Wakefit is one of India’s most remarkable startup success stories. What began as a modest attempt to disrupt the country’s outdated mattress market has today grown into a household name offering sleep and home solutions to millions of customers. Founded in 2016 by Ankit Garg and Chaitanya Ramalingegowda, the company focused on one simple idea—helping Indians sleep better.
At a time when mattresses were mostly sold through offline stores with huge markups, Wakefit took a bold bet on the direct-to-consumer (D2C) model. They promised high-quality, affordable mattresses delivered straight to the customer’s doorstep. In doing so, they not only changed how mattresses were bought in India but also built trust in a space dominated by legacy players.
Wakefit scaled rapidly with creative marketing, a strong customer focus, and data-driven product innovation. From an initial investment of just ₹13 lakh, the company grew to cross ₹600 crore in revenue within a few years. The Wakefit success story is about how two entrepreneurs built a startup from scratch—and how they turned sleep into a serious business.
Founders & Origin Story – Wakefit Success Story
Wakefit was founded by Ankit Garg and Chaitanya Ramalingegowda, two entrepreneurs from very different backgrounds who shared a common mission—to fix how Indians sleep. Ankit, a chemical engineer from IIT-Roorkee, had previously worked in the polyurethane foam industry. It was during this time that he noticed how traditional mattress brands were charging customers high prices while offering limited product innovation.
Chaitanya, on the other hand, came from a marketing and HR background. When the two met, they quickly bonded over the idea of making sleep products more accessible and affordable. Together, they decided to launch Wakefit in 2016, starting in a small space in Bengaluru.
They began with just one product: an orthopaedic memory foam mattress. Unlike other brands that relied on large showrooms and sales commissions, Wakefit took a different route. They used their savings—₹13 lakh in total—to launch a direct-to-consumer online store. The early days were tough. Customers were hesitant to buy mattresses without trying them first. Logistics and returns were also a challenge.
But the founders remained confident in their idea. They focused on product quality, customer service, and building trust. Slowly, positive reviews and word of mouth began to spread. Wakefit’s journey had begun.
The Early Struggles – Wakefit Success Story
Like many startups, Wakefit’s early days were far from smooth. Selling mattresses online was an unfamiliar concept for Indian customers in 2016. Most people were used to testing mattresses in stores before making a decision. Convincing them to order one online—and trust the brand—was a major hurdle.
Another challenge was logistics. Mattresses are bulky and difficult to ship. Wakefit had to figure out how to deliver them safely and efficiently, without damaging the product or the customer experience. At the time, India didn’t have a well-developed supply chain for delivering such large items directly to homes.
The company also had to manage everything with very limited resources. With no major funding in the beginning, Ankit and Chaitanya had to be extremely careful with every rupee spent. They handled everything in-house—from product testing and design to marketing and customer service.
Customer feedback became their most valuable asset. Every return and complaint was treated as a lesson. They made quick improvements to the product, added new sizes based on demand, and offered a 100-day trial period to remove buying hesitation. It was this focus on listening and adapting that helped Wakefit survive the toughest phase of its journey.
Wakefit Business Model
Wakefit’s success can be largely credited to its smart and simple business model. Instead of selling through physical stores or third-party retailers, the company adopted a direct-to-consumer (D2C) approach. This allowed them to cut out middlemen and offer premium-quality products at affordable prices.
The founders realised that traditional mattress brands were marking up prices significantly to cover showroom costs, dealer commissions, and distribution layers. Wakefit chose to manufacture its products and sell them directly through its website and e-commerce platforms like Amazon and Flipkart. This gave them full control over quality, pricing, and customer experience.
The company also focused on limited inventory and made products only after receiving orders, which helped reduce wastage and storage costs. Over time, Wakefit expanded its range to include pillows, bed frames, ergonomic chairs, and other sleep and home solutions—all following the same D2C model.
One of their key innovations was offering a 100-night risk-free trial, something rarely seen in India at the time. This helped build trust and encouraged more customers to try their products. Combined with easy returns and efficient delivery, Wakefit’s business model was designed around customer comfort, not just during sleep, but throughout the buying experience.
Marketing & Branding Strategy – Wakefit Success Story
Wakefit stood out not just for its products but also for its creative marketing. Instead of relying on traditional advertising, the brand focused on digital-first, content-driven campaigns that were smart, humorous, and highly relatable.
