Livpure, one of the flagship brands of SAR Group, was founded by Rakesh Malhotra. The brand, which started as a water purifier company, offers other appliances like air conditioner, air purifier, and planning to launch more appliances. A common thread between these appliances is that they are eco-conscious and health-conscious.
Recently, the brand has forayed into mattress business as the brand decided to leverage its consumer market.
In an interaction, Pritesh Talwar, CEO, Livpure spills the beans on their mattress brand.
Share with us the idea behind introducing ayurvedic sleep on pure mattresses.
Livpure is a health-conscious and eco-conscious brand. We started researching about mattresses and decided to leverage the ayurvedic principles. Consumers love ayurvedic products in cosmetics and essentials. So, it further firmed our belief in the idea.
Everything that goes into this particular product is natural. The foam used in the mattress is made up of plant-based ground oil instead of petroleum-based oil. The fabric of cover of the bed is also from the natural source. It has not been treated with chemicals. We pay attention to on what essences, oils we can use to improve customer experience to remove deterioration over time while ensuring a deep sleep. Our goal is to provide the best consumer experience.
Our vision is to develop a product that has no side effects in the long run and is made up of sustainable raw material and natural ingredients. There are lots of products in the market made up of traditional foams. These are not harmful to the skin but not entirely natural. We have developed a product as per our concern.
What is your marketing and branding strategy?
It is a D2C business and initially, we started online. We started with more of the print media and television ads. However, the strategy is shifting to online gradually. We have onboarded Cricketer Sachin Tendulkar, brand ambassador of our RO business, as a brand ambassador of the brand. Moving ahead, Livpure will deep dive into marketing activities with Tendulkar.
How many products and variants Livpure has?
On the mattress side, we have 5 different mattresses. These 5 variants, available at different price-points, vary on material, thickness, size, etc. Customers can also get the mattresses custom-made.
We have 4 variants of lightweight pillows. One of the best-selling among them is infused with activated charcoal. Charcoal is very beneficial for the skin. It has anti-pollutant features. Other variant is a cervical pillow and it is good for back and shoulder pain.
For the comforter, we have different colors of one model right now. We have bedsheets of Egyptian cotton. The product is perfect for Indian temperature as Egyptian cotton is very calm and sturdy.
Share with us the omnichannel strategy of the brand.
The mattress business is 3-4 months old, and our ambition is to make it an omnichannel brand. Livpure, a D2C brand, has some offline presence. So, we are present across all consumer channels, whether it is our own website or other platforms like Amazon and Pepperfry. Going ahead, we would like to introduce the brand at general trade stores and we are also planning to open franchise stores.
What is the average order size on the website?
It is around 10,000-12,000 per month including mattresses, comforters and pillows. Post-COVID, consumers' average spending cost has reduced.