MAM
Nu-Shakti ventures into e-commerce, boosting customer reach
MUMBAI: Nu-Shakti – a Royal DSM brand – has entered the burgeoning multitrillion-dollar e-commerce space by partnering with Flipkart and BigBasket. The brand’s nutritious, locally relevant, affordable food and beverage products are now easily available to consumers online.
Royal DSM is a global science-based company active in health, nutrition and sustainable living. Through Nu-Shakti, it is addressing the need for proper nutrition in daily meals across India by launching a one-of-its-kind pre-mix micronutrient supplement enriched with essential nutrients and vitamins to provide complete nutrition.
Alok Kohli, Business Director – DSM India, said, “Nu-Shakti has entered the growing e-commerce space in India, aiming to make its product portfolio available to consumers in the comfort of their homes. We want to make a positive impact on the health of people across the country via our innovative products that address the widespread nutritional deficiency. Our products enable easy fortification of food at home without compromising on taste or appearance of the food and providing consumers with a nutritious, balanced diet.”
Besides Chennai, the products have received an overwhelming response from upcountry markets such as Madurai, Coimbatore, Nagercoil and other cities of Tamil Nadu.
Nu-Shakti’s product range includes Powermix for rice (fortified rice kernels), Powermix for atta (fortified atta/flour) and MixMe (fortified orange-flavoured beverage mix). Available at select modern trade outlets and kirana (retail) stores in Tamil Nadu, Nu-Shakti products have been introduced at affordable per-unit prices starting from Rs5.
MAM
Sleepwell unveils nationwide sleep study on World Sleep Day
79 per cent use screens before bed, 36 per cent of 18–25-year-olds sleep ≤5 hours.
MUMBAI: Sleepwell just dropped the pillow truth bomb because when India’s sleeping less and scrolling more, even the mattress wants to stage an intervention. On World Sleep Day 2026, Sleepwell released its nationwide Sleep Study, painting a stark picture of India’s escalating sleep crisis. The findings show that 79% of Indians use screens right before bed, fuelling restless nights and drowsy days. Alarmingly, 36% of young adults aged 18–25 sleep five hours or less making them the country’s most sleep-deprived group.
The study also busts the myth of “catch-up sleep”, 65% of respondents actually sleep even later on weekends, pointing to increasingly irregular patterns that spill fatigue into the working week. Mattress discomfort emerged as a frequently overlooked culprit behind late-night wake-ups and constant leak-anxiety checks.
To drive the message home, Sleepwell’s CMO Puneet Gulati appeared on Zee Business, stressing that quality sleep isn’t a luxury, it’s foundational health. He highlighted how the right mattress can transform restless nights into restorative ones.
The brand doubled down with clever late-night activations, partnering with a quick-commerce platform to serve contextual ads between 11 pm and 3 am, gently nudging bleary-eyed scrollers to consider mattress discomfort as the reason they’re still awake and pointing them to the nearest Sleepwell store. Digital influencers and creators also shared relatable stories of how poor sleep fuels impulsive late-night behaviour.
In a nation that celebrates hustle but quietly pays for it in lost rest, Sleepwell isn’t just selling mattresses, it’s selling the radical idea that sometimes the bravest thing you can do is close your eyes and actually sleep well.