One of its most talked-about initiatives was the “Sleep Internship” campaign. In this unique program, Wakefit invited people to sleep for 9 hours a day over 100 days—and get paid for it. The idea went viral across social media and news outlets, earning the brand massive visibility without spending heavily on ads. More importantly, it positioned Wakefit as a fun, quirky brand that truly cared about sleep.
The company also invested in educational content, helping customers understand the science of sleep and the benefits of memory foam. Their videos, blogs, and email campaigns didn’t just sell products—they built trust by solving real customer concerns.
Wakefit used a data-backed approach to digital advertising. They targeted specific age groups, cities, and behaviour patterns to reach the right audience at the right time. Unlike competitors focused on discounts or celebrity endorsements, Wakefit relied on word-of-mouth, customer reviews, and genuine storytelling to grow its brand organically.
This fresh and honest marketing strategy helped them win over a loyal customer base, especially among young, urban Indians looking for quality and value.
Product Expansion – Wake Fit Success Story
After finding success with mattresses, Wakefit didn’t stop there. The company carefully studied customer behaviour and realised there was a growing demand for quality furniture and sleep-related products, especially among young professionals working from home. This insight led to a gradual but strategic expansion of their product line.
Wakefit introduced pillows, bed frames, mattress protectors, and comforters, followed by a full range of home furniture, including study tables, wardrobes, sofas, and bookshelves. The aim was to become not just a sleep solutions brand, but a complete home and lifestyle brand.
During the COVID-19 pandemic, when work-from-home became the norm, Wakefit quickly launched ergonomic chairs, work desks, and other home-office furniture. Once again, the company used customer feedback to guide design decisions, ensuring functionality, comfort, and modern aesthetics.
Unlike many furniture brands that rely on flashy designs and premium showrooms, Wakefit stayed true to its core approach—affordable pricing, functional design, and direct delivery. All products were sold online and manufactured in-house or through controlled supply partnerships.
This expansion allowed Wakefit to tap into a larger market while maintaining its identity. Today, it offers over 100+ SKUs and is actively growing in both the sleep and furniture segments, aiming to make every Indian home more comfortable and well-designed.
Funding & Growth Timeline – Wakefit Success Story
Wakefit started as a bootstrapped company with just ₹13 lakh invested by the founders. For the first few years, they grew steadily without external funding, relying on customer revenue and reinvested profits. This lean and disciplined approach laid a strong foundation.
The first major funding came in 2018, when Sequoia Capital India invested ₹65 crore in the company. This was a turning point. With fresh capital, Wakefit expanded operations, improved logistics, and launched new product categories. They also increased their manufacturing capacity and invested in warehousing across major cities.
In 2020, during the peak of the pandemic, Wakefit raised another ₹185 crore (around $25 million) in a Series B round led by Verlinvest, a Belgian investment firm. This gave them the financial strength to scale their furniture vertical, hire more talent, and improve delivery speed across India.
By 2022, Wakefit’s revenue had crossed ₹410 crore, and by 2024, it had grown to ₹1017 crore, according to public filings. What’s notable is that a large portion of this growth came from repeat customers, proof of strong product quality and customer satisfaction.
The company has continued to grow without aggressive spending, avoiding the pitfalls of many hyper-funded startups. Today, Wakefit is regarded as one of India’s most capital-efficient and fast-growing consumer brands in the home and lifestyle space.
Innovations & Technology – Wakefit Success Story
Innovation has played a quiet but powerful role in Wakefit’s growth. Unlike flashy tech startups, Wakefit used technology behind the scenes to improve products, streamline operations, and enhance the customer experience.
One of their earliest innovations was in product design. Using feedback from thousands of customers, the team refined their orthopaedic mattresses, introduced cooling layers, and adjusted firmness levels to suit Indian preferences. This data-driven approach helped them create products that solved real sleep problems.
Technology also helped Wakefit build an efficient supply chain and logistics system. They developed in-house tools to track orders, manage inventory, and optimise delivery routes. This allowed them to reach customers in over 19,000 pin codes across India—something few brands in this category had achieved.
Another standout was their customer experience platform. Wakefit’s website offered guided product selection, a 100-night trial, and smooth return processes—all made possible by backend tech systems. They also used AI and analytics to personalise offers and recommend products based on browsing behaviour.
