Brands
The Sleep Company’s wake-up call for the mattress industry
Mumbai: In a world where restful sleep is a rarity, The Sleep Company has become a game-changer, revolutionising comfort with its SmartGRID mattresses. Founded in 2019 by IIM-Calcutta alumni Priyanka and Harshil Salot, the company’s journey began with a personal quest to find the perfect mattress—one that would finally provide the restful sleep Priyanka, a young mother, desperately needed. This quest has since grown into a mission to transform sleep culture worldwide.
The SmartGRID technology at the core of The Sleep Company’s products offers a unique blend of comfort and support, adapting to various body types and sleeping positions. This innovation has propelled the company to the forefront of the sleep industry, establishing it as Asia’s first comfort-tech leader.
With ambitious plans for global expansion and a focus on customer-centric innovation, The Sleep Company is setting new standards in sleep technology. From launching ergonomic furniture to integrating AI in sleep products, they are on a relentless mission to redefine how the world sleeps, one SmartGRID at a time.
Indiantelevision caught up with The Sleep Company co-founder Priyanka Salot and talked about the company’s plans, including integrating AI into sleep products, expanding into new markets, and its commitment to sustainability.
Edited Expert
On the inspiration behind The Sleep Company’s inception
The birth of our first child marked a significant turning point in our lives, but it also introduced a struggle with post-partum insomnia that worsened over time. Despite trying various mattresses, none provided the comfort and support I needed as a new mother. Our extensive research revealed that the quality of Indian mattresses was lacking compared to international standards, with foam and memory mattresses prevailing in the market.
Recognizing that we spend nearly one-third of our lives in bed—about 26 years on average—we realised that the technology behind our mattresses, largely unchanged since the 1960s, needed to evolve. While past advancements mainly focused on cost reduction and online sales, we decided to prioritize addressing consumer needs and enhancing comfort. This led me to travel globally—from the US to Europe and Japan—to consult with experts in sleep science. During this journey, we collaborated with Dr. Tripathi, a former DRDO scientist with extensive experience in material science. Together, after rigorous research and testing, we developed our patented SmartGRID technology. This innovation led to the establishment of The Sleep Company in 2019, with the goal of revolutionizing sleep quality.
Today, The Sleep Company offers the SmartGRID mattress, a premium product made from a super-stretchy polymer that adapts its softness based on body type, weight, and sleeping position. The technology behind it is based on advanced materials and sleep science, with raw materials carefully sourced from Japan to ensure durability and quality. By challenging traditional norms and focusing on consumer needs, we have set a new benchmark for mattress performance and quality. The Sleep Company represents our commitment to transforming how people experience sleep.
On The Sleep Company’s SmartGRID technology’s differentiating aspect
Developed in collaboration with Dr. Tripathi, a former DRDO scientist, our SmartGRID technology distinguishes us from competitors and represents a major breakthrough in sleep technology. As Asia’s first and only comfort-tech solution provider, The Sleep Company has revolutionised the industry. We exclusively produce, manufacture, and hold the patent for the innovative SmartGRID technology used in all our products. Unlike traditional memory foam, latex, or spring mattresses, SmartGRID features a unique grid-shaped hyper-elastic polymer. Certified by the All India Health Association for its orthopedic benefits, our SmartGRID mattresses contribute to a healthier and more productive population by improving sleep quality across India.
On The Sleep Company staying ahead of industry trends and innovations in sleep technology
We closely analyse consumer trends and leverage the ‘ROPO’ model—research online, and purchase offline. This insight shows that while consumers often research our products online, they prefer to experience them in our stores before making a purchase. Thus, our COCO stores help to engage our consumers by providing an exceptional customer experience, ensuring seamless delivery, and addressing queries and challenges directly. Innovation is at the core of our approach. We prioritise continuous product development to maintain a leading edge in comfort technology, keeping our offerings both cutting-edge and competitive. Our efforts to educate customers about the superior sleep experience provided by our SmartGRID technology further differentiate us in the market. As the sleep industry evolves, TSC will continue to stand out due to our patented SmartGRID technology, commitment to innovation, expansion of our omnichannel presence, and dedication to delivering exceptional customer experiences tailored to diverse regional needs.
On The Sleep Company’s plans for expanding its product line or entering new markets
We intend to incorporate an AI-based sleep tracker into their mattresses and pillows, which will monitor the quality of sleep for its consumers. The tracker’s unique algorithm will analyse each customer’s breathing rate, heart rate, number of hours slept, and other data to produce a sleep score on a regular basis. We will also add other features to these products soon. We are also focused on strengthening our position as a ‘House of Brands’ by expanding our product line and setting new industry standards. Integrating artificial intelligence (AI) into our future products will enable us to further elevate the customer experience and drive innovation. This year, we have also introduced ‘ErgoSmart by the Sleep Company’ for our line of ergonomic chairs for working professionals. Besides, we plan to expand beyond India, beginning with the United Kingdom, where we are investing to identify the right product-market fit. If successful, this will pave the way for further expansion into additional European and North American markets.
On The Sleep Company approaching sustainability and environmental responsibility in its manufacturing process
Unlike foam, the hyper-elastic polymer that we use in our products is highly recyclable and reusable. Additionally, we believe in sustainable sourcing of raw materials and building products that have good lifetime value.
On The Sleep Company’s handling competition in the rapidly growing sleep technology market
We believe we are continuously disrupting the comfort tech industry with our innovative product developments. Leveraging our patented SmartGRID technology, which offers unique support and comfort and distinguishes us from traditional foam mattresses, keeps us ahead in the market. With a strong R&D team led by experts and ongoing exploration of AI-based products, we constantly innovate to address customer problems and enhance our offerings. Securing patents in India and abroad protects our unique technology from replication, giving us a competitive edge. Additionally, our omnichannel strategy, with a new COCO store opening every 5–6 days, helps us grow rapidly and maintain our market leadership.
On The Sleep Company planning to leverage digital marketing and e-commerce to increase brand awareness and sales
We have implemented a multifaceted approach to our marketing strategy. Firstly, we focus heavily on performance marketing, leveraging digital platforms such as YouTube, Meta (Facebook, Instagram, etc.), and regional media, including print advertisements, to optimize reach and engagement. We tailor our media mix for each market, ensuring our messaging resonates effectively. Additionally, we invest significantly in influencer partnerships across bottom, top, and mid-funnel strategies. Currently, approximately 80–85 per cent of our expenditures are on digital platforms, with 20–25 per cent allocated to traditional media.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
