Sunday

What Sunday does

Sunday is a Bengaluru-based direct-to-consumer sleep products company operating under the legal entity Madanapalle Retail Private Limited. Founded in 2015/2016 by Alphonse Reddy, a former private equity manager, the company brands itself as India's first online sleep startup and focuses on a deliberately narrow three-model mattress portfolio: Latex Plus 4 (₹29,999), Ortho Latex 4 (₹15,999), and Ortho Memory 4 (₹7,499). The mattresses are engineered with zoned foam constructions (three-zone and five-zone designs pairing softer foam at the shoulders with firmer foam at the hips for spinal alignment), use internationally certified materials such as Belgian latex, memory foam, and organic cotton, and are deliberately shipped without compression to preserve durability. The product line is designed in collaboration with Japanese designer Hiroko Shiratori and is positioned around a 100-night risk-free trial and a 10-year warranty.

Beyond mattresses, Sunday generates incremental revenue from complementary products: pillows (₹1,199), mattress protectors (₹699), mattress toppers (₹3,999), and upcoming organic cotton sheets; plus adjacent furniture categories including the WorkPod and WorkPod mini wall-mounted foldable laptop tables and the Tilt Bed ergonomic bed frame (₹13,999). The business model is one-time product sales distributed through an owned e-commerce storefront (sundayrest.com), six experience centres across Bangalore, Hyderabad, Mumbai, Delhi/NCR, Pune, and Chennai, and a developing franchisee and B2B (architects, interior designers) channel. Customers are predominantly Indian millennials aged 25–45, and the company reports 100,000+ served customers and over 10,998 verified reviews with an 88% five-star rating. The company remains privately held and bootstrapped aside from a $300,000 seed round in November 2015.

Name

Sunday

Legal name

Madanapalle Retail Private Limited

Website

https://sundayrest.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Sunday is a Bengaluru-based D2C sleep products company selling three engineered foam mattresses, bedding accessories, and work-from-home furniture directly to Indian consumers via its website and six experience centres. It serves primarily millennial urban buyers across India's Tier-1 cities under a simplified, no-discount pricing model.

Ownership category

akta.pro rank

Product category

Sleep Products and Mattresses

NAICS

Mattress Manufacturing (33791), Upholstered Household Furniture Manufacturing (337121), Office Furniture (including Fixtures) Manufacturing (3372)

SIC

Household Furniture (2510)

akta.pro primary industry

Mattress & Bed Retail (Innerspring, Foam, Hybrid) (CRAIABAA)

akta.pro secondary industries

Sleep Accessories Retail (Toppers, Pads, Wedges, Blankets, White Noise) (CRAIABAF), Pillows & Pillow Systems Retail (CRAIABAC), Bed Frames, Foundations & Headboards Retail (CRAIABAE)

Keywords

• Online mattress brand
• Latex foam mattresses
• Bedding accessories
• Work from home furniture
• Direct to consumer sleep

Headquarters

HQ city

Bengaluru

HQ country

India

HQ region

Asia

Offices7 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Mattress Sales: Direct sales of three mattress models: Latex Plus (₹29,999), Ortho Latex (₹15,999), and Ortho Memory (₹7,499). One-time product purchases with optional 0% EMI financing.
2. Bedding Accessories: Sales of pillows (₹1,199), mattress protectors (₹699), and mattress toppers (₹3,999). Complementary products to core mattress business.
3. Work-from-Home Furniture: Sales of WorkPod (₹10,499) and WorkPod mini (₹3,499) folding laptop tables for WFH setup.
4. Furniture: Sales of Tilt Bed (₹13,999) ergonomic bed frames.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Sunday designs, manufactures, and sells a curated range of premium mattresses (Latex Plus 4, Ortho Latex 4, Ortho Memory 4) using zoned latex/memory-foam technology and certified materials. It complements these with bedding accessories (pillows, mattress toppers, protectors, sheets), an ergonomic Tilt Bed frame, and WorkPod/WorkPod mini wall-mounted work-from-home furniture, sold direct-to-consumer via its website and six physical experience centers across India.

Product overview

Sunday is India's first online sleep startup offering a focused portfolio of three mattress models (Latex Plus 4, Ortho Latex 4, and Ortho Memory 4) designed by Japanese designer Hiroko Shiratori, along with bedding accessories (pillows, mattress toppers, protectors, and sheets), ergonomic furniture (Tilt Bed), and work-from-home furniture (WorkPod and WorkPod mini). The three mattress models vary in height (6-8 inches), materials (latex vs. memory foam), firmness levels (5-7 out of 10), and price points to suit different sleep needs and budgets. All mattresses feature organic cotton covers, certified foam materials from Belgium, and come with 100-night trials and 10-year warranties. The product line extends beyond sleep to home office solutions, reflecting the company's mission to help people sleep better and work more comfortably.

Differentiator

Problem solved

Functional benefit

Brands

• Sunday: Primary brand name for mattresses, pillows, bedding accessories, and furniture products including WorkPod work-from-home furniture.

