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India Today
4 days ago
- Health
- India Today
How sleep tech is transforming rest and wellness across India
Technology has revolutionised nearly every facet of modern life — from ergonomic seating that supports posture during long office hours to customised skincare targeting specific skin concerns. Amongst these lifestyle upgrades, one area gaining remarkable momentum is sleep — a pillar of health that remains underappreciated yet a country like India, where stress levels are soaring and sleep deprivation is becoming a silent epidemic, tech-driven solutions could be the answer to better rest and long-term wellness. India Today spoke with Mr Ganesh Sonawane, Co-founder and CEO at Frido, to understand how this rapidly evolving domain is reshaping the way Indians TECH: A PARADIGM SHIFT IN REST AND RECOVERYSleep tech refers to the ecosystem of gadgets and innovations designed to enhance sleep quality using intelligent systems. Gone are the days of just a comfy mattress or a white noise machine. Today's sleep technology employs AI, smart sensors, and machine learning to monitor, analyse, and improve sleep. 'Sleep tech is not about comfort alone any more. "It's about measurable health outcomes,' said Mr Sonawane. 'From heart rate to snoring patterns, technology is now helping decode sleep on a much deeper level.'SMART PILLOWS: FROM HEADRESTS TO HEALTH MONITORSOnce a basic bedroom accessory, the pillow has turned into a smart sleep companion. Smart pillows now offer adjustable firmness, ergonomic shaping, and integrated biometric sensors. These innovations cater to various sleep positions and spinal health, while also tracking movement, snoring, and even REM of these pillows also feature temperature-regulating technology, maintaining optimal coolness or warmth depending on user preference. Some AI-enabled models also detect snoring and subtly reposition the user's head to alleviate obstruction, offering relief for both the sleeper and their and mattresses are also undergoing a high-tech transformation. Today's smart beds incorporate pressure-sensitive support systems that adapt in real-time to your body. Some even allow couples to customise each side of the mattress based on their individual comfort needs."One big barrier in India is price," said Mr Sonawane. "We noticed that people continue using old mattresses, unaware of the long-term harm they cause. That's where solutions like mattress toppers — a simple, tech-enabled upgrade — are gaining traction.'These toppers offer temperature regulation and orthopaedic support without the need to purchase a new mattress — a game-changer in price-sensitive markets like TECH AND ITS DIRECT IMPACT ON HEALTHThe importance of sleep extends far beyond rest. Sleep tech devices actively combat insomnia, sleep apnea, and chronic fatigue. By using biofeedback and real-time analysis, they promote better sleep hygiene and mental backs this up. Studies show that employees who nap or sleep better experience higher productivity and income gains. Additionally, managing sleep apnea — a condition that affects a growing number of Indians — can drastically reduce risks of hypertension and Type 2 underestimate how much poor sleep contributes to poor immunity, obesity, and even mood disorders. Sleep tech is a proactive way to reverse that,' Mr Sonawane LIES AHEAD: THE FUTURE OF SLEEP TECH IN INDIAThe next frontier for sleep tech lies in personalised AI-powered sleep plans. Innovations will soon allow for smart lighting, tailored soundscapes, and neurofeedback-based interventions that stimulate deeper, restorative sleep is also catching up fast. As digital awareness increases and more urban dwellers prioritise wellness, the adoption of sleep tech is expected to surge.'Technology is evolving to not only track your sleep but guide you toward healthier rest patterns,' said Mr Sonawane. 'From smart pillows that detect breathing irregularities to cooling mattresses that adjust to summer nights, the future is about sleeping smarter — no longer.'In an age of information overload and endless hustle, sleep has emerged as a silent casualty. But thanks to technological innovation, it is also becoming the gateway to better health, productivity, and India begins to recognise the long-term value of sleep, the integration of smart sleep solutions into everyday life will only grow. And as Mr Sonawane concluded: 'Investing in how we sleep is investing in how we live.' advertisement
Hindustan Times
4 days ago
- Health
- Hindustan Times
Best mattress topper: Top 8 picks to give your sleep an instant upgrade and support your back
