India’s Sleep Startup

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Alphonse Reddy, founder of a startup, Sunday, writes in to Arabian Gazette. 

What is ‘Sunday’ all about?

It is India’s first sleep startup, that strives to standardize the mattress buying experience in the country. Each product nattily carries the Sunday monogram designed by acclaimed Japanese designer Hiroko Shiratori. We saw a scope to improve the whole mattress buying experience for consumers. We believe that good sleep is extremely important for people, especially those who are 30 years and above.

When was the idea conceptualized?

The idea of a sleep startup germinated in 2011, but until 2014 we were anyway running Fabmart, which is a sleep market place. In mid 2014, we started working on Sunday. We did not want to hurry with just about any product. We took more than 12 months and put our heart and soul into developing the product range that we have.

Does the Indian customer understand ‘sleep solutions’?

Surprisingly, people need a lot of sleep. A good number of us do not sleep well on a consistent basis. “Sleep solutions” may sound convoluted but people appreciate the fact that they can leave the bedroom part of their house to us and we will ensure that the bedroom serves its primary purpose – to provide a good night’s sleep.

Are you joining hands with corporates/hospitality sector too?

We already have a few enquiries from the corporate and hospitality sector. We will focus on the B2C sector from a sales &marketing stand point and the B2B opportunities will be addressed opportunistically.

Where can customers find your products?

On model is and will continue to be distinctly omni channel: we will combine the touch and feel of offline with efficiency and ease of online. We have an experience center in Kasturi nagar that supports our online sales and we expect experience centers to be central to our expansion strategy.

For a company that sells sleep solutions, what are the expansion plans?

Given that the market is highly fragmented and that product has an unbeatable value proposition, we want to aim for 10% of the $3.5 b market in the next 3 years.

The plan is to keep focused on India and do a phenomenal job here before looking for at geographical expansion. Fortunately, we have investors/board that believes building a good brand takes laying solid foundation. Having said that, Sunday wants to stand for everything related to “sleep” and we want to continue building the company in that direction. In the future, when we want to venture outside India, we see great potential in the rest of the sub-continent, Middle East and Australia.

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