WiseLife raises Rs 8 crore funding to scale yoga and wellness solutions

Shark Tank India-featured WiseLife has raised Rs 8 crore in a pre-Series A funding round from Rukam Capital. The startup said the strategic investment marks a pivotal step in its mission to become India’s go-to brand for premium, eco-friendly yoga mats and other wellness products that blend unique design with affordability.

Founded by Prateek Kedia, WiseLife offers a curated range of biodegradable yoga mats, fitness gear, and lifestyle accessories, combining durability, design, and sustainability at accessible price points.

“The current funding round will help us scale WiseLife from a boutique brand to India's No. 1 yoga brand. We will be able to do a lot more experimenting and develop even better products and content for the yoga and fitness enthusiasts,” Kedia said.

The startup also plans to launch new product lines, enhance content and community engagement, and expand distribution in the coming year.

Speaking on the investment, Archana Jahagirdar, Founder & Managing Partner at Rukam Capital, said  “India is at the cusp of a wellness revolution. WiseLife stands out by creating a brand that is not only functionally superior but also emotionally resonant with today’s health-conscious consumer. We see tremendous potential in the brand’s vision and are excited to back their journey of making yoga more inclusive, aspirational, and accessible.”

The new funding from Rukam Capital comes at a time when the yoga and wellness space is witnessing exponential growth. According to IMARC Group, India’s yoga mat market is projected to grow from $1.4 billion in 2024 to $2.2 billion by 2033, while the global market is expected to reach $26.5 billion by 2030. Rising health consciousness, corporate wellness programs, increased adoption of yoga, and a shift toward eco-friendly products are driving this momentum.

WiseLife first gained national visibility after its successful appearance on Shark Tank India Season 3, where it bagged funding from all four sharks, including Aman Gupta, co-founder of boAt; Anupam Mittal, founder and CEO of Shaadi.com; Ritesh Aggarwal, founder and CEO of OYO Rooms; and Namita Thapar, Executive Director of Emcure Pharmaceuticals.