How Wakefit and other new-age mattress companies are selling you sleep

New-age D2C mattress brands like Wakefit and The Sleep Company have successfully made orthopaedic mattresses into a mass product. They are changing the landscape of the mattress market in India with their innovative science and tech based approach and clever marketing techniques. Wakefit, for example, literally offers a “sleep internship" where all you have to do is "sleep for 9 hours everyday for a hundred days and earn up to 10 lakh rupees."It's come to a point where even older and bigger mattress makers have had to adapt these changes and start selling these orthopedic mattresses.But is this really about the science or more about the selling?Daybreak is produced from the newsroom of The Ken, India’s first subscriber-only business news platform. Subscribe for more exclusive, deeply-reported, and analytical business stories.