A tired mattress can ruin your sleep but replacing it is not always realistic. That's where a good mattress topper comes in. It adds that extra layer your bed might be missing, making it feel new again. The right one can soften firm beds, support tired backs and regulate temperature through the night. From memory foam mattress toppers that hug your body to cooling mattress toppers that keep things breezy, the options are endless. The Frido mattress topper and Sleepy Cat mattress topper are two names that keep popping up, especially for anyone dealing with back pain. We've rounded up 8 options worth considering, from latex mattress toppers to hybrids that mix it all. Sleep fix? Sorted. No mattress swap needed. High rebound mattress toppers facilitate core body temperature drop and enhance deep sleep in the initial phase of nocturnal sleep (National Library OF Medicine, USA) The Springtek Premium Luxe Microfibre mattress topper combines softness with practicality. It adds a cushioned surface to firm mattresses and suits anyone looking to reduce surface tension while sleeping. Though not designed for deep body contouring like memory foam, its plush feel and easy care make it a smart pick for light sleepers and frequent bed users. Springtek Premium Luxe Micro Fibre Mattress Topper for Queen Size Bed | Queen Bed Topper 72x60 | 2 Padding | Super Soft Mattress Padding for Comfortable Sleep | 72 by 60 Inch, White The Frido Ultimate mattress topper offers targeted relief without the usual sink. Its quick-response foam adapts to pressure instantly, giving support where it's needed most, especially around the lower back and shoulders. The breathable cotton cover keeps things fresh, while the overall design feels firm yet forgiving. Great choice for single beds that need comfort plus structure. Frido Ultimate Mattress Topper with Premium Cover for Single Bed | Single Bed Topper 72x36 | 2 Padding | Mattress Topper for Back Pain & Neck Pain | Soft & Supportive | 10x Sleep Comfort, Grey The SleepyCat Luxe memory foam mattress topper adds subtle depth to your mattress without overwhelming it. At just 1 inch thick, it's surprisingly effective for motion isolation and mild pressure relief. The knitted cover feels soft and stays breathable through the night. Best suited for those needing light cushioning or looking to reduce sleep disruptions on shared beds. SleepyCat Luxe Memory Foam Soft Mattress Topper - Motion Isolation | 1 Inch Thickness | Supersoft Knitted Fabrics with Washable Zipper Cover | Pefect for All Sleepers (Queen, 78x60 inches) The Relaxfeel quilted mattress topper is designed to soften firm sleep surfaces without making the bed feel too warm or bulky. Its waterproof feature adds daily practicality, especially for households with kids or pets. With a breathable cotton build and hypoallergenic design, it fits well for those seeking a gentle, fuss-free upgrade to ageing mattresses or thinner sleep setups. Relaxfeel 600 GSM Microfiber 5 Star Cotton Small Bed Soft Waterproof Quilted Mattress Topper/Padding for Comfortable Sleep - Beige - Twin Size - 48 Inche X 72 Inche The SleepSmith mattress topper blends cooling tech with an ergonomic design. One side offers memory foam comfort while the other provides firmer back support, making it ideal for shifting needs or seasonal changes. Its graphite-infused cloud foam handles heat buildup better than standard foam. Add in anti-skid grips and it's a smart, low-maintenance pick for people who value comfort and structure equally. SleepSmith Mattress Topper with Flip Memory Foam & Graphite Infused Cloud Foam, 2-in-1 Reversible Soft & Body Supportive Gadda, 5 Year Warranty (Single Bed, 72x36x2) The FITMAT 2-inch memory foam mattress topper is designed for those who need targeted relief without a full mattress replacement. Its high-density foam adapts to your shape and distributes weight evenly, making it suitable for people dealing with back or neck strain. The washable cotton cover adds to its practicality, while the breathable foam keeps airflow consistent through the night. FITMAT 2' Orthopedic Memory Foam Mattress Topper (35x72, White) – Back & Neck Pain Relief, High-Density Support Foam, Washable Cotton Cover Included The Amazon Brand – Umi mattress topper uses a dense 600 GSM microfibre fill to create cushioned zones across the body. Designed to offer relief from pressure points, it supports most sleep positions without being too plush. The antimicrobial treatment and allergen barrier add a practical layer for anyone sensitive to dust or humidity, making it a solid everyday upgrade. Amazon Brand – Umi Super Soft 600 GSM Mattress Padding Mattress Topper for Comfortable Sleep - Grey, 6ft x 6ft, Double Bed (72x72 Inches) The AVI king-size mattress topper blends loft with structure using dense 500 GSM microfibre filling. With 2 inches of cushioning, it softens the bed without collapsing under pressure. Its box quilting ensures even fill distribution, while elastic bands keep it firmly in place. A great pick if you want to refresh your mattress and maintain