WiseLife, a Shark Tank India-featured wellness startup, has secured ₹8 crore in a pre-Series A round from Rukam Capital, marking a significant step forward in its journey to become India’s top eco-conscious yoga brand.
Founded by Prateek Kedia, WiseLife offers a thoughtfully curated range of biodegradable yoga mats, fitness gear, and lifestyle products. The brand aims to balance sustainability, design, and affordability—catering to India’s growing base of health-conscious consumers.
With this fresh funding, WiseLife is set to expand its distribution network, introduce new product lines, and enhance both its content and community outreach. The company envisions scaling up from a boutique brand into a household name within India’s fast-growing yoga ecosystem.
WiseLife initially shot to fame on Shark Tank India Season 3, where it received backing from all four sharks—Aman Gupta (boAt), Anupam Mittal (Shaadi.com), Ritesh Aggarwal (OYO), and Namita Thapar (Emcure Pharmaceuticals). This national exposure helped it gain traction as a trusted and stylish brand for mindful living.
The timing of the funding is crucial, as India’s wellness and yoga product market is booming. According to IMARC Group, the yoga mat market in India is expected to grow from $1.4 billion in 2024 to $2.2 billion by 2033, fueled by rising fitness awareness, corporate wellness initiatives, and consumer interest in eco-friendly alternatives. Globally, the yoga mat industry is forecasted to reach $26.5 billion by 2030.
Rukam Capital’s investment aligns with this trend, with Managing Partner Archana Jahagirdar stating that WiseLife is building a brand that is both functionally exceptional and emotionally resonant. She emphasized the potential for WiseLife to redefine yoga as a more inclusive and aspirational experience in India.
Kedia, WiseLife’s founder, views this investment as a game-changer, enabling the team to innovate further and deliver top-tier products for yoga and fitness enthusiasts nationwide.
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