The Sleep Company Allocates Rs 80-85 Cr Ad Budget For FY25

The Sleep Company (TSC) aims for profitability by FY25-end, prioritising brand-building with a considerable portion of expenditure.

The company's advertising and marketing budget for FY25 is set at Rs 80-85 Cr, with 75-80 per cent allocated to digital platforms and 20-25 per cent to traditional media.

Priyanka Salot, Co-founder, The Sleep Company said, “Innovative products, a strategic omnichannel presence, and a determined focus on customer satisfaction have fuelled our tremendous growth and expansion. Central to our success is our proprietary SmartGRID technology, which gives us a distinct advantage in the market. Our long-term objective is to become the undisputed leader in our field by continually introducing innovative products and expanding our offerings. We believe that integrating AI into our solutions will further enhance the customer experience. We are deeply grateful to everyone who has played a part in this journey and we are concerned about the interest of all our stakeholders. Our commitment to enhancing people's lives with our top-notch sitting and sleep solutions is stronger than ever.”

 With the recent opening of its 100 COCO (Company-owned, Company-operated) store in India, TSC plans to strengthen its market position through an expanded omnichannel presence. 

The Sleep Company has consistently doubled its sales annually since its establishment, experiencing a 2.3X increase in sales last year. The company derives 85 per cent of its sales from an omnichannel approach, including physical stores and its website. It holds the leading market share for office chairs in India, achieving 10X growth since introducing its chair category. With the recent introduction of its chair brand, 'ErgoSmart by The Sleep Company', the company aims to double its market share over the next 24 months.

Ripal Chopda, Chief Marketing Officer of The Sleep Company, said, "Reaching our 100th store signifies our team's dedication and the trust our customers have placed in us. Through our COCO model, we control the in-store experience, and our sleep labs give them a first-hand touch and feel of the technology behind our products, elevating customer engagement. We are now gearing up for a new phase of growth, driven by strategic marketing initiatives predominantly towards brand-building initiatives. Our focus will be on creating more personalized and engaging experiences for our customers, leveraging data-driven insights and innovative campaigns to elevate our brand.”

The Sleep Company's marketing strategy emphasises digital marketing, utilising a customised media mix per market. This includes regional TV, print media and social media channels. The company also engages with consumers through partnerships with Bollywood and TV celebrities to enhance brand engagement.

In 4.5 years, The Sleep Company has reached Rs 500 crore ARR (Annual Recurring Revenue). The company aims to surpass Rs 1000 crore in revenue within the next 2-3 years, driven by an ambitious growth strategy and nationwide expansion plans.