What Flo Sleep Solutions LLP does

Flo Sleep Solutions LLP, operating commercially as Flo Mattress, is an India-based direct-to-consumer sleep products company founded in 2018 by Gaurav Zatakia, who previously ran a B2B mattress manufacturing operation (Hush) supplying Taj, Marriott, and Oberoi hotels. The company sells five proprietary mattress variants — Ergo™ (memory foam, Rs. 4,623+), Ortho™ (orthopedic, Rs. 4,623+), Anti-Gravity™ (natural latex, Rs. 5,950+), Float™ (pocket spring, Rs. 10,409+), and Wave™ (entry-level, Rs. 3,626+) — built on proprietary foam technology including Flo Responsive™ base foam, 3D Air-Flo® cooling, Stress Release® pressure relief, Motion Isolation®, Pain Release™ spinal alignment, and Shape Shield™ anti-sag construction, all backed by a 100-night risk-free trial and a 10-year warranty. The product portfolio has expanded beyond mattresses to include adjustable pillows, neck support pillows, back and seat cushions, waterproof mattress protectors, 300-thread-count cotton bedsheets, Sheesham and Acacia wood bed frames, a baby mattress, and small accessories such as eye masks and ottomans, several of which are OEKO-TEX® certified.

Revenue is generated through one-time unit sales of mattresses and accessories via three channels: the owned flomattress.com storefront (the primary channel that supports the 100-night trial), Amazon India and Flipkart marketplaces, and by-appointment warehouse visits at the Mumbai headquarters. Pricing is positioned at roughly half the level of comparable traditional Indian mattress brands, supported by no-cost EMI partnerships with HDFC, ICICI, Standard Chartered, SBI, and ZestMoney, and free 7-day shipping across India. The company claims 1M+ customers served since launch and 30,000+ verified photo and video reviews, with 11-50 employees, a bootstrapped capital structure (no disclosed external funding), and Gaurav Zatakia as founder and CEO supported by a Head of Customer Support. The product page shop runs on Shopify (hushbedding.myshopify.com), and the current product range indicates an active pivot from a single-category mattress brand toward a broader sleep-and-bedroom ecosystem.

Name

Flo Sleep Solutions LLP

Legal name

Flo Sleep Solutions Private Limited

Website

https://flomattress.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

India-based direct-to-consumer mattress and sleep-products brand founded in 2018, selling five proprietary foam/latex/spring mattresses and adjacent accessories (pillows, cushions, bedsheets, bed frames) online at roughly half the price of traditional brands, with 1M+ customers served to date.

Ownership category

akta.pro rank

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Mattress Sales: Primary revenue stream from selling mattresses (Ergo, Ortho, Anti-Gravity, Float, Wave variants) directly to consumers through flomattress.com, Amazon, and Flipkart. Products sold in various sizes with custom size options available.
2. Sleep Accessories: Secondary revenue from pillows (Adjustable Fibre, Adjustable Memory Foam, 360° Neck Support), mattress protectors, bedsheets, and ergonomic cushions.
3. Furniture (Beds): Revenue from wooden bed frames including Oyashe Sheesham Wood Bed and Boho Acacia Wood Bed, sold as complementary products to mattresses.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Flo Sleep Solutions LLP (Flo Mattress) designs, manufactures, and sells premium foam, latex, and pocket-spring mattresses directly to Indian consumers online, alongside a complementary range of pillows, mattress protectors, bedsheets, wooden bed frames, ergonomic cushions, and baby sleep products. The company sells primarily through its own D2C website with a 100-night risk-free trial and 10-year warranty, supplemented by Amazon and Flipkart marketplace listings and a Mumbai warehouse try-before-you-buy option.

Product overview

Flo Sleep Solutions LLP is a direct-to-consumer mattress and sleep products brand that launched in India in 2018. The company operates an online-first model, bypassing traditional retail channels to offer premium sleep products at affordable price points. The core product portfolio consists of five mattress variants (Ergo™ Memory Foam, Ortho™ Orthopedic, Anti-Gravity™ Natural Latex, Float™ Pocket Spring, and Wave™) positioned across different firmness levels and support preferences, complemented by a comprehensive range of sleep accessories including adjustable pillows, neck support pillows, ergonomic cushions, mattress protectors, bedding (sheets), wooden bed frames, baby products, and sleep accessories (eye masks, ottomans). The mattresses feature proprietary technologies including Flo Responsive™ foam, 3D Air-Flo® cooling technology, Stress Release® pressure relief, Motion Isolation® motion control, Pain Release™ orthopedic support, and Shape Shield™ anti-sag technology. All mattresses come with a 100-night risk-free trial and 10-year warranty, shipped vacuum-packed in the company's 'Flo Sleep Capsule' packaging system.

