Sridhar Balakrishnan
Sridhar Balakrishnan
Episode 07
Episode 07
60 min
60 min
Legacy Brand's Omnichannel Transformation.
Legacy Brand's Omnichannel Transformation.
Legacy Brand's Omnichannel Transformation.
Why Does This Episode Matter?
Why Does This Episode Matter?
This episode matters because it shows what real omnichannel transformation looks like for a legacy brand, not just in theory but in practice.
In a ₹16,000 crore mattress market where most buying decisions are research-heavy and trust-driven, Duroflex offers a clear blueprint for blending digital discovery with offline reassurance.
You’ll see how understanding the customer journey becomes the biggest growth lever in a largely unorganised category.
The conversation breaks down how to win when customers move fluidly between online research and in-store experience.
Most importantly, it proves that omnichannel isn’t about being everywhere—it’s about being connected everywhere.
This episode matters because it shows what real omnichannel transformation looks like for a legacy brand, not just in theory but in practice.
In a ₹16,000 crore mattress market where most buying decisions are research-heavy and trust-driven, Duroflex offers a clear blueprint for blending digital discovery with offline reassurance.
You’ll see how understanding the customer journey becomes the biggest growth lever in a largely unorganised category.
The conversation breaks down how to win when customers move fluidly between online research and in-store experience.
Most importantly, it proves that omnichannel isn’t about being everywhere—it’s about being connected everywhere.
This episode matters because it shows what real omnichannel transformation looks like for a legacy brand, not just in theory but in practice.
In a ₹16,000 crore mattress market where most buying decisions are research-heavy and trust-driven, Duroflex offers a clear blueprint for blending digital discovery with offline reassurance.
You’ll see how understanding the customer journey becomes the biggest growth lever in a largely unorganised category.
The conversation breaks down how to win when customers move fluidly between online research and in-store experience.
Most importantly, it proves that omnichannel isn’t about being everywhere—it’s about being connected everywhere.
Sridhar Balakrishnan
Ex CEO - Duroflex
Topic discussed
Topic discussed
In this episode of Dilse Omni Podcast, Saurabh & Sridhar discussed what real omnichannel transformation looks like for a traditional brand—grounded in execution, not just strategy decks.
When we look at the market today, many legacy brands are still trying to think through omnichannel, while new digital-first brands are already built that way. And, only a very few traditional brands have managed to make this shift successfully and Duroflex is one such example.
The mattress industry itself is about ₹16,000 crore in size today, with only around 30% of it organised, though this share is steadily increasing.
The conversation reveals how a legacy, offline-first brand can thoughtfully evolve into an omnichannel one by rethinking the customer journey end to end.
You’ll also see how consistency across touchpoints builds confidence in high-involvement purchases. Looking back at Duroflex’s journey, what stands out is how they connect online and offline, use technology to understand customers, and combine stores, marketplaces, and D2C in today’s digital world.
In this episode of Dilse Omni Podcast, Saurabh & Sridhar discussed what real omnichannel transformation looks like for a traditional brand—grounded in execution, not just strategy decks.
When we look at the market today, many legacy brands are still trying to think through omnichannel, while new digital-first brands are already built that way. And, only a very few traditional brands have managed to make this shift successfully and Duroflex is one such example.
The mattress industry itself is about ₹16,000 crore in size today, with only around 30% of it organised, though this share is steadily increasing.
The conversation reveals how a legacy, offline-first brand can thoughtfully evolve into an omnichannel one by rethinking the customer journey end to end.
You’ll also see how consistency across touchpoints builds confidence in high-involvement purchases. Looking back at Duroflex’s journey, what stands out is how they connect online and offline, use technology to understand customers, and combine stores, marketplaces, and D2C in today’s digital world.
In this episode of Dilse Omni Podcast, Saurabh & Sridhar discussed what real omnichannel transformation looks like for a traditional brand—grounded in execution, not just strategy decks.
When we look at the market today, many legacy brands are still trying to think through omnichannel, while new digital-first brands are already built that way. And, only a very few traditional brands have managed to make this shift successfully and Duroflex is one such example.
The mattress industry itself is about ₹16,000 crore in size today, with only around 30% of it organised, though this share is steadily increasing.
The conversation reveals how a legacy, offline-first brand can thoughtfully evolve into an omnichannel one by rethinking the customer journey end to end.
You’ll also see how consistency across touchpoints builds confidence in high-involvement purchases. Looking back at Duroflex’s journey, what stands out is how they connect online and offline, use technology to understand customers, and combine stores, marketplaces, and D2C in today’s digital world.
