Kabir Siddiq made an interesting observation while managing the east India branch of a traditional mattress business, run by one of his friends. Mattress buying was neither a family experience, such as a sofa or a TV, nor one that needed expertise, for instance, a smartphone. People mostly choose a decent mattress in an affordable price range. On top of this existed other problems in terms of logistics and delivering mattresses in buildings without service elevators. The product also demanded warehouse space for middlemen, such as wholesalers, distributors and retailers, which further shoots up the price of the mattress. Siddiq saw this as a huge opportunity to introduce a mattress that fits in a box instead.