Inside the buzzing business of sleep
₹699. “We think of ourselves not as a content or an e-commerce venture but a sleep and relaxation company," Jain said. Neend, in a way, stands apart as a unique venture in an emerging market promising to deliver a restful night of sleep to customers.
This market comprises new age mattress companies, makers of breathing devices and nutraceuticals, wearable sleep trackers such as smart watches and wrist bands, and medical practitioners urging their patients to get a sleep study done—to diagnose serious underlying conditions like sleep apnea. But should one obsess over sleep? For Sagar Bishnoi, the answer is an unequivocal yes. Now 29, Bishnoi, a Delhi-based environment professional, struggled for years to get a good night’s sleep.
The earliest memory, which he said is printed in his brain, dates to a morning when he was just 12. Unable to wake up on time, Bishnoi had reached school late. He was publicly admonished for frequently coming late for the school assembly.
He felt humiliated. Later, even as he graduated from college and took up a job, the distress over sleep never left him. “I would go to bed on time but not fall asleep.
The deepest sleep came only towards morning. I would miss alarms and phone calls. I used to wake up tired and feel sleepy mid-day while at work," Bishnoi recalled.
The trauma of sleep deprivation led Bishnoi to box himself as a night owl. But thankfully, after a year of concerted effort, Bishnoi managed to fix his problem last year. The break came after he realized the importance of circadian rhythm—bodily functions which control temperatures, hormone secretion and the cycles of sleep and wakefulness.
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