Duroflex rolls out new brand positioning and identity

Duroflex Limited, the sleep and comfort solutions brand has announced the unveiling of its new brand identity and positioning ‘Designed to De-Stress’, marking a powerful shift in how the brand defines comfort, wellbeing, and recovery in modern India.

“With over six decades of expertise in sleep innovation, the brand’s evolution embraces a modern, future-ready identity reflected in a refreshed logo and visual language. With this, Duroflex aims to redefine its role in consumers’ lives, elevating from a provider of expert orthopedic support to a proactive partner in managing the physical and emotional effects of modern-day stress,” shares the company.

The company informs that the repositioning has been built on extensive consumer research which revealed an important insight that stress has evolved from an occasional concern to an everyday concern millions of Indians battle with. Stress manifests physically in the body as muscle tension, stiffness, fatigue and restlessness, directly interfering with productivity and physical wellness. While the mattress industry has largely focused on incremental comfort upgrades, Duroflex is addressing the deeper issue of stress and how deep restorative sleep is the true solution that helps the body and mind to restore for the day ahead, the company adds.

Duroflex has unveiled a new logo and color palette inspired by the idea of a ‘stress-free, motivating reset’. The refreshed logo embodies this spirit — uplifting, rejuvenated, soft, and flexible — symbolizing ease, motion, and the fluid transition from tension to calm. Red continues to anchor the brand’s heritage but conveys positive energy through a brighter tone conveying vitality and optimism. “Each design element reflects Duroflex’s commitment to creating a complete sensory experience that helps consumers feel restored, both physically and mentally,” says the company.

Sridhar Balakrishnan, Chief Executive Officer, Duroflex Group, said, “For over six decades, Duroflex has been at the forefront of sleep innovation in India. This repositioning marks our next phase of consumer first thinking. We recognized that the conversation around sleep needed to change fundamentally. Stress is no longer something people experience occasionally, it has become the defining challenge of modern life. Our new positioning acknowledges this reality and offers a genuine solution. We are moving from being a sleep-first mattress company to becoming a comfort partner. Every product we design, every innovation we pursue, is now guided by a single purpose ‘Designed to De-stress’.”

Ullas Vijay, Chief Marketing Officer, Duroflex Group, said, “The mattress category has been obsessed with talking about foam layers and fabrics while consumers are dealing with sleepless nights and fatigue caused by stress. We live in a time where stress has become part of our everyday lives. While we cannot always change what causes it, we can definitely change how we deal with it, and one of the most powerful ways is through deep, restorative sleep. 'Designed to De-Stress' is our commitment to building products that work on what stress does to your body. This positioning is a fundamental shift in how we think about our role in people's lives and gives our consumers a clear, compelling reason to choose Duroflex.”

The 'Designed to De-Stress' positioning will roll out across all touchpoints over the coming months, the company further shares.