Internally, technology enabled lean operations. From automating customer service to managing employee workflows, the company used digital tools to keep costs low while maintaining high service standards.
For Wakefit, innovation wasn’t just about new ideas—it was about using the right tools to solve old problems better.
Wakefit’s Unique Culture
Beyond products and profits, Wakefit is also known for its unconventional and people-first company culture. The brand’s identity has always reflected a mix of humour, empathy, and innovation, and this extends to how the company treats both its customers and employees.
One of the most memorable campaigns that captured this culture was the Wakefit Sleep Internship. Launched in 2019, the company invited applicants to “sleep for 9 hours a day for 100 days” and get paid ₹1 lakh. What started as a quirky marketing idea turned into a viral sensation. It not only grabbed attention but also reinforced Wakefit’s commitment to sleep wellness in a fun and relatable way.
Internally, Wakefit promotes a culture of learning, frugality, and transparency. The leadership believes in solving problems through smart execution rather than throwing money at them. Employees are encouraged to experiment, take ownership, and work directly with customers and data, regardless of their job title.
Even in their hiring and onboarding process, Wakefit maintains a start-up mindset. Instead of hiring for degrees, they look for skill, attitude, and alignment with the brand’s mission. Many team members have grown within the company, taking on larger roles over time.
Wakefit’s unique culture has helped it remain grounded during rapid growth. It’s a workplace that believes comfort doesn’t end with a good mattress—it begins with how people are treated.
Challenges Faced – Wakefit Success Story
Like every startup, Wakefit faced its share of obstacles on the road to success. One of the biggest early challenges was convincing customers to buy mattresses online—a high-involvement product that people were used to trying out in physical stores. Building trust in a digital-first model took time and required consistent quality, transparency, and customer support.
Logistics was another hurdle. Mattresses are large, heavy, and easily damaged during shipping. Wakefit had to develop a roll-pack technology to compress mattresses into small boxes, making them easier to transport and store. Even with that innovation, managing reverse logistics—handling returns, quality checks, and replacements—remained complex.
The COVID-19 pandemic presented new challenges. Supply chains were disrupted, delivery timelines were affected, and operations had to be adapted quickly. But the crisis also brought opportunities. With people spending more time at home, demand for sleep and home furniture products rose. Wakefit had to scale fast, without compromising on service or product quality.
As the company grew, it also faced increased competition from new D2C brands and traditional players entering the online space. Staying ahead required continuous innovation and tight operational control.
Despite these challenges, Wakefit maintained a strong focus on customer satisfaction and operational efficiency. Instead of chasing aggressive expansion, the company scaled with discipline, earning its place as a trusted brand in Indian homes.
Key Lessons from Wakefit Success Story
Wakefit’s rise offers valuable lessons for entrepreneurs, startups, and even established businesses. At its core, the company’s success is rooted in solving a real problem—improving how India sleeps—and doing it with focus, simplicity, and consistency.
The first big lesson is the power of customer obsession. Wakefit built its products, services, and even its marketing based on what customers wanted, not what competitors were doing. This allowed them to stay relevant and build long-term trust.
Second, the company proved that you don’t need massive funding to scale. Wakefit bootstrapped in the beginning, grew through customer revenue, and only raised capital when it was truly needed. This kept operations lean and decisions sharp.
Third, Wakefit showed the impact of creative storytelling and smart branding. The Sleep Internship campaign, engaging content, and humorous tone helped the brand stand out in a crowded and often boring market.
Another key takeaway is their use of technology for efficiency, not just for show. Instead of building flashy apps or unnecessary features, they used digital tools to streamline supply chains, personalise experiences, and solve logistical challenges.
Lastly, Wakefit’s journey reminds us that company culture matters. When employees are aligned with the mission and empowered to innovate, great things can happen—even in traditional industries like mattresses and furniture.
Wakefit Today & Future Plans
Today, Wakefit stands as one of India’s leading D2C brands in the sleep and home solutions space. From a single mattress model, the company has grown into a multi-product, multi-city operation, serving lakhs of customers every year. Its revenue crossed ₹1000 crore in FY24, and the brand continues to maintain strong year-on-year growth.
Wakefit now operates large-scale manufacturing facilities and warehouses across major Indian cities. With a presence in over 19,000+ pin codes, it has built one of the most efficient delivery networks in the category. The brand also runs its website and sells on major e-commerce platforms, allowing it to maintain both scale and flexibility.
