The company is also looking to continue investing in data-led marketing and supply chain capabilities
Emma Sleep India, the Indian arm of Europe’s direct-to-consumer (D2C) mattress brand, is planning to expand its product portfolio and deepen its offline retail footprint across India. The company has grown its revenue from Rs 3 crore in the financial year 2023 to Rs 212 crore in FY25, marking a 70x increase in two years.
The growth makes India one of Emma’s fastest-scaling markets globally. The company, headquartered in Frankfurt, Germany, operates across 33 countries. In India, Emma has built its business primarily across metro cities through a digital-first acquisition model backed by a growing offline retail presence of over ten experience stores.
The company is also looking to continue investing in data-led marketing and supply chain capabilities. Emma’s approach in India has diverged from the playbook most D2C mattress brands follow. Rather than competing on price or celebrity endorsements, the brand has invested in product differentiation rooted in sleep science including mattresses engineered for India’s climate and firmness preferences, it said in an official statement.
In the long run, the Indian mattress market rewards brands that can scale without burning cash. We have been profitable from year one, not because we under-invested, but because we built the entire business around unit economics first and topline second. That discipline is what turns a Rs 3 crore pilot into a Rs 200 crore business, not marketing spend alone,” said Saptarshi Basu, Head of Marketing for Emma Sleep India.
The company is adopting a performance marketing model that prioritises measurable return on ad spend over awareness metrics. Key growth drivers include rising consumer awareness around sleep health, strong demand for premium mattresses in India’s urban and tier 2 markets and Emma’s expanding product portfolio across mattresses, pillows, beds and sleep accessories.
The company said that it is also investing in localised manufacturing and supply chain efficiencies to support its next phase of growth.