stable comfort across seasons. AVI Super Soft 500 GSM Microfiber Bed Mattress Topper for King Size 78x72 Inch | All Season Comfortable Sleep 2 Inch Thick Mattresses Padding King Size -(White, 6.5x6 Feet, 4 Corners Elastic Band) Best mattresses for a peaceful and comfortable sleep; Here are our top 8 picks for you Sleep better, live healthier: Orthopaedic comfort up to 70% off on Amazon Mattress matters: Find your dreamy match made in heaven; Nap like a champ! A good mattress topper for back pain, such as memory foam or latex options, evenly distributes body weight and relieves pressure points. This support encourages better spinal alignment, reducing discomfort and helping you wake up feeling refreshed. Memory foam mattress toppers contour closely to your body, offering personalised comfort and pressure relief. Latex toppers provide a springier feel with quicker response and natural breathability, making them great for those who prefer a cooler sleep surface. Absolutely. A mattress topper like the Frido mattress topper or Sleepy Cat mattress topper adds softness and support, extending the life of your mattress without a costly replacement. They're perfect for adding comfort to firmer or worn-out beds. Yes, cooling mattress toppers use materials like graphite-infused memory foam or breathable latex to regulate temperature and enhance airflow. This helps reduce overheating and keeps you comfortable throughout the night. The author of this article holds a Masters Degree in Interior Design and has spent over a decade in research, teaching, and designing homes from scratch. Disclaimer: At Hindustan Times, we help you stay up-to-date with the latest trends and products. Hindustan Times has an affiliate partnership, so we may get a part of the revenue when you make a purchase. We shall not be liable for any claim under applicable laws, including but not limited to the Consumer Protection Act, 2019, concerning the products. The products listed in this article are in no particular order of priority.
Hindustan Times
7 days ago
- Hindustan Times
8 Best travel neck pillows: Up to 70% off at Amazon Wardrobe Refresh Sale to add comfort to your travel
Long flights, road trips or even quick getaways get a whole lot better with the right travel pillow. If you've been putting off buying one, now's the time to grab the best travel neck pillow deals, thanks to the Amazon Wardrobe Refresh Sale. With discounts going up to 70%, there's a perfect pick for anyone who values a nap without the neck strain. From plush memory foam to packable designs, the options are looking good. These travel pillows are built for those who want to nap upright without the awkward head bob. If you're after the best travel neck pillow for plane rides or road trips, Amazon has sorted you out during this Amazon Sale 2025. A clever pick for any travel plan, this twistable travel neck pillow shapes itself just the way you need. It works for your neck, back, chin or even legs, making it more than just a travel pillow for plane rides. The memory foam offers great support and the washable cover keeps it clean trip after trip. Built with soft, breathable fabric and filled with BASF memory foam, this travel neck pillow is all about comfort that adjusts to you. The ergonomic arc design supports your neck from all sides, while the snap buttons offer three fit settings. Lightweight and stylish, it's a smart choice for anyone packing light for their next flight. This travel neck pillow by Frido gives you 360° comfort with chin and neck support that holds your head in place. The adjustable Velcro strap fits any neck size, and the plush memory foam with a velvet cover feels soft yet supportive. Designed for long trips, it also comes with a pouch so it's easy to carry anywhere. Designed with a U-shaped ergonomic curve, this travel pillow gives firm neck support using plush memory foam that moulds to your shape. The adjustable strap keeps it secure during flights or long drives, while the suede cover feels soft and can be washed easily. Lightweight and easy to pack, it's a practical pick for comfort on the go. Compact and comfy, this travel neck pillow by SleepyCat offers full neck and head support with its ergonomic memory foam design. The breathable Lycra cover feels soft against the skin, and the snap button keeps it secure while you rest. Ideal for flights or road trips, it's lightweight and easy to carry without taking up much space. This travel pillow offers excellent neck support with its contoured memory foam that adjusts to your shape, easing pain and strain. It comes with a breathable, washable cover and a handy carrying bag for easy travel. Plus, the combo includes an eye mask and noise-isolating earplugs, making it perfect for peaceful naps on any trip. This versatile U-shaped travel pillow adapts to your body with polystyrene beads