New Delhi: Emma Sleep, a mattress brand, has partnered with specialised digital marketing agency YAAP to strengthen its presence and accelerate growth in India’s premium sleep and wellness category. The strategic alliance brings together Emma’s European-quality sleep solutions and YAAP’s integrated digital marketing capabilities, with a sharp focus on expansion in 2026.
Since entering the Indian market, Emma Sleep has rapidly emerged as a strong player, scaling its annual revenue in India to ₹400 crores within just two years. The collaboration with YAAP marks a significant step in Emma’s digital-first approach, aimed at deepening consumer engagement and building a differentiated brand narrative across platforms.
YAAP will lead a comprehensive digital mandate for Emma, spanning content creation, campaign ideation, PR, influencer marketing across micro and nano creators, media partnerships, and product photography. The approach is designed to build authentic connections with Indian consumers while reinforcing Emma’s heritage of innovation and quality.
“The Indian market presents incredible opportunities in the premium sleep segment, and we’re seeing tremendous consumer interest in products that prioritise both comfort and wellness,” said Karthik Mohan, India Head for Emma Sleep. “Our partnership with YAAP allows us to speak directly to our audience through channels they trust, creating meaningful conversations around sleep health rather than just selling mattresses.”
A key pillar of the collaboration is influencer-led storytelling, with a focus on engagement quality rather than sheer reach. By working closely with micro and nano influencers, the brand aims to connect with consumers actively seeking credible sleep and wellness solutions.
“What excites us most about working with Emma is their commitment to building a brand, not just pushing products,” said Manan Kapur, Senior Partner at YAAP. “They understand that in today’s market, consumers want brands that educate, engage, and genuinely care about their wellbeing. Our integrated approach helps Emma do exactly that across every digital platform.”
YAAP’s strategy goes beyond performance marketing, prioritising long-term brand building with a unified voice across all consumer touchpoints. This cohesive storytelling is expected to help Emma strengthen its position in India’s increasingly competitive and sophisticated D2C landscape.
“Emma has built something remarkable in India, a ₹400+ crore brand in a category that was relatively commoditized till just a few years ago,” added Karan Arora, Revenue Head – North at YAAP. “Our role is to amplify that success story, making sure every Indian household that values quality sleep knows what Emma brings to the table. The groundwork we’re laying together in 2025 is designed to create exponential impact in 2026.”
Echoing this sentiment, Saptarshi Basu, Marketing Head for Emma, said, “We chose YAAP because they don’t just execute campaigns, they understand the nuances of building a brand in the Indian digital space. Their expertise in influencer marketing, combined with strong PR capabilities, gives us the comprehensive support we need to achieve our vision for 2026 and beyond.”
As awareness around sleep health continues to rise in India, the Emma–YAAP partnership reflects a maturing D2C ecosystem where global quality standards meet Indian digital innovation, setting the stage for the next phase of growth in the premium sleep category.
