Wakefit.co, known for revolutionising sleep products in India, has now embraced advanced sleep technology to enhance sleep health further. The transition from traditional sleep products to technology-driven solutions marks a significant milestone for the brand. As Phalguni Aneja, Brand Head at Wakefit.co, puts it, "Our vision is to improve the sleep quality in India. To that end, we have continuously innovated to ensure we bring the best in class sleep solutions to the market at affordable prices."

This evolution is driven by the realisation that while technology has permeated various aspects of health and wellness, sleep has been somewhat overlooked. "We took this upon as our responsibility to ensure that we bring this technology to our customers so they can measure the impact on their sleep quality," explains Aneja. The introduction of the Wakefit Zense range, featuring products like Regul8 and Track8, exemplifies this thought. The new product range addresses specific consumer pain points such as temperature regulation and sleep tracking without discomfort, setting new benchmarks in sleep health technology.

Marketing - The Wakefit Way

Selecting David Warner as the face of the Zense AI-powered sleep solutions campaign was a move to leverage his wide-reaching appeal. Warner's deep connection with India, both through cricket and the way he embraces the Indian culture, made him an ideal ambassador. Aneja highlights, "Warner's popularity in India and his affinity for India and Indian pop culture led us to choose him." The campaign's success is evident, with the Zense film featuring Warner amassing over 13 million views. Collaborating with international celebrities like Warner significantly boosts Wakefit.co's market presence and credibility, bridging the gap between Indian and global markets

Wakefit.co’s marketing strategy further centres on educating customers about the importance of sleep health, which has been pivotal in building a loyal customer base and differentiating the brand. "At Wakefit.co, our marketing and brand philosophy is deeply rooted in customer centricity and product innovation," notes Aneja. Initiatives like The Great Indian Sleep Scorecard and The Wakefit Sleep Internship not only engage and entertain but also educate consumers about sleep wellness. This approach has cemented Wakefit.co’s status as a thought leader in the sleep health space.

Keeping The Consumer At Core

Aneja mentions certain specific consumer behaviour insights that come into play in the sleep solutions market. "Today's consumers are increasingly health-conscious and value-driven. They prioritise products and services that promise and enhance overall well-being," she observes. These insights have shaped Wakefit.co’s product offerings and marketing strategies, particularly in presenting wellness and health as integral aspects of their products. "With Wakefit Zense, for example, we aim to create and lead the category of sleep health technology,” she adds.

Recognising the importance of both online and offline touchpoints for a seamless customer experience, Wakefit.co has strategically expanded its offline presence with nearly 80 stores nationwide. "We have expanded our offline footprint, now with close to 80 stores nationwide," says Aneja. These physical stores offer personalised guidance and memorable customer experiences, complementing the convenience of online platforms. "While our online platforms ensure convenience and accessibility, our offline stores serve as hubs of interaction and strong engagement where customers can touch, feel, and experience the quality of our products firsthand”, she notes.

Standing Out in a Competitive Market

In the highly competitive sleep solutions market, Wakefit.co distinguishes itself through a focus on customer education and feedback-driven innovation. "Customer is at the heart of everything we do," emphasises Aneja. By manufacturing their own products, Wakefit.co ensures continuous innovation, high-quality standards, and affordability. This backward integration strategy has built a reputation for reliability, setting Wakefit.co apart from both established brands and new entrants.

Further, Wakefit.co is steadfast in its mission to transform sleep health through advanced technology. The focus is on developing solutions for any parameter that impacts sleep quality. "Any parameter that impacts sleep quality should have a technological solution, and that is our goal as we continue to research and build the pipeline for Wakefit Zense," says Aneja. The flagship products, Regul8 and Track8, exemplify this vision by offering personalised and enhanced sleep insights. According to Aneja, these advancements are poised to set new standards in the market, fundamentally changing the approach to sleep health.