Once a badge of honour for hustlers, the phrase hasn’t aged well. Sleep has been rebranded — from downtime to a performance tool, a wellness ritual and a luxury commodity. But in the battle of rest, what works and what doesn’t? We find out…WELCOME TO THE SLEEP ECONOMYConsulting firm Frost & Sullivan estimated in 2020 that the global sleep economy will touch nearly $600 billion in 2025. Brand strategist Harish Bijoor says that sleep is emerging as one of the strongest brand propositions in the wellness segment.“There are really two kinds of nations. One gets healthy before it gets wealthy and vice versa. India belongs to the second category,” he says. Contemporary India, he says, is now discovering the biological necessity of sleep. Shreya Jain, co-founder of The Stack, says consumers increasingly view sleep as an investment rather than a comfort, shifting from reactive healthcare to proactive wellness and fuelling demand for supplements, wearables and sleep technology.A 2025 systematic review published in the Indian Journal of Public Health, analysing nearly 68,000 people, found that one in four Indians suffers from insomnia, while over a third are affected by obstructive sleep apnoea.“Sleep has gone from being something people thought about only when they had a problem to becoming a core pillar of overall health and performance.” — Shreya JainET Bureauhe science, business and myths behind the modern sleep revolutionSHOPPING FOR SHUT-EYEThe sleep aisle has become as crowded as the skincare shelf — from melatonin gummies and magnesium pills to cooling pillows, nasal strips and smart mattresses. But are we sleeping better? Not necessarily.Dr Shahid Patel, consultant pulmonologist at Medicover Hospitals, Navi Mumbai, says sleep awareness has been both a blessing and a curse: “While it is important for people to value their sleep, we’re also seeing people sleep worse due to an obsession with tracking it.”“Many patients have turned to sleep gummies, herbal supplements, white noise devices or social media guidance before going to a doctor. Such things might provide comfort, but they seldom point out the real cause of poor sleep. Patients may develop unreasonable hopes too.”— DR HARISH CHAFLE, senior consultant, sleep disorders, Gleneagles Hospital, MumbaiWHAT WORKSSleep clinics, Cognitive Behavioural Therapy, supportive mattress and pillow.WORKS FOR SOMEMelatonin (for jet lag, shift work), magnesium (if deficient)HIT OR MISSChamomile, valerian root, ashwagandha, sleep gummies, white-noise gadgets, mouth tape. THE SLEEP DIETClinical dietitian Dr Jinal Patel, Zynova Shalby Hospital, Mumbai, says that while sleep supplements are popular currently, not all are equally effective. Melatonin has the strongest evidence for jet lag, shift work and delayed sleep cycles, while magnesium may help only in specific cases. Herbal remedies such as chamomile, valerian root and ashwagandha show promise, but evidence remains inconsistent.TEN COMMANDMENTS OF SLEEP1. Keep a sleep schedule. Go to bed and wake up at the same time every day — even on weekends.2. Aim for 7-9 hours. Consistency matters.3. Make your bedroom sleep-friendly. A comfortable mattress and pillow, a cool temperature, blackout curtains and a quiet room.4. Put your phone to bed before you turn in. Avoid screens for at least an hour before bedtime.5. Watch what you eat and drink. Skip heavy meals, caffeine, nicotine and excess alcohol close to bedtime.6. Exercise, but time it right. Regular physical activity improves sleep, but avoid vigorous workouts late in the evening. 7. Don’t fall for miracle cures. Sleep gadgets, viral hacks and supplements can’t replace good sleep hygiene.8. Use melatonin wisely. It can help with jet lag, shift work and certain sleep disorders — but it should ideally be taken under medical guidance.9. Know when to seek help. Persistent insomnia, loud snoring, excessive daytime sleepiness or breathing pauses during sleep warrant a consultation with a sleep specialist.10. Treat sleep like medicine. Good sleep is built on daily habits, not gadgets. The best investment isn’t the latest sleep tech — it’s a lifestyle that allows you to switch off.“Sleep is the new green. People will invest in everything related to good sleep — from mattresses and temperature-controlled rooms to aroma oils and sleep tracking.” — HARISH BIJOOR“Consumers should remember that gummies and supplements are not always regulated as rigorously as medicines. Marketing promotes them as quick fixes, but claims are not backed by strong clinical research.” — Dr Jinal PatelEAT WELL, SLEEP BETTERFoods containing tryptophan (milk, curd, eggs, soy, turkey), magnesium (nuts, seeds, leafy greens) and potassium (bananas, coconut water) should be part of a balanced diet.TRAVEL TO SLEEPTravel may have been all about packed itineraries, but today, rest has become a priority. This is why sleep tourism has become one of the fastest-growing niches within the wellness economy.Hilton’s 2026 Trends Report identifies ‘Hushpitality’ as one of the biggest emerging travel trends, reflecting a growing demand for quieter, restorative stays. “In today’s always-on world, where demanding schedules, constant notifications and endless screen time have made quality sleep increasingly elusive, the ability to truly rest has become one of life’s greatest luxuries,” says Candice D’Cruz, vice-president, Luxury Brands, Hilton Asia Pacific.It goes beyond plush beds. Conrad Bengaluru offers soundproof rooms, blackout curtains, motion-minimising mattresses and personalised pillow menus, while Conrad Pune adds sleep kits and temperature-controlled rooms.Resorts like Six Senses have launched the ‘Sleep With Six Senses’ programme. They’ve collaborated with sleep physician Dr Michael J Breus. Guests fill an online sleep questionnaire followed by a personalised consultation with a dedicated sleep ambassador. Mark Sands, vice-president, wellness at Six Senses, says the idea is to give guests a genuine blueprint for better rest, not just a nicer bed.Some of the biggest takers are CEOs and entrepreneurs. According to Sands, business leaders increasingly recognise that quality sleep is directly linked to better decision-making, resilience and long-term performance.WHAT’S IN A SLEEP HOTEL?Motion-minimising mattressesHandmade natural mattressesPersonalised pillow menusBlackout curtainsIndividual room temperature controlsSoundproof roomsYoga nidraSleep-supportive mealsSleep ambassadors Personalised consultations Sleep kitsET BureauTypes of products for better sleepTO TRACK OR NOT TO TRACKTechnology has undoubtedly made us more aware of our sleep. But experts warn that it has also made some people anxious about it. Sleep scores, recovery percentages and nightly graphs have turned bedtime into another performance metric. Dr Shahid Patel says this growing obsession can sometimes backfire. “We’re seeing people who paradoxically sleep worse because they’re constantly monitoring every aspect of their sleep.” Doctors refer to this as orthosomnia — a term coined in 2017.Chafle says, “Although wearables provide useful information, they are not enough for diagnosing sleep disorders. If sleep problems persist, people should seek medical advice instead of buying another gadget.10 PRODUCTS FOR BETTER SLEEPAI Mattress: Tracks movement, heart rate and sleep quality through embedded sensors.Temperature-Control Mattress Cover: Automatically cools or warms your bed overnightContactless Sleep Tracker: Monitors sleep stages, breathing, snoring and movement from under the mattressSmart Ring: Measures sleep, recovery and heart-rate variabilityRecovery Band: Screen-free wearable focused on sleep and recoveryBrainwave Headband: Uses brain activity and audio cues to improve sleepSleep Gummies: Melatonin-based supplements to aid sleep onsetSleep Earbuds: Comfortable overnight earbuds with noise isolationSleep Apps & Sleepcasts: Guided meditations, stories and calming soundscapesWhite Noise Machine: Masks background noise