that shift for personalised comfort. Use it for neck support, lumbar relief or leg elevation during flights or road trips. The soft jersey cover feels cosy, and the built-in clip makes it easy to attach to your bag for hassle-free travel convenience. Made from durable luxury memory foam, this travel pillow offers superb cushioning and support shaped to your neck. The ergonomic design prevents strain while travelling by plane, train or bus. The 3-in-1 combo includes an eye mask and ear plugs, plus a washable cover and travel pouch for easy cleaning and storage on the go. Travel neck pillows can offer noticeable relief by supporting your head and easing neck tension during long trips. Their effectiveness depends on the pillow's shape and material, as well as how you use them. For some, they provide much-needed comfort and help prevent stiffness, making travel a little less tiring. Choosing a travel pillow comes down to your personal comfort and travel habits. Consider the pillow's shape. Some prefer U-shaped for neck support, while others like rectangular or twistable designs for versatility. Look for quality materials like memory foam for lasting comfort and durability. Also, think about portability, ease of cleaning, and how well it fits your usual travel style. Testing different types can help find what truly suits your needs during flights or road trips. Get vacation-ready! Up to 80% off on top picks for trolley bags Travel smarter, not harder: Your guide to affordable trolley bags under ₹2500 Duffles and backpacks at up to 60% off on Amazon; Top picks to buy now! Beyond basics: Fun and fashionable backpacks for girls; Top 8 picks They can reduce strain by supporting your neck and keeping it aligned, but results depend on the pillow's design and how well it fits you. Memory foam offers more consistent support and comfort, while inflatable pillows are more compact and adjustable. Check if the cover is removable and machine washable. For non-removable covers, spot cleaning is usually recommended. Many come with adjustable straps or flexible materials to suit different neck sizes, but it's good to check product details before buying. Disclaimer: At Hindustan Times, we help you stay up-to-date with the latest trends and products. Hindustan Times has an affiliate partnership, so we may get a part of the revenue when you make a purchase. We shall not be liable for any claim under applicable laws, including but not limited to the Consumer Protection Act, 2019, concerning the products. The products listed in this article are in no particular order of priority.
Mint
06-05-2025
- Business
- Mint
Meta data: Has the reel run out for Instagram brands?
Mumbai: Ganesh Sonawane wanted to make products to help people get mobile, and so he set up Frido, a company focused on ergonomic comfort. 'We started with a niche of a niche—a self-propelled wheelchair—where the pain point was very large," recalls Sonawane. 'This was an innovative commode and shower wheelchair and the goal was to serve 1,000 people." Sonawane launched the wheelchair in 2015 with a website and a blog post explaining the product and the ideal customer: elderly or disabled folks who do not want to rely on a caretaker 24x7. 'We were hoping to serve 1,000 customers but we ended up with more than 10,000." A sharp, targeted pitch in a blog post gave Frido early success. Now, three years later, he continues to market Frido's existing and upcoming product line on X, formerly known as Twitter, through his own verified account. He has nearly 20,000 followers on the platform, while Frido has less than 5,000. 'My posts [on X] get roughly 2 million views a week," Sonawane says. 'It has been a useful channel to get feedback as well, while promoting the brand. We get tens of new product requests every week packed with a lot of insights." Sonawane isn't alone. Where once they would lean on social media giant Meta's Instagram platform, entrepreneurs running early-stage direct-to-consumer (D2C) brands are now supplementing their digital marketing strategies by harnessing other social media platforms, including X and LinkedIn. They are asking for help with fundraising, announcing product launches, running flash sales personally, answering customer complaints, even fighting larger competitors. Consequently, Instagram is slowly losing its status as the go-to channel for performance marketing—click-to-convert ads that push an online user to buy something right away. Instead, ads running on e-commerce and quick commerce platforms are rapidly displacing it. This is taking place at a time when advertising on Meta has become expensive. So, is the era of the 'Instagram Brand' drawing to a close? But first, what is an 'Instagram Brand'? In the last five years, India's consumer economy has seen a D2C boom , particularly during the pandemic years, when lockdown