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
YES Bank appoints S Anantharaman as chief risk officer
Former Jio Financial Services group chief risk officer takes charge of enterprise-wide risk at the embattled private lender
MUMBAI: YES Bank is not taking chances with risk anymore. The private lender has appointed S Anantharaman as its chief risk officer, a hire that signals the bank’s continued effort to rebuild credibility and tighten the controls that once famously slipped.
Anantharaman arrives from Jio Financial Services, where he served as group chief risk officer and built a risk management architecture spanning lending, payments, insurance broking and asset management from the ground up. Before that, he held the chief risk officer role at Bank of Baroda and senior leadership positions at HDFC Bank and L&T Finance Holdings. Three decades in banking and financial services, in other words, with scars and qualifications to match. He is a chartered accountant and a CFA charterholder.
At YES Bank, his brief is considerable. Anantharaman will oversee the bank’s entire enterprise-wide risk framework, covering credit policy, market risk, operational risk, information security, data governance, analytics, model governance and data privacy. It is, in short, every lever that matters when a bank is trying to prove it has grown up.
YES Bank’s turbulent past needs little rehearsing. What it needs now is exactly what Anantharaman has spent thirty years building: the kind of risk culture that stops problems before they become headlines. The appointment suggests the bank knows it.
