest? What happens when sleep becomes a priority, not just a necessity?
That’s where Wakefit’s story begins—out of the very realization that good sleep isn’t just a personal choice, but a national need.
The Founders’ Journey – Spotting the Gap
Ankit Garg’s journey into the mattress industry didn’t start out of passion but frustration. As a chemical engineer with experience in the sleep industry, he quickly became disillusioned with how expensive mattresses dominated the market with little to offer in terms of innovation or customer-centric design. Like many Indians, he had his share of restless nights on uncomfortable mattresses. What he didn’t expect was that this would ignite a deeper realization—the Indian mattress market was failing to address the true needs of its consumers.
On the other side of the story is Chaitanya Ramalingegowda, a seasoned entrepreneur who had previously scaled startups across various industries. He had a knack for recognizing gaps and turning them into successful ventures, having helped brands like Practo and Flipkart expand in their early stages. When Ankit approached him with the idea of launching a mattress company focused on affordable, high-quality sleep solutions, Chaitanya saw the potential immediately. But it wasn’t just the idea that intrigued him—it was the sheer scale of the problem.
Together, they realized that while millions of Indians were hustling hard, few were paying attention to how well they rested. The Indian consumer was left with two unappealing choices: splurge on high-end mattresses from established brands or settle for uncomfortable, cheaper alternatives that did more harm than good. Ankit and Chaitanya saw an opportunity here—not just to offer affordable solutions but to revolutionize how Indians approached sleep itself.
This was just the beginning—the early days of Wakefit were marked by experimentation, risk, and the realization that they were about to disrupt an industry long controlled by giants.
The Early Days of Wakefit
The journey of Wakefit started with humble beginnings, with Ankit and Chaitanya diving headfirst into an industry dominated by deep-pocketed, traditional players. In the early days, the duo operated on a lean budget, which meant handling almost every aspect of the business themselves. This wasn’t just a startup fueled by passion—it was a labor of love, driven by sleepless nights and countless experiments.
With only limited funds, they took a hands-on approach. Ankit, with his knowledge of chemical engineering, began personally testing and perfecting mattress prototypes. Wakefit’s initial production process was anything but smooth, and they had to navigate challenges with raw material sourcing, manufacturing, and getting the perfect balance of durability and comfort.
Chaitanya, with his background in scaling businesses, focused on customer feedback and
branding, ensuring that Wakefit wasn’t just a product but a solution to a nationwide problem. They initially adopted a direct-to-consumer model, believing that cutting out middlemen would allow them to sell high-quality mattresses at affordable prices. Instead of opening showrooms, they launched an online store, which helped them reach customers across India without significant overhead costs.
In those early days, the founders took an unconventional approach to marketing, relying on customer feedback to shape their product offerings. They used real-time feedback from buyers to iterate on their mattress design, even offering a 100-night trial to win customer trust. Their grassroots marketing efforts paid off, with positive reviews and word-of-mouth referrals driving early sales.
Wakefit's early days were marked by small yet significant wins, with every mattress sold reinforcing the founders’ belief that they had tapped into an underserved market. Their ability to adapt, listen to customers, and innovate set the stage for Wakefit’s eventual growth. It was clear that this wasn’t just a business—it was a mission to change how India slept.
How Wakefit Carved Its Niche in a Competitive Market
Most founders, when stepping into a competitive market, think they need to do something radical to stand out. The reality is that many get caught up in trying to be overly innovative, adding layers of complexity rather than focusing on what truly matters. Wakefit, however, didn’t set out to reinvent the wheel. Instead, they did something that most overlook—they truly understood their customers.
While many companies invest heavily in creating a "buzz" or flashy marketing campaigns, Wakefit chose to invest their resources where it mattered most—awareness and product building. They didn’t just focus on making a comfortable mattress; they emphasized educating consumers about the importance of good sleep. They took the time to build awareness around the value of restful sleep, framing their product as a solution to an overlooked, but crucial, issue in everyday life.
Wakefit’s journey wasn’t about flashy product launches or groundbreaking technological advancements. It was about getting the basics right, stripping away the unnecessary, and delivering real value. They weren’t afraid to do what everyone else was avoiding: talking to customers, gathering feedback, and constantly refining their products based on real needs rather than perceived innovation. Their ability to stay grounded in customer needs and focus on building a high-quality, affordable product was what truly set them apart from other players in the market.
This focus on consumer-centric innovation—not wild gimmicks or trends—gave Wakefit its competitive edge, helping it transition from an underdog to a mainstream player in an industry dominated by established giants.
Wakefit's Growth & Market Position
Wakefit's growth is nothing short of impressive, particularly within the competitive landscape of India’s mattress and home furniture market. Within just three years of launching in 2016, Wakefit reached ₹416 crore in revenue by FY22, growing at a remarkable 30% year-over-year. This rapid expansion reflects more than just strong sales; it shows an ability to scale efficiently, even amidst market competition from larger, established players.
Today, Wakefit serves over 1 million customers and has established a presence in over 19,000 pin codes across India. Initially focused on offering affordable, high-quality mattresses, the company has since expanded into other segments like sleep accessories and home furniture. Securing 20-30% of India’s online mattress market in just a few years further solidifies its position as a leader in the space.
Wakefit’s journey stands as a testament to how domain expertise combined with a clear understanding of consumer pain points can lead to rapid growth, even in a crowded market. This case is a valuable lesson for aspiring entrepreneurs about the importance of market positioning and scaling strategy.
Competitor analysis of Wakefit
Competitor analysis of Wakefit with other key players in the mattress industry. This will help new founders understand how Wakefit differentiates itself and its competitive landscape.
Key Takeaways for Founders
Product Differentiation: Wakefit stands out by offering high-quality, affordable products while competitors like The Sleep Company and SleepyCat focus on tech-based innovations like SmartGRID and gel-based memory foam.
Pricing Strategy: Wakefit’s D2C approach allows it to keep pricing competitive, targeting budget-conscious consumers, while others like Duroflex and Springwel position themselves in the premium market.
Distribution: While Wakefit is predominantly online, companies like Kurl-On and Springwel have a strong offline presence, giving them a different market reach.
Target Audience: Wakefit appeals to younger, urban consumers, while competitors like Duroflex target more health-conscious buyers.
Klubzero's Take on Wakefit
Wakefit’s journey highlights how a perfectly complementary founding team can make all the difference. Ankit Garg’s domain expertise in the sleep industry met Chaitanya Ramalingegowda’s entrepreneurial spirit, creating the ideal partnership. It wasn’t about chasing trends or flashy innovations—they identified a genuine problem and tackled it with precision.
For many startup founders, there’s often a rush to jump into entrepreneurship without deep industry experience. Wakefit proves the value of domain knowledge, as Ankit’s understanding of the sleep industry enabled them to pinpoint the exact issues with existing products and solve them effectively. This combination of youthful enthusiasm and in-depth knowledge gave them a competitive edge that many new startups miss when they venture into unfamiliar industries.
For aspiring founders or MBA students, Wakefit offers a critical lesson: success often comes from mastering the basics, not just doing something "new." They listened to their customers, refined their products, and kept their focus on providing quality and affordability—values that resonated deeply with the Indian market.
Their expansion was equally thoughtful—first dominating the online mattress space and then venturing into sleep accessories and furniture. It’s a great reminder that growth doesn’t always mean reinventing the wheel; sometimes, it’s about mastering what already works and delivering consistently.
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