SmartGRID technology and omnichannel touch – Decoding The Sleep Company’s success mantra

In a landscape where innovation meets necessity, The Sleep Company has emerged as a beacon of revolution, reshaping the very essence of the sleep solutions sector. Founded in November 2019 by Priyanka and Harshil Salot, both IIM Kolkata alumni, the company set out with a singular vision – to redefine the way people experience sleep through their groundbreaking smartGrid mattresses.

Initially embracing a direct-to-consumer (D2C) business model, leveraging the digital prowess of platforms like Amazon and Flipkart alongside their own website, The Sleep Company rapidly garnered attention and acclaim. Yet, recognizing the value of a multi-dimensional approach, the company recently embarked on an ambitious omnichannel expansion mission. With 72 physical stores already dotting the Indian landscape, and plans for over 150 more by the close of 2024, The Sleep Company has ushered in a new era of accessibility and engagement.

In an exclusive interview with Adgully, Priyanka Salot and Harshil Salot, Co-founders of The Sleep Company, delve into the genesis of their vision and the driving force behind their journey. From the inception of their dream to the realization of their goals, they share insights into the evolution of the brand and its remarkable ascent within a remarkably brief span of time.

What inspired you to venture into entrepreneurship with The Sleep Company? How did your personal experience influence the creation of The Sleep Company?

The birth of our first child was a significant turning point in our lives, but it also brought about a struggle with post-partum insomnia that worsened over time. Despite trying different mattresses, none seemed to provide the comfort and support that I needed as a new mother. Through extensive research, we realized that the quality of Indian mattresses fell short compared to those from other manufacturers, with foam and memory mattresses dominating the market.

We spend almost one-third of our lives in our beds, which is about 26 years on an average. And when we realized that the bed that we sleep on for such a long period in our lives continued to be cushioned by mattress technology invented in the 1960s, we decided that it needs to become smarter and better. While past advancements primarily focused on cost reduction and shifting to online platforms to do this, we believed it was time to prioritize meeting consumers’ needs and preferences and focus on customer happiness. This conviction led me to travel across the world, from the US to Europe to Japan, to meet with scientists and technicians in the field of sleep science. We met Dr Tripathi, an ex-DRDO scientist with over four decades of experience working in material science, and we then teamed up with him. After extensive research, trials, and errors, we finally cracked the code with the patented SmartGRID technology. This led to the founding of The Sleep Company in 2019, with a commitment to revolutionize the sleep experience of individuals.

Today, TSC offers a premium product – the SmartGRID mattresses, made of a super-stretchy polymer, which changes its softness as per different body types, weight or sleeping position. While the technology is in itself based on cutting-edge developments in the field of material science and sleep science, the raw materials are also sourced meticulously from Japan to ensure quality and durability. By challenging conventional norms and placing consumers at the forefront of our design ethos, we have set a new standard for mattress quality and performance. The Sleep Company isn’t just a brand; it’s a testament to our dedication to enhancing the way people sleep.

What are some of the products offered by The Sleep Company apart from mattresses?

Aside from mattresses, The Sleep Company offers a range of innovative products designed to enhance the comfort and improve sleep and sitting quality. One of these offerings is adjustable recliner beds, equipped with customizable recline modes for sleeping, working, and lounging. Another standout product is the SmartGRID office chairs, featuring SmartGRID Technology for adaptive comfort and support during long hours of work. The company also offers SmartGRID pillows, designed for ultimate softness, support, to alleviate neck pain, promote proper alignment, and on-the-go relaxation to ensure comfort and rejuvenation.

Additionally, the company also offers luxe motorised recliner sofas and neck massager pillows. We also have plans to foray into furnishings and gaming chairs, to ensure that our customers are provided with holistic comfort.

How is the company using cutting-edge technology in the field of material science and sleep science to develop its products?

Developed in collaboration with ex-DRDO scientist Dr Tripathi, this technology is what sets the brand apart from its competitors. It is the biggest innovation in sleep technology and The Sleep Company has single-handedly disrupted the sleep industry by becoming Asia’s first and only comfort-tech solution provider. The company produces, manufactures, and owns the patent to its revolutionary SmartGRID technology that forms the basis of all its products. SmartGRID is not memory foam, latex, or a spring mattress, and it’s the only mattress with a grid-shaped hyper-elastic polymer. The Sleep Company’s SmartGRID mattresses are certified by the All India Health Association for their orthopedic benefits by experts and scientists. Our mission to help India sleep better has led to a healthier and more productive population.

What were your feelings when The Sleep Company won the Retail Start-up of the year at the Entrepreneur Awards 2022? How have you grown as a brand since then?

Winning the Retail Start-up of the year at Entrepreneur Awards 2022 has fueled the motivation of the entire team, affirming that our hard work was recognised. Since then, we have leveraged this momentum to scale our business further, constantly striving for growth and innovation.

How are both of you, as the co-founders, driving sleep consciousness among Indians through TSC?

Sleep consciousness is an individual’s understanding of why they need to sleep and how their sleeping habits affect their daily life. Several studies have demonstrated a clear correlation between good sleep and the best possible cognitive function, physiological functions, emotional control, mental health, and overall quality of life. We, at The Sleep Company, designed our proprietary SmartGRID technology mattresses to provide the finest sleeping experience to our customers which we feel is one of the first steps towards raising sleep awareness. We have recently introduced the #OneMoreHour initiative to promote healthy sleep habits. The company acknowledges the profound impact of adequate rest on mental, physical, and emotional well-being and hence aims to make this a nationwide movement by encouraging everyone to sleep one additional hour daily. The company also conducts regular sessions led by sleep coaches and lifestyle experts at their stores as well as their office to advocate for a balanced lifestyle.

What is the company’s omnichannel approach to enhance its direct-to-customer reach on-ground by opening physical stores?

Our customers are our topmost priority. With that as the foundation, we initially implemented a complete D2C business model, combining the power of digital marketplaces with our own website. And, to further improve our direct-to-customer reach on the ground, we began an omnichannel expansion effort, seamlessly integrating physical and digital channels. This way, we provide a consistent and convenient shopping experience to our customers.

We currently have 74 physical stores around the country with plans to have 150+ stores by the end of 2024. With this multichannel approach, we currently earn approximately 50% of our sales from offline channels, with the remainder coming from online channels. As a result, by improving discoverability and increasing our supply chain capabilities, we have been able to give our customers a unique value proposition in the form of an accessible premium product.