It’s the age of startups! Every day one hears of enterprising young 20-somethings making their first million with an innovative product or service that people today lap up with enthusiasm.
I recently read about a number of such ventures that are literally cashing in on sleep (or the lack thereof!) Online mattress brands! In these times when the millennials have too much stress, too little time, inability to get a good night’s sleep, but the ability to afford quick-fix solutions and products, there are smart operators who combine all this into successful commercial ventures. With inviting names like Wakefit, Wink and Nod, Sleepycat and Sunday Mattress, these offer “sleep solutions”. And attractive “offers” from free home delivery and installation, free trial and return, to “sleep internships”, and customised recommendations of the best fit based on an analysis of the customer’s age, height, weight and location!
Imagine needing so much help to get a good night’s sleep! I have grown up in an age when mattresses had very different connotations. Mattresses were filled with cotton, and were usually of the same size and thickness. Often this cotton was carded by hand by itinerant carders who established camp at the house for a few days marked by the twang of their simple tools, and fluff-filled air. The cotton was filled in covers, stitched in with strong thread, and then beaten heartily with sticks to even out the lumps and bumps. All this done with dexterity and the long experience of a traditional occupation. With mechanisation, these occupations were replaced with neighbourhood shops where the same process was done by a simple machine. Now one took one’s old mattresses there to be opened and redone, with dire warnings that the cotton within was not to be mixed up with any other inferior variety!
This was an exercise carried out every few years. The annual exercise was the sunning of the mattresses. This was a traditional ritual, generally after the rainy season and before Diwali when the strong sun took away the dampness and made the cotton swell. The wonderful smell and feel of freshly-sunned mattresses was guaranteed to induce the cosiest slumber; without any ‘scientific’ testing to arrive at the perfect ergonomic formula.
Furthermore, in addition to supporting the large numbers of family members, most households had a stack of spare mattresses, and quilts. These were stored carefully; many traditional houses had a special space and arrangement for this. They were taken out when guests arrived, and when there were family gatherings like weddings. Over time, as families, and houses grew smaller, and people’s mobility increased, the stacks of mattresses decreased. Then the market began to offer ready-made mattresses, introducing other materials like foam and coir. It became easier to go to a shop and order the one best suited from the limited options available. The familiar childhood mattresses remained at the family home with the parents, to be slept on when visiting them. And as time moved on, and life got faster, the new breed of urban nomads had not the time nor space to go the shop to buy a mattress. Life became so stressed and so frenzied that sleep also became a sought-after commodity. And voila, the market was open for online sleep solutions!
I do appreciate the needs of the times, as well as admire the enterprise to meet the needs. But it also makes me grimace and smile! Belonging as I do to a generation of ‘home-made’ cotton mattresses, I have also inherited several of these. I try, in my own way, to follow some of the annual air-and-sun traditions. And I am grateful that I still get a good night’s sleep without any external help!
–Mamata
Millennial Matriarchs 