Differentiator

Problem solved

Functional benefit

Products and services

• Flo Ergo™ Memory Foam Mattress Memory foam mattress with gel-infused temperature-sensitive top foam and Flo Responsive™ base foam, designed for medium soft ergonomic support (6/10 firmness) with Motion Isolation® technology for couples, available in 4, 6, 8, and 10 inch thicknesses. Targeted at working professionals, couples, and families seeking softer ergonomic support.
• Flo Ortho™ Orthopedic Mattress Orthopedic foam mattress with Pain Release™ technology and high-resilience foam top layer over Flo Responsive™ base foam, rated 8/10 (top) and 9/10 (base) firmness, available in 4-10 inch thicknesses. Designed for back pain relief, spine alignment, and consumers needing firmer orthopedic support.
• Flo Anti-Gravity™ Natural Latex Mattress Natural latex mattress with 100% pin-core natural latex top layer (anti-allergenic, dust- and mite-resistant) over Flo Responsive™ base foam, OEKO-TEX® certified, with charcoal-infused outer cover, rated 7/10 firmness, available in 5, 7, and 9 inch thicknesses. Targeted at consumers seeking natural, anti-allergenic, and toxin-free sleep surfaces.
• Flo Wave™ Entry-Level Foam Mattress Entry-level foam mattress with acupressure-like egg crate top design integrating Flo Responsive™ foam and 3D Air-Flo® cooling technology, reversible for two firmness levels, available in 3 and 5 inch thicknesses. Designed for first-time foam mattress upgraders.
• Flo Adjustable Pillow (Fibre) Adjustable microfibre pillow with removable modal fabric cover and zipper-adjustable thickness, available in Extra Soft (back/stomach sleepers) and Extra Support (side sleepers) variants. Targeted at consumers seeking breathable, everyday comfort.
• Flo Adjustable Pillow (Memory Foam) Adjustable gel-infused memory foam pillow with aloe vera gel-infused removable washable cover, adjustable thickness by removing middle foam layer, 5-year warranty. Targeted at consumers seeking contouring head and neck support across all sleep positions.
• 360° Neck Support Pillow Travel pillow with ergonomic 360° support structure for neck, chin, and head, memory foam core, OEKO-TEX® certified breathable cover, adjustable strap for all neck sizes, lightweight and washable. Targeted at travellers and those needing proper neck support while sleeping.
• Back Support Cushion (Lumbar) Ergonomic lumbar support cushion with 100% molded memory foam, ergonomic contour for spine alignment, OEKO-TEX® certified breathable cover, dual elastic straps for chair attachment. Targeted at office workers and those needing lower back support while seated.
• Ergonomic Seat Cushion Seat cushion with U-shaped cut-out for tailbone pressure relief, high-density memory foam, advanced ergonomic contouring for spine and pelvic alignment, OEKO-TEX® certified breathable cover. Targeted at people who sit for long durations and want to avoid hip or tailbone pain.
• Flo Aloe Vera Gel Infused Waterproof Mattress Protector Waterproof mattress protector with aloe vera gel-infused ultra-absorbent cotton terry surface and Wonder-Membrane™ technology that allows breathability while blocking liquid, dust mites, bed bugs, and bacteria, fitting mattresses up to 10 inches thick, machine washable up to 100 washes.
• Flo Super Soft Bedsheet (Flat) 300 thread count 100% cotton flat bedsheet with 3D Air-Flo® cooling technology, OEKO-TEX® certified, anti-microbial, machine washable; set includes 1 bedsheet and 2 pillowcases. Targeted at consumers seeking ultra soft, fade-free bedding.
• Flo Super Soft Bedsheet (Fitted) 300 thread count 100% cotton fitted bedsheet with high-quality elastic skirting, 3D Air-Flo® cooling technology, OEKO-TEX® certified, anti-microbial, machine washable; set includes 1 fitted bedsheet and 2 pillowcases.
• Oyashe Sheesham Wood Bed Solid Sheesham wood bed frame sourced from Rajasthan and handcrafted by artisans, featuring anti-termite treatment and water resistance, available in King and Queen sizes with optional storage, 3-year manufacturer's warranty. Complementary product to Flo mattresses.
• Boho Bed (Acacia Wood) Acacia wood bed frame with modern boho aesthetic, naturally water resistant, dust and mite repellant, durable, available in King and Queen sizes with or without storage, 3-year warranty. Complementary product to Flo mattresses.
• Flo Baby Mattress Foam mattress designed for babies with 3D Air-Flo® cooling technology, reversible design, aloe vera gel-infused removable washable cover, soft yet supportive 48x24 inch construction. Targeted at parents seeking comfortable and hygienic baby sleep.
• Set of 2 Eye Masks Soft polyester eye masks designed for blackout sleep, set includes two masks with a blue colored storage pouch.
• Ottoman (Foot Stool) Stylish ottoman foot stool designed for bedroom use, sold as a complementary bedroom accessory.

