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Funding · Commerce & Consumer Brands

Wiselife raises undisclosed funding from Rukam Capital

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Date
Company
Wiselife
What it does
D2C yoga accessories brand
Kind
Funding
Amount
Undisclosed
Stage
seed
Founded
2022
Sector
Commerce & Consumer Brands

What they do

Wiselife sells premium yoga mats and gear to busy professionals

What happened

Rukam Capital invested in the company in 2025

Why it matters

Revenue doubled to ₹20.4 Cr with strong repeat customer growth

The details

  • Wiselife secured funding from Rukam Capital in 2025.
  • The investment supports the company's continued expansion plans.
  • Founder Prateek Kedia established the brand in 2022.
  • The startup targets busy working professionals with its products.
  • Sales channels include Amazon and quick commerce platforms.
  • The company focuses on premium performance over discount pricing.
  • Manufacturing relies on 80% made in India production.
  • Global sourcing is used for specialized components like natural rubber.

The bigger picture

  • The Indian yoga mat market was valued at $1.4 Bn in 2024.
  • The sector is projected to reach $2.2 Bn by 2033.
  • The landscape remains fragmented with few organized players.
  • Organized brands are shaping standards for durability and alignment.

About the business

  • The core offering includes yoga mats for daily practice.
  • Product range expanded to blocks, belts, and resistance bands.
  • Recovery tools are part of the premium performance lineup.
  • Quality control happens at a centralized facility in Gurugram.
  • Two rounds of checks ensure material integrity and print accuracy.
  • Specialized materials like cork and jute are sourced globally.
  • Amazon accounts for 50% of total sales volume.
  • Quick commerce contributes 15% to the sales mix.
  • The brand prioritizes grip and comfort for professional users.

What happens next

  • Expand offline retail presence in 2026.
  • Aim for global recognition by 2028.
  • Compete directly with international players in the future.

The deal

Type
funding

Investors

Founders

  • Prateek Kedia, founder

About Wiselife

Product
Biodegradable yoga mats, fitness gear, and lifestyle accessories
Customers
Yoga and wellness consumers seeking premium home-fitness products
How it makes money
Sells wellness products at accessible price points through direct consumer channels
What sets it apart
Combines sustainable materials, design-led products, and affordability
Operations
Expanding product lines, content, community engagement, and distribution

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