Brands
Duroflex wakes up to a stress-free era with its new brand identity
MUMBAI: After six decades of helping India sleep better, Duroflex is now dreaming bigger. The homegrown sleep and comfort brand has rolled out a new identity and positioning ‘Designed to De-Stress’ reflecting a refreshing new chapter that’s all about easing the nation’s most common modern ailment: stress.
In a country where work deadlines chase dinner tables and “rest” is often scheduled like a meeting, Duroflex’s new avatar puts stress relief at the centre of comfort. The rebrand marks the brand’s evolution from a maker of orthopaedic mattresses to a partner in managing the physical and emotional effects of daily stress.
The repositioning stems from months of research, which found that stress is no longer a passing phase, it’s an everyday state. It manifests physically in fatigue, stiffness, and restlessness, robbing millions of Indians of deep restorative sleep. Duroflex aims to address this by moving beyond foam and fabric conversations to focus on how sleep itself can be a science-backed solution to stress.
At the heart of this new era lies a refreshed logo and visual language, designed to feel light, fluid, and rejuvenating, a visual metaphor for the transition from tension to calm. The familiar red of Duroflex remains, but now with a brighter, more energetic tone that radiates optimism and vitality. Every curve and colour of the redesign echoes the brand’s promise: a stress-free, sensory reset.
“For over six decades, Duroflex has led India’s sleep innovation story. This repositioning marks our next phase of consumer-first thinking,” said Duroflex Group CEO Sridhar Balakrishnan. “Stress has become the defining challenge of modern life. Our new identity is built around helping people restore balance through deep, restorative sleep. We’re no longer just a sleep-first company, we’re a comfort partner.”
Echoing that sentiment, Duroflex chief marketing officer Ullas Vijay added, “The mattress category has long been obsessed with layers and materials, while consumers struggle with sleepless nights. ‘Designed to De-Stress’ gives them a reason to see Duroflex differently as a brand that works on what stress does to your body.”
The ‘Designed to De-Stress’ campaign will roll out across digital, retail, and experiential touchpoints in the coming months. A new collection of stress-release sleep solutions from ergonomic mattresses to lifestyle-driven accessories will anchor the rebrand, available online at duroflexworld.com and at stores nationwide.
By putting purpose before product, Duroflex is redefining what it means to rest. In a world wired with stress, the brand isn’t just promising better sleep, it’s inviting India to wake up refreshed, restored, and ready to take on the day.
Brands
Abhinav Rastogi named global marketing director for YouTube Shopping
Google veteran to scale creator commerce and expand shopping across global markets
SINGAPORE: Abhinav Rastogi has stepped into a new role as global marketing director for YouTube Shopping, marking the latest chapter in a more than decade-long career at Google.
Rastogi, who took on the position in February and is based in Singapore, will lead global marketing for YouTube Shopping, a platform designed to connect creators, viewers and merchants in a single ecosystem. His remit includes expanding the service into new markets and strengthening its positioning as a growth channel for both creators and brands.
In a reflective note on the transition, Rastogi pointed to a simple but powerful idea driving the role. For years, creators have quietly built trust with audiences through consistent and authentic content, and that trust often shapes purchasing decisions. What is changing now, he said, is the infrastructure around that behaviour. YouTube Shopping aims to make it easier for viewers to discover and buy products recommended by creators they already follow.
The scale is already significant. More than half a million creators have joined the programme, with recent expansion into Japan through a partnership with Rakuten signalling further global ambitions.
Rastogi believes the future of shopping on YouTube will be driven by a blend of creators, content and communities. In his view, it is the human voice behind the screen, not just the product, that ultimately builds trust and drives discovery.
Prior to this role, he served as director of marketing, YouTube Asia Pacific, where he led regional marketing across creator engagement, brand building and reputation. During that time, he played a key role in launching and scaling YouTube Shopping across eight markets in the region.
Earlier stints at Google include group product marketing manager, consumer apps, overseeing growth for products such as Search, Maps and Assistant across India and Southeast Asia, and product marketing manager roles spanning consumer apps and YouTube, where he contributed to launches including YouTube Music, YouTube Originals and YouTube Shorts.
Rastogi began his career in consulting with Boston Consulting Group and A.T. Kearney, before moving into the technology sector. He is an alumnus of Indian Institute of Management Calcutta and Indian Institute of Technology Kanpur.
Alongside his corporate role, he is also an active angel investor, backing early-stage startups in consumer technology and electric mobility across India and Southeast Asia.
As he settles into the new role, Rastogi is betting on a future where every video can double up as a storefront, and where commerce feels less like a transaction and more like a recommendation from a trusted voice.
