Your browser is currently blocking notification.
Please follow this instruction to subscribe:
Notifications are already enabled.

Online Mattress Shoppers In India: Customer Perception Report 2021

Datalabs by Inc42 Plus

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.

Show More

Quoted & Trusted By

the economist
business insider
cb insights
the huffington post
the economic times
live mint
the times of india

Key Highlights

For years, mattresses were nothing more than everyday household furnishing items, utility goods we could not do without. However, that perception and the nature of products are changing at a fast clip. The Indian market is currently dominated by small and unorganised players that offer a wide range of coir, cotton, and foam products. But it is not a sleeping industry by any means.

Product Quality

The Critical Trigger That Determines Online Mattress Shopping In India


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


Has The Most Favourable Customer Perception Among Online Mattress Shoppers


Of Mattress Sales In India Are B2C Transactions

Table Of Contents

  • 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


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.

Become an Inc42 Plus Member

More Reports In DataLabs By Inc42 Plus

October 2021 | 40 Pages

Indian Crypto Exchanges: App Landscape & Customer Perception Report, 2021

Learn More
October,21 | 42 Pages

Indian Tech Startup Funding Report Q3 2021

Learn More
September 2021 | 48 Pages

India’s Top 100 Startups Financial Performance Report, 2021

Learn More