Products and services

• Sunday Latex Plus 4 Mattress Premium 8-inch latex mattress with five-zone design, 2 inches of 75D latex foam over 6 inches of 80D latex foam, firmness 5/10, supports up to 140kg per person, with a 10-year warranty. Targeted at Indian consumers seeking luxury hotel-grade comfort with proper spinal support, starting at ₹29,999.
• Sunday Ortho Latex 4 Mattress 8-inch orthopedic mattress with 2 inches of latex, 1 inch of memory foam, and 5 inches of HR foam in a three-zone design for spinal alignment, firmness 6/10, supports up to 120kg per person. Targeted at consumers seeking balanced comfort and therapeutic support at a mid-range price starting at ₹15,999.
• Sunday Ortho Memory 4 Mattress 6-inch memory foam mattress with 1 inch of 65D memory foam over HR foam, firmness 7/10 (firm), supports up to 100kg per person, designed for kids, teens, or adults on the smaller side. Budget-tier offering starting at ₹7,499 for single size, with EMI from ₹1,250/month.
• Sunday Delight Pillow Adjustable microfibre pillow designed for side sleepers with 50% more filling than standard pillows, hypoallergenic outer shell, available in standard and luxury sizes (18x27 inches), with a 1-year warranty, priced at ₹1,199.
• Sunday Mattress Topper Super soft microfibre mattress topper with pocketed construction for extended life, machine washable, adds softness to firm mattresses, priced at ₹3,999 with EMI from ₹667/month.
• Sunday Mattress Protector Cover Waterproof mattress protector in breathable terry cotton that defends against bed bugs, stains, moisture, and allergens, machine washable and tested for 40 wash cycles, priced at ₹699 with EMI from ₹117/month.
• Sunday Tilt Bed Ergonomic bed frame with solid steel core and high-density MDF, adjustable headboard with 113° recommended tilt, available in king and queen sizes, with 5-year warranty on the steel frame and free installation, priced at ₹13,999 with EMI from ₹2,333/month.
• Sunday WorkPod Wall-mounted folding laptop table (80cm x 50cm work desk) with a 0.9 NR acoustic panel for call noise reduction, wire management shelves, stainless steel hinges, and termite-proof MDF construction, priced at ₹10,499 with EMI from ₹1,750/month.
• Sunday WorkPod mini Compact wall-mounted folding laptop table (80cm x 50cm) that collapses to just 1 inch thick, with a folding bracket tested for 30,000 folds, safety latch, and weight capacity up to 20kg, priced at ₹3,499.
• Sunday Sheets 100% organic cotton bed sheets with a 400 thread count percale weave for summer comfort, listed by Sunday as an upcoming accessory (status: Coming soon) under the pillows/toppers/protectors collection.

Quantifiable outcome

• 10,436+ verified customer reviews with 88% 5-star rating
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Wakefit: India's largest online mattress and sleep DTC brand, offering foam and orthopedic mattresses through owned e-commerce plus 100+ experience centers. Direct competitor to Sunday in the same Indian online sleep category.
• Sleepyhead: Indian D2C mattress startup (acquired by Wakefit) offering memory foam and orthopedic mattresses online. Closely comparable business model and target customer to Sunday.
• SleepyCat: Indian online mattress brand selling memory foam mattresses and sleep accessories via DTC e-commerce. Competes head-to-head with Sunday on mid-range foam mattresses and accessories.
• Flo Mattress: Indian D2C mattress brand with online sales plus offline retail. Targets a similar millennial, online-first buyer with foam and latex mattress variants.

Emerging players

• The Sleep Company: Indian smart mattress DTC startup using patented SmartGRID technology. Competes with Sunday in the premium Indian sleep category with a tech-forward positioning.
• Emma Sleep: European D2C mattress brand that expanded into multiple international markets. Useful peer for benchmarking how an online-first mattress brand scales beyond its home geography — relevant for Sunday's long-term international optionality.

Broad incumbents

• Urban Ladder: Established Indian online furniture brand selling mattresses alongside broader home furniture catalog. Competes with Sunday on mattress and bed frame SKUs while offering a much wider furniture assortment.
• Pepperfry: Large Indian online furniture marketplace with private-label and third-party mattresses. Provides a broader channel alternative for mattress shoppers compared to Sunday's focused assortment.
• Sleepwell: One of India's largest legacy mattress brands (Sheela Foam). Competes across price tiers and is the established offline incumbent that Sunday and other DTC brands are trying to disrupt.
• Kurlon: Historic Indian mattress manufacturer with deep offline retail. Represents the traditional distribution model that D2C players like Sunday are bypassing with direct online sales.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/sundaybeds
• YouTubeyoutube.com/c/SundayRest
• Facebookfacebook.com/MySundayRest
• Instagraminstagram.com/mysundayrest
• Pinterestpinterest.com/MySundayRest
• LinkedInlinkedin.com/company/sunday-rest

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sunday