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Tag: Duroflex

  • Duroflex wakes up to a stress-free era with its new brand identity

    Duroflex wakes up to a stress-free era with its new brand identity

    MUMBAI: After six decades of helping India sleep better, Duroflex is now dreaming bigger. The homegrown sleep and comfort brand has rolled out a new identity and positioning ‘Designed to De-Stress’ reflecting a refreshing new chapter that’s all about easing the nation’s most common modern ailment: stress.

    In a country where work deadlines chase dinner tables and “rest” is often scheduled like a meeting, Duroflex’s new avatar puts stress relief at the centre of comfort. The rebrand marks the brand’s evolution from a maker of orthopaedic mattresses to a partner in managing the physical and emotional effects of daily stress.

    The repositioning stems from months of research, which found that stress is no longer a passing phase, it’s an everyday state. It manifests physically in fatigue, stiffness, and restlessness, robbing millions of Indians of deep restorative sleep. Duroflex aims to address this by moving beyond foam and fabric conversations to focus on how sleep itself can be a science-backed solution to stress.

    At the heart of this new era lies a refreshed logo and visual language, designed to feel light, fluid, and rejuvenating, a visual metaphor for the transition from tension to calm. The familiar red of Duroflex remains, but now with a brighter, more energetic tone that radiates optimism and vitality. Every curve and colour of the redesign echoes the brand’s promise: a stress-free, sensory reset.

    “For over six decades, Duroflex has led India’s sleep innovation story. This repositioning marks our next phase of consumer-first thinking,” said Duroflex Group CEO Sridhar Balakrishnan. “Stress has become the defining challenge of modern life. Our new identity is built around helping people restore balance through deep, restorative sleep. We’re no longer just a sleep-first company, we’re a comfort partner.”

    Echoing that sentiment, Duroflex chief marketing officer Ullas Vijay added, “The mattress category has long been obsessed with layers and materials, while consumers struggle with sleepless nights. ‘Designed to De-Stress’ gives them a reason to see Duroflex differently as a brand that works on what stress does to your body.”

    The ‘Designed to De-Stress’ campaign will roll out across digital, retail, and experiential touchpoints in the coming months. A new collection of stress-release sleep solutions from ergonomic mattresses to lifestyle-driven accessories will anchor the rebrand, available online at duroflexworld.com and at stores nationwide.

    By putting purpose before product, Duroflex is redefining what it means to rest. In a world wired with stress, the brand isn’t just promising better sleep, it’s inviting India to wake up refreshed, restored, and ready to take on the day.

     

     

  • Duroflex expands leadership team to strengthen the brand and business

    Duroflex expands leadership team to strengthen the brand and business

    Mumbai: Duroflex, leading brand in the sleep solutions category, is proud to announce the appointment of Ullas Vijay as chief marketing Officer and Sudhanshu Krishna as chief sales officer – Consumer Business. This move is part of Duroflex’s ongoing efforts to strengthen its market position. By building its leadership team, Duroflex aims to drive innovation, enhance customer engagement, and accelerate growth in the highly competitive sleep solutions market.

    Ullas Vijay, who joins as the CMO, will be taking the reins of Duroflex’s marketing. With over 16 years of experience managing brands across lifestyle, fashion, sports, and FMCG categories, Ullas has a proven record of accelerating market share and building strong brands. In his last role as Head Category & Communication at Bata India, he has excelled in identifying market gaps, leveraging consumer insights and ensuring product-brand alignment. His expertise in marketing and communications has led to successful campaigns, elevated customer experiences, and earned him several awards.

    Speaking about his appointment, Duroflex Pvt. Ltd CMO Ullas Vijay said, “I’m delighted to join Duroflex, a company renowned for its pioneering innovations in the sleep solutions industry for over six decades. I look forward to driving growth and strengthening our relationships with our customers. By focusing on innovation, and enhancing customer experience at every touchpoint, I hope to make Duroflex the most loved sleep solutions brand.”

    Sudhanshu Krishna, who joins Duroflex as the CSO, will be leading the sales function for the consumer business of the organization. Prior to Duroflex, Sudhanshu was with Eurreka Forbes as Vice President and CoE Head of Direct Sales. With over 18 years of experience, he has steered many prominent brands to success. Beyond his leadership in sales and business, Sudhanshu brings strategic thinking, analytical acumen and a talent for driving organizational change. His unique leadership style presents an opportunity for optimizing resources, refining sales processes and enhancing overall company performance.

