The Modern Sleep Bazaar: Why India’s Quest for Rest Is Creating a New Wellness Gold Rush
In the wake of relentless work schedules, 24×7 connectivity, and pandemic-fueled anxiety, sleep has become a precious—and elusive—commodity. Our latest AGR Story, The Modern Sleep Bazaar, peeks behind the curtain of India’s booming sleep-aid economy. From melatonin gummies flying off e-commerce shelves to home-brewed bedtime rituals featuring magnesium, chamomile, and ashwagandha, it’s clear that Indians are rewriting the rules of rest.
Here’s a glimpse of what we uncovered:
- 3 in 5 Indians report getting less than six hours of shut-eye per night—fueling a surge in “quick-fix” sleep searches like “8 hours of sleep in 4 hours.”
- The OTC sleep supplement market is on track to hit ₹5,600 crore (≈ $699 million) this year, led by non-prescription melatonin and natural nootropics.
- Gummies aren’t just for kids: adult-targeted sleep chews are enjoying double-digit search growth, as shoppers crave formats that feel more ritual than remedy.
But beneath these headline numbers lie deeper questions:
- Are consumers trading safety for convenience?
- Which formats truly deliver on the promise of “rest without regret”?
- And where does that leave established wellness brands—will they seize this white space or watch newcomers dominate the nightstand?
We’re only scratching the surface. To explore emerging product clusters, regional hot spots, and the unspoken anxieties driving consumer behavior, download the executive summary of The Modern Sleep Bazaar today. For the full report, complete with proprietary Google Trends heatmaps, sentiment analysis, and strategic brand recommendations, contact kushal@agrknowledge.com for a tailored package.
Get your copy now (Email id kushal@agrknowledge.com ) and discover how we can help your brand turn sleep debt into a competitive advantage.
