WiseLife, a rising name in the yoga and home fitness space, has raised ₹8 crore in a Pre-Series A funding round led by Rukam Capital. This investment marks a major step for the wellness startup, which offers a range of yoga mats, accessories, fitness tools, and curated content for home workouts. With the new funding, WiseLife plans to strengthen its product range, improve its content strategy, grow its user community, and expand its retail presence across India.
Building India’s Leading Yoga Brand
Prateek Kedia founded WiseLife with a clear goal—to offer high-quality, affordable, and stylish yoga and fitness products under one brand. Since its launch, WiseLife has gained attention for its sleek, functional designs and growing online community. With rising demand for wellness products and at-home fitness solutions, the company has tapped into a fast-growing market that values health, mindfulness, and sustainability.
Speaking about the funding, Prateek said, “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.”
He highlighted WiseLife’s aim to become more than just a product brand. The company wants to build a full ecosystem for yoga lovers and home fitness users—offering not just tools, but also guidance, motivation, and community.
The Investors’ Perspective
Rukam Capital saw strong potential in WiseLife’s ability to meet the needs of India’s health-conscious population. With growing disposable incomes, increasing awareness of mental and physical well-being, and the ongoing trend of digital fitness, consumers are seeking reliable brands that can deliver both quality and consistency.
“WiseLife understands the modern consumer’s need for holistic wellness,” said a representative from Rukam Capital. “They’ve built a strong brand foundation, and we believe our partnership can help them unlock the next level of growth.”
The fund has backed several consumer-facing startups in the past, including brands in food, wellness, and lifestyle. Their team brings deep experience in scaling D2C companies and building strong retail strategies—skills that WiseLife plans to leverage in the months ahead.
A Booming Market for Yoga and Fitness Products
The timing for WiseLife’s growth couldn’t be better. According to the IMARC Group, India’s yoga mat market could grow from $1.4 billion in 2024 to $2.2 billion by 2033. Globally, the market may reach $26.5 billion by 2030. This steady rise reflects growing interest in wellness, both as a lifestyle and as a long-term investment.
During the pandemic, millions of Indians turned to yoga and home workouts for relief from stress and to stay active indoors. Even after gyms reopened, many people stuck to their home routines. This shift created new demand for high-quality mats, resistance bands, foam rollers, meditation aids, and instructional content.
WiseLife stepped in to meet this demand with products that combine functionality and aesthetics. Their eco-friendly mats, portable fitness gear, and guided yoga sessions have found loyal buyers, especially in Tier 1 and Tier 2 cities.
New Products, New Possibilities
WiseLife doesn’t plan to stay still. With fresh capital in hand, the company wants to diversify its product range. This includes new types of yoga mats, apparel, mobility tools, and even wellness supplements. The goal is to support users through every step of their wellness journey—from the first downward dog to long-term lifestyle changes.
The company also plans to invest heavily in content creation. Prateek and his team want to go beyond product sales and offer valuable educational content, including posture correction, guided flows, nutrition tips, and mindfulness exercises. This strategy will help the brand strengthen its community and boost customer loyalty.
Distribution and Growth Strategy
WiseLife currently sells through its own website and popular marketplaces. Now, the company plans to expand into offline channels as well. It will explore partnerships with fitness studios, yoga instructors, and wellness-focused retail stores.
The brand also aims to tap into corporate wellness programs, gifting markets, and educational institutions. These efforts will bring WiseLife products to more users, while also improving brand visibility and recall.
In addition, WiseLife wants to enter international markets in the near future. Southeast Asia, the Middle East, and Europe represent strong demand centers for yoga products, and Indian brands enjoy trust in this category. With the right partners and localized strategies, WiseLife could tap into this growing global demand.
Community: The Core of the Brand
One of WiseLife’s biggest strengths lies in its focus on community. The company hosts online challenges, workshops, and live sessions with instructors and fitness experts. Customers share transformation stories, review products, and give feedback that helps shape new ideas.
Prateek believes that brand loyalty doesn’t come from just selling things. It comes from building a relationship. That’s why the team listens to users, improves based on feedback, and constantly works to offer value beyond the transaction.
WiseLife also champions inclusivity. The brand features users of all ages, body types, and experience levels. This approach ensures that beginners don’t feel intimidated, while experienced practitioners feel seen and supported.
Vision for the Future
WiseLife wants to become the top yoga and home fitness brand in India within the next three years. With support from Rukam Capital, the team plans to hire new talent, expand R&D, and launch targeted marketing campaigns to reach new users.
The company doesn’t plan to rely only on advertising. Instead, it will continue to build trust through high-quality products, consistent engagement, and user-focused innovations.
WiseLife believes in the power of habit. Yoga and fitness work only when people practice them regularly. So the company wants to make those daily habits enjoyable, accessible, and sustainable for everyone.
Conclusion
WiseLife has entered a high-growth phase, powered by its vision and backed by strategic investors. The ₹8 crore funding from Rukam Capital will help the brand deepen its impact in the yoga and home fitness industry. By expanding its product range, improving content, and growing its community, WiseLife plans to reshape how Indians engage with wellness.
As the yoga market grows and the wellness economy expands, WiseLife wants to lead the movement—with products that feel good, content that empowers, and a community that supports every user’s journey.
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