MAM
Pitchfork Partners appointed communication strategy advisor for Jaycee
New Delhi: Jaycee, the company dealing with processing, marketing and export of high-quality coal combustion products has appointed Pitchfork Partners Strategic Consulting LLP as its communication strategy advisor.
Pitchfork Partners will drive communication for Jaycee, supporting business growth and strengthening the brand narrative, the company said on Thursday.
Jaycee, director, Rishit Dalal said: “India is the world’s second largest ash producer. With the government aiming to boost the domestic coal mining sector, and the fact that coal power will remain an integral part of our economy for the next two decades at least, it is an exciting phase for us and building our brand narrative will play a crucial role in business. That’s where Pitchfork Partners comes in. It has the credentials and track record to make our brand even more relevant to all stakeholders.”
Pitchfork Partners co-founder, Jaideep Shergill said: “We are delighted to partner with Jaycee. We understand the transformation and the repositioning taking place in the coal combustion products industry. It’s a privilege to partner with the leader in this sector and be part of its sustainable change journey in India.”
Founded in 1986, Jaycee exports to more than 30 countries across five continents. The company has operations in Maharashtra, Gujarat, Tamil Nadu and Andhra Pradesh, and is expanding to other states soon.
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.
