Duroflex, India’s leading sleep solutions brand, has unveiled its refreshed brand identity and new positioning — ‘Designed To De-Stress’ — marking a significant evolution from being a sleep innovation pioneer to becoming a holistic comfort and wellbeing partner.
With a legacy spanning over six decades, Duroflex has long been synonymous with quality, innovation, and trust in the sleep industry. The brand’s new positioning reflects its renewed purpose — to help consumers recover from the stresses of modern life through deep, restorative sleep and holistic wellbeing.
The repositioning is the result of extensive consumer research that revealed stress as one of the most prevalent challenges in the lives of modern Indians. Studies show that stress often manifests physically through fatigue, tension, and restlessness, directly impacting wellness and productivity.
To address this, Duroflex is moving beyond the traditional focus on mattress features and towards creating solutions designed for recovery and stress management. The company’s renewed philosophy — Designed To De-Stress — aims to restore balance in both body and mind.
Duroflex’s new logo and visual language embody the spirit of a “stress-free reset.” The refreshed identity features a modern, flexible design and a brightened red tone, symbolizing vitality, optimism, and renewal. The evolved look and feel reflect the brand’s continued commitment to innovation, emotional wellbeing, and consumer-centric design.
To bring the new positioning to life, Duroflex has launched a brand film that captures the essence of “Designed To De-Stress,” inviting consumers to rethink the role of sleep in their daily lives. The campaign emphasizes the importance of recovery, comfort, and emotional balance in today’s high-stress world.
Sridhar Balakrishnan, Chief Executive Officer, Duroflex Group, said:
“For over six decades, Duroflex has been at the forefront of sleep innovation in India. This repositioning marks our next phase of consumer first thinking. We recognised that the conversation around sleep needed to change fundamentally. Stress is no longer something people experience occasionally, it has become the defining challenge of modern life. Our new positioning acknowledges this reality and offers a genuine solution. We are moving from being a sleep-first mattress company to becoming a comfort partner. Every product we design, every innovation we pursue, is now guided by a single purpose ‘Designed to De-stress.”
Ullas Vijay, Chief Marketing Officer, Duroflex Group, added:
“The mattress category has been obsessed with talking about foam layers and fabrics while consumers are dealing with sleepless nights and fatigue caused by stress. We live in a time where stress has become part of our everyday lives. While we cannot always change what causes it, we can definitely change how we deal with it, and one of the most powerful ways is through deep, restorative sleep. ‘Designed to De-Stress’ is our commitment to building products that work on what stress does to your body. This positioning is a fundamental shift in how we think about our role in people’s lives and gives our consumers a clear, compelling reason to choose Duroflex.”
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