The SECRET to Duroflex's SUCCESSFUL Transition to Omni Retail - Dilse Omni talks Ep7 with Sridhar

In this episode, Saurabh is joined by Sridhar Balakrishnan, Group CEO of ‪@duroflex_world‬ , for a deep dive into how Duroflex transformed from a 60 year old legacy brand to a modern omnichannel brand in Sleep and furniture category.

From its early days as a Kerala-based coir mattress manufacturer to becoming a modern sleep and comfort brand, Duroflex’s story is about patient scaling, product-first thinking, and smart omnichannel execution. The conversation explores why experience centres matter in high-involvement categories, how “touch and feel” builds trust, and how digital discovery and offline reassurance work best together.

Key Learnings from the podcast :
Leadership passion for health and fitness
Understand the mattress & comfort category
Complex Omni Channel journey
Omnichannel journey of a 60 year old brand
Duroflex vs sleepyhead
Role of Tech & Ai in customer experience
Digital Marketing strategy in a Omni world

Chapters:
00:00 The Introduction
00:02:27 Sridhar's Passion for Fitness
00:07:45 Joining Duroflex
00:10:00 Understanding the Home Furniture & Sleep Industry
00:14:25 Understanding the Customer's Omnichannel Journey
00:18:23 Importance of Online Offline play in ROPO
00:22:06 History of Duroflex from Kerala to winning India
00:25:20 Designing Comfort & Smart solutions & Innovation
00:26:44 Visit to Duroflex Experience Centres
00:32:25 Understanding Duroflex Scale & KPIs
00:34:42 Sleepyhead Purpose & Learnings ‪@SleepyheadHQ‬
00:42:14 Content Strategy & The Virat Kohli Campaign
00:47:40 Omnichannel, Tech Execution & Supply Chain
00:50:23 AI in Marketing
00:54:35 Sridhar's Inspiration
00:58:43 Book Recommendations

Host : Saurabh Agrawal CEO ‪@daiom-ai‬
Linkedin -   / sauag  , Instagram -   / sau_ag7  
Visit the website: https://dilseomni.talk/episodes/episo...

Guest : Sridhar Balakrishnan, Group CEO ‪@duroflex_world‬ , ‪@SleepyheadHQ‬
linkedin -   / sridhar-balakrishnan-b836831  

Resources and Blogs:
1. Bridging Online and Offline: https://tinyurl.com/online-to-offline
2. The Power of Omni Channel: https://tinyurl.com/power-of-omnichannel
3. Omnichannel Play in the Home Furnishing Industry: https://tinyurl.com/omni-home-furniture
4. Careers in Omni-Channel Growth: https://tinyurl.com/careers-omni

If you’re building an omnichannel business in home furnishing, furniture, or any high-consideration category, this episode offers practical insights on blending technology, retail, content, and customer experience, without losing sight of product quality and long-term brand trust.

🎧 Tune in to understand how omnichannel really works when online and offline don’t compete, but convert together.

#duroflex #mattress #homedecor #homefurniture #homedesign #wakefit #sofa #recliner #recliners #omnichannel #marketingstrategy #marketing #tech #technology #marketingstrategy