History of Duroflex
It all started in 1963, when P.C. Mathew saw rubberized coir being used in car seats in Germany and realised it could transform the way Indians sleep. With no access to imported machinery, he built his own in a small factory in Kerala, laying the foundation for what would become a pioneer in India’s bedding industry.
This vision led Duroflex to shift from making simple mattresses to becoming a science-led wellness brand. They were the first to move the conversation from "just sleeping" to "spinal health," introducing India’s first doctor-recommended orthopedic mattresses designed to help the body recover.
Today, Duroflex has a massive presence with over 80+ exclusive stores and products available in hundreds of retail outlets.
In the past few years, Duroflex has seen significant revenue growth, crossing the ₹1,000 crore mark. By launching Sleepyhead for younger shoppers and partnering with icons like Virat Kohli and Alia Bhatt, they have successfully reached every type of sleeper.
History of Duroflex
It all started in 1963, when P.C. Mathew saw rubberized coir being used in car seats in Germany and realised it could transform the way Indians sleep. With no access to imported machinery, he built his own in a small factory in Kerala, laying the foundation for what would become a pioneer in India’s bedding industry.
This vision led Duroflex to shift from making simple mattresses to becoming a science-led wellness brand. They were the first to move the conversation from "just sleeping" to "spinal health," introducing India’s first doctor-recommended orthopedic mattresses designed to help the body recover.
Today, Duroflex has a massive presence with over 80+ exclusive stores and products available in hundreds of retail outlets.
In the past few years, Duroflex has seen significant revenue growth, crossing the ₹1,000 crore mark. By launching Sleepyhead for younger shoppers and partnering with icons like Virat Kohli and Alia Bhatt, they have successfully reached every type of sleeper.
History of Duroflex
It all started in 1963, when P.C. Mathew saw rubberized coir being used in car seats in Germany and realised it could transform the way Indians sleep. With no access to imported machinery, he built his own in a small factory in Kerala, laying the foundation for what would become a pioneer in India’s bedding industry.
This vision led Duroflex to shift from making simple mattresses to becoming a science-led wellness brand. They were the first to move the conversation from "just sleeping" to "spinal health," introducing India’s first doctor-recommended orthopedic mattresses designed to help the body recover.
Today, Duroflex has a massive presence with over 80+ exclusive stores and products available in hundreds of retail outlets.
In the past few years, Duroflex has seen significant revenue growth, crossing the ₹1,000 crore mark. By launching Sleepyhead for younger shoppers and partnering with icons like Virat Kohli and Alia Bhatt, they have successfully reached every type of sleeper.
How Duroflex Uses Omnichannel in Sales and Marketing?
How Duroflex Uses Omnichannel in Sales and Marketing?
Duroflex has built its sales and marketing strategy around making the customer journey simple, connected, and trustworthy.
Instead of just focusing on channels, the brand focuses on how customers interact with them at every touchpoint.
On the latest episode of Dil Se Omni Talks, Saurabh had a deep and thoughtful conversation with Shridhar Balakrishnan, Group CEO of Duroflex, reflecting on their omnichannel journey and the lessons we’ve learned.
We spoke about how a legacy, offline-first brand is evolving in a high-involvement category like mattresses where buying decisions are rare, considered, and trust-driven and how every layer, from experience centers to digital discovery and after-sales support, needs to work together to create clarity and confidence for the customer.
Here’s what that looks like in practice:
Multiple sales channels working together: Duroflex reaches customers through Exclusive Experience Centres, General Trade Centers, their website, and marketplaces, all connected to give a seamless experience.
Online & Offline Blend: Most customers research online before visiting a store. Duroflex ensures the online experience, through their website and D2C brand Sleepyhead—matches what customers see offline, building confidence in their purchase.
Marketing that educates and engages: Social media, online campaigns, and AI-driven communication are used not just to sell, but to help customers understand products, compare options, and make informed choices.
Consistency across touchpoints: Every layer, from product design to after-sales service is aligned to create a smooth, trustworthy experience, so customers feel supported at every step.
Assisted Sales: Through calls and video calls to help customers get clarity and confidence before buying.
Duroflex has built its sales and marketing strategy around making the customer journey simple, connected, and trustworthy.
Instead of just focusing on channels, the brand focuses on how customers interact with them at every touchpoint.
On the latest episode of Dil Se Omni Talks, Saurabh had a deep and thoughtful conversation with Shridhar Balakrishnan, Group CEO of Duroflex, reflecting on their omnichannel journey and the lessons we’ve learned.
We spoke about how a legacy, offline-first brand is evolving in a high-involvement category like mattresses where buying decisions are rare, considered, and trust-driven and how every layer, from experience centers to digital discovery and after-sales support, needs to work together to create clarity and confidence for the customer.
