Duroflex Limited, one of India’s sleep and comfort solutions brands, has announced a new brand identity and positioning under the theme ‘Designed to De-Stress’. The change marks a shift in how the company defines comfort, wellbeing, and recovery, supported by a refreshed logo and visual identity.
With over six decades in the sleep solutions sector, Duroflex aims to evolve from being a provider of orthopaedic support to becoming a partner in managing the physical and emotional effects of modern stress. The repositioning follows consumer research that identified stress as a daily concern for many Indians, often leading to muscle tension, fatigue, and restlessness, which affect productivity and wellbeing.
While much of the mattress industry focuses on product upgrades, Duroflex’s new approach links stress relief to deep, restorative sleep as a key factor in recovery.
The company’s new logo and colour palette are based on the concept of a ‘stress-free, motivating reset’. The updated logo represents ease and motion, while retaining the brand’s red colour in a brighter shade to convey energy and optimism. The overall design reflects Duroflex’s aim to create an experience that promotes physical and mental restoration.
Mr. Sridhar Balakrishnan, Chief Executive Officer, Duroflex Group, said, “For over six decades, Duroflex has been at the forefront of sleep innovation in India. This repositioning marks our next phase of consumer first thinking. We recognized that the conversation around sleep needed to change fundamentally. Stress is no longer something people experience occasionally, it has become the defining challenge of modern life. Our new positioning acknowledges this reality and offers a genuine solution. We are moving from being a sleep-first mattress company to becoming a comfort partner. Every product we design, every innovation we pursue, is now guided by a single purpose ‘Designed to De-stress’.”
Mr. Ullas Vijay, Chief Marketing Officer, Duroflex Group, said, “The mattress category has been obsessed with talking about foam layers and fabrics while consumers are dealing with sleepless nights and fatigue caused by stress. We live in a time where stress has become part of our everyday lives. While we cannot always change what causes it, we can definitely change how we deal with it, and one of the most powerful ways is through deep, restorative sleep. 'Designed to De-Stress' is our commitment to building products that work on what stress does to your body. This positioning is a fundamental shift in how we think about our role in people's lives and gives our consumers a clear, compelling reason to choose Duroflex.”
