A Vision Rooted in Wellness and Sustainability
Founded in 2022 by Prateek Kedia, WiseLife began with a simple belief: wellness should be accessible to everyone without harming the planet. Instead of treating yoga products as just commodities, Prateek envisioned everyday fitness essentials that were eco-friendly, thoughtfully designed, and rooted in the evolving lifestyle of modern India.
Today, WiseLife offers a wide range of yoga and home fitness essentials including biodegradable yoga mats, fitness accessories, and lifestyle gear that combine durability, aesthetic appeal, and sustainability. Each product is designed not only to support physical wellbeing but also to reflect a mindset of intentional living.
The Shark Tank India Moment
WiseLife’s big break came when the brand appeared on Shark Tank India Season 3, capturing national attention and admiration for its clear vision and mission-driven storytelling. On the show, the founders — including Prateek and his partner pitched their eco-wellness brand and articulated how WiseLife was not just selling products, but promoting a mindful lifestyle.
What followed was a defining entrepreneurial milestone: WiseLife secured a collective investment from all four Sharks Aman Gupta (co-founder of boAt), Anupam Mittal (Founder & CEO of Shaadi.com), Ritesh Aggarwal (Founder & CEO of OYO Rooms), and Namita Thapar (Executive Director of Emcure Pharmaceuticals). This rare unanimous backing highlighted not just the strength of the product, but the clarity of the brand’s vision and its cultural relevance in today’s wellness landscape.
Funding for Growth and Expansion
Following the television success, WiseLife continued its upward trajectory. In mid-2025, the brand raised ₹8 crore in a pre-Series A funding round led by Rukam Capital, a venture firm known for backing purpose-driven consumer brands. The capital injection is aimed at expanding WiseLife’s reach, enhancing product innovation, strengthening supply chain capabilities, and supporting community-focused initiatives that promote wellness beyond products.
According to WiseLife’s founder, this funding isn’t just about scaling production — it’s about building a community of wellness enthusiasts and creating content that educates, inspires, and empowers people to live healthier lives.
Beyond Mats: A Lifestyle Brand in the Making
While WiseLife initially gained traction for its eco friendly yoga mats, the brand is actively expanding into broader wellness offerings. By combining thoughtful design, eco-conscious materials, and affordability, WiseLife has resonated deeply with young urban consumers who care about both personal wellbeing and environmental impact.
Unlike typical fitness brands that focus purely on performance specs https://wiselife.in/collections/best-sellers .in best-sellers aims to be a lifestyle brand one that invites users to see yoga and fitness as ongoing journeys rather than one-time purchases. This approach is reflected not only in the product line but also in the brand’s broader communication, community engagement, and upcoming content initiatives aimed at mindful living.
Brand Identity & Community Focus
Post-Shark Tank India, WiseLife has also worked on refining its brand identity to match its evolving vision. A refreshed visual system, packaging, and brand language have helped shift the perception of WiseLife from a “yoga mat company” to a holistic wellness lifestyle brand focusing on balance, self-discovery, and mindful living.
This evolution underscores a deeper truth about the brand: WiseLife isn’t just selling products; it is selling a way of life one that aligns with contemporary wellness goals without losing sight of sustainability and simplicity.
The Road Ahead
With a strong foundation built on clear purpose and meaningful investor confidence, WiseLife is poised to scale further. The brand plans to expand distribution channels, introduce new product lines tailored to diverse wellness needs, and deepen engagement with its community through educational and experiential content.
As India’s fitness and wellness culture continues to grow, WiseLife aims to be a trusted companion on every individual’s wellness journey offering products that are thoughtfully made, environmentally responsible, and emotionally resonant.
Prateek Kedia, Founder of WiseLife
Prateek Kedia is a modern-day entrepreneur driven by a simple yet powerful belief wellness should be accessible, sustainable, and meaningful. As the founder of WiseLife, he represents a new generation of Indian founders who are building brands not just for profit, but for long-term impact.
With a deep interest in health, fitness, and conscious living, Prateek identified a growing gap in India’s wellness market. While yoga and fitness were becoming mainstream, most products lacked sustainability, thoughtful design, or emotional connection with consumers. WiseLife was born out of this realization to create wellness essentials that align with both personal wellbeing and environmental responsibility.
Building WiseLife: Vision Before Scale
Prateek’s entrepreneurial journey with WiseLife was rooted in clarity rather than hype. From the early days, his focus was on product quality, eco-friendly materials, and user experience. Instead of chasing rapid expansion, he concentrated on building a brand that customers could trust and relate to.
Under his leadership, WiseLife developed a strong product portfolio that includes eco-friendly yoga mats and wellness accessories designed for everyday use. Each product reflects Prateek’s belief that wellness is not a trend, but a lifestyle choice that should be easy to adopt and sustain.
Conclusion
WiseLife stands out not only for its products but for its philosophy: wellness that respects the planet and enriches everyday life. From a bold Shark Tank India pitch to strategic funding and brand evolution, WiseLife’s story reflects what modern entrepreneurship looks like — purpose-led, community-focused, and relentlessly progressive.
And as the brand continues to grow, it serves as a reminder that real success comes from clarity of vision, authenticity of mission, and resilience in execution values that resonate deeply with today’s entrepreneurs and consumers alike.
WiseLife has emerged as a brand that beautifully blends purpose with practicality. What started as a vision to make mindful wellness accessible for Indian homes has now grown into one of the most talked-about yoga-and-wellness startups gaining recognition on national television and strong investor backing along the way.