Emma Sleep and YAAP join forces

Emma Sleep, Europe's mattress brand, has joined forces with YAAP, a specialised digital marketing agency, to accelerate its ambitious growth trajectory in the Indian market. This strategic collaboration brings together Emma's premium sleep solutions with Yaap's comprehensive digital marketing expertise, setting the stage for significant market expansion in 2026.

“Since entering India, Emma has rapidly established itself as a formidable player in the country's burgeoning sleep and wellness sector, scaling up their annual revenue in India to ₹400 crores in a matter of 2 years. The partnership with YAAP represents a pivotal step in Emma's digital-first strategy, leveraging integrated marketing services to deepen consumer engagement across multiple touchpoints,” stated a press release.

Yaap's mandate encompasses a full spectrum of digital marketing services, starting with content creation, and campaign ideation, followed by multi-channel distribution through media partnerships, PR, influencer collaborations spanning micro and nano categories, product photography. This holistic approach aligns perfectly with Emma's vision of creating authentic connections with Indian consumers while maintaining the brand's European heritage of quality and innovation.

"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."

The collaboration emphasises authentic storytelling through influencer marketing, working with content creators who genuinely resonate with Emma's brand values. By focusing on micro and nano influencers, the strategy focuses on engagement quality over reach metrics, ensuring Emma's message reaches audiences who are actively seeking sleep 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."

Rather than focusing solely on product sales, YAAP's holistic approach prioritises building Emma as a brand with a unified voice and consistent narrative. With comprehensive digital marketing and branding expertise at play, Every touchpoint carries the same core message, ensuring consumers experience Emma's values and vision coherently, regardless of where they encounter the brand. This strategic synchronisation positions Emma to compete effectively in India's increasingly 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."

As consumer awareness around sleep health continues to grow in India, Emma's partnership with YAAP positions the brand to capture a larger share of this expanding market. The collaboration signals a maturing D2C ecosystem where European quality meets Indian digital innovation.

Saptarshi Basu, Marketing Head for Emma says "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."