Turning a legacy giant into a 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.