Springwel Mattresses balances legacy and innovation as it transforms into a digital-first organisation

Restful sleep is important for one’s overall health, and a good mattress makes all the difference. As more and more Indians realise this, there is a huge demand for products that contribute to good sleep. 

Gurugram-based Springwel Mattresses understood this—not now—but nearly 30 years ago when it introduced spring mattress technology in 1996.

Founded by Paramjeet Singh Chhabra, Springwel is one of the first sleep products companies in India to introduce spring mattresses in the country. These mattresses, which have metal coils with foam or fabric layers, are said to provide firm support, enhanced airflow, and better spinal alignment for comfortable sleep.

Over the years, the company has expanded its range to include foam, coir, and latex mattresses, designed with advanced materials and layered construction to improve airflow, relieve pressure points, and support proper spinal alignment for better sleep, says Mayank Jha, CEO & Head – Digital Transformation at Springwel Mattresses. 

Since the late 2000s, Springwel has expanded its reach across India, establishing over 75 exclusive outlets and collaborating with 1,000 distributors. Today, its products are available in more than 38 cities, through a mix of exclusive stores and multi-brand dealers, serving both urban and Tier II markets.

Apart from serving retail customers, Springwel has also built a strong presence in the hospitality sector, supplying to reputed hotel chains. It has also partnered with TEMPUR, a globally recognised premium mattress brand, further cementing its reputation for quality and innovation.

“Springwel’s legacy is immense. It set the standard for mattresses in India, from its pioneering spring technology to its meticulous manufacturing processes,” says Jha, who joined the company earlier this year. 

His endeavour is to build on the company’s legacy and transform Springwel into a digital-first organisation.  

“When I came in, the brand had deep trust and a loyal customer base, but the world around it was evolving rapidly. Our task was to take that legacy and translate it into a modern, digital-first organisation without losing the authenticity and reliability that customers expect,” says Jha.

The shift began with the recognition of changing consumer behaviour and their expectations with regard to convenience, transparency, and sleep wellness. 

Springwel responded to these changes by acquiring SleepyCat, a D2C brand, as part of a broader strategy to engage with a younger, online-savvy audience while continuing to maintain a strong offline network.

Jha notes, “SleepyCat has taught us to experiment faster and incorporate feedback loops into every decision. Pairing that with Springwel’s manufacturing depth creates a balance of innovation and reliability that few competitors can match.”

Modernising operations with technology 

Under Jha’s leadership, Springwel has embarked on a comprehensive modernisation of its operations, focusing on digital integration, technology-driven efficiency, and e-commerce expansion. The company now sells its products directly through its website, apart from major ecommerce platforms such as Flipkart, Amazon, and Pepperfry, thus enhancing access across both online and offline channels.

The company has also begun upgrading its supply chain, manufacturing processes, and CRM systems, and strengthening its digital marketing capabilities to reach new consumers. From manufacturing and inventory to customer engagement and service, the goal is to create a connected ecosystem. 

“Ecommerce and digital marketing aren’t just sales channels; they are tools for understanding our customers, refining our products, and delivering consistent experiences across touchpoints,” says Jha. 

Springwel’s ecommerce operations now contribute 35% of total sales, with 25% month-on-month growth over the past six months. The company is aiming for a 50-50 revenue split between online and offline channels in the next six months.

“We don’t see digital and offline as separate worlds. Our mission is to create a seamless experience. Whether a customer visits a store or buys online, the journey should feel unified, intuitive, and transparent.”

Springwel’s unified digital platform integrates ecommerce, retail partner management, and after-sales service. The company is also piloting AI-driven tools that recommend mattresses based on posture, body type, and sleep preferences, helping customers make informed choices. 

AI also provides the company with valuable insights into evolving consumer needs.

“Technology allows us to personalise comfort in ways not possible before. We can track regional preferences, adapt designs, and respond faster to trends, all while maintaining the quality and reliability that have defined Springwel for decades,” says Jha. 

