Nilkamal Sleep homepage with guided Sleep Quiz and glide-in UI for mattress discovery
Nilkamal Sleep homepage with guided Sleep Quiz and glide-in UI for mattress discovery
Product listing screen with clean white space and mattress filter navigation
Product listing screen with clean white space and mattress filter navigation
UX flow showing sleep archetypes and micro-interactions in visual layout
UX flow showing sleep archetypes and micro-interactions in visual layout
Nilkamal Sleep homepage with guided Sleep Quiz and glide-in UI for mattress discovery
Product listing screen with clean white space and mattress filter navigation
UX flow showing sleep archetypes and micro-interactions in visual layout

Nilkamal®

Nilkamal®

Turning a legacy giant into a stand-alone wellness brand.

Nilkamal is a household name in India—synonymous with durable, no-nonsense furniture. Their next act was bolder: move upstream into premium sleep solutions without diluting the parent brand. The brief was clear—don’t stretch the existing equity, invent a fresh one.

Lazy Eight came in as the end-to-end build partner. We ran a fast positioning sprint to frame Nilkamal Sleep as an aspirational wellness label, not an add-on SKU. Out of that fell a clean visual system, a warmer voice and a storytelling grid that works on billboards, Amazon tiles and bedside booklets alike.

Digital became the flagship. We designed a calm, glide-in interface touched with micro-motion and India’s first guided Sleep Quiz—turning mattress shopping into a mini consultation. UX maps and conversion funnels aligned with real sleep-need archetypes, not generic e-comm flows.

The result: Nilkamal Sleep now stands on its own feet—premium in feel, rooted in the trust of a 30-year legacy. A blueprint for how blue-chip incumbents can spin up category-specific brands with the speed and empathy of a zero-to-one start-up.

Turning a legacy giant into a stand-alone wellness brand.

Nilkamal is a household name in India—synonymous with durable, no-nonsense furniture. Their next act was bolder: move upstream into premium sleep solutions without diluting the parent brand. The brief was clear—don’t stretch the existing equity, invent a fresh one.

Lazy Eight came in as the end-to-end build partner. We ran a fast positioning sprint to frame Nilkamal Sleep as an aspirational wellness label, not an add-on SKU. Out of that fell a clean visual system, a warmer voice and a storytelling grid that works on billboards, Amazon tiles and bedside booklets alike.

Digital became the flagship. We designed a calm, glide-in interface touched with micro-motion and India’s first guided Sleep Quiz—turning mattress shopping into a mini consultation. UX maps and conversion funnels aligned with real sleep-need archetypes, not generic e-comm flows.

The result: Nilkamal Sleep now stands on its own feet—premium in feel, rooted in the trust of a 30-year legacy. A blueprint for how blue-chip incumbents can spin up category-specific brands with the speed and empathy of a zero-to-one start-up.

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New Delhi · Dubai · New York City

New Delhi · Dubai · New York City

Career Opportunities: careers@lazyeight.design

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