Extensive Marketing Strategy of Sheela Foam – With STP Analysis

Updated on: Jul 14, 2022
Marketing Strategy of Sheela Foam - Featured Image

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My name is Aditya Shastri and I have written this case study with the help of my students from the online digital marketing course at IIDE - India's #1 digital marketing institute.

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In this blog, we are going to elaborate on the Marketing Strategy of Sheela Foam – The leading producer of Polyurethane Foams (PU) in India. 

The main purpose of this blog is to gain an overall understanding of Sheela Foam and how it became the leading producer of PU Foam in India. Along with this, how they became such a popular brand for mattresses is also a matter of curiosity.

So, as we all can observe, the world is fully online now, and marketing is the backbone of every industry. If you want to know more about marketing or digital marketing then please check out our Free Masterclass on Digital Marketing by the CEO and founder of IIDE, Karan Shah.

We will know about all the facets of the marketing strategy of Sheela Foam by the end of this blog. Before diving deep into it, let’s know about the company overview.


About SHEELA FOAM – Company Overview

Marketing Strategy of Sheela Foam

Sheela Foam is an Indian company which was founded in 1971 the founder of Sheela Foam is Sheela Gautam. It has 11 manufacturing facilities in India all of its facilities are utilized for manufacturing home comfort products five of these also manufacture PU Foam three are located in Greater Noida, Talwada and Hyderabad and are ISO: 9001 certified. 

Sheela Foam is the maker of the Sleepwell brand of mattresses. The Sleepwell brand was introduced in 1994. They also make other foam-based home comfort products that only target Indian retail consumers or technical grades of polyurethane foam (PU Foam). 

Sleepwell offered high-quality “coordinated”  bed sets which comprise coordinated bedsheets, pillows, blankets, dohars, comforters, and the Disney-themed range of bed sets for kids. Sleepwell introduces India’s 1st range of coordinated sets. The winning brands of Sheela Group include Sleepwell, Feather Foam and Lamiflex.


Quick Stats on Sheela Foam
CEO Rahul Gautam
CMO Pertish Mankotia
Area Served South East Asia with a presence in India as well as Australia
Industry Manufacturing and Trading of PU foam products
Market Share/ Revenue 1000- 5000 crores
Vision Recognised as a leading producer of quality comfort products
Tagline Putting you to better sleep since 1971


Marketing Strategy of Sheela Foam Company

Let’s know more about the marketing strategy of Sheela Foam! And how it carries on with its marketing campaigns etc. 

Segmentation, Targeting and Positioning

Geographically, it segments the urban families in tier-1 or tier-2 cities, however, with such an online presence of the brand, anybody can place an order from anywhere. Demographically and Psychologically, people of all age groups who want better sleep than before and people who wish to have a stress-relieving sleep, are targeted with income of more than 3 lakhs.

The primary target audience for the Sleepwell mattresses is the customers aged 60+ and patients with orthopaedic beds, spine problems, who are technology-friendly etc. 

It positions its products in a variety of segments. For the mattress, it is positioned in the market as the only company to have recognised the needs of people with back problems and customised its products accordingly. The company’s market position has been well achieved by adhering to the vision of the Promoters and the Senior management team and their experience of over four decades in the home comfort and PU Foam industry.

Marketing Campaigns

As a brand, it doesn’t go all out when it comes to marketing, as it’s a well-established brand in the market, but even then it hosts some campaigns from time to time. Mentioned below are some examples of the marketing campaigns:-

Extensive marketing strategy of Sheela foam-marketing campaigns

It hosted its hashtag – #SleepwellForHealth to aware people of the advantages of having a comfortable sleep and the disadvantages of not getting proper sleep these posters encouraged them to spend on an object that is actually improving their lives.

Extensive marketing strategy of Sheela foam-marketing campaigns 2

On 2nd February 2022, in the union budget, it was announced that all the income from crypto trading is to be taxed, and while the nation was buzzing with this news, the company grabbed the opportunity and gave a kind reminder to its audience that the Sleepwell Mattresses are still as they used to be before. 

Extensive marketing strategy of Sheela foam-marketing campaigns 3

On 6th November 2021, it launched a Bhai Dooj campaign, seeking an opportunity with every festival happening in India, they make sure to use that as a campaign for their flagship products.

Social Media Marketing 

Sheela Foam as a company is not very active on social media as it deals in B2B (Business to Business) business format basically. Sheela Foam has 1.2K followers on Facebook, 2.2K followers on Linkedin and almost 200 followers on Instagram.

Marketing Strategies of Sheela Foam- Facebook presenceMarketing strategies of Sheela Foam - LinkedIn Presence

But the social media pages of its products are B2C (Business to Customer) format and have a decent online presence. Taking an example of Sleepwell mattress, it has 438k followers on Facebook, 5.9K followers on Linkedin and 13.2K followers on Instagram.

Marketing Strategy of Sheela Foam- Facebook Presence of SleepwellMarketing Strategy of Sheela Foam- the LinkedIn presence of SleepwellMarketing Strategy of Sheela Foam- the Instagram presence of Sleepwell

SEO Strategies

Marketing Strategy of Sheela Foam - SEO

SEO strategy has no other alternative. Sheela Foam uses it to the fullest extent. As we have already seen, most of its traffic comes from searches made online. Sheela Foam drives around 1,017 organic traffic monthly, and the rest comes from paid marketing campaigns. These results proved that Sheela Foam adopted a foolproof SEO strategy. Along with working hard enough to keep the brand soaring in the Google organic SERP results.

Influencer Strategies 

This company does very subtle marketing and doesn’t do any influencer marketing as such. But it makes sure to make use of all the festivals happening and launches the campaigns accordingly. 

Ecommerce Strategies

The company Sheela Foam doesn’t sell products from its own website but it has separate websites for different products that come under the umbrella of this company. For example, Sleepwell mattresses being one of the most loved products of Sheela Foam company has its own website and customers can place orders directly from the website and have a dedicated team for customer support as well. 

Mobile Apps

The company has no mobile apps currently.

Content Marketing Strategies

Sheela foam as a company doesn’t have a lot of content marketing strategies for its brand. Still, the products sold under its name have separately gained its market share and independently market its products. Talking about Sleepwell mattresses, they don’t post actively on social media platforms, they are majorly active on Facebook and Instagram, on which they make sure to post on every occasion. Last they posted on Mother’s day and before that on Eid, and the list goes on.


This ends our elaborative marketing strategy of Sheela Foam. Let us conclude our learning below from the marketing strategy of Sheela Foam.


What’s Unique in Sheela Foam Marketing?

In the marketing strategy of Sheela Foam, we observed how subtly they do their marketing. They basically have such wide varieties of products that every product is a different segment altogether and needs different kinds of attention in its marketing. 

We mostly talked about its flagship product. Sleepwell mattresses and we realised that they do not promote their products as aggressively as other companies do. They have walk-in stores in selected cities of India and also take orders through their main website. 

Since the last two years in a pandemic, everything has gone digital over the period of time and due to this the importance of digital marketing has increased drastically, so it has become important to know about this growing field in detail.

Check our Online Digital Marketing Course if you want to learn more and improve your skills. Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

We hope this blog on the marketing strategy of Sheela Foam has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of Sheela Foam check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of Sheela Foams, and do share your thoughts on this case study marketing strategy of Sheela Foam in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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