Inito has secured $29 million in Series B funding, a big step for both the company and the direct-to-consumer (D2C) space in India.Bertelsmann India Investments led the round, with continued support from Fireside Ventures. This brings Inito’s total funding to $45 million. In a time where D2C news in India often revolves around science-backed, consumer-focused innovations, Inito is a fast-growing D2C brand that’s changing how we monitor our health at home.
Aayush Rai and Varun AV started Inito in 2021. Their first product was an AI-powered at-home fertility monitor that provides reliable hormone testing without needing a lab visit. Since then, Inito has analyzed over 30 million hormone data points and assisted tens of thousands of pregnancies, a number comparable to the annual IVF cycles in the U.S. This extensive data makes Inito a global leader in AI-driven diagnostics and a standout in India’s direct-to-consumer market, where advanced science and everyday convenience are coming together.
The new funding will help Inito create a universal at-home diagnostics platform using AI-engineered antibodies. This is a huge shift from traditional antibody development and a bold move in the D2C industry. The founders aim to let people regularly check their health from anywhere with clinical accuracy. Inito plans to redesign diagnostic tools into smart, digital, user-friendly products, monitoring everything from hormones impacting fertility and metabolism to markers affecting sleep, mood, and long-term health.
Investors are increasingly interested in venture capital-backed D2C brands with solid science and long-term potential. Inito balances innovation and growth. Swati Murarka of Bertelsmann India Investments noted that Inito is at the intersection of science, AI, and personal wellness, a key area in the D2C business scene in India for 2025. As more people worldwide want accurate, quick, at-home testing, Inito’s platform is set to be a top D2C brand in FY25.
With strong investor confidence, growing demand, and a focus on useful health data, Inito is setting a standard for the next generation of health-tech D2C startups in India. The company’s focus on accuracy, ease of use, and science-backed design signals a change for D2C wellness startups, where prevention and diagnostics are part of everyday life. As India keeps producing innovations that can be used globally, Inito’s success marks an important moment for the country’s D2C growth, Indian consumer behavior, and the move toward reliable health technologies for daily use.
