The Covid period spent indoors has made us aware of the need for comfort. It was also realized that even mattresses, which are often neglected, are of great importance. Beds have started to be used as office desks and restrooms. So, it's no surprise that Morning Owl, a natural latex mattress brand, has seen massive growth since its launch in 2019.
The company, founded by Gaurav Raj, is based in Kottayam, Kerala.
Gaurav is talking about introducing a mattress brand."Sleep is an important part of our lives.It's time to prepare your body for the next day.Studies show that most Indians are overworked and do not get the required 7-8 hours of sleep, and the quality of their sleep is also very poor.Since most of us lead sedentary lives, a good night's sleep is very important.That's why we released Morning Owl.Currently, it is the only online brand in India to carry products made with latex that has been certified 100 per cent clean and safe by European institutions like Oeko Tex and Eco Institute.
The journey so far
Gaurav, an alumnus of NMIMS Business School, is a seasoned sales professional with over six years of corporate experience.He was handling the sale of fast-moving consumer durables products at Casio in the North Region.
He started his entrepreneurial journey with Morning Owl two years ago.
"I want to make healthy sleep accessible and affordable to all," he shares his vision.
India is becoming increasingly aware of the importance of healthy sleep, which is possible through the use of natural products. Gaurav says there are no genuine natural products in the market as most mattresses are made of synthetic fibre mixed with chemicals. Since retailers impose high margins, the originals are sold at double the price. Morning All Premium delivers affordable natural products from the factory to the customer's doorstep, avoiding the middleman, says Gaurav.
Currently, the company has a marketing office in Bengaluru and distributes its products in India through e-commerce and website.
"We are getting orders from tier II towns and the remotest corners of the country. We are gearing up to end this December with an annual run rate of 12 crores, "shares Gaurav. The company started with an investment of Rs 10 lakh and has since grown by 35 per cent month-on-month.
Gaurav points out that most mattresses available in the market today are made of cancer-causing chemicals, including memory foam and bonded foam, in order to reduce costs. Some mattresses, such as cotton mattresses or spring mattresses, can lose shape after a while and become unable to provide proper spine alignment.
Morning Owl aims to address these issues through its three basic mission points:
● Mattresses and pillows are designed to allow for restful sleep while ensuring that your spine and neck receive optimal support.
● Provide natural, 100% pure latex mattresses and pillows, free of chemicals. The products must be completely safe and antibacterial.
● Eliminate middlemen and their margins and make luxury affordable.
"The main idea of the brand is the promise of a healthy morning in which you rest well. Owls are nocturnal travelers, staying up at night. What if the owl got a night's rest and slept, and woke up fresh in the morning? That's why the name Morning Owl came up, "says Gaurav.
Branding itself as India's first and only natural sleeping solution provider, the company has been performing well when compared to mattress brands like The Sleepy Company, Wakefit and Sunday Mattress.
The mattresses are being delivered to customers in metros and tier II cities from all parts of the country. Most of the consumer awareness happens through advertisements on digital platforms and the quality of their product ensures that 15-20 percent of the sales happen through word of mouth.
Mattresses have different firmness levels depending on the density of the material and the price starts from Rs 14,499. Their offerings include soft luxury natural latex mattress, medium firm natural latex mattress, and firm orthopedic natural latex mattress. In addition to this, they offer natural latex mattress toppers and pillows.
Elaborating on the special properties of latex for mattresses and pillows, Gaurav says, "Latex provides a balanced superior comfort with optimal support for the spine. It is considered an excellent option for relieving pain due to its property to help relieve the tension of painful muscles. In addition, it is non-toxic, clean and safe, because latex is the only mattress that is naturally inhospitable to dust mites, bed bugs and bacteria. Latex mattresses regulate temperature because they are made with rear core holes, unlike form mattresses, which do not allow ventilation. They are more durable and last for more than 15 years. Another feature is that it is a sustainable and biodegradable product.
Challenges and future plans
The team's biggest challenge is to ensure uninterrupted supply of heavy and bulky products such as mattresses. They work closely with Blue Dart and Delhivery for this purpose, but each has its own set of problems, says the founder.
Another challenge we have faced so far is educating our customers to differentiate between natural latex and synthetic latex. He highlights that many other companies in the market show outdated or false certifications in order to deceive customers. However, these small problems did not affect the growth of the Morning Owl.
"COVID has helped consumers become more aware of their health and the need to take care of themselves. Consumers now want to invest in a healthy lifestyle and buy natural products. They now realize that a good night's sleep is not only a good thing, but it's also essential for a healthy body and mind. "Gaurav explains.
The team is encouraged to add new improved products along with more bedding products in the effective natural category witnessed by Morning Owl in a short span of time. They are also keen to set up an experience centre in key locations like Bengaluru and Hyderabad and hope to raise funds to support the growth of physical stores by the end of this year.