Smart products and innovations 

The company today offers a broad product portfolio, spanning spring, memory foam, orthopaedic rebonded foam, pocket spring, and organic latex mattresses, along with complementary products such as pillows, mattress protectors, and comforters. 

The mattresses come with smart design and advanced materials such as memory foam, latex, and pocket springs that adjust to one’s body shape, posture, and pressure points, says Jha. Built through layered construction, they offer balanced support, pressure relief, and temperature comfort for better sleep, he adds. 

Recent product innovations include the bamboo charcoal and copper-infused foam ranges, designed to enhance sleep quality through material science. 

Bamboo charcoal, infused into the fabric yarn, offers natural antimicrobial and moisture-absorbing properties that keep the mattress hygienic and odour-free, while copper particles in the foam promote antimicrobial protection and better heat regulation for cooler, healthier sleep, Jha elaborates. 

“Our innovations are deeply rooted in science and user needs. Sleep quality is not one-size-fits-all. By combining multiple foam types, pocket springs, and latex layers, we can tailor comfort, support, and longevity while keeping durability and reliability intact,” he adds.

The products are manufactured at a unit in Bhiwadi, Rajasthan, which can produce 100 tonnes of foam per month and is equipped with German technology machinery and an in-house R&D centre. 

Focusing on customer experience 

Springwel caters to both entry-level buyers and consumers looking for premium options. Prices of its products start from Rs 4,000 and go up to Rs 70,000. Select mattresses are priced above Rs 70,000. 

About 75% are repeat customers in retail stores, and 60% of online orders come from South India.

Springwel's product mix cater to the specific needs of consumers across regions.

“India is not a monolithic market. Our localised research informs product design, from foam density to material layering, ensuring our mattresses meet both ergonomic and climatic requirements. This level of detail is critical to maintaining relevance in a rapidly evolving market,” explains Jha.

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Regional variations are shaped by climate and comfort habits. For instance, consumers in warmer cities like Chennai prefer breathable foam or latex mattresses, while those in colder regions such as Delhi or Shimla often opt for denser mattresses or memory foam models that retain warmth and provide firmer support. 

Springwel has redesigned its customer experience to extend well beyond the point of purchase. This includes personalised onboarding, wherein customers receive guidance on mattress setup, optimal use, and comfort checks to assess sleep quality. 

"Buying a mattress is a commitment. Consumers are investing in trust and well-being. We ensure transparency through QR-based authentication of product genuineness, clear warranties, simplified replacement and upgrades, and ongoing engagement, making the post-purchase experience as seamless as the purchase itself,” Jha explains.

Each mattress comes with a 15-year warranty covering structural integrity, foam sagging, and material defects, reinforcing the brand’s commitment to long-term comfort and reliability, he adds. 

Springwel has been driving sleep health awareness through educational digital content including blogs, social media, and videos, highlighting mattress science, sleep hygiene, and the connection between quality sleep and overall well-being.

Balancing legacy with innovation

Even as Springwel embraces digital-first strategies, the company continues to uphold its three-decade legacy of craftsmanship and reliability. Every product is rigorously tested for 16 quality parameters including hardness, tensile strength, density, elasticity, and durability.

“Heritage is our foundation. We preserve what makes Springwel strong while layering on science, material innovations, and digital insights. This combination ensures the brand remains relevant, trusted, and forward-looking,” says Jha. 

Going forward, Springwel plans to strengthen its omnichannel network and deepen partnerships with hospitality and institutional clients. It is also exploring exports to regions with climatic conditions and ergonomic requirements similar to India. 

The company is aiming for a revenue of Rs 300 crore in FY2025–26 and is targeting Rs 1,000 crore by 2032 through expansion and product innovation including advanced foam and latex variants, bamboo-charcoal ranges, ergonomic designs, and sleep accessories like pillows and toppers.

“We want to consolidate our presence in India and invest in R&D, predictive analytics, and digital platforms. Sleep is no longer a luxury; it is a wellness necessity. At Springwel, our mission is to help India sleep better through products that combine technology, comfort, and trust,” concludes Jha.