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Informed InvestoRR
In the US$630 million fitness equipment market, the most basic tool (yoga mat) remained the biggest pain point for years.
Until someone said: enough.
Today, we discuss how a finance professional and a first-time yogi with no background in manufacturing and ₹5 lakh of personal savings took the leap and in five short years created a brand with over 3 lakh customers and ₹9 crore in revenue.
to Finding a Balance
With minimal capital made up of their savings and zero background in dairy, the duo focused on one thing: Quality.
There was no marketing budget or campaign, but a lab-certified milk report. Every customer received third-party quality certificates with their delivery, bringing transparency.
If the cream on top didn’t convince people, the free milk testing kit they handed out would. Their hunch was right. Families came back, and orders grew.
and a Plan
Eager to turn into an entrepreneur, Prateek took a chance and invested ₹5 lakh of personal savings to list 400 good-quality mats from China on Amazon. The mats sold out in weeks, confirming his belief in the market, which was ₹10 crore per month at the time.
At the same time, the books he was reading on entrepreneurship kept repeating a familiar theme — Yoga and Meditation.
The two threads came together and Prateek quit his job to launch his own brand. Shreya joined hands with him, and this is how WiseLife was born in Gurgaon in January 2021.
Market Muscle
Standing out in a ₹6,000 crore+ Indian fitness accessories market wasn’t easy. Especially when giants like Decathlon, Cosco, and a growing wave of Chinese suppliers controlled the market and pricing. But WiseLife carved a lane for itself by combining sustainability, affordability, and performance.
After months of research, the duo introduced a thoughtfully crafted range made from natural materials like rubber, suede, cork, and TPE (Thermoplastic Elastomer) — each designed for better grip, comfort, and support, tailored to the needs of modern yogis.
Just Organic Growth
Unlike other brands, WiseLife didn’t flood Instagram with ads. Instead, the team collaborated with real yoga instructors and fitness creators, sending products for honest reviews. No gimmicks. Just a grip that worked.
And word spread — through yoga communities, fitness forums, and a growing tribe of conscious consumers.
This meant WiseLife organically grew to a whopping ₹3 crore in annual revenue. But it was still a lean team. No external investors. No brand splash.
the Shark Tank
The tide turned for WiseLife when Prateek and Shreya walked onto the Shark Tank India Season 3 set in early 2024. What followed was one of the most widely viewed pitches of the season — two confident founders with strong numbers and clear vision.
The duo walked away with ₹1.2 crore for 4% equity, backed by Namita Thapar, Aman Gupta, Anupam Mittal, and Ritesh Agarwal — a rare, all-shark deal.
Overnight, traffic exploded. Daily orders jumped from 300 to 1,500. Website visits grew 50x. Revenue started touching ₹15 lakh per day. In a week, WiseLife went from a promising startup to a household name in Indian fitness.
Scaling Smart
The post-Shark Tank phase could’ve gone two ways: blow up fast, or burn out faster.
But WiseLife stayed grounded. Instead of splurging, they focused on systems, improving fulfilment, adding new SKUs, and strengthening their supplier ecosystem.
They launched seasonal collections with vibrant themes, created live sessions with yoga instructors, and collaborated with over 500 fitness influencers – most of them micro-creators with real, engaged audiences.
The user base crossed 5 lakh, revenue jumped to ₹9 crore in FY24, and Amazon reviews soared past 35,000, averaging 4.3 stars across categories All this, with a team still under 15 members.
Brand Today
WiseLife is no longer just a yoga mat brand.
With a team of over 20 at present, the startup sells its products across platforms — its website, Amazon, Flipkart, Blinkit, etc. It has also built a growing offline presence in sports stores, yoga studios, and gyms across India.
Its highest traction comes from yoga hubs like Rishikesh, Mumbai, Bengaluru, Hyderabad, Mysore, Pune, and Ahmedabad.
Online channels drive nearly 90% of WiseLife’s total sales, with the rest coming from its growing offline footprint.
Consumer-Friendly
Unlike most mats in the market, WiseLife chose TPE over the cheaper PVC for better grip, durability, and comfort, minus the toxins.
Each design is created in-house, with patterns like Surya Namaskar sequences, mandalas, mountain silhouettes, and Bohemian prints.
The product roadmap hasn’t been led by trends but shaped by customers. Some mats fold neatly for travel. Others come made entirely of cork. There’s even one tailored for skipping practice. And every three months, they roll out new designs.
the Big Players
From just 4 SKUs at launch, WiseLife now offers over 44 — including yoga cushion pads, acupressure mats, compact meditation seats, and its top sellers: belts, blocks, bags, and yoga wheels.
While most mats in the market fall in the ₹300–₹500 range, WiseLife has taken a premium, purpose-driven position, with prices starting at ₹1,200 and going up to ₹5,500.
Its competitors? A mix of legacy and new-age brands — Boldfit, TEGO, Kosha Yoga Co., Proyog, Decathlon, and Cult.
the Horizon
WiseLife now aims for ₹27 crore in revenue by 2025, along with establishing flagship offline presence in top metro yoga studios and concept stores, and branching into recovery tools such as foam rollers and massage balls.
On the global front, the brand plans to begin exports to the Middle East and Southeast Asia, while staying loyal to its core values of sustainability, utility, and aesthetic design.
From a homegrown mat brand to a full-stack fitness label, WiseLife is now building for scale — without losing grip on what made it work: quality, intent, and listening to the customer.
Yash Vora is a financial writer with the Informed InvestoRR team at Equentis. He has followed the stock markets right from his early college days. So, Yash has a keen eye for the big market movers. His clear and crisp writeups offer sharp insights on market moving stocks, fund flows, economic data and IPOs. When not looking at stocks, Yash loves a game of table tennis or chess.
