India’s sleep crisis: How insomnia is fuelling a billion-rupee industry

"O sleep, O gentle sleep, Nature's soft nurse, how have I frightened thee..." wrote William Shakespeare centuries ago. Today, those lines feel less like poetry and more like a diagnosis.Sleep, once considered a passive, restorative necessity, has quietly turned into one of India’s most pressing yet under-recognised public health concerns. In a country racing toward economic growth and a 24/7 digital lifestyle, millions are struggling to do something as basic as falling asleep.And as nights grow more restless, a booming industry has emerged, selling everything from pills and apps to premium mattresses, promising what should come naturally: a good night’s rest.

A silent epidemic unfolding

India is in the grip of what experts describe as a “silent epidemic.” Insomnia, the most common sleep disorder, is no longer confined to a small section of the population.A 2025 systematic review published in the Indian Journal of Public Health, analysing nearly 68,000 individuals, found that 25.7% of Indians suffer from insomnia, while 37.4% are affected by obstructive sleep apnea (OSA). Another 10.6% experience restless leg syndrome, a condition that disrupts sleep cycles.

Among those already battling other health conditions, the numbers are even more alarming. Nearly half suffer from sleep apnea, while a third report insomnia, suggesting a dangerous interplay between sleep disorders and chronic diseases.The crisis is particularly acute among younger populations. Nearly a quarter of Gen Z and Millennials in India report symptoms of clinical insomnia tossing, turning, and waking up unrefreshed.Yet, despite these numbers, one question remains curiously absent from routine health check-ups: How well are you sleeping?

The modern lifestyle trap

The roots of India’s sleep crisis lie in its rapidly evolving lifestyle.Late-night screen exposure, erratic work schedules, urban stress, and the collapse of boundaries between work and personal life have all contributed to disrupted sleep patterns. A survey among IT professionals in Hyderabad found that 97% used electronic devices for at least an hour before bedtime, while 62% reported difficulty sleeping.As Dr Vikram Sarbhai, president of the Indian Sleep Disorders Association, put it, "Sleep deprivation is perhaps the world's biggest silent epidemic and has been worsening for decades, driven by our shift to a 24-hour society since the advent of electric lighting."

The body’s “circadian rhythm” its internal clock regulating sleep and wake cycles, is increasingly being thrown off balance. The result is not just fatigue, but long-term physiological consequences.

When lack of sleep becomes a health risk

Sleep deprivation is far from harmless. It affects nearly every system in the body.Medical experts warn that poor sleep is closely linked to hypertension, heart disease, stroke, diabetes, obesity, depression, and cognitive decline. It dulls concentration, impairs decision-making, and increases the risk of workplace and road accidents.In fact, studies by the Central Road Research Institute found that around 40% of accidents on the Agra-Lucknow expressway were linked to driver fatigue.At a biological level, the damage runs deeper. Sleep disruption increases inflammation in the body, which in turn can damage blood vessels, accelerate brain cell death, and lead to the buildup of toxic proteins associated with neurodegenerative diseases.The consequences of chronic sleep deprivation are not always visible, until they are!In a disturbing case, a 26-year-old postgraduate student at AIIMS Raipur allegedly died by suicide, leaving behind a note that read: “work pressure, insomnia and sorry.”While investigations are ongoing, the incident underscores how sleep disorders, combined with stress, can spiral into a mental health crisis.

Why women suffer differently

Sleep disorders do not affect everyone equally.Women, in particular, experience more complex sleep disruptions due to hormonal changes across life stages, puberty, menstruation, pregnancy, and menopause. Fluctuations in oestrogen and progesterone can significantly affect sleep quality.Many women report poor sleep during the premenstrual phase, while perimenopause is often marked by frequent night awakenings.Psychological factors also play a role. Women are at higher risk of anxiety, depression, and trauma-related disorders, all of which are closely linked to insomnia.On top of this, societal expectations add another layer. Caregiving responsibilities and emotional labour often fall disproportionately on women, leaving little room for rest.

