How Flo Mattress Is Gearing Up To Build An INR 500 Cr Sleep Brand

For Gaurav Zatakia, venturing into the B2C mattress and sleep essentials market was anything but a smooth transition. Having spent nearly a decade building Hush, a premium B2B mattress brand supplying leading hotel chains like Taj, Marriott, and Hyatt, he had firsthand experience with the industry’s inefficiencies. When he tried expanding Hush into the B2C market through traditional retail channels, he faced significant roadblocks—retailers demanded profit margins exceeding 40%, making high-quality mattresses too expensive for most Indian consumers.

Zatakia saw a broken supply chain and realised that the only way to fix it was by cutting out intermediaries and reimagining the distribution process. Around the same time, the West was witnessing a D2C revolution in the sleep industry, where brands were leveraging online distribution to deliver high-quality products at lower prices. Inspired by this shift, Zatakia launched Flo Mattress in 2018, a direct-to-consumer brand aimed at making premium sleep solutions affordable, accessible, and hassle-free.

A New Approach To Sleep Essentials

Flo is transforming the way Indians shop for sleep products by leveraging tech-enabled compressed packaging and a seamless purchasing experience. By eliminating middlemen, the brand has cut the cost of premium mattresses by at least 50%, delivering them in compact, easy-to-handle boxes. Customers can try the mattress for 100 nights risk-free before making a final purchase, backed by a 10-year warranty — a USP that sets Flo apart in the competitive market.

With a growing catalogue of over 10 SKUs, Flo offers flagship products like Flo Ergo and Flo Ortho mattresses, the Flo Anti-Gravity Mattress, adjustable pillows (extra soft and extra support), an aloe vera-infused mattress protector, and super-soft bedsheets. The entire buying experience is designed to be simple and transparent, with clear information on the different foams and materials used in each product.

Scaling With Growth & Innovation

Flo’s steady traction over the years has translated into impressive financial growth. The brand’s net revenue doubled from INR 35.5 Cr in FY23 to INR 73.5 Cr in FY24. To date, it has sold over 10 Lakh products, serving a customer base of more than 5 Lakh. To support its expansion, the company set up a 35,000 sq ft manufacturing facility in Hyderabad, reinforcing its commitment to scale efficiently.

Flo’s products are available on major ecommerce platforms like Amazon and Flipkart, and the brand recently entered the quick commerce space with its launch on Zepto, tapping into the growing demand for instant deliveries.

It is pertinent to note that the D2C brand has significantly climbed the ranks, improving from 25th place in the 2024 Fast42 list to securing the 9th spot this year.

The Road Ahead

The demand for customised and premium sleep solutions in India is rising, and Flo is positioning itself at the forefront of this shift. With a targeted net revenue of INR 140 Cr in FY25, the brand is doubling down on innovation, scaling its online and offline presence, and expanding its product portfolio.

Looking further ahead, Flo aims to become a dominant player in the premium sleep solutions market, targeting INR 500 Cr in net revenue by FY28 with a projected 15% EBITDA. As more consumers prioritise comfort, convenience, and quality, Flo is set to redefine the way India sleeps—one mattress at a time.

[Authored By Pooja Yadav]