PRITESH TALWAR, CEO of Livpure, is upbeat about the company’s goal of creating a smart home platform and being among the top 3-4 players in the category in the next few years.
Please take us through your experiences at PepsiCo, Reckitt Benckiser and Oyo Townhouse before you joined Livpure, that stand you in good stead today.
It has been a fascinating journey so far. I got to understand the nitty-gritties of the business while working at PepsiCo and also got to understand various strategies that are to be used to increase sales. Leading multiple teams at Reckitt Benckiser and Oyo Townhouse gave me an opportunity to work with some of the most hard-working and smart people in the industry.
How did Brand Livpure fare during the pandemic? How have your new business models (subscription-based, D2C) to enable digital transformation taken off?
With the pandemic, people have become more and more aware that good sleep is important and having quality sleep products is a necessity. We have seen a constant growth in sales with the introduction of our D2C model. People can order mattresses and other sleep products sitting in the luxury of their homes. The consumer has also shifted to buying products like mattresses online, rather than the conventional way of buying from the store, given the safety protocols you have to follow nowadays. With Livpure Sleep’s additional benefits like a 100-night risk-free trial and offer of full refund if you don’t like the product, we have managed to instill trust in online purchase among people.
Tell us about Livpure’s entry into the sleep solutions space, with innovative products like the all-natural Ayurvedic mattress. How did you position it in a market that already had dominant players?
Livpure is a pioneer in the water purifier industry and we have next-gen water purifiers with a full-fledged manufacturing unit in Manesar. We have also ventured into Smart ACs using energy-efficient HEKA technology. Our goal is to create a smart home platform, so we stepped into the sleep and wellness sector to give a much better sleeping experience to people. Our R&D team has been coming up with innovative ideas to create a better sleeping experience, and products designed for comfortable and calming sleep. We have produced India’s first all-natural Ayurveda-inspired mattress made from plant and nut-based oils and sandalwood-infused latex. The cover for that mattress is infused with lavender, which gives out an amazing fragrance every time you touch it. Our patented technology ensures that the lavender doesn’t wash away when the cover is washed
Disturbed sleep has been a big fallout of pandemic-related stress. In this scenario, how do you assess the potential of sleep solutions brands in India, and what are the challenges before the category?
People are under much more stress these days compared to earlier. Given that most people are working from home, they are spending more and more time in front of a screen, and not getting much sleep due to random working hours. The pandemic has led companies to come up with innovative sleep solutions, giving them a chance to make a name for themselves. It’s not only about promoting the products, but also the importance of sleep. At Livpure Sleep too, we have focused our campaigns on getting proper sleep and maintaining a healthy lifestyle. Of course, our products are designed to give you a night of good sleep.
Going forward, what are your plans and top focus areas for Livpure and Livpure Smart Homes?
Our D2C model is doing well and the sales numbers are increasing day by day. Our ambition is to be among the top 3-4 players in this category in the next 3-4 years and we are working towards that. We have already partnered with e-commerce websites like Amazon, Flipkart, Saraf Furnitures, Hometown and TataCliq, to name a few. We are planning to get our products on more and more online platforms, with an option to open offline stores as well.
Finally, tell us about Pritesh Talwar, the person, beyond the realm of work. What are you passionate about? What defines your personality?
I am fascinated by emerging technologies and opportunities they offer to transform businesses and society. I like to stay updated with the new innovations in the world and keep on reading about them. My free time is usually spent with my family or reading books.
What rule do you always follow as a business leader?
Learning new ways of getting to consumers and a different approach takes anyone to great lengths in business or in personal life. We have seen great companies failing because they did not keep up with time. In this fast-changing world, we have to keep looking for new innovations every day.