Chaitanya Ramalingegowda’s boldest bet? Trust the consumer. Amid the cut-throat world of D2C, Wakefit has become less about mattresses and more about a movement grounded in empathy and accountability. Even when faced with harsh online backlash sometimes laced with abuse Ramalingegowda responded not with defensiveness but with grace. “Consumers have a right to be angry… but please show a bit of kindness,” he wrote, reminding everyone that behind every brand are people working tirelessly 24×7×365.

This ethos translates directly into action. Wakefit pioneered a no-questions-asked trial and return policy that immediately addressed buyers’ fear of purchasing mattresses sight unseen. Through daily outbound calls about 4,500 a day they tap into real user experiences, enabling rapid product improvement. When a batch turned out softer than intended, they discovered it within two days and replaced the goods free of cost.

Ultimately, Wakefit isn’t just selling mattresses it’s selling a promise. A promise that the consumer is heard, respected, and at the center of every decision.