Here’s what that looks like in practice:
Multiple sales channels working together: Duroflex reaches customers through Exclusive Experience Centres, General Trade Centers, their website, and marketplaces, all connected to give a seamless experience.
Online & Offline Blend: Most customers research online before visiting a store. Duroflex ensures the online experience, through their website and D2C brand Sleepyhead—matches what customers see offline, building confidence in their purchase.
Marketing that educates and engages: Social media, online campaigns, and AI-driven communication are used not just to sell, but to help customers understand products, compare options, and make informed choices.
Consistency across touchpoints: Every layer, from product design to after-sales service is aligned to create a smooth, trustworthy experience, so customers feel supported at every step.
Assisted Sales: Through calls and video calls to help customers get clarity and confidence before buying.
Content plays a central role in Duroflex’s brand journey. During the conversation, Sridhar mentions how Duroflex anchors the idea of sleep in culture and emotion, not just product performance or metrics.
The brand’s approach to ambassadors and collaborations with Alia Bhatt and later Virat Kohli were never about surface-level celebrity endorsements. Instead, they helped widen the conversation around sleep and wellbeing, while staying deeply rooted in everyday realities: stress, recovery, and the need for authenticity in how brands show up today.
Content plays a central role in Duroflex’s brand journey. During the conversation, Sridhar mentions how Duroflex anchors the idea of sleep in culture and emotion, not just product performance or metrics.
The brand’s approach to ambassadors and collaborations with Alia Bhatt and later Virat Kohli were never about surface-level celebrity endorsements. Instead, they helped widen the conversation around sleep and wellbeing, while staying deeply rooted in everyday realities: stress, recovery, and the need for authenticity in how brands show up today.
Sridhar Balakrishnan
Group CEO - Duroflex
Understanding Duroflex’s Customer Journey at Scale
Understanding Duroflex’s Customer Journey at Scale
Understanding Duroflex’s Customer Journey at Scale
Customers, today, do a lot of research before making a purchase.
They explore options online, read reviews, and compare products but many still like to visit a store to touch and feel the product in person. This is particularly true for high value products like mattresses & furniture.
Therefore, by connecting both online and offline experiences, Duroflex ensures customers feel informed, confident, and supported at every stage of their journey.
Operating in a ₹16,000 crore mattress market, Duroflex has already built a wide-reaching presence. They have:
80+ exclusive experience centers
800+ general trade outlets
Own brand website
This mix of physical stores and digital channels allows Duroflex to reach customers everywhere while maintaining a consistent, trusted experience.
Customers, today, do a lot of research before making a purchase.
They explore options online, read reviews, and compare products but many still like to visit a store to touch and feel the product in person. This is particularly true for high value products like mattresses & furniture.
Therefore, by connecting both online and offline experiences, Duroflex ensures customers feel informed, confident, and supported at every stage of their journey.
Operating in a ₹16,000 crore mattress market, Duroflex has already built a wide-reaching presence. They have:
80+ exclusive experience centers
800+ general trade outlets
Own brand website
This mix of physical stores and digital channels allows Duroflex to reach customers everywhere while maintaining a consistent, trusted experience.
How Is Duroflex Using Technology to Pioneer Smart Sleep?
How Is Duroflex Using Technology to Pioneer Smart Sleep?
Duroflex uses technology to make sleep better, improving everything from how mattresses are made to how customers experience them.
Duroflex’s R&D labs are full of innovation and they are always trying new materials and designs. They go beyond regular springs and foam to include:
Temperature Regulation: Innovations in fabric and material science help create mattresses that can regulate body temperature, ensuring a cooler, more consistent sleep experience.
Zoned Orthopedic Support: Using advanced mattress layering and spring configurations, their orthopedic range is designed with precise zones to support different parts of the body, guided by ergonomic research.
Pressure-Relieving Technologies: The use of specialized memory foams and responsive latex is fine-tuned to distribute body weight evenly, reducing pressure points for deeper rest.
Smart Sleep Solutions: Smart products like adjustable beds (Wave and Wave Plus), which can be controlled via a remote, show how Duroflex isn’t just launching new SKUs. Instead, it’s blending design, hardware, and technology to create genuinely differentiated experiences.
Technology also helps Duroflex stay close to its customers. Through their website and D2C brand, they learn what customers like, how they sleep, and how they shop.
Duroflex uses technology to make sleep better, improving everything from how mattresses are made to how customers experience them.
Duroflex’s R&D labs are full of innovation and they are always trying new materials and designs. They go beyond regular springs and foam to include:
Temperature Regulation: Innovations in fabric and material science help create mattresses that can regulate body temperature, ensuring a cooler, more consistent sleep experience.
