THE NEW SUNDAY EXPRESS VOICES MAGAZINE PUSHPESH PANT RAVI SHANKAR SAMPURNA BEHURA HORY SANKAR MUKERJEE SHINIE ANTONY MATA AMRITANANDAMAYI BUFFET PEOPLE WELLNESS BOOKS FOOD ART & CULTURE ENTERTAINMENT APRIL 19 2020 SUNDAY PAGES 12 Shop for Sleep In the wake of a pandemic, sleep is the most common casualty. But helping you tackle it is an industry that is making hay while you hit the sack. By SMITHA VERMA `138 `14,000 billion is the figure the Indian healthcare apps market will hit by 2024. HOW INDIA SLEEPS 55% crore is the number the Indian mattress industry will hit by 2021. In 2019, people across India got 6.87 hours of sleep on an average per day. 6.89 17% of Indian adults “snooze” at least 5 times. 47% 5.19 Overall Sleep 4.86 Sound Sleep Women get better sleep than men, both in terms of overall sleep and sound sleep. Source: GOQii India Fit Report adults say their partner’s difficulty in sleeping makes them sleep separately, affecting their relationship. 80% He contacted The Sleep Company a Mumbai-based , startup, and asked them for testimonials. They sent across videos of happy customers and patiently answered his every query for over two months. They also offered a 100-day trial offer wherein a refund was assured in case the company failed on its promise. “I bought the Smart Grid mattress in December. I no longer listen to any soothing music before hitting the bed. My mattress has given me a new lease of sleep,” says the 50-year-old. Like everything else, sleep is now a commodity and Arora is among the , growing breed of Indians who are spending money to ensure quality sleep. And there’s reason to it. Last month, when Wakefit, a Bengalurubased sleep solutions provider, released its annual Great Indian Sleep Scorecard 2020 report, it found that one in five Indians felt they suffered from insomnia. Of the 50,000 responses collected for the study 54 percent said , they indulged in social media and over-the-top (OTT) platforms late into the night, a 2x increase over last year. Sleep doctors find the results hardly surprising. “We have a new ambitious young India with a huge middle class population aspiring to have it all and do it all, putting in less sleep hours because of longer working hours and increased screen time or illicit lifestyle habits,” says Dr Srikanta JT, Consultant—Paediatric Pulmonology and Sleep Medicine, Aster CMI 9.8% 6.87 of Indian adults “snooze” their alarm 1-2 times. T hese days Pawan Arora’s favourite subject is sleep. The countrywide lockdown following the coronavirus outbreak has ensured that Arora spends most of his day in his favourite part of the house—bedroom. Arora, who otherwise gives commerce lessons to undergraduates in a government college, now spends most of his day on his new mattress catching up on all his lost sleep. He is the proud owner of a ‘smart’ mattress that relieved him of his sleep issues and set him back by `34,900, an ‘investment for health’ in his words. “I was suffering from back pain and it was affecting my sleep. One of my doctors suggested that I change my mattress. After several months of research, I chanced on the Smart Grid technology and zeroed in on the company that used it in their mattresses in India,” says Arora, a resident of Jalalabad in Punjab. of the GOQii users are trying to improve their sleep quality with the device. Female Male Hospital, Bengaluru. Also in the wake of Covid-19, sleep is one among the long list of things that has lost its usual trajectory When a . netizen asked K Taraka Rama Rao, Telangana’s IT minister, if he is getting adequate sleep as he is active on Twitter 24/7, the minister replied: “My sleep cycle has gone for a toss”. He isn’t alone. Vikram Ahuja, chairman, Euro International School, Jodhpur, reiterates what the minister said. “My sleep cycle is something of a joke now. Till a month back, I used to sleep eight to nine hours, including an hour or two in the afternoon. Now, I don’t sleep in the afternoon and yet, I can’t sleep before 3 am or 4 am and I wake up by 9 am,” Ahuja says. The edupreneur is worried as parents haven’t paid school fee for this quarter and the scenario looks bleak. “I am anxious about how to meet expenses of my 400-odd staff,” he says. Ahuja has stopped checking his sleep quality on his GOQii fitness band “as I’m always awake now. I no longer get into the deep sleep state.” So when did sleep become a luxury? Just when did an industry prop up selling gadgets, apps, smart mattresses, sleeping pods, special linen, pillows and more, to help you rest better? Simply put, there’s a spurt of awareness followed with disposable incomes. Now we have annual sleep events that go beyond medical know-hows. In September, this year, the Indian Society for Sleep Research (ISSR) is organising the India Sleep Show 2020. “Our aim is not just to address the current issues and priorities in terms of scientific research and practice but also to lay bare the attractive market opportunities in the growing sleep-health economy ,” says Dr HN Mallick, president, ISSR, and with Department of Physiology AIIMS. , admit that their partner’s Obstructive Sleep Apnea (OSA) had an impact on their relationship. “I was suffering from back pain and it was affecting my sleep. One of my doctors suggested that I change my mattress. After several months of research, I bought the Smart Grid mattress in December. My mattress has given me a new lease of sleep.” Source: Philips’ global Sleep Survey report PAWAN ARORA, 50, resident of Jalalabad, Punjab So what exactly is the sleep-health economy? Everybody wants a good night’s sleep. Earlier it meant having a cup of warm milk or a hot shower before hitting the bed. But not anymore. Today the sleep industry , comprises sleep-tech, which includes wearable devices and apps that tell you how much and how well you slept and the contactless tech used in mattresses, pillows, linen and so on. And as the Covid-19 pandemic continues to ravage our lives, the sleep industry is looking to reach out far and wide. Sleep Cycle, an app that tracks quality of sleep, started offering its content free when the lockdown in the country was announced so as to help people sleep better in anxious times. Similarly last , month, Headspace app started a free module called ‘Weathering the storm’, which includes meditation and movement exercises for better sleep. The sleep economy is growing and coming to its aid is the wakefulness of Indians. According to Philips’ global sleep survey report ‘Wake Up Call: Global Sleep Satisfaction Trends’, released last month, there is a need for ‘sleep-health’ among Indian adults. The survey points out that 55 percent of Indian adults “snooze” their alarm one to two times, while 17 percent “snooze” at least five times. SNOOZE ENTREPRENEURS It was their own lack of sleep as new parents that led Harshil Salot and Priyanka Salot to start The Sleep Company in 2017. While they searched for a mattress to solve their sleeping troubles, they realised that the Indian market lags way behind its Western counterpart. So they set up the company, which solely did research and development (R&D) for the next 2.5 years. They shunned age-old technologies. “We set out on a mission to change the quality of sleep and thus was born the Smart Grid which is a patent-pending technology made from a hyper-elastic polymer invented by Dr V Tripathi, former polymer head of DRDO (Defence Research and Development Organisation),” says co-founder Priyanka Salot. The company maintains that the Smart Grid mattress adapts to every human body type, adjusting its firmness as per the body shape or sleeping style, thereby keeping the spine intact. “It was launched in July 2019 and is made from German and Japanese technologies,” says Salot. Their mattresses range between `16,900 and `57,900 and the company has seen 500 percent growth since its launch. A bunch of startups are cashing in on the new-found interest of Indians in their mattresses, which is slated to hit `14,000 crore (as per CRISIL), by 2021. “The industry has been growing at a CAGR Turn to page 2
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