Online Mattress Shoppers In India: Customer Perception Report 2021

The evolution and growth of hitherto unimpressive segments also add value to the D2C space, while new-age startups gain traction from product-savvy, quality-conscious consumers. The mattress market in India, primarily dominated by unbranded players with traditional offerings, has undergone a similar change over the past few years, witnessing a growth surge across the D2C brands developed by disruptors. As a result, major online mattress companies such as Wakefit (+7.2x), SleepyCat (+7.5x) and Sleepyhead (+53x) have seen a significant rise in their operational revenues over the last three financial years (FY18-FY20).

Like any other market, it is essential to understand customer perception towards current brands and identify the key stimuli behind purchase decisions to catalyse growth in the D2C mattress segment. And that is what we have done in our latest release — Online Mattress Shoppers In India: Customer Perception Report 2021.

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Key Highlights

Product Quality

The Critical Trigger That Determines Online Mattress Shopping In India

54%

Online Shoppers In India Have An Annual Household Income Above INR 3 Lakh

Wakefit

Has The Most Favourable Customer Perception Among Online Mattress Shoppers

80%

Of Mattress Sales In India Are B2C Transactions

TOC SUMMARY

Executive Summary
The Mattress Market In India
Key Players: Traditional Versus New-Age Companies
Business Opportunity In Indian Mattress Market By 2022
Key Drivers For Online Purchase Decision Making
Competitive Landscape: Indian Mattress Startups
Select Investors Backing D2C Brands
Key Industry Trends
Methodology

Summary

The popularity of direct-to-consumer (D2C) brands is growing exponentially in India as more people stay indoors for fear of contracting Covid-19 or due to state-imposed lockdowns. As stores and markets remain shut or operate for a few hours, consumers across the country have embraced online shopping for buying all their essential and and not-so-essential items. In brief, the pandemic has triggered a massive shift towards digital transactions, and D2C brands, with their digital-first presence, have leveraged that advantage to the hilt. Another indicator that underlines the business potential of homegrown D2C consumer brands is the steady rise in funding witnessed by the startups in this space. From a mere $65 Mn in 2014, the funding amount grew more than threefold (3.4x, to be precise) to $223 Mn in 2020, a definitive proof of rising investor confidence.

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Online Mattress Shoppers In India: Customer Perception Report 2021