It was 2018 and Gaurav Zatakia had already spent nearly a decade working at Hush – his family business that was also a leading B2B mattress supplier.

During his time at Hush, Gaurav frequently received calls from people enquiring from where they could buy the hotel-quality mattress for their homes.

These calls planted a seed in Gaurav’s mind – why not supply to this strong demand for high-quality mattresses in the consumer market?

The lightbulb sparked! 

For Gaurav, building a high-quality mattress wasn’t the problem – distribution was. Traditional channels were bloated with middlemen who were driving mattress prices to unaffordable levels.

One way to keep pricing under control was to leverage the power of a D2C distribution model. So, Gaurav envisioned a brand that could offer luxury-quality mattresses at affordable prices.

So he did! 

Here’s by how much he reduced pricing 👇

But, Gaurav did not stop here. He went on to develop distinct product moats, and Flo is standing on those legs today, thriving with:

🔷 INR 127 Cr in FY23 (from INR ~70 L in FY20) 

🔷 2.5 Lakh lifetime users

🔷 4.5 Lakh Products Sold

🔷 250+ SKUs

In this edition of The D2CX Newsletter, we’ll explore the product moat and growth pillars of Flo!

5-Star Sleeping Experience At Your Home!

First and foremost USP – Quality!

Flo’s Stress Release™ technology minimises painful pressure points and improves blood circulation, ensuring deeper, and restful sleep. In the heart of every Flo mattress is the Flo Responsive foam that responds precisely to pressure while maintaining optimal support.

The foam is infused with white gel micro-capsules that absorb body heat and release it through the 3D Air-Flo™ Technology, keeping sleepers cool throughout the night.

The brand offers four mattress options, but the most popular are Ortho™ for medium-firm support (ideal for back sleepers) and the Ergo™ for plush comfort (best for side sleepers).

That’s not all – Flo was one of the first brands to launch adjustable pillows that were indeed comfortable.

Just remove a layer of foam, and the height of the pillow changes. Brilliant!

The Bestsellers!

A D2C Distribution Plan That FLO-wed 🚀

The secret lies in their customer-first approach and the way they’ve leveraged D2C strategies to maximise growth. We promise this growth playbook is interesting!

Winning with Digital Marketing

As a D2C brand, Flo relies heavily on digital marketing channels like Facebook, Instagram, Google Ads, and YouTube to reach customers. But they don’t just use these channels for flashy ads—they focus on educating consumers about the benefits of good sleep through blog posts, YouTube videos, and social media content.

User-generated content boosts social proof. They encourage satisfied customers to leave reviews and post testimonials, which they highlight across their digital platforms. With a 4.8-star average rating, these reviews have become a cornerstone of Flo’s marketing strategy.

Retaining Customers & Driving Repeat Business

✔️ Post-Purchase Engagement: After customers purchase a Flo mattress, the brand doesn’t just stop communicating. They send follow-up emails with tips on how to set up the mattress, optimise sleep, and care for their product.

✔️ Upselling & Cross-Selling: To encourage repeat purchases, Flo has expanded its product line to include pillows, mattress protectors, and other sleep accessories.

✔️ Freebies For Customers: Well, you can get a Flo eye-mask for free just by subscribing to their newsletter.

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