Duroflex highlights that ‘Sone Ke Liye Sona Zaroori Hain’

Delhi: Duroflex and Inspire Institute of Sport (IIS) come together to realise India’s Olympic dreams
Duroflex, a brand in the sleep solutions category, announced their partnership with the Inspire Institute of Sport (IIS). 

The brand has recently launched its latest campaign aimed at showcasing the crucial role of good sleep in athletic performance. The ‘Sone Ke Liye Sona Zaroori Hain’ campaign showcases that while rigorous physical training constitutes 70% of an athlete’s preparation is important, the remaining 30% which is “rest and recovery” is the most crucial part. 

The campaign film features Olympians – Jeswin Aldrin and Praveen Chithravel from the IIS.

Speaking about the association, Sridhar Balakrishnan, CEO – Duroflex Group, said, "At Duroflex, we recognize that achieving peak athletic performance depends not just on physical training, but also on adequate rest and recovery through a 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 at a global scale. Olympians in the western part of the world have had access to excellent training facilities and sound sleep environment 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.”

Speaking about the association with Duroflex, Samuel Pullinger, Head of Sports Science, Inspire Institute of Sport, said, “Sleep is essential for the brain and body, and plays an important role for both mental and physical health. Elite athletes are particularly susceptible to sleep inadequacies, characterised by habitual short sleep and poor sleep quality, impacting well-being, 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 the importance of optimal sleep, 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.”