Imagine watching a loved one slowly lose their memory or struggle with simple tasks—something as basic as recalling a name or following a conversation. For many families in India, this is a heartbreaking reality. But what if there was a way to catch these changes early, and even slow them down? That’s the mission behind Ivory, a Bengaluru-based healthtech startup that’s making cognitive health personal, accessible, and a regular part of our wellness routines.
The Heart Behind Ivory
Ivory isn’t just another tech company. It’s the brainchild of Issac John and Rahul Krishnan—two friends who bonded over their shared experiences of watching their own families deal with neurodegenerative illnesses. Raised by single parents in Kerala, both Issac and Rahul saw firsthand how tough it is when cognitive decline hits someone you love. They met during a venture capital program in 2022, and soon realized they wanted to do more than just talk about the problem—they wanted to solve it.
Why Cognitive Health Matters
In India, we’re used to talking about diabetes, heart disease, and even mental health. But cognitive health? It rarely comes up—until it’s too late. Most people ignore early signs of memory loss or confusion, brushing them off as “just old age.” Ivory wants to change that mindset. Their goal: make cognitive health checks as normal as an annual blood test.
How Ivory Works
Ivory’s main offering is a simple, app-based cognitive assessment that anyone can take from the comfort of their home. In about half an hour, users answer questions and play scientifically designed games that test memory, attention, and other brain skills. At the end, you get a “cognitive score” and a snapshot of your brain’s age—plus personalized tips and daily exercises to keep your mind sharp.
But Ivory doesn’t stop there. The app nudges users to move more, practice mindfulness, and even offers fun brain workouts. It’s like having a personal trainer for your mind, right in your pocket.
Core Offerings and Technology
Ivory’s primary product is a clinically validated cognitive screening assessment, available through a mobile app. The assessment, which takes 30–40 minutes and is FDA-registered, provides users with a comprehensive cognitive profile, including a cognitive score, cognitive age, and analysis of 22 cognitive skills. The app also offers:
- Personalized daily brain workouts
- Cognitive games and mindfulness exercises
- Physical activity nudges
- Free cognitive age tests and seven days of tailored brain workouts1
Ivory’s platform is used both directly by consumers (B2C) and in clinical settings (B2B2C), partnering with clinicians such as psychologists, psychiatrists, general physicians, and geriatric specialists. Since inception, Ivory has completed over 15,000 cognitive profiles and built a user base exceeding 40,000 individuals.
Real Impact, Real People
Since launching in late 2024, Ivory has helped over 40,000 people get a clearer picture of their brain health. Their appearance on Shark Tank India in 2025 brought them into the national spotlight, and suddenly, people from small towns and big cities alike were signing up. Doctors, hospitals, and even companies like PUMA and Ather Energy are now using Ivory to help their employees and patients stay mentally fit.
Looking Ahead
Ivory isn’t stopping anytime soon. With fresh funding and big dreams, they plan to reach millions more—especially older Indians who are most at risk for dementia. They’re working with insurance companies and clinics to make cognitive health checks a standard part of preventive care.
Why Ivory Matters
At its core, Ivory is about giving families hope. By catching cognitive decline early, we can help our loved ones stay independent and joyful for longer. Issac and Rahul’s journey is a reminder that technology, when built with empathy and purpose, can truly change lives.
So, the next time you think about health, don’t forget your brain. With startups like Ivory leading the way, a sharper, healthier mind is just a tap away.
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