Wake up, poor sleepers: Uncovering the real causes behind insomnia and avoiding quick fixes
sleep without taking melatonin every day.”
Melatonin, a hormone produced by the human brain in response to darkness, regulates the circadian rhythm and facilitates sleep. But the melatonin, which the founder refers to above, is a lab-made supplement, contributing to India’s $308 million sleep aids market of over-the-counter (OTC) pharmaceuticals, according to Statista Market Insights.
Sleep supplements are just one of the many components of a growing $585 billion global sleep economy, which includes mattress companies and meditation apps.
But these supplements, primarily containing melatonin or magnesium glycinate, have emerged as the preferred sleep hack for many urban professionals with high-stakes jobs, such as those in the startup and tech world, say medical practitioners and mental health professionals. Self-prescribed sleep supplements can become a problem as they can sometimes obscure the real cause of sleep troubles.
Surbhi Jain, founder of sleep solutions company Neend, sees this trend firsthand in her product sales. “Our bedtime stories in various Indian languages have got immense popularity, amassing millions of listens on our YouTube channels. Sleep gummies have a comparatively lower acceptance rate among the general audience as they tend to be wary, thinking these are akin to prescription sleeping pills,” she says.
“In contrast, within the startup ecosystem, including founders, gamers, developers and VCs, melatonin gummies enjoy considerable popularity,” she adds, “because this segment has done its
