Inside Wakefit’s INR 1K Cr Biz

Wakefit isn’t what it was four years ago. Although a young player in India’s entrenched mattress market, the D2C brand has strategically diversified over the past few years to become a holistic home solutions startup. So, how did Wakefit crack the code?

The Furniture Factor: What proved to be a gamechanger for IPO-bound Wakefit was its foray into the furniture segment in 2019. This vertical has emerged as the brand’s fastest-growing business over the last three years, propelled by a growing offline presence and a significant expansion in SKUs.

This aggressive expansion translated into tangible results, with the furniture segment contributing 30.5% (INR 301 Cr) to Wakefit’s total INR 986 Cr revenue in FY24. It accounted for 26.8% (INR 260.6 Cr) of the total INR 971 Cr top line in 9M FY25.

The Focus On Unit Economics: This diversification has not just been about expanding product lines but rather scaling up revenues. Wakefit is on track to surpass INR 1,000 Cr in revenue in FY25 — matching its full-year performance in FY24 and keeping pace with legacy player Duroflex’s performance so far this fiscal.

This strong growth is driven by tighter cost control, with Wakefit cutting procurement and employee expenses through greater automation, while also strengthening brand loyalty by optimising its ad spending. This helped Wakefit improve its EBITDA to INR 76.4 Crwith a 7.87% margin in 9M FY25.

The Strategic Channel Mix Edge: Beyond the flashy vanity metrics, Wakefit stands out among its peers, as it generated the majority of its revenue (55% in 9M FY25) through its own channels (website and company-owned stores). This D2C approach helps the company rake in higher margins, ensures greater control over inventory, and enables customer loyalty and effective cross-selling.

With that said, let’s understand how the furniture bet has helped Wakefit grow exponentially.

From The Editor’s Desk

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Zomato vs Nrai: Irked with the foodtech’s newly introduced long-distance service fee, the industry body plans to hold a meeting with Eternal founder and CEO Deepinder Goyal to resolve the issue. The new fee breaches Zomato’s cap on commission of 30% to 35%.

Nishant pitti pledges emt shares: The chairman of the listed OTA has pledged 9 Cr shares worth INR 94.5 Cr to Motilal Oswal Financial Services for personal use. With this, Pitti has pledged 17.01 Cr shares, or a 4.8% stake in the company, to the financial services company.

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WEH Ventures Exits smallcase: The early stage VC firm has completely exited the investment tech startup with an internal return rate of 38%. WEH had invested INR 25 Cr in the startup and sold its stake during smallcase’s $50 Mn round in March.

Peak XV Surge Backs Luma: The fertility-focussed healthtech startup has raised $4 Mn in a seed round led by the VC firm’s seed platform. Luma was founded by Neha Motwani, the cofounder of gym aggregator platform Fitternity, which was acquired by CureFit in 2021.

Maieutic Bags $4.15 Mn: The semiconductor GenAI startup raised the seed funding in a round co-led by Endiya Partners and Exfinity Venture Partners. Maieutic has built an AI-powered copilot to automate the early-stage design process for making analogue IC chips.

Inc42 Startup Spotlight

How Aurassure Is Mapping India’s Climate Risk

India’s worsening air quality poses a serious threat to public health and economic activity. Yet, most existing environmental monitoring tools lack the real-time, hyperlocal insights needed to drive timely and informed action. Realising that this was a major problem, Akanksha Priyadarshini and Vamsi Krishna founded Aurassure in 2022.

Making Monitoring Effortless: Aurassure offers AI and IoT-powered environmental monitoring through a data-as-a-service (DaaS) model. Its SMART (sensor-based monitoring, analysis, reporting, and tracking) devices collect real-time data across 25 environmental parameters — including air quality, weather, and flood risk — from high-risk locations.

Aurassure’s Tech Stack: The platform’s analytics engine generates 4.8 Bn actionable data points, while its AI/ML models integrate satellite imagery, weather models, and GIS data to detect anomalies, forecast threats, and simulate scenarios.

Plugging A Critical Gap: With use cases spanning sectors, Aurassure is addressing a key gap in India’s climate resilience. With deployments in Indian cities like Kolkata and Chennai, and a growing international presence as Google’s largest Indian partner for its Air View+ programme, the startup is also eyeing Brazil for expansion.

By building a deeptech environmental intelligence layer on top of hyperlocal data, Aurassure aims to streamline decision-making in a warming world. With climate disasters becoming more frequent and severe, the demand for predictive, granular insights is only set to rise and Aurassure seems ready to ride that wave.