Funding · Commerce & Consumer Brands
HyugaLife raises ₹100 Cr Series A from IvyCap
By Startup Enthusiast ·
- Date
- Company
- HyugaLife
- What it does
- Mumbai-based D2C protein marketplace
- Kind
- Funding
- Amount
- ₹100 Cr (~$10.5 Mn)
- Stage
- Series A
- Based in
- Mumbai
- Founded
- 2021
What they do
HyugaLife is a Mumbai-based direct-to-consumer marketplace for protein and supplements
What happened
The company raised ₹100 Cr in a Series A round led by IvyCap Ventures
Why it matters
IvyCap founder Vikram Gupta said capital is attracted by category ownership potential in large underpenetrated markets
The details
- HyugaLife has raised ₹100 Cr in a Series A funding round.
- The investment was led by IvyCap Ventures.
- The deal highlights a shift toward micro-vertical D2C marketplaces in India.
- Investors are targeting category ownership potential in large underpenetrated markets.
- Consumer trends show metros moving beyond price to prioritize trust and expertise.
- Vertical D2C brands win on trust compared to traditional marketplaces.
- The funding reflects confidence in the wellness and nutrition sector.
The bigger picture
- Investors believe capital attracts category ownership potential in underserved markets.
- Consumers in metros value trust and expertise over just price and convenience.
- The trend shows a move from broad ecommerce to specialized verticals.
- Direct-to-consumer models allow brands to build deeper customer relationships.
- The wellness sector remains large and underpenetrated in India.
About the business
- HyugaLife operates as a direct-to-consumer protein marketplace.
- The company is based in Mumbai, India.
- It sells protein and supplement products directly to consumers.
- The business model focuses on building consumer trust through expertise.
- It targets customers seeking nutrition and wellness solutions.
- HyugaLife competes in the underpenetrated wellness market.
- The brand leverages direct engagement with its customer base.
- Its strategy aligns with the shift toward micro-verticals.
The deal
- Type
- Series A
Investors
- IvyCap Ventures (lead) — Founded by Vikram Gupta; seeks category ownership in large underpenetrated markets.
About HyugaLife
- Product
- Marketplace offering 10000+ verified products across proteins, supplements, health foods, and fitness accessories with H-Tested lab verification program
- Customers
- Athletes, professionals, and families seeking authentic nutrition and wellness products
- How it makes money
- Marketplace with AI-driven personalization, dark store network for faster deliveries, and offline retail expansion
- What sets it apart
- H-Tested programme with direct sourcing and independent lab reports covering nutrition and heavy metals; 450+ verified brands
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