what an account of Kabir Siddiq DSG Buyer Accomplices, Sharp Adventures, Gemba Capital, Other Private backers

SleepyCat is an online direct-to-buyer brand that creates and advertises bedding and partnered rest items in India. Its flow item portfolio incorporates an adaptive padding sleeping pad, plastic bedding (for grown-ups and babies), waterproof bedding defender, stage bed base, and cushions. The organization presently delivers dish India through their site and Amazon.

SleepyCat is an online direct-to-consumer brand that develops and markets mattresses and allied sleep products in India. DSG Consumer Partners and Sharrp Ventures have come on board as investors at SleepyCat based on strong traction. Led by Kabir Siddiq, the company is now gearing up for scale by expanding its product portfolio, strengthening its supply chain, and a strong focus on customer orientation. “With many mattress varieties on the market, customers end up buying something that is not suitable for them,” opines Kabir Siddiq.

Hence, with a mission of disrupting the sleep category, he incorporated SleepyCat in August 2017 as an online direct-to-consumer brand that develops and markets mattresses and allied sleep products, thereby removing the middlemen and reducing the overall cost of the mattress for the end user. The brand has seen healthy traction through all its channels (primarily its own website & Amazon.) with almost 1,500 mattresses sold in a month.

DSG Consumer Partners and Sharrp Ventures led this first round of institutional funding with participation from Gemba Capital and other angel investors. The capital raised in this round will be invested in building the online presence of SleepyCat through channel partnerships, new product launches, and expanding the management team.

The SleepyCat box mattress comes compressed, rolled, and shipped directly to the customer in a box that is easy to handle. Siddiq started with just one SleepyCat Mattress and now the company offers three different mattresses for every type of sleeper – SleepyCat Plus 8-inch, the 7-Zone Latex Mattress, and for the tots there is SleepyCat baby mattress. It has also launched the Smart Base, Pillow, and Mattress Protector.

The SleepyCat mattress, which is available in all the standard sizes, has 1-inch of gel-memory foam and a 5-inch durable high-density base foam to provide support and bounce. These mattresses, which are sold on Amazon in addition to SleepCat’s website, are available with a 30-day trial period and are delivered anywhere in India within 7-9 days.

For every 10 mattresses sold, the company donates one to people in need, bringing in a social impact angle to its business model and vision.  Not without challenges “Our initial challenge as a start-up was understanding the operational side of the business,” shares Siddiq. That’s why the company is always trying to educate its customer rather than try to sell the products. Once the consumer is more aware of the product and our brand, it becomes easier for them to trust us, says Siddiq.

It is going strong on social media (primarily Instagram & Facebook), in addition to word-of-mouth from current customers. We have created an entire community and gone beyond just a perfect mattress and moving into sleep solutions with perfect pillows and sheets.” This expands the company’s market size. “Now our strategy will be to focus on building SleepyCat upwards – including newer products, a strong infrastructure, team, and technology to be able to service our customers better,” Siddiq says, on a concluding note.

Founder: Kabir Siddiq, Funded by: DSG Consumer Partners, Sharrp Ventures, Gemba Capital, and Other Angel Investors About the venture: SleepyCat is an online direct-to-consumer brand that develops and markets mattresses and allied sleep products in India. Its current product portfolio includes memory foam mattresses, latex mattresses (for adults and babies), waterproof mattress protectors, platform bed bases, and pillows. Its current product portfolio includes memory foam mattresses, latex mattresses (for adults and babies), waterproof mattress protectors, platform bed bases, and pillows. The company currently ships pan-India through its website and Amazon. The company currently ships pan-India through its website and Amazon.

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