Rest assured, sleep economy is taking off

HITTING SNOOZE BUTTON

- VISHAL MENON, PEERZADA ABRAR, DEEPAK PATEL & AKSHARA SRIVASTAVA

Earlier this month, during an interaction with athletes I bound for the Paris Olympics, Prime Minister Narendra Modi drew attention to sleep. "Good sleep is very important for sports, or any other field... don't compromise on sleep," he advised.

Sleep or the lack of it, given the unhealthy screen time and the on-thego lives has fuelled an economy around it. This sleep economy encompasses a wide range of products and services, from sleep doctors and specialised pillows to artificial intelligence (AI)-equipped gadgets.

Among the team of doctors accompanying the athletes to Paris is a sleep therapist employed by the Indian Olympic Association.

Over the last one month or so, the doctor, Monica Sharma, has travelled across the country to study the athletes' sleep patterns and needs. "She will ensure they are not sleep deprived, and that they get adequate rest and are game-ready," says Dinshaw Pardiwala, chief medical officer leading the team of doctors.

In Paris, sleep pods have been installed in both the Games Village and the shooting range. These pods are temperature-controlled, light-controlled, and sound-proof, to ensure optimal rest for the athletes.

Sleep is a growing business. According to Emergen Research, the global sleep economy is projected to expand from $512.80 billion in 2022 to a staggering $950.22 billion by 2032.

Bedtime gadgets

Companies like Wakefit.co are cashing in. The Bengaluru-based firm recently unveiled "Wakefit Zense," a line of AIpowered sleep solutions. These include Regul8, a mattress temperature controller, and Track8, a contactless sleep tracker.