WiseLife, one of the fastest-growing D2C wellness startups in India, has raised ₹8 crore in a Seed/Pre-Series A funding round led by Rukam Capital. Featured on Shark Tank India Season 3, WiseLife has positioned itself as a premium direct-to-consumer India brand for yoga and wellness products. The brand’s mission is clear: to become India’s go-to D2C business in the wellness space, offering eco-friendly yoga mats, home fitness gear, and lifestyle accessories that combine sustainability, durability, and affordability.
Founded with the vision to elevate India’s wellness experience, WiseLife has captured the attention of the D2C ecosystem India with its biodegradable yoga mats and design-first product strategy. As a standout name among D2C brands India, WiseLife is tapping into a rapidly expanding segment of consumers who are health-conscious, sustainability-driven, and digitally savvy. This investment marks a significant moment in D2C funding news and adds momentum to India’s growing interest in wellness-focused D2C product launches.
Speaking on the brand’s future plans, WiseLife’s founder Prateek Kedia stated, “This funding will help us scale WiseLife from a boutique yoga label into the No. 1 yoga brand in India. We aim to build deeper product lines, expand our reach, and curate rich content for India’s wellness enthusiasts.” This strong vision aligns with the D2C market trends 2025 and growing Indian D2C updates, where consumers are seeking more holistic and conscious lifestyle products.
Investor Archana Jahagirdar, Founder and Managing Partner at Rukam Capital, emphasized the brand’s strategic advantage: “India is at the cusp of a wellness revolution. WiseLife stands out by offering not just functional yoga products but an emotionally resonant wellness brand. We see a major D2C revenue growth opportunity and are excited to back a purpose-led D2C startup like this.”
This infusion of capital will support WiseLife’s D2C expansion plans including launching new product categories, strengthening influencer marketing for D2C campaigns, and building out omnichannel D2C strategy models. With the yoga mat market in India projected to grow from USD 1.4 billion in 2024 to over USD 2.2 billion by 2033, as per IMARC Group, WiseLife is well-timed to ride this wave. Globally, the yoga mat market is forecast to hit USD 26.5 billion by 2030—underscoring international potential for premium D2C brands India like WiseLife.
The brand gained significant visibility after being funded by all four sharks on Shark Tank India Season 3, including Aman Gupta (boAt), Anupam Mittal (Shaadi.com), Ritesh Agarwal (OYO), and Namita Thapar (Emcure). This earlier exposure gave WiseLife credibility and reach, making it one of the most talked-about creator-led D2C brands in the country.
As WiseLife scales further, it reflects the strength and maturity of India’s latest D2C startups. With its eco-friendly ethos, yoga-led identity, and purpose-led innovation, WiseLife continues to drive India’s D2C industry news and inspire the next generation of sustainable wellness D2C business India stories.
