MAM
Restrained spends by Indians this Diwali; most won’t burst crackers: Inshorts-Ipsos Diwali Survey Festival Offers will be key motivation for shopping
MUMBAI: Inshorts-Ipsos Diwali Poll shows that unlike the norm and the trend, Indians will not go ballistic with spends this Diwali and will be discretionary: 33% of those polled,plan to have a budget and will spend in moderation; 20 per cent will curtail spends and plan to hold back from spending completely, unless necessary; 32% are undecided; and only 15% will loosen their purse strings and have a no-holds-barred spending, this Diwali.
Notably, things are not as bad as they seem. 52% Indians say they will shop to snag great deals – for festival offers and discounts; 23% will splurge in keeping with the festive spirit; 7% will be on the look-out for new brand launches; 6% will buy for gifting; 12% on the other hand said that they were in the undecided frame of mind.
Azhar Iqubal, Co-Founder and CEO, Inshorts said, “Inshorts conducted this survey in partnership with Ipsos to map the mood of the masses around Deepawali. This survey was highly rigorous as over 1 lac Inshorts users participated in the survey and was complementary in drawing up strengths of Inshorts and Ipsos to provide a robust output.”
Krishnendu Dutta, Lead Delhi & Chennai Cluster, Ipsos India said, “Inshorts has a premium user base and the platform per se perfectly captures the views of a large, educated and connected audience.”
So, will it be a noiseless Diwali this time for the upmarket elite?
Interestingly, 59% respondents said that they (individuals or their family) would not be bursting firecrackers this Diwali; 23% would be going all out in bursting crackers; 12% would be opting for green crackers and 6% said that they were undecided.
The survey further shows that majority of respondents polled (68%) support the Supreme Court’s decision, 26% declinedand 6% were undecided.
“Clearly, two key themes seem to be emerging in the survey: cautiousness about spending and opportunistically looking forward to schemes and offers; and holding back on firecrackers with unanimous support for SC’s decision, on the same,”said Krishnendu Dutta, Delhi & Chennai Cluster Lead, Ipsos India.
Net-net – a somewhat subdued Diwali, both from a spend and sound perspective,” added Dutta.
“The undecided, are the ones sitting on the fence and will need a nudge with great offers, to shop,” commented Iqubal.
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.
