Wiselife

Wiselife is an Indian direct-to-consumer brand specializing in yoga and wellness products. Founded in 2020 by Prateek Kedia and Shreya Bansal, the company emerged from Kedia's personal search for a high-quality yoga mat. Frustrated by the lack of functional and aesthetically pleasing options in the Indian market, the husband-wife duo, who met while working as Chartered Accountants at PwC, decided to create their own.

The company's core offerings include a range of eco-friendly yoga mats, fitness gear, and accessories. Its products are distinguished by their use of sustainable materials like natural rubber, cork, and TPE, avoiding harmful PVCs. Wiselife also emphasizes unique, in-house designs and features such as superior grip, better cushioning, and portability. The business operates primarily through online channels, including its own website and major marketplaces like Amazon, with a growing presence in offline channels such as yoga studios. Revenue is generated from the direct sale of these products.

Wiselife gained significant national visibility after a successful pitch on Shark Tank India Season 3, where it secured a ₹1.2 crore investment from four investors: Aman Gupta, Anupam Mittal, Ritesh Agarwal, and Namita Thapar. This event served as a major inflection point, boosting daily orders by 5x. Following the Shark Tank appearance, the company raised ₹8 crore in a pre-Series A round led by Rukam Capital in July 2025 to scale operations, enhance its supply chain, and expand its product lines, which now include yoga apparel.

Keywords: yoga mats, wellness products, D2C brand, home fitness, eco-friendly products, sustainable materials, Prateek Kedia, Shreya Bansal, Shark Tank India, Indian startup, fitness accessories, online retail, e-commerce, yoga apparel, Rukam Capital