Zoned Orthopedic Support: Using advanced mattress layering and spring configurations, their orthopedic range is designed with precise zones to support different parts of the body, guided by ergonomic research.
Pressure-Relieving Technologies: The use of specialized memory foams and responsive latex is fine-tuned to distribute body weight evenly, reducing pressure points for deeper rest.
Smart Sleep Solutions: Smart products like adjustable beds (Wave and Wave Plus), which can be controlled via a remote, show how Duroflex isn’t just launching new SKUs. Instead, it’s blending design, hardware, and technology to create genuinely differentiated experiences.
Technology also helps Duroflex stay close to its customers. Through their website and D2C brand, they learn what customers like, how they sleep, and how they shop.
Duroflex uses technology to make sleep better, improving everything from how mattresses are made to how customers experience them.
Duroflex’s R&D labs are full of innovation and they are always trying new materials and designs. They go beyond regular springs and foam to include:
Temperature Regulation: Innovations in fabric and material science help create mattresses that can regulate body temperature, ensuring a cooler, more consistent sleep experience.
Zoned Orthopedic Support: Using advanced mattress layering and spring configurations, their orthopedic range is designed with precise zones to support different parts of the body, guided by ergonomic research.
Pressure-Relieving Technologies: The use of specialized memory foams and responsive latex is fine-tuned to distribute body weight evenly, reducing pressure points for deeper rest.
Smart Sleep Solutions: Smart products like adjustable beds (Wave and Wave Plus), which can be controlled via a remote, show how Duroflex isn’t just launching new SKUs. Instead, it’s blending design, hardware, and technology to create genuinely differentiated experiences.
Technology also helps Duroflex stay close to its customers. Through their website and D2C brand, they learn what customers like, how they sleep, and how they shop.
Lessons for Home Furniture Brands
Lessons for Home Furniture Brands
Whether you're a first-time entrepreneur launching a home-furniture brand or a third-generation family business looking to modernize, Duroflex's playbook offers actionable lessons:
Solve a real problem with science and quality
Build and control your supply chain
Design phygital journeys, not isolated channels
Use technology to personalize at scale
Create ecosystems, not one-time transactions
Invest in brand building, not just performance marketing
Leverage existing strengths while adding new capabilities
The home-furniture market in India is massive and growing, driven by rising incomes, urbanization, nuclear families, and a focus on wellness.
In this environment, the winners will be brands that deliver consistency, quality, and convenience—online and offline—while building genuine emotional connections with customers.
What entrepreneurs can do next:
For entrepreneurs listening from Delhi, Bengaluru, or any other startup hub, this episode is a nudge to think deeper and act sooner. Some simple next steps inspired by Ganesh’s playbook:
Pick a large, enduring space (health, education, food, housing, entertainment) and ask what is fundamentally broken for the customer.
Define your “right to win”: skills, insight, or access that gives you a non-generic edge.
Design disruption, not just differentiation: use tech, data, and model innovation to rewire how value is created and delivered.
Start collaborating now: help a founder part-time, join a young team, or pilot a side project to build your entrepreneurial muscle.
If you are serious about omnichannel, disruption, and building in an abundant India, this conversation is worth not just listening to once, but revisiting with a notebook open.
Lessons for Home Furniture Brands
Whether you're a first-time entrepreneur launching a home-furniture brand or a third-generation family business looking to modernize, Duroflex's playbook offers actionable lessons:
Solve a real problem with science and quality
Build and control your supply chain
Design phygital journeys, not isolated channels
Use technology to personalize at scale
Create ecosystems, not one-time transactions
Invest in brand building, not just performance marketing
Leverage existing strengths while adding new capabilities
The home-furniture market in India is massive and growing, driven by rising incomes, urbanization, nuclear families, and a focus on wellness.
In this environment, the winners will be brands that deliver consistency, quality, and convenience—online and offline—while building genuine emotional connections with customers.
The biggest takeaway from this episode?
The biggest takeaway from this episode?
Duroflex shows how legacy brands can build omnichannel with patience and purpose.
Duroflex shows how legacy brands can build omnichannel with patience and purpose.
Its success lies in seamlessly connecting digital discovery with offline trust.
Its success lies in seamlessly connecting digital discovery with offline trust.
A clear reminder that omnichannel works best when every touchpoint moves together.
A clear reminder that omnichannel works best when every touchpoint moves together.
This is just the beginning. If you’re ready to understand how AI and Omnichannel thinking work together, and want to build a loyalty program for your brand, feel free to reach out at <saurabh@daiom.in>.
This is just the beginning. If you’re ready to understand how AI and Omnichannel thinking work together, and want to build a loyalty program for your brand, feel free to reach out at <saurabh@daiom.in>.
Talks with Saurabh Agrawal
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