Fytika Healthcare Products, a Delhi-based wellness startup, has become the latest entrant to the non-addictive sleep aid supplement market with the launch of melatonin-based gummies.
Melatonin is a natural hormone that signals to your body it's time to sleep by reducing alertness, and its secretions increase with the onset of nightfall. As a supplement, it can help with sleep timing and help in overcoming jet lag, but doesn't directly induce sleep.
The demand for melatonin-based supplements—especially in the form of gummies or spongy, chewable sweets—is rising, as a growing number of Indians combat sleeplessness brought on by urban lifestyles, screen addiction and mental health issues.
“We launched our melatonin gummies across major online platforms last month and are seeing a good response,” said Shivam Tyagi, co-founder of Fytika Healthcare. “Consumers are looking for clean, non-addictive alternatives to improve sleep quality.”
Gummies the popular format
Melatonin supplements are now widely available in India in various forms—tablets, capsules, syrups, sprays and even dissolvable films—but gummies have emerged as the preferred format among younger consumers.
Gummies are fruit-flavoured candies made with gelatin, known for their fun shapes, vibrant colours and wide range of flavours. While they are a popular sweet treat, gummies have also become a favoured way to consume vitamins and supplements, offering a tasty alternative to traditional pills and capsules.
These often combine melatonin with Ayurvedic herbs like jatamansi (valeriana), lavender and chamomile, and minerals such as zinc and magnesium, known for their calming properties.
It isn't the smaller wellness and nutraceutical companies, large multinationals are in on the game as well. For instance, P&G Health sells melatonin-based gummies in India under the brand name Vicks ZzzQuil Natura. Sources told Moneycontrol that Vicks ZzzQuil has gained major market share in India.
Other large companies selling melatonin gummies include Patanjali, US-based GNC and Haleon under the Centrum brand, among others.
According to the ZzzQuil India National Sleep Survey conducted by Kantar and P&G Health, a staggering 85 percent of respondents reported not sleeping well, with nearly 60 percent experiencing occasional sleeplessness. The trend is particularly pronounced among urban millennials and Gen Z, who are increasingly opting for over-the-counter (OTC) sleep aids.
“Because of urbanisation, odd working hours and increased screen time, people are sleeping less,” said Alpes Panchal, a Mumbai-based consultant psychiatrist. “Melatonin is a good supplement with no side effects.”
A growing market
India’s sleep aids market is projected to generate revenues of $317.9 million in 2025, according to Statista, with a compound annual growth rate (CAGR) of 9.43 percent through 2029. While the US leads globally with $2.18 billion in revenue, India’s low per capita spend of $0.22 on the supplements indicates significant headroom for growth.
“If sleeplessness persists for more than a month, it’s important to seek psychiatric evaluation,” Dr Panchal advised. “In cases of secondary insomnia, treating the underlying condition—like anxiety or depression—can resolve the sleep issue.”
Lifestyle overhaul key
Despite the rise in supplement use, the survey found that 60 percent of consumers prefer to first make lifestyle changes—such as reducing screen time, practicing yoga or using natural remedies—before turning to sleep aids.
With awareness growing and stigma around sleep disorders fading, India’s sleep supplement market is poised for a sustained boom.
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