The challenge
A mattress maker with 25+ years of heritage and a strong offline retail footprint — and zero online presence. Marketplaces were an entirely new channel: no catalog, no reviews, no ranking history, no online brand recognition to lean on.
Mattresses are also one of the harder categories to crack online — high-value, bulky to ship, and demanding a lot of trust. A stranger has to be convinced to buy a product they'd normally lie down on first, sometimes at ₹20,000–₹50,000, sight unseen. The range ran the full ladder, from ₹1,999 foldable mattresses to ₹49,999 premium models.
The real task wasn't "list the products." It was building online trust and velocity from zero for a category where buyers hesitate — fast enough to compound into a real channel.
What we did
We sequenced the launch deliberately: Amazon first, then Flipkart — nail the playbook on one platform before scaling it to the second, rather than spreading thin across both on day one.
01 · Catalog & content, built from scratch
We built the entire catalog across the range, with A+ content, comparison imagery, spec-led detail pages and FAQs designed to answer the objections that stop people buying a mattress online — firmness, warranty, trial, delivery. The content had to do the selling the showroom used to do.
02 · Range architecture
We structured the SKU ladder so the entry foldable products drove volume and reviews — the social proof a new listing needs — while the premium models drove margin. Early velocity at the bottom lifted the whole catalog's ranking.
03 · Advertising to seed, then scale
Sponsored Products and Sponsored Brands seeded initial velocity and reviews. As organic rank and ratings built, we scaled spend behind the SKUs that were converting — reaching a 6×+ ROAS while still growing top line.
04 · Phase 2 — Flipkart
Once Amazon was compounding, we replicated the winning catalog and ad structure on Flipkart, adding a second marketplace on top of an already-working engine.
The results
- ₹1 crore in monthly sales on Amazon alone, within 9 months of the first listing going live.
- 6×+ ROAS — growth that was profitable, not bought.
- A compounding online channel for a brand that had none — plus a Flipkart presence layered on top.
A 25-year-old brand that had never sold a mattress online now runs a crore-a-month marketplace business — built from an empty catalog in well under a year.