Disclaimer: The views expressed in this article are those of the author and do not necessarily reflect the views of the Economic Times – ET Edge Insights, its management, or its members

Retail 4

COVID-19 has no doubt been a pressure test for most businesses. With no rulebook to follow, it has tested our agility,  resilience, resourcefulness  and leadership skills.

Q1 was a complete washout for us as a retail brand due to the national lockdown, with some respite in June. With agility as our driver , we used this time to set up a strong foundation for sustained growth. Here are some of key areas we focussed on.

Staying Connected

We used the power of social media to stay connected with our consumers throughout the lockdown. Our social platforms became destinations for informative and engaging content based on changing consumer needs. As a brand we championed conversations on sleep , immunity and health and provided emotional solace to consumers coming to terms with the new normal.

Innovations for Emerging Needs

Living in the new normal required new comfort solutions and new safety assurances. Health and safety became Mathew Chandythe biggest priority of the nation. Understanding these changing consumer needs we pushed the boundaries of innovation by creating research-backed products that have redefined the meaning of sleep and comfort. As a 100% Made in India brand and the nation’s most trusted sleep solutions provider, Duroflex wanted to create a solution that would make every Indian home safe. We launched a first-of-its-kind innovation – Duro Safe Mattress Protector, India’s first Antiviral Mattress Protector powered by Swiss technology, HeiQ Viroblock which can kill 99.99% virus and bacteria within minutes keeping you and your loved ones safe and protected.

Our signature range Duropedic which is India’s first doctor recommended orthopedic mattress range offered people a trusted sleep solution for healthy sleep.

With homes becoming the nodal point for work and personal life , we launched a range of space saving , multi-utility work from home furniture.

Growing the digital eco-system

As a retail brand we utilised the entire digital ecosystem not just to connect with our consumers but also to bring our retail network together. We adapted many retail tech solutions to bring in seamless integration between online and offline. Consumers will look for fluidity of purchase between brick and mortar and online platforms and integrating both will be key. We launched a new shopper-friendly website and also focused on growing our ecommerce business.

As a result of this agility, at the end of Q2 we grew substantially in the same period over last year,  in top line and also had a healthy bottom line of over 20% as a company.

Looking Forward

As we embark upon the festival season in India , we have successfully revived the business and our mission for the festive season is to thrive. Festivals are powerful reminders about celebrating life and as a brand we are encouraging consumers to share the gift of good sleep this festive season to their loved ones to make the act of gifting more meaningful. Our recently launched brand films tells this story.

You can view the film here : https://www.youtube.com/watch?v=Tk1HcT_hIhg

Increased awareness about sleep and its health benefits and consumer wanting to make their homes more comfortable have helped revive this category faster than most. As a trusted brand with over 5 decades of expertise we were able to at the forefront of this revival.

Disclaimer: The views expressed in this article are those of the author and do not necessarily reflect the views of the Economic Times – ET Edge Insights, its management, or its members

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