    Commenting on this new role, Krishna said, “I’m delighted to join Duroflex, a brand which is committed to quality and innovation in the sleep solutions industry and has earned immense trust from its consumers. With Duroflex, I hope to set a standard for excellence in the industry through superior solutions. I look forward to building strong relationships with our channel partners and continuously improving our skills to deliver exceptional results and drive profitable business growth.”

    Speaking on both the leadership appointment, Duroflex group CEO Sridhar Balakrishnan said, “We are glad to welcome Ullas Vijay and Sudhanshu Krishna to the company’s leadership team. Their combined experience will be instrumental in further driving the growth and success of the organisation. We are excited to onboard these leaders who will steer Duroflex to become the top sleep solutions provider in India by enhancing our market position and value to the consumers as well as stakeholders.”

  • Duroflex teams up with Royal Challengers Bengaluru as Official Partner for T20 Season 2024

    Duroflex teams up with Royal Challengers Bengaluru as Official Partner for T20 Season 2024

    Mumbai: Duroflex, India’s leading sleep solutions provider, proudly announces its partnership with the Royal Challengers Bengaluru (RCB) for the ongoing T20 season 2024 as their Official Sleep Partner. Drawing upon their expertise in sleep science, Duroflex is dedicated to empowering players for optimum recovery by providing them with innovative sleep technology, ensuring ideal rest.

    This partnership marks a significant milestone for Duroflex as it aligns with the brand’s commitment to promote better sleep and overall health. The players will exclusively be using Duroflex’s mattress from their signature Duropedic range throughout the tournament, echoing the recommendation made by Virat Kohli. To further enhance the comfort of the players, the brand aims to replace all recliners in the team’s changing room with Duroflex’s recliners providing the players an ultimate relaxing experience and allowing them to destress.

    Duroflex will also be launching an exclusive RCB limited edition mattress along with pillows as a part of this association. A dedicated exclusive space will be set up at the stadium for the fans called the “Duroflex Zone” that will allow them to experience the calming Duroflex touch.

    Excited about the T20 season 2024, Duroflex CEO Sridhar Balakrishnan said “We are thrilled to join forces with the Royal Challengers Bengaluru for the T20 season 2024. We’ve always advocated the importance of sleep and continue to champion quality sleep for better recovery. Sleep plays a vital role in the recovery of athletes, and our mission is to provide them with the highest standards of sleep experience. We look forward to supporting team RCB in their journey and are equally enthusiastic about creating memorable experiences for RCB fans throughout the season.”

    Royal Challengers Bengaluru VP & head Rajesh Menon said “We are delighted to partner with Duroflex. Look forward to a great season together and build a longer-term association.”

  • Duroflex launches their Valentine’s Day campaign “Redefining Love, One Genuine Moment at a Time”

    Duroflex launches their Valentine’s Day campaign “Redefining Love, One Genuine Moment at a Time”

    Mumbai: Duroflex, India’s leading sleep solutions brand, has come up with an innovative Valentine’s Day campaign #CelebratingHealthyRelationships; a riveting message for today’s ‘online generation’. The theme of the campaign is to foster authentic connections with your partner in the digital age.

    The heart of the campaign #CelebratingHealthyRelationships is to awaken audiences and urge them to prioritize shared experiences with their partners over digital distractions. The short film captures a couple engrossed in their smartphones, symbolizing the brewing disconnect in many relationships. However, a shift occurs as they take a minute to reflect and find themselves in each other’s company, where candid moments of togetherness unfold naturally, free from their screens. The campaign addresses a common modern challenge of simply keeping the phone away and spending time with your loved ones instead. It underscores Duroflex’s commitment of healthy sleep and extends this purpose to building healthier relationships.

    Commenting on the digital campaign, Duroflex CEO consumer business Mohanraj J said,“ The thought of this campaign stems from a very simple insight of how individuals today are growing further apart owing to a single problem of being chronically online. Screen time has largely gone up in the past decade with more of us invalidating the importance spending time together without having digital distractions. Currently, we are witnessing a paradox in a digital era, where connectivity is at its peak yet we tend to stay disconnected. We wanted a deliver a subtle message that can shake people out of the digital haze and push them to thrive in each other’s’ company.”

