How Wink & Nod Built a $130K/Month Sleep Products Brand in India
A former venture capitalist spotted a gap in India's mattress market, launched a direct-to-consumer sleep brand, and grew it to $130K in monthly revenue by expanding from one mattress into a full sleep product line.
Part of Paid ads playbooks
Business snapshot
Monthly revenue
$100K/mo
reported Mar 2020
- Based in
- Pune, Maharashtra, India
- Monthly revenue
- $130K
- Orders served
- 12,000+
- Team size
- 25+
- Mattress return rate
- Under 2%
- Initial return rate
- Over 7-8%
- R&D before first product
- 5 months
Tools
- Shopify
Founder-reported figures, not independently verified.
Who built it, and what they built
Sandeep Prasad is the founder and CEO of Wink & Nod, a sleep-focused company based in Pune, Maharashtra, India. He started the business roughly two years before this account with the goal of giving Indian consumers healthier, more comfortable sleep.
The brand positions itself as a one-stop sleep company rather than a mattress seller. Its catalog spans mattresses, pillows, comforters, bedsheets, and smaller accessories such as neck pillows and sleep sprays, all built with internationally certified, non-toxic materials at prices aimed at the Indian market.
Wink & Nod reports $130K in monthly revenue and more than 12,000 orders served since launch.
Where the idea came from
Before founding the company, Sandeep worked at a venture capital fund in Florida that invested in early-stage consumer brands, and he served as COO of a luxury eCommerce watch company within that fund. Through that work he watched US and European startups move mattress and sleep products from offline retail to online-first models, with real innovation in the products themselves.
The personal trigger came when his parents spent over three weeks hunting for a good mattress, paid Rs 30,000 for one, and his mother could not even say which mattress she had bought. That confusion, combined with his market analysis, convinced him the Indian mattress industry was ripe for a sleep-focused startup.
He quit his job, raised initial capital from his boss, and leaned on his network to get started: a college friend named Vishal built the website, a colleague from the Hong Kong-based watch company helped vet sourcing partners, and Vishal's contacts covered design and warehousing in Mumbai. Sandeep returned to India, recruited people from logistics and eCommerce, and launched.
Builder Copilot
Knows this story · Wink & Nod
Sandeep PrasadHi! I've read the whole Wink & Nod story.
Ask how it applies to you: your budget, skills, city or idea. I'll point you to the parts of the story that matter.
Try asking
Your chats are saved, so Copilot remembers what you tell it.