restrictions forced people to move their media consumption and buying habits online. That is when these brands began working off an established playbook to scale up: a Shopify or alternative storefront and heavy spending on marketing, largely Meta (Instagram) and Google (YouTube and search). Shopify is a software service that allows brands to set up their own website to sell goods with minimal coding or upfront investment. With digital advertising budgets of up to (and sometimes more than) 50% of their annual sales, these brands came to be nicknamed as 'Instagram Brands'. A lot of money has been riding on Instagram brands. Consider this: between 2016 and 2020, D2C brands in India received more than $1.3 billion in funding, according to an estimate by investment bank Avendus. Between 2020 and 2023, this had grown to more than $4 billion, as per VC firm Sorin Investments. It estimates that the size of the D2C market in India was nearly $17 billion in 2023 and will rise to more than $60 billion by 2027. The Shopify + Meta ads playbook is not unique to India. In fact, it was picked up from the 2010s success of American D2C brands such as Warby Parker (an eyewear brand that listed on the NYSE in 2021) and Dollar Shave Club (a razor brand acquired by Unilever in 2016 and sold to Nexus Capital in 2023). These brands scaled up rapidly last decade by spending heavily on performance marketing on Meta and Google, running viral video campaigns, and influencer marketing . In India, similarly positioned D2C brands rode a boom as urban affluent customers moved their media consumption and discretionary spending online. But this 'Instagram Brands' playbook, which helped companies such as Honasa Consumer (Mamaearth and others) and Nykaa (and its private labels) become large, listed entities, is no longer a guaranteed formula for success. Newer D2C brands with limited offline sales are struggling to eke out a return on ad spends (RoAS), particularly on Meta, for a number of reasons. Meta declined to comment for this story. By far, the biggest reason brands are reconsidering their D2C playbook is the growth of retail media, including ads on e-commerce and quick commerce platforms. According to this year's Ficci-EY Media & Entertainment report, while overall digital advertising grew 17% to ₹ 70,000 crore in calendar year 2024, e-commerce ads grew 50% to reach an estimated ₹ 14,700 crore, accounting for more than a fifth of all digital ads. A significant chunk of India's retail advertising comes from Amazon and Flipkart (including Myntra), which reported ad revenues of ₹ 6,649 crore and ₹ 4,972 crore, respectively, for FY24. Others, including beauty e-tailer Nykaa and its newer e-commerce rival Meesho, are also increasingly earning from advertising, although they do not break out how much of their revenue comes under that head. This isn't in isolation; retail advertising is growing at Meta's expense around the world. Amazon's annual ad revenue crossed $50 billion in 2024 and grew 19% in the March 2025 quarter to just under $14 billion. While Meta reported a better-than-expected $42.3 billion in ad revenue, it may lose up to $7 billion on that count this year because of US tariffs on China, affecting large Chinese advertisers such as Shein and Temu. Tariff-led uncertainty is hurting ad sales for other digital platforms as well. 'Most FMCG brands have traditionally run TV advertising for brand marketing but this channel has poor measurability and it is tough to target the right customer," says Siddharth Jhawer, country manager—India for adtech company Moloco. 'Then, YouTube innovated to give them engaged views, targeted reach to the right user, and tools to measure if the audience has really seen the ad or simply skipped it," he adds. 'Now, these brands are moving their spends to retail media because you can easily measure how many transactions are happening." With consumers increasingly shifting to quick commerce companies, these platforms are also gaining scale in advertising revenue. Last month, brokerage Elara Capital said in a report that Blinkit, Instamart, and Zepto collectively had an estimated ₹ 3,000-3,500 annual run rate in ad revenue. That is nearly half of Amazon India's ad sales in FY24. Per estimates from a Bank of America Global Research report, monthly active users for the Blinkit and Zepto apps grew from around 10 million in February 2023 to 40-45 million two years later (Swiggy only recently launched a separate Instamart app). As more people in cities shop online, they are more likely to discover new brands on these platforms. For D2C brands rushing to list on these platforms while paying hefty fees, running ads where their existing and potential customers are already present is a no-brainer. Besides, most of these companies are now building some version of a self-serve ad platform—meaning advertisers can upload, set, and run an ad on their own with no manual intervention from a company account manager. 