    Duroflex has always positioned itself as a brand focused on holistic well-being. Beyond Great Sleep and Great Health as they always advocate, the brand encourages everyone to embrace a ‘we’ mindset, and make this Valentine’s Day about genuine togetherness.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Duroflex (@duroflexworld)

     

  • Duroflex appoints Girish Appu as chief operating officer

    Duroflex appoints Girish Appu as chief operating officer

    Mumbai: Duroflex, a leader in the sleep solutions category, has announced the appointment of Girish Appu as its chief operating officer (COO). This strategic move is a step towards Duroflex’s ongoing mission to boost its operational capabilities and enhance its position as a pioneer in the industry.

    With a distinguished career spanning over 29 years in Manufacturing and Supply Chain operations across diverse industries, Girish brings to Duroflex a wealth of knowledge. His background in Mechanical Engineering and an Executive Master’s degree from IIM Kozhikode have honed his expertise in process optimization, strategic automation, and Robotic Process Automation (RPA). Girish previously served as the executive director of manufacturing and supply chain at 3M India, amassing an impeccable portfolio. His prior experience also includes working across sectors such as automotive, electronics, industrial, Chemical, Consumer, and Medical Devices & Drugs.

    With a strong track record of operational leadership, Girish Appu is set to spearhead Duroflex’s efforts to streamline processes, drive innovation, and ensure the delivery of consistent quality to its customers.  In his role as the Chief Operating Officer (COO), Girish assumes responsibility for the oversight of the entire Manufacturing and Supply Chain operations of the Duroflex. His role involves shaping operational strategies in close partnership with Business Heads and optimizing systems and processes.

    Commenting on his appointment, Duroflex CMD Mathew Chandy said, “We are delighted to have Girish join our team and be part of our growth journey. We have aggressive plans, and his expertise will help to elevate our operations, drive efficiency, and deliver comfort and quality with increased efficiency to our consumers. We look forward to his leadership in establishing plans to position ourselves as a leading player in the sleep solutions industry.”

    Duroflex chief operational officer Girish Appu said, “I am excited to join the dynamic team at Duroflex. The company’s commitment to innovation and its reputation for providing quality sleep solutions has made it a major contributor in this industry. I am excited to work alongside a dedicated team and look forward to contributing to Duroflex’s journey toward operational excellence and strategic growth.”

  • Virat gets himself a Duroflex mattress to champion quality sleep through World Cup

    Virat gets himself a Duroflex mattress to champion quality sleep through World Cup

    Mumbai: Virat Kohli is a globally celebrated cricket icon, known for his remarkable ability to adapt his batting strategy to any game situation. His consistent exceptional performances in both national and international cricket have earned him immense respect.

    The World Cup involves extensive travel and ever-changing landscapes and this causes disruption of quality sleep, hence Virat requested Duroflex to help standardize his sleep across all the different venues. While Virat is well known for his commitment to fitness and health, another essential practice that he adheres to for peak performance is 8 hours of quality sleep. As Virat prepares for the ongoing World Cup, ensuring he gets deep, restorative sleep is one of his top priorities.

    Duroflex, India’s leading sleep solutions provider, is supporting their brand ambassador, Virat Kohli by providing the Back Magic Mattress in every city where he stays, be it for a match or practice. Designed for high-performance lifestyles, its 5-zone full body support helps relax muscles and supports the back to guarantee a revitalizing sleep for him during the ongoing ICC World Cup. Back Magic (Firm Mattress) is one of the bestselling mattresses of the Duropedic range by Duroflex, as preferred by Virat.

    Speaking on the occasion, Duroflex CEO Mohanraj Jagannivasan said, “The World Cup always stirs up nationwide excitement as the entire country unites to cheer for the team, who are putting in their all to deliver their best. In response to Virat’s request, we are delighted to go the extra mile to ensure he has his trusted Duroflex mattress with him in every city during this high-octane tournament. Our commitment is to provide him with seamless, energizing sleep that will help him optimize his performance on the field. We are honored to be part of his World Cup preparation and extend our best wishes to the team for a successful tournament.”

    As the nation rallies behind Virat Kohli and Team India, Duroflex wishes them not only great success, but great healthy sleep too.

  • Alia Bhatt says switch to Duroflex for ‘Asli Neend’ in ad campaign

    Alia Bhatt says switch to Duroflex for ‘Asli Neend’ in ad campaign

    Delhi: Duroflex has launched a new campaign with their national brand ambassador and leading actor Alia Bhatt to scale its signature portfolio Duropedic which is recommended by the doctors at National Health Academy. 

