Livpure is one of the pioneers in the water purifier industry and has been working towards providing clean drinking water to everyone. The brand also ventured into Smart ACs using energy-efficient HEKA technology as the goal of the brand is to create a smart home platform.
“So having revolutionized the water industry, we stepped into the sleep and wellness sector to give a much better sleeping experience to people. The idea behind foraying into sleep solutions was to start a platform that would inform people about the importance of sleep and also provide them with comfortable sleep products for better sleep. Our R&D team has brought us innovative ideas over the years to create a better sleeping experience for the people. With that focus, our products are also designed to give a comfortable and calming sleep,” says Pritesh Talwar, CEO, Livpure.
“For the sleep business, the target consumer will evolve over time. Our key values are health-conscious, eco-conscious, and innovative. We certainly attract customers who value these 3 attributes. Our immediate target is the urban professional living in tier-1 cities, who cares about living a healthy and mindful life. However, as we scale the business we want to democratize the business – and ensure that our products are available in most cities, including in the offline format to some extent,” he adds.
Betting Big on D2C Strategy
The brand has built the website for their D2C consumers and has also partnered with other e-commerce websites like Amazon, Flipkart, Saraf Furniture, Hometown, Pepperfry, and Livspace.
“We started the business just during the lockdown last year. And while the shops were closed, there was also a huge increase in the online purchase of household and other items. People can just sit at home and order whatever they want at the comfort of their house. It is important that people get what they want while sitting at home. That reduces the headache of dealing with the middlemen for the customer and a direct relationship is built between the brand and the consumer,” elaborates Talwar.
Mattresses are their primary products. The brand has four variants of mattresses.
“Starting from a lesser priced VITAL Mattress which can be used on either side. We also have a mattress for someone who has back pain and is facing trouble sleeping because of that. Our OrthoX mattress provides perfect support to the back with its responsive memory foam. The mattress aligns amazingly with your spine and reduces the occurrence of any back-related problem,” he asserts.
“REGAL is a luxury mattress that comes with multiple layers of memory and latex foam and gives you a hotel-like experience. The top layer is infused with cool gel and keeps the mattress 1 degree cooler than surrounding,” he further adds.
The brand also offers multiple pillows made from memory foam and also microfiber.
“One of our pillows is infused with cool gel that gives a cool feel when you place your head on it. Another pillow has activated charcoal-infused in it which is skin-friendly and has properties to keep dust and mites away from the bed. Additionally, we also have specially designed curved/ cervical memory foam pillow which helps in reducing the Spondylitis pain at the neck-shoulder joint,” he states.
Their all-weather comforter is made to use for winter as well as summers. The brand also offers accessories like bedsheets, blackout curtains, and mattress protectors.
Digital Innovation: The Key to Succeed
The band has been using social media platforms like Facebook and Instagram to reach the customer and inform them about the brand and its specialties.
“We have run a few campaigns to get the attention of the audience in the category and we have been encouraging people to focus on their sleep through our social media channels,” he says.
“While we focus on creating products which use less harmful chemicals, we make sure that the consumers get more eco-friendly products. Our R&D team keeps on inventing things which will be useful for the consumers,” he further adds.
The brand is currently not available offline but it is looking to open stores sometime next year so that we can provide customers a touchpoint to experience our products in person.
So in the top 10 metro cities, we have plans to start experience centers where customers can get a feel of the products before they make a purchase. While we have delivery all across India, we have plans for warehouse expansions in the top four to five metro cities to make the delivery experience much better for the customers,” Talwar states.
The mattress and sleep market is rapidly growing. The Online / D2C market is growing almost 20-30 percent YoY. Since this market is filled with many small startups, with a number of them coming up this year, it looks like there will be some more coming in the coming year.