The city that never sleeps is finding it harder to do so since COVID-19 came over for an extended sleepover. One of the long-term side-effects of the viral infection, and the stress put by the pandemic on the economy and personal lives, is the loss of sleep. And to lull Mumbaikars, the market has recently been flooded with solvable powders, tablets, melts and gummies that promise to put you to sleep. Nestled in the lifestyle section of pharmacies, these lively little packets can be bought without a prescription—a fact that worries medical practitioners—and used without regulation.

The sleep industry in India is valued at Rs 12,000 crore, according to S Sundaresan, the secretary of the Indian Sleep Products Federation (ISPF). However, that takes into account only mattresses. Bengaluru-based Vinti Rijhwani, founder-CEO of Vi and Ash, a company that claims to bring wellness into people’s lives with “proprietary, scientifically formulated, 100% vegan nutraceutical gummies”, pins the sleep supplement market at Rs 16,000 crore, taking into account that one in every three persons has trouble snoozing. And the problem has only worsened during the pandemic. ISPF’s data establishes that more than 40 new brands entered the market during the pandemic, and accessories such as pillow covers, quilts, sleep bags, calming pillows, weighted blankets, etc. are becoming commonplace.