Dormio enters India with a plan to invest 12 million Euros in the next 4 years: Nakul Gupta

In an exclusive conversation with Nakul Gupta, Brand Owner, Dormio sheds light on the growth strategy of the brand.
Dormio enters India with a plan to invest 12 million Euros in the next 4 years: Nakul Gupta

Thomsen brand Dormio has launched technically advanced mattress and pillows. During the launch caught up with Nakul Gupta to understand the brands’ philosophy.

Tell us about the brand and the product which is launched today? And, what was the rationale behind introducing the same to Indian market?

During 2008, we acquired the well known mattress and pillow maker German brand Thomsen and in 2015 we introduced it in India. Now we have successfully launched Dormio in India. We are providing very high quality German products. We have put special thought and care into designing our products that promises ultimate comfort at an easily affordable price unlike any other existing competitor in the market.

What kind of distribution is planned for Dormio brand?

The products will be available  both online and offline platforms in different cities across India such as Ethnic Kraft Furniture(New Delhi), Drapes and spread (Noida), Harisons ( Lajpat Nagar,Delhi), Swani innovation(Lado sarai ,Delhi),Home 360(East Delhi) and various other stores. As of now, we have 20-30 dealers and we are looking at expanding the count. Going forward, we are also looking at opening our very first retail outlet. Moreover, we will be having our exclusive online store very shortly.

Indian market is flooded with premium mattress brands Such as Kurlon, Sleepwell and many more. In such scenario, what is your brad USP which makes it stand apart among other brands? Who do you think as your competition?

Our strategy is product first and consumer first. We focus on their needs and that we have learnt from last 40 years.  I think every brand is their market share. Moreover, Dormio range is not premium as Thomson. We are starting from single mattress Rs.30,000 and goes upto one lakh. Though it is not cheaper product, but the kind of products we have used to make the mattress, we are very reasonably priced.  The Dormio Range consists of Dormio Latex mattress and Memory Foam mattress that provides high quality support and comfort leading to undisturbed and optimal sleep.

The Ortho Pillows are made using unique “Vario” System so that you can adjust the height of your pillow as per your needs. The Dormio Normo pillows ensure that the neck and shoulders are relaxed and the cervical spine is kept straight even in the sideways sleeping position.

Going forward, what are the expansion plans?

We plan to invest 12 million Euros in the next 4 years.


Nakul Gupta