In a country where yoga is practically a birthright but yoga mats are either slippery, smelly, or suspiciously spongy, one founder decided enough was enough. Meet Prateek Kedia, a former PwC associate turned wellness entrepreneur, who swapped spreadsheets for sun salutations and built WiseLife, a yoga brand that’s now making waves, and mats, across India.
And yes, it all started with one really bad Amazon purchase.
From Corporate Crunch to Cobra Pose
At 22, Prateek had already achieved what most finance grads dream of: a Chartered Accountancy degree, a job at PwC, and a solid paycheck. But after four and a half years of 60-hour workweeks, stress, anxiety, and a diet that screamed “client meeting leftovers,” he hit a wall.
So he did what any self-aware millennial would do: he Googled “how to fix your life” and landed on yoga.
One trial class later, his body felt lighter, his mind clearer, and his soul slightly less corporate. But when he tried to buy a yoga mat online, the universe threw him a curveball. Three mats later, one too hard, one too slippery, and one with actual holes, he realized India had a yoga problem.
Not with the practice. With the products.
The Birth of WiseLife
That frustrating shopping experience planted the seed for WiseLife. Prateek wanted to create a brand that made yoga feel good, not just spiritually, but physically and aesthetically.
So Prateek quit his job, rolled up his average mat, and got to work.
WiseLife launched with a simple mission: to make yoga accessible, sustainable, and stylish. And not in a “let’s slap a mandala on it” kind of way. In a “let’s actually fix the grip, cushioning, and design” kind of way.
The Founder Behind the Flow
Prateek isn’t your typical wellness founder. He’s a CA with a HarvardX and Yale education in entrepreneurship and negotiations. He’s got the finance chops, the startup hustle, and the yoga glow.
He leads product development, marketing, and operations, working with a team of designers, suppliers, and partners who share his vision. And yes, he still practices yoga, because what’s a wellness brand without a founder who can actually touch their toes?
What Makes WiseLife So Wise?
WiseLife isn’t just another yoga brand. It’s a vibe. A movement. A mat with a mission.
Here’s what sets it apart:
- Eco-Friendly Materials: Cork, suede, and natural rubber, no PVC nightmares here
- Zero-Waste Policy: All products are reusable and recyclable
- Sustainable Packaging: Paper boxes and recycled cardboard only
- Made in India: Locally crafted, globally loved
- Design-First Approach: Prints that pop, colors that calm, and alignment lines that actually help
It’s the yoga mat your inner wellness guru has been manifesting.
The Shark Tank Moment
WiseLife’s big break came on Shark Tank India Season 3, where Prateek pitched his brand with the kind of clarity that only comes from doing downward dog at dawn.
All four sharks, Aman Gupta, Anupam Mittal, Ritesh Aggarwal, and Namita Thapar, were sold. They invested ₹1.2 crore for a 4% stake, giving WiseLife the credibility boost it needed to go mainstream.
And the results? Orders jumped from 300 a day to 1,500. That’s not just traction. That’s a yoga stampede.
The ₹8 Crore Raise That Changed Everything
In July 2025, WiseLife raised ₹8 crore in a pre-Series A round led by Rukam Capital, a consumer-focused VC firm that saw the brand’s potential to lead India’s wellness revolution.
The funds will be used to:
– Scale manufacturing and supply chain
– Launch new product lines (hello, yoga apparel and wellness gear)
– Expand distribution across India and beyond
– Build a stronger content and community platform
Founder Prateek said it best: “This isn’t just funding. It’s motivation to keep going and build better.”
The Products That People Love
WiseLife’s catalog is growing faster than your favorite influencer’s follower count. But it all started with mats.
Fan favorites include:
– TRU Alignment Mat: With posture guides and extra grip
– Foldable Travel Mat: Lightweight, compact, and perfect for park yoga
– Cork & Rubber Mat: Earthy, durable, and Insta-worthy
– Kids Mats: With hopscotch and snakes & ladders designs (because why not?)
And now, they’re adding:
– Yoga Apparel: Stretchy, breathable, and stylish
– Mobility Tools: Foam rollers, resistance bands, and more
– Wellness Accessories: Meditation cushions, water bottles, and journals
It’s a full-blown wellness ecosystem, and it’s only getting bigger.
The Community That Keeps It Real
WiseLife isn’t just selling stuff. It’s building a tribe.
They host online challenges, live sessions, and workshops. Customers share transformation stories, product reviews, and feedback that shape new launches.
Inclusivity is key. WiseLife features users of all ages, body types, and experience levels. Whether you’re a beginner or a bendy pro, you’ll feel seen.
And that’s what makes the brand stick.
The Market Is Ready
India’s yoga mat market is projected to grow from $1.4 billion in 2024 to $2.2 billion by 2033. Globally, it’s expected to hit $26.5 billion by 2030.
With rising health consciousness, corporate wellness programs, and a shift toward eco-friendly products, WiseLife is perfectly positioned to ride the wave.
And let’s be honest, if your mat looks good, you’re more likely to use it.
Final Thoughts: From Mat Mishaps to Market Leader
WiseLife’s journey is proof that great startups don’t always start in garages. Sometimes, they start in yoga studios, with a bad Amazon order and a founder who refuses to settle.
With a clear mission, strong values, and a product that actually solves a problem, WiseLife is redefining wellness in India, one mat, one breath, and one funding round at a time.
So if you’re tired of slipping on PVC or staring at dull designs, maybe it’s time to roll out a WiseLife mat. Your body (and your Instagram feed) will thank you.