    The campaign featuring two TVCs aims to educate customers that when it comes to good sleep, one should only believe the benefits of sleep essentials that are backed by research and approved by experts. 

    The TVC will be aired on all major national television channels and also promoted across digital channels.

    Duroflex chief marketing officer Smita Murarka, commented, “Our mission of helping India sleep better, starts with making well researched products and in sharing knowledge about how sleep impacts health and wellbeing. This has resulted in more and more consumers turning to branded mattresses. However, mattress buying can be a complex exercise as the key aspects that define a purchase are not well understood by consumers and the heap of generic or false claims in the market only confuses them further. We do believe that with honest conversations we will be able to educate consumers about making well researched choices which suit their individual needs. With this campaign, our aim is to connect with our consumers that all they need for Asli Neend is Duroflex.”

    The first TVC educates the consumers that mattress buying is not a one-size-fits-all activity whereas the second one warns them against getting lured by seemingly attractive deals and making the wrong choice.  

    The first TVC encapsulates the moment where Alia finds her friend Adarsh Gaurav, from the White Tiger fame sleeping uncomfortably on his mattress. The conversation between the two further reveals that Adarsh bought the mattress thinking that because it’s memory foam, it is good for his back. To this Alia lightheartedly chides him saying “har memory foam orthopedic nahi hota, aur har neend neend nahin hoti”, explaining that specific problems require specialized solutions like Duroflex’s signature doctor recommended orthopedic range of mattresses with advanced 5 zone support layer.

    The second TVC is a shorter narrative of 15 seconds where Alia advises the users to not get lured by seemingly attractive offers like free trial period, lest they might end up getting dark circles like her friends. And then goes on to say that a real beauty sleep is only with the trusted Duropedic range, and there is Nothing like Duroflex that matches up. 

    Duroflex brand ambassador Alia Bhatt said, “Sleep is very close to my heart. It is my superpower, which I’d like to share with my audience. However, few realise the importance of the right mattress for a good night’s sleep. Moreover, confusing technical claims and deals offered by brands lead people into buying mattresses that don’t fit their needs. The new Duroflex TVC will help educate the consumer about this.”

  • Mohanraj J takes over as Duroflex CEO

    Mohanraj J takes over as Duroflex CEO

    Mumbai: Duroflex Group has announced the elevation of Mohanraj J as CEO of its omnichannel consumer brand – Duroflex. He takes over from Mathew Chandy who will now be serving as CMD of the group. 

    Mohanraj has been with the company for more than six years in various leadership roles and will now spearhead Duroflex’s growth and expansion in the coming years. In this new role, his responsibilities will span the thriving retail, e-commerce and D2C business of Duroflex, said the company in a statement.

    Duroflex Group also houses Sleepyhead, its young & independent D2C brand and a growing B2B and export vertical. Each of these has a separate focus and leadership. Mohanraj will be leading as CEO for the Duroflex consumer brand.

    “Duroflex Group has experienced tremendous growth in the past two years. Despite the pandemic-related chaos and market volatility, we are still on track to join the 1000cr club,” said Mathew Chandy. “Mohan’s influential and decisive contribution has helped Duroflex stay resilient and accomplish that goal. He’s been instrumental in building our leadership team and culture.”

    Mohanraj has enabled Duroflex to achieve major milestones and led the company through a successful national expansion. He also shaped the company’s D2C foray and exponentially elevated the retail experience through company-owned and company-operated stores, said the company.

    “Over the years, we have built a strong and loyal consumer base and to ensure that we continue to deliver on our commitments, I plan to leverage our customer-focused strategy, our sustainable operational excellence and company culture with the goal of taking Duroflex to new levels of success,” said Mohanraj J. “We will further expand on improving our customer experience with technology at the core and continue to build a culture that believes in people first.”

  • Duroflex urges consumers to gift good sleep this Diwali

    Duroflex urges consumers to gift good sleep this Diwali

    MUMBAI: Gifting during Diwali is a wonderful tradition of showing love, care, and appreciation.  This Diwali the festivities continue in spirit but the way to celebrate has changed inline with the new normal. Looking at this, during the festive season Duroflex wants to equip every Indian with better health through the gift of good sleep. Their latest Diwali communication encourages consumers to prioritize health and gift themselves and their loved ones the most meaningful and thoughtful gift – the gift of good sleep. 

    The campaign also highlights the brand’s signature range – Duropedic; which is India’s first doctor recommended orthopedic mattress range. Its exclusive five-zoned orthopedic technology is tested and recommended by the medical experts at the National Health Academy. 

