Preventive pain care startup Betterhood has raised Rs 11.5 crore in a seed funding round led by Sauce, with existing investor Kairon Capital also participating. The fresh capital will support the company’s next phase of product expansion, distribution and community building.
Founded by Vikram Kadam and Neha Zade and launched in October 2024, Betterhood is building its business around preventive pain care, with a portfolio spanning posture and ergonomic supports, orthotic soft goods, and products designed for pain relief and recovery.
The company currently offers supports for areas including the back, knee, ankle and wrist. It is also looking beyond its existing portfolio at adjacent categories such as rehabilitation and fitness tools, along with personalised nutrition.
What makes Betterhood’s approach extend beyond a conventional product catalogue is the education and professional community it has built alongside the brand.
The company runs an education platform featuring articles, question-and-answer content on open forums and podcasts with experts. It also operates Physio Circle, a community centred on physiotherapists and conversations around posture, movement, pain prevention and recovery.
According to the company, Physio Circle has grown to more than 7,000 physiotherapists. That community is now part of the areas Betterhood intends to scale using the new funding.
Where Betterhood plans to deploy the fresh capital
Betterhood plans to use the Rs 11.5 crore infusion across several parts of the business.
The company intends to expand its product portfolio and widen distribution through quick commerce and modern retail. It will also invest in scaling its content initiatives and physiotherapist community while strengthening its product development and growth teams.
The strategy points to a model where Betterhood is attempting to grow product availability and its educational ecosystem at the same time, rather than treating the two as separate initiatives.
Kairon Capital, which participated in the latest round alongside Sauce, was also an early investor in Betterhood.
Betterhood sees a Rs 20,000 crore preventive pain care opportunity
Betterhood estimates the preventive pain care market it is addressing in India at approximately Rs 20,000 crore.
When related categories such as rehabilitation, fitness tools and personalised nutrition are included, the company estimates the broader opportunity at around Rs 35,000 crore. These figures are the company’s own market estimates.
The funding therefore comes as Betterhood prepares to expand beyond its current range while building a wider presence across retail channels and adjacent segments.
The team behind Betterhood
While Betterhood was founded by Vikram Kadam and Neha Zade, its broader founding team also includes Manoranjan Nayak and Subhanandan Palit. The team brings experience spanning consumer businesses, healthcare, retail, e-commerce and growth.
Shayamal Vallabhjee serves as the company’s Chief Science Officer and has more than two decades of experience in sports science and chronic health.
For Betterhood, the latest capital is not limited to adding more products to shelves. A significant part of its next phase involves increasing distribution while continuing to build the network of physiotherapists and educational content around the everyday issues of posture, movement, prevention and recovery.
With Sauce leading the seed round and Kairon Capital returning as an investor, the company now has Rs 11.5 crore in fresh funding to pursue that expansion.
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