Looking ahead, Wakefit plans to expand its product portfolio further into lifestyle and wellness categories. There’s also a growing focus on furniture, with aspirations to compete directly with major players like Urban Ladder and Pepperfry. The company is working to build experience centers in select cities, offering customers the best of both online and offline shopping.
Wakefit’s long-term vision is to become India’s most loved home and sleep solutions brand, not just by selling more, but by improving the quality of life through better sleep, comfort, and design. With its customer-first DNA, steady growth, and innovation-driven culture, Wakefit appears well-positioned for a strong future.
Comparisons & Inspiration
Wakefit’s journey is often compared with other modern Indian consumer brands, especially in the furniture and D2C space. While companies like Urban Ladder and Pepperfry started earlier and focused on large-format furniture, Wakefit took a more focused approach, starting with just one product and expanding gradually. This allowed it to perfect its operations and build a strong foundation before scaling.
Unlike SleepyCat, another D2C mattress brand that also targets online-first customers, Wakefit diversified early into furniture and ergonomic products. This broader offering helped it tap into multiple customer needs under one brand.
Wakefit also stands out in how it has balanced growth with profitability. While many startups in India burn through funding to acquire customers, Wakefit grew organically for a long time and raised funds only when needed. Its marketing costs have been relatively low, thanks to smart, viral campaigns and word-of-mouth growth.
For aspiring entrepreneurs, Wakefit serves as a case study in disciplined growth, customer-centric innovation, and capital efficiency. It proves that even in industries that seem dull or traditional—like mattresses—there’s room for disruption if the execution is sharp and the customer focus is real.
Wakefit success story is not just about building a business. It’s about reimagining a daily necessity and showing that with the right mix of empathy, technology, and storytelling, even sleep can become a startup success.
FAQs: Wakefit Success Story
Who is the founder of Wakefit?
Wakefit was co-founded by Ankit Garg and Chaitanya Ramalingegowda in 2016. Ankit comes from an engineering background, while Chaitanya has experience in marketing and human resources.
How did Wakefit start?
Wakefit began as a bootstrapped startup with ₹13 lakh of initial investment. The founders aimed to disrupt the overpriced and offline-heavy mattress industry by selling directly to consumers online.
What makes Wakefit mattresses different?
Wakefit offers high-quality, memory foam-based orthopaedic mattresses that are designed using customer feedback and sleep research. They are sold online, come with a 100-night trial, and are priced lower than traditional brands due to their direct-to-consumer model.
Is Wakefit a profitable company?
Wakefit has been known for its capital-efficient growth. While exact profitability figures are not always disclosed, the company has seen steady revenue growth, lean operations, and strong customer retention, key indicators of long-term sustainability.
Where are Wakefit products made?
Wakefit manufactures its mattresses and furniture in India, with factories and warehouses located across multiple states to ensure fast delivery and quality control.
What is the Wakefit Sleep Internship?
The Sleep Internship is a viral marketing campaign launched by Wakefit, where selected participants were paid to sleep 9 hours a day for 100 days. It aimed to promote the importance of sleep and build brand awareness.
What are Wakefit’s future plans?
Wakefit aims to become India’s most trusted home and sleep solutions brand. It plans to expand its product portfolio, invest in offline experience centers, and improve delivery capabilities across Tier 2 and Tier 3 cities.
Conclusion – Wakefit SuccessStory
Wakefit’s journey is a shining example of how deep customer understanding, smart execution, and steady innovation can transform even the most traditional industries. What began as a small startup selling orthopaedic mattresses online is now a household name trusted by millions across India.
By staying lean, listening to users, and using technology to solve real problems, Wakefit redefined how Indians shop for sleep and home solutions. The company didn’t just sell products—it built experiences. From viral campaigns like the Sleep Internship to expanding into ergonomic furniture, Wakefit kept evolving without losing its core focus on comfort and affordability.
For aspiring entrepreneurs, Wakefit offers more than inspiration—it provides a roadmap. It shows that with the right mindset, a simple idea can grow into a successful, scalable, and sustainable business.
As Wakefit continues to grow and shape the future of home living in India, its story remains a powerful reminder: great businesses aren’t just built in boardrooms—they’re built by solving everyday problems better than anyone else.
