Fitness is important but what is even more important is to do it the right way. When Prateek Kedia, Founder of WiseLife, wanted a break from his corporate life, he turned to yoga. With everything in place, the only thing he found missing was the right yoga mat. He went on Amazon to buy it but sadly whatever he encountered was unesthetic, boring and dull.
Birth of WiseLife
He had to return 3 yoga mats because one had no grip, one was too hard and the third one had holes in it. Finally, he went to a nearby store and still had to settle for an average yoga mat. He realised that good quality yoga mats and equipment are not available in India and that is when the idea of WiseLife was born alongside co-founder and his wife, Shreya Bansal. He elaborated,
“I joined my dream company at 19 as an intern, achieved my goal of becoming a CA at 22 and landed a handsome package at the top consulting firm PwC. My life was going good by the books. It was only after working for 4 and a half years that I found myself dealing with a lot of stress, anxiety, monotony and bad eating habits. So, I started looking for answers and stumbled upon the most obvious one: YOGA! I went for a trial yoga class at a yoga studio. It was really challenging because I had not worked out in almost 4 years. Few months later I decided to leave the corporate stress behind to embark on a different journey. I decided to bring the joy of yoga to everyone and provide them the ease of practice. And that’s how my journey from 60-hour work weeks to be a yoga entrepreneur began.”
WiseLife offers a diverse lineup of eco-friendly mats and accessories. It uses high-quality materials and captivating designs to elevate an otherwise average yoga experience. Extensively researched and tested with input from experts, the brand provides a comprehensive range of yoga and home fitness gear.
Funding
From modest sales of INR 39,000 to over INR 3 Cr in less than five years – the story of the building WiseLife in the niche market it serves is more philosophical than promotional. Rukam Capital, an investor in early stage brands, saw potential in WiseLife and pumped INR 8 Cr in fresh capital in July 2025. WiseLife plans to use the funds to firm up its supply chain, scale up production capacity and build up its backend infrastructure to prevent stock-outs, ensuring consistent product availability. It will allow WiseLife to deepen its footprint across all channels, making its products more accessible.
“We believe in winning from within,” said the founder. “We have positioned ourselves as a holistic wellness brand that focuses on emotional well-being and sustainable living, beyond strength, endurance or body transformation.”
Shark Tank Success
When the husband wife duo took their business to Shark Tank, WiseLife secured a phenomenal four-shark deal. Aman Gupta, Anupam Mittal, Ritesh Aggarwal, and Namita Thapar collectively invested Rs 1.2 crore for a 4% equity stake in the company. This wasn’t just a financial windfall; it was a validation of Prateek and Shreya’s relentless hard work, and unwavering determination. The sharks were reminded, just like the rest of us, that its time to live wisely, and the first step in this journey? Buy a WiseLife yoga mat.
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