    Duroflex’s Diwali communication brings to light the current reality of many Indian homes by showcasing the story of a family preparing to welcome Diwali only to find their son who is working from home, submerged in everyday work stress. The concerned parents, gift him what he needs the most, a good night’s sleep for his physical and emotional well-being ending in a moment of family bonding.

    Duroflex VP marketing and e-commerce Smita Murarka said, “As a trusted brand with over 5 decades of expertise our endeavour has been to help India sleep better. Living through this pandemic has taken a toll on the health and well-being of people and it has only increased our resolve to help every Indian through our messaging on the importance of sleep. Over the years, Diwali has become synonymous with gifting loved ones what they value. This Diwali while the celebrations may have changed the mood continues and with this communication, we encourage people to share the most meaningful gift- the gift of good sleep.” 

  • Brands should focus on creating content that fits their space

    Brands should focus on creating content that fits their space

    MUMBAI: Every individual during the lockdown is trying to master one or the other skill.  But they are not realising that it is okay to ignore the pressure of productivity. Apparently, productivity is not a synonym for safety, health or sanity. This point was raised by Oaktree founder Gaurav Kapur during a webinar discussing the business of content in a post-Covid world, hosted by The Advertising Club Bangalore.

    Kapoor said: “I just want to tell people that it is not a productivity contest which people initially taught it is. It is the race for survival. During the first thirty days people though it is a party, but slowly people are realising that the situation is quite dire. And now there is a shift in the mood and behaviour of people. I have a team of 25 people at Oaktree. It is not just about generating revenue but also have some things that keep the team motivated; we are trying to keep busy by generating content”

    The other panellists in the virtual discussion included Pocket Aces founder Ashwin Suresh, Duroflex VP marketing Smita Murarka, Nodwin Gaming MD Akshat Rathee, Wavemaker VP and Kishan Kumar MS. The panel was moderated by Wavemaker chief content officer Karthik Nagarajan.

    Explaining the measures taken at Pocket Aces, Suresh added, “In the initial week of lockdown we realised the repercussions. So, accordingly we made the arrangements by moving the system to people’s houses. Post that, we started working on forward content; we were planning a lot of shoots that could be done during lockdown. We started researching about what is happening in the countries where lockdowns happened before India. Our HR team started preparing scenarios if it is going to be 20 day or 30 day but now it is almost 70 days. So we in a way had a capability to move into the productive mode.”

    According to experts, it is time for motivating people as well as focusing ways on generating revenue systems.

    There are two kinds of advertisers: those who spend a lot of money on advertising and those playing it safe. And others who are seeing this period as a great opportunity and are being more aggressive when it comes to content.

    “Before Covid2019 we were educating clients about the importance of sleep but according to Indian mentality burning the midnight oil is great. For Duroflex as a brand the situation has come very positively and organically where we say that sleep builds immunity. We were able to take this conversation out in the world through digital and TV medium in a much stronger way than we could have done earlier,” says Smita Murarka.

    According to Murarka, posting the right content that fits today's environment has helped them a lot. There was an increase in the traffic on the site by 4x times. She also highlights that it is important for other brands to see if the occasion relates to you and how much connection you can draw from it organically. It is not a performance contest or a competition. Brands should see if the content is in their space and strengthen that further to help people.

    Gaming industry is one of the few sectors that has seen growth or is faring better than other industries.

    Elaborating on the same, Nodwin Gaming MD Akshat Rathee said that working from home for a sector like gaming and e-sports is easy. “We already knew that PUBG mobile was doing well before it became popular. My servers are melting down because people are playing too much and watching too much. On the other side platforms like Netflix are very passive because when you watch too much it creates an urge of doing something live. E-sports comes at the top tier of gaming.”

    This year was very challenging in terms of ad spends. Currently, live entertainment has come to a standstill. Major sports events like IPL and Olympics are not happening.  Considering this scenario Nagarajan pointed a question towards Kishan Kumar on how it will impact a market like India.

    “As agencies we are consultants. So, basically consultancy is based on past knowledge and here we don’t have any rule book on issues like this. As an industry we work on passion points, whether it is cricket or live game or entertainment. So, when you are in a situation where a large aspect of the industry is taken away is very difficult. As long as brands and advertisers stick on to a passion point to engage with consumers that passion point translates into different ways of expression. This pandemic has also taught us to go back and rediscover our fundamentals,” added Kishan Kumar.