Emma Sleep has entered into a strategic partnership with digital marketing agency YAAP to expand its footprint and accelerate growth in India’s premium sleep and wellness segment. The collaboration brings together Emma’s European-engineered sleep solutions and YAAP’s integrated digital expertise, with a clear focus on scaling the brand’s presence through 2026.
Since launching in India, Emma Sleep has quickly established itself as a strong contender in the category, growing its annual revenue in the market to ₹400 crore within just two years. The partnership with YAAP reinforces Emma’s digital-first strategy, aimed at strengthening consumer engagement and building a distinctive, long-term brand narrative across platforms.
Under the mandate, YAAP will manage a comprehensive digital scope for Emma Sleep, including content development, campaign ideation, public relations, influencer marketing with micro and nano creators, media collaborations, and product photography. The approach is designed to foster authentic connections with Indian consumers while highlighting Emma’s innovation-led heritage.
“The Indian market presents incredible opportunities in the premium sleep segment, and we’re seeing tremendous consumer interest in products that prioritise both comfort and wellness,” said Karthik Mohan, India Head for Emma Sleep. “Our partnership with YAAP allows us to speak directly to our audience through channels they trust, creating meaningful conversations around sleep health rather than just selling mattresses.”
Influencer-led storytelling will play a central role in the collaboration, with an emphasis on meaningful engagement over scale. By working closely with micro and nano influencers, Emma aims to connect with consumers actively seeking credible and trustworthy sleep and wellness solutions.
“What excites us most about working with Emma is their commitment to building a brand, not just pushing products,” said Manan Kapur, Senior Partner at YAAP. “They understand that in today’s market, consumers want brands that educate, engage, and genuinely care about their wellbeing. Our integrated approach helps Emma do exactly that across every digital platform.”
YAAP’s strategy prioritises long-term brand building alongside performance, ensuring consistent storytelling across all consumer touchpoints. This unified approach is expected to strengthen Emma’s position within India’s fast-evolving and competitive D2C ecosystem.
“Emma has built something remarkable in India, a ₹400+ crore brand in a category that was relatively commoditized till just a few years ago,” added Karan Arora, Revenue Head – North at YAAP. “Our role is to amplify that success story, making sure every Indian household that values quality sleep knows what Emma brings to the table. The groundwork we’re laying together in 2025 is designed to create exponential impact in 2026.”
Echoing this vision, Saptarshi Basu, Marketing Head for Emma, said, “We chose YAAP because they don’t just execute campaigns, they understand the nuances of building a brand in the Indian digital space. Their expertise in influencer marketing, combined with strong PR capabilities, gives us the comprehensive support we need to achieve our vision for 2026 and beyond.”
As awareness around sleep health continues to grow in India, the Emma–YAAP partnership highlights the convergence of global quality standards and Indian digital innovation, setting the foundation for the next phase of growth in the premium sleep category.
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