The Indian sleep solutions leader, Duroflex has teamed up with the Inspire Institute of Sport (IIS), India’s premier high-performance training centre, to emphasize the importance of quality sleep for athlete success.
This collaboration goes beyond just mattresses; it’s a recognition of sleep as a vital part of athletic training.
The initiative, marked by the “Sone Ke Liye Sona Zaroori Hain” (Good Sleep is Essential for Gold) campaign, highlights that while rigorous training is crucial, recovery through quality sleep is equally important. The campaign features promising Olympians, Jeswin Aldrin and Praveen Chithravel. The campaign aligns with the mattress brand’s core philosophy of “great sleep, great health,” emphasizing the link between sleep and peak performance.
Speaking about the association, Sridhar Balakrishnan, CEO of Duroflex Group, said, “At Duroflex, we recognise that achieving peak athletic performance depends not just on physical training, but also on adequate rest and recovery through deep sleep. As an organisation, we believe in making people realise the importance of sleep for long-term health and are inspired by the work that IIS is doing to make Indian athletes compete on a global scale. Olympians in the western part of the world have had access to excellent training facilities and sound sleep environments for many years thereby enabling a holistic performance. We are glad to be bringing the same to the Indian athletes along with IIS and thereby increasing our chances to win.”
Samuel Pullinger, Head of Sports Science, Inspire Institute of Sport, added, “Sleep is essential for the brain and body, and plays an important role for mental and physical health. Elite athletes are particularly susceptible to sleep inadequacies, characterised by habitual short sleep and poor sleep quality, impacting well-being, and athletic performance and increasing injury risk. Creating a good sleep environment is key to athletic success, which is why a high-quality sleep surface is especially important for an athlete. The team at IIS would like to extend our heartfelt thanks and gratitude to Duroflex for their extended support in creating a better sleep environment for our athletes. Over the past year, the mattresses that athletes have been provided have resulted in better sleep duration and quality, ensuring that they are ready to conquer new heights and excel on the global stage.”
Speaking about optimal sleep, Praveen Chithravel, Indian Olympian – Triple Jump, said, “The nature of my sport results in significant strain on my knee and back muscles. A restful sleep consistently every night is important to ensure muscle recovery and avoid injuries. Using a Duroflex Duropedic mattress for the past year has been a game-changer for me. With a well-rested body and mind along with our training, we are hopeful to win big.”
The sleep solutions company will be providing IIS athletes with its scientifically designed Duropedic and Energise mattresses. These mattresses are chosen to provide optimal support, promote superior muscle relaxation, and enhance recovery – all critical aspects of athletic performance. IIS athletes have reported significant improvements in post-practice recovery and relaxation since using the mattresses.
This partnership marks a significant step in promoting sleep awareness within the Indian athletic community. The “Sone Ke Liye Sona Zaroori Hain” campaign serves as a powerful message about the importance of prioritizing quality sleep for achieving athletic excellence.
Duroflex, a leading Indian sleep solutions company for over 55 years, is known for its research-backed mattresses, pillows, and other sleep accessories. From humble beginnings in Kerala, the brand has grown to a national brand with a focus on innovation and technology to help India sleep better. The Indian mattress brand also served as the official sleep partner for the Indian Premier League (IPL) franchise, Royal Challengers Bengaluru (RCB).
Founded by the JSW Group, IIS is India’s first privately funded high-performance training centre. Located in Karnataka, it provides world-class facilities and training to promising young athletes in disciplines like wrestling, boxing, judo, athletics, and swimming. IIS aims to nurture India’s sporting talent and produce Olympic champions, focusing not just on athletic prowess but also on the holistic development of its athletes. Recently, IIS announced a strategic partnership with Mizuho Bank Ltd. and launched the Mizuho High-Performance Swimming Programme.