When Prateek Kedia founded WiseLife in 2022, it wasn’t just about yoga mats—it was about creating a lifestyle. A lifestyle rooted in wellness, sustainability, and thoughtful design that speaks to the modern Indian household.
Today, that vision takes a big leap forward.
WiseLife, the homegrown brand for yoga and home fitness essentials, has raised Rs 8 crore in a pre-Series A round led by Rukam Capital. The startup also made waves on Shark Tank India Season 3, where it won backing from all four sharks—Aman Gupta, Anupam Mittal, Ritesh Agarwal, and Namita Thapar—a rare feat that added fuel to its momentum.
This new funding follows a seed round of $145K in September 2024, and will now be directed toward building India’s go-to destination for premium, eco-conscious wellness products.
Wellness Meets Design, Backed by Data
WiseLife’s product line includes biodegradable yoga mats, fitness gear, and accessories that combine sustainability, aesthetic appeal, and affordability—something that’s resonating deeply with India’s growing base of wellness-focused consumers.
With the Indian yoga mat market expected to grow from $1.4B in 2024 to $2.2B by 2033, WiseLife is eyeing massive headroom for expansion.
“We’re not just selling mats—we’re building a community,” says Prateek Kedia, founder of WiseLife. “This funding will help us launch new product lines, invest in content and community, and take mindful fitness to every corner of the country.”
In the coming months, WiseLife plans to double down on R&D, community engagement, and distribution, aiming to serve the yoga and fitness community not just with products, but with purpose.
-By Muskan Dengra