Quantifiable outcome

• Sells at approximately half the price of traditional mattress brands due to direct-to-consumer model
• +4 more outcomes

Named customers8 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

Feature12 records

Partnerships

Two partnerships are on record, tiered secondary.

• Amazon IndiasecondaryChannel Partner/ Reseller/ DistributorMarketplace distribution partner for Flo mattresses. Enables wider reach beyond the direct website but does not offer the 100-night trial.
• FlipkartsecondaryChannel Partner/ Reseller/ DistributorMarketplace distribution partner for Flo mattresses. Provides additional sales channel but marketplace return policies apply.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wakefit: India's largest D2C mattress and sleep products brand, offering foam and spring mattresses, pillows, bedding, and furniture online. Wakefit is the most direct competitor to Flo in product range, D2C distribution model, and target customer (urban Indian consumers seeking affordable premium sleep).
• SleepyCat: India-based D2C mattress and sleep accessories brand offering memory foam and orthopedic mattresses plus pillows online. Closely comparable to Flo on product range, online distribution, and trial/warranty policies.
• Sleepyhead (now Snooze): India-based D2C mattress brand selling memory foam, pocket spring, and orthopedic mattresses online with a 100-night trial — nearly identical go-to-market model to Flo. Directly competes for the same target customer and uses a similar 'mattress-in-a-box' trial-based proposition.

Regional players

• Pepperfry: India's largest online home and furniture marketplace, selling mattresses, beds, and home furnishings. Comparable to Flo on the furniture and sleep-products categories and on online-first distribution, but with a much broader home-furnishing focus beyond sleep.
• Urban Ladder: India-based online home-furniture and mattress brand (acquired by Reliance) selling beds, mattresses, and decor. Comparable to Flo on the wooden bed frames and mattress categories and on India-focused online distribution, though with a broader home-furnishing remit.

Broad incumbents

• Casper: US-origin D2C mattress pioneer and now-public company that defined the mattress-in-a-box, 100-night trial category globally. Comparable to Flo on D2C trial-based model and product range, though Casper operates at much larger scale and across multiple geographies.
• Emma Sleep: Germany-origin global D2C mattress brand with India operations, selling boxed memory foam and spring mattresses online. Comparable to Flo in D2C trial-based model and product positioning, but at a larger global scale and with a premium price point.
• Duroflex: Major Indian mattress brand with a broad product portfolio (spring, foam, latex, orthopedic) sold via both offline retail and online channels. Competes with Flo in the same core mattress categories while also serving the hotel/hospitality segment — a heritage similar to Flo's founder's B2B background.
• Centuary Mattresses: Established Indian mattress manufacturer with a wide range of spring, foam, and coir mattresses sold through traditional retail. Comparable to Flo on product range and category, but operates with an incumbent multi-channel distribution model rather than D2C.
• Kurlon: One of India's largest traditional mattress brands, with deep retail distribution across India and a broad portfolio of spring, foam, and coir mattresses. Overlaps with Flo's core product categories but competes through offline retail and an established dealer network rather than D2C.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/flomattressin
• LinkedInlinkedin.com/company/flo-mattress

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

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 Flo Sleep Solutions LLP