India, Oct. 2 -- Wakefit's mattress story is unique: it begins at its own manufacturing facilities. By designing and manufacturing mattresses in-house, the company has greater control over the materials, construction, quality, and costs that go into every product. They sell directly to customers through their own website and stores, thereby reducing the distributor, retailer, and other middlemen markups which are traditionally added along the way.

When Wakefit entered the mattress business in 2016, it approached the category differently from the traditional manufacturer-distributor-retailer model. The company built greater control over the journey from product development and manufacturing to selling directly through its own channels. Th...