The rise of the ‘sleep economy’

As sleep becomes more elusive, it is also becoming more commodified.India’s growing middle class and wellness-conscious urban population have fuelled the rapid expansion of a multi-crore sleep solutions market.From sleep-tracking wearables and meditation apps to high-end mattresses and supplements, businesses are capitalising on the demand for better sleep. Digital platforms like Headspace and Calm are gaining popularity, offering guided meditation and sleep aids.

Melatonin supplements, white-noise machines, and “smart bedding” products are increasingly being marketed as quick fixes.A Canadian study has even suggested that melatonin might help repair oxidative DNA damage caused by poor sleep. Participants who took melatonin showed an 80% increase in DNA repair markers during sleep.But experts caution against over-reliance.Melatonin is not a magic cure. While it may support the body’s natural processes, it cannot undo years of poor sleep habits.

Lifestyle changes remain the cornerstone of good sleep health.

The dark side of ‘sleepmaxxing’

The obsession with optimising sleep has also given rise to questionable trends on social media.From mouth taping to rope-assisted neck swinging, so-called “sleepmaxxing” hacks are gaining traction online, despite little to no scientific backing.Some viral videos claim that hanging by the neck can improve sleep. Others promote taping the mouth shut to encourage nasal breathing.Experts have strongly warned against such practices.“These techniques are ridiculous, potentially harmful, and evidence-free,” Timothy Caulfield, a misinformation expert from the University of Alberta in Canada told AFP.Even seemingly harmless habits can backfire. The pressure to achieve “perfect sleep” can lead to orthosomnia, an unhealthy obsession with sleep quality that ironically worsens insomnia."My concern with the 'sleepmaxxing' trend, particularly as it's presented on platforms like TikTok, is that much of the advice being shared can be actively unhelpful, even damaging, for people struggling with real sleep issues," Kathryn Pinkham, a Britain-based insomnia specialist, told AFP."While some of these tips might be harmless for people who generally sleep well, they can increase pressure and anxiety for those dealing with chronic insomnia or other persistent sleep problems,” Pinkham said."The more we try to control sleep with hacks or rigid routines, the more vigilant and stressed we become, paradoxically making sleep harder,” Pinkham noted.

The pill problem

Perhaps the most concerning trend is the growing dependence on sleeping pills.In urban India, where stress levels are high and time is scarce, many turn to over-the-counter or prescription medication as a quick fix.While these drugs may offer temporary relief, they often fail to address the root causes of insomnia.

In some cases, they can lead to dependency and mask underlying mental health issues such as anxiety or depression.Experts emphasise that insomnia is often a symptom, not the disease itself!Despite the scale of the problem, India lacks a comprehensive national policy on sleep health.There are no mandatory screenings for sleep disorders among high-risk groups like commercial drivers, unlike countries such as the United States, the United Kingdom, and Japan.Public awareness remains low, and sleep is rarely treated as a priority in healthcare discussions.The solution to India’s sleep crisis does not lie in a single pill or product.

It requires a shift in mindset.

Simple lifestyle changes, consistent sleep schedules, reduced screen time, regular exercise, and stress management can go a long way. Equally important is recognising sleep as a fundamental pillar of health, on par with diet and exercise.At a broader level, workplaces and policymakers must also step in by promoting healthier work hours, reducing burnout, and integrating sleep health into public health frameworks.

A deeper question

India’s sleep crisis is not just about insomnia.It is about a society that is constantly “on,” where rest is often seen as a luxury rather than a necessity. As the demand for sleep solutions grows, so does a paradox: the more we chase sleep, the harder it becomes to attain.Because in the end, sleep cannot be bought, hacked, or engineered perfectly.It has to be allowed.And perhaps the real question India must confront is not how to sleep better but why, in a country of over a billion people, so many have forgotten how to sleep at all.(With inputs from Anuja Jaiswal)