HyugaLife, a Mumbai-based health and wellness e-commerce platform, has secured Rs 100 crore (approximately $10.5 million) in a Series A funding round. The investment was led by IvyCap Ventures, with First Bridge Fund also participating. The capital infusion comes as the startup attempts to solve the trust deficit in India’s supplement market, where counterfeit products often lead to a "cash leak" for health-conscious consumers.
The new funding follows a $6.3 million seed round raised in early 2024, which saw backing from Peak XV and Spring Marketing Capital. The company’s existing investor base is notable for its mix of institutional and celebrity muscle, including Stride Ventures, Getvantage, and Indian cricketer KL Rahul.
About HyugaLife
Founded in 2022 by Anvi Shah, Neehar Modi, and Sachin Parikh, HyugaLife operates as a specialized digital marketplace for sports nutrition, health foods, and personal care. While horizontal e-commerce giants dominate the volume, HyugaLife has carved a niche by focusing on product authenticity—a major pain point in a category where "fake" proteins and supplements are rampant.
The platform’s mettle is being tested through its "H-Tested" program. Unlike typical marketplaces that act as intermediaries, HyugaLife sources directly from brands and conducts independent lab tests on its catalog. These reports, which check for heavy metals and nutritional accuracy, are published directly on product pages to build consumer confidence.
“Our goal has always been to provide a one-stop destination where quality isn’t a question mark,” a representative from the leadership team noted. “The fresh capital will be deployed to expand our technology and supply chain. We are particularly focused on AI-driven personalization to help users find the right supplements based on their specific health goals.”
Physical Infrastructure
A significant portion of the Rs 100 crore will be channeled into building a network of dark stores. This move is designed to enable faster delivery times, a necessity as quick-commerce expectations spill over into the wellness category. Furthermore, the company is planning a steep climb into offline retail, aiming to establish a physical presence that can serve as both a distribution point and a brand touchpoint.
HyugaLife currently lists more than 450 brands and over 10,000 products. Its parent company, Pratech Brands, also houses Inaari—a label focused on female hormonal health—signaling a broader intent to capture the "preventative healthcare" wallet of the Indian middle class.
“The wellness market in India is witnessing a skyrocketing trend as consumers move from curative to preventative care,” said Vikram Gupta, Founder and Managing Partner at IvyCap Ventures. “HyugaLife’s commitment to authenticity and its direct-to-brand sourcing model creates a differentiated value proposition in the e-commerce space. We believe their approach to lab-testing and transparency will set a new benchmark for the industry.”
Next Phase Entry
As HyugaLife enters its next phase, the challenge will be to maintain its "authenticity" moat while scaling rapidly across Tier-2 and Tier-3 cities. The health supplement sector remains high-margin but is increasingly under the scanner of regulators and discerning consumers alike.
By investing in supply chain tech and an offline footprint, HyugaLife is betting that the modern Indian consumer is willing to pay a slight premium for the peace of mind that comes with lab-certified products. The coming 24 months will be a test of whether this "quality-first" model can hold its own against the price-war tactics of larger incumbents. For now, with a fresh war chest, the Mumbai startup is ready to take on the heavyweights of the digital pharmacy and wellness world.
