Launched during the COVID-19 lockdown by CA-turned-founder Prateek Kedia, WiseLife began with a simple problem-poor quality yoga mats in India. Tired of slippery, smelly, and unsustainable mats, Prateek designed his own eco-friendly, high-performance mats. His first batch of 400 mats sold out within weeks, confirming a market need.
By 2021, WiseLife officially launched as a direct-to-consumer fitness and yoga brand. In just 3 years, the brand has served over 3 lakh users and clocked a revenue of ₹9 crore in FY24, up from ₹3 crore the previous year.
WiseLife gained nationwide recognition after appearing on Shark Tank India Season 3, where it bagged ₹1.2 crore in funding for 4% equity from sharks Namita Thapar and Aman Gupta. The brand stands out for using eco-friendly TPE materials, stylish mandala prints, Surya Namaskar designs, and foldable cork mats - all designed with both performance and sustainability in mind.
With 44+ product SKUs, plans to launch a women’s yoga wear line, and a network of 500+ influencers, WiseLife aims to cross ₹27 crore in FY25 revenue.
From lockdown hustle to national brand-WiseLife is reshaping India’s yoga lifestyle, one mat at a time.
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