Sleep is a fundamental biological function, essential for cognitive performance, metabolic regulation, immune health, and emotional well-being. However, global and Indian data indicate a steady decline in both sleep duration and quality, particularly in urban populations.
Recent research highlights a growing prevalence of insufficient sleep.
The Centre for Disease Control and Prevention reports that approximately one-third of adults do not achieve the recommended 7–9 hours of sleep per night. A recent Nielsen study on sleep habits around the world highlighted that 61% of India’s urban population sleeps for less than 7 hours a day.
Sleep deficiency extends beyond daytime fatigue and has significant physiological consequences. Long-term poor sleep can reduce lifespan by 4.7 years for women and 2.4 years for men. Evidence indicates broader physiological impact such as:
Across urban India, sleep patterns have shifted significantly over the past decade, with a growing proportion of adults reporting shorter and poorer-quality sleep, often due to lifestyle and environmental factors. However, a notable trend is that even individuals who have adequate time for rest often struggle to fall asleep. This is largely attributed to mental overstimulation and disrupted circadian rhythms. Late-night device usage, constant information consumption, and irregular routines interfere with the body’s natural sleep-wake cycle. Additionally, heightened stress and anxiety keep the mind active at night, making it difficult to transition into restful sleep. Urban factors such as artificial lighting, reduced physical activity further contribute to poor sleep. The rise in dual-income households and demanding schedules has blurred the boundaries between work and rest, making sleep a lower priority despite its critical role in overall health.
Emerging Consumer Shift: Natural Sleep Support
There is a clear shift in consumer behaviour toward structured, non-pharmacological approaches to improving sleep quality, with greater emphasis on daily habits and environmental control.
Consumers are increasingly adopting:
Complementing these habits, our Shanti Kalpa laddus offer a simple, nourishing addition to your night-time routine—containing oats, khus khus, and nutmeg, natural sources of tryptophan and magnesium, that support relaxation and restful sleep.