'The newer folks such as Blinkit, Swiggy Instamart, Zepto are all very good in the advertising tools they provide," says Rajat Jadhav, co-founder of sexual wellness D2C brand Bold Care. 'You do have a lot of control on what you can do, the costs you will incur, and the results you can drive." Besides, brands selling to the urban elite in India are now grappling with a slowdown as lower growth in wages and higher cost of living hurts discretionary spending. Already, large FMCG companies, including India's largest—Hindustan Unilever—have reported single-digit sales growth for the quarter ended March 2025. Smaller, early-stage brands vying for the consumers of these larger rivals are now looking for better ways to allocate their marketing spends. This has pushed them away from expensive spends on Instagram toward retail media even more. The competition for urban consumers' attention and money has intensified in the last five years. Consider this: Since 2016, more than 600 D2C brands have been founded in India, and nine of them became unicorns (meaning, a valuation of over $1 billion) by 2023. 'When there is this cash squeeze, there is more discipline in where people will spend their money," Moloco's Jhawer says. 'They want the best bang for their buck. E-commerce platforms are better in this regard as there is a higher measurable outcome for your ad spends." Yet, it isn't as if consumer brands are letting go of Meta entirely. Rather, they have realised that it comes at a cost, prompting them to think of clever marketing tricks that can grab their intended customer's attention better, delivering value for money. 'People are not shutting off Meta and Google," Moloco's Jhawer says. 'What people have realised is that Meta is preferred more than Google for D2C brands. But these channels are getting crowded as all D2C brands compete for the same users. This has led to CPMs [cost per mille, a measure of ad costs] getting expensive, and RoAS declining." With advertising on Meta's platforms, especially Instagram, becoming expensive, D2C brands and their founders have been looking for ways to grab urban affluents by the eyeballs instead of constantly bombarding them with Instagram ads. Take Bold Care, for instance. Last year, it grabbed attention when it launched an ad campaign starring actor Ranveer Singh and porn star Johnny Sins. A few months later, the brand's co-founder, Rahul Krishnan, went viral for posting his credit card details on X, promising to let anyone use his card to buy something for up to ₹ 1,000 for a 'Happy Sextember'. Krishnan spent hours posting one-time passwords as thousands of people began to charge food orders and other online shopping to his card. The post received over 5 million views. 'Pre-2022, it was like playing the game in easy mode," says Frido's Sonawane. 'Now, it is in super-hard mode. Targeting was really efficient and there were no regulatory challenges," he adds, referring to Apple's move to restrict apps from automatically accessing user data. Meta's revenue took an approximately $10 billion hit in 2022 because of Apple's restrictions, and it followed with aggressive cost cuts. Google was expected to follow Apple's path, but postponed the decision repeatedly and then scrapped its Privacy Sandbox project, meant to block access to third-party cookies and user data. Amid all this, e-commerce platforms have been fine tuning their ad offerings, especially with brands cutting ad spends. For instance, in February, Nykaa told investors that it was tweaking product listing ads. These are sponsored listings that appear when a user searches for a product or browses the app. 'We're not looking to increase the ad dollars and not see the same incremental growth in revenue," Anchit Nayar, executive director of Nykaa said in an earnings call in February this year. 'The real goal for us is to have revenue growth and ad dollar growth in line." Nayar said the company is encouraging brands to try out new ad formats on its platform instead of merely selling banner ads on various landing pages. Yet, as the demand slowdown continues, he said brands are discounting their products rather than spending that money on advertising. 'Instagram Brand' or not, eventually D2C brands will want the same thing: own their customer and have them shop directly, without the need to spend on marketing. 'D2C tends to be a U-curve, where it is a loss-making sales channel for most brands in the beginning," Bold Care's Jadhav explains. 'Then, you scale up, spend on other platforms and people begin to search for your brand. Then the U curves back up with more organic search and higher retention. For us, D2C has now become profitable as a lot more organic traffic is coming back to us."
