Catering to the needs of digial-native Millennials and Gen Z, Mathew Joseph's D2C brand has brought excitement back to the segment while taking care of the bottom line
Did these guys get up on the wrong side of the bed?” wondered Mathew Joseph. It was January 2017, and on one peppy morning in Bengaluru, the 32-year-old entered the office with a spring in his step. His excitement was understandable. The marketing director of Duroflex, the second-largest mattress brand in India with around 20 percent value market share, had to make a morning presentation to the board of directors explaining the pressing need to roll out an online-only mattress brand.
“What’s the need?” quizzed one of the members. “You already have an established brand,” he quipped, dampening the fiery spirit of the marketing honcho who was trying to nudge the over five-decade-old family business out of the comfort zone.
(This story appears in the 22 April, 2022 issue of Forbes India. To visit our Archives, click here.)