How Wiselife Cracked Premium Yoga Accessories As Performance Gear

Yoga, pilates or bodyweight training may differ in form, but since the pandemic, they have increasingly converged into a shared wellness routine. For many fitness enthusiasts, however, the difference between a difficult workout and slipping out of it comes down to something deceptively simple: the yoga mat underfoot.

Its grip across surfaces prevents sliding and stabilises movement. Its thin cushioning supports balance through long holds without sinking, while its firmness reduces the risk of slips, strains and falls. That everyday dependence on how people move, stretch, and train has turned yoga mats from a casual accessory into a functional fitness tool.

As daily practice has moved from studios to homes, the yoga mat market in India is estimated to grow from $1.4 Bn in 2024 to $2.2 Bn by 2033. Despite rising demand, the broader yoga accessories market remains highly fragmented, with few organised players shaping standards for performance or durability.

When Prateek Kedia set up Wiselife in 2022, his approach reflected these principles. He moved fitness gear away from commoditisation, building reliable products that prioritise alignment, grip and comfort for busy working professionals.

The D2C brand began with yoga mats as its core offering. However, it soon expanded into a carefully curated range of yoga and recovery accessories, including blocks, stretch belts, resistance bands and recovery tools.

Credibility, Not Discount, Is The Success Mantra

In a market shaped by low prices and low product differentiation, earning trust as a new brand required more than price advantages. Instead of leaning on discounts to win, Wiselife leaned on better materials, better design, and functional details that improve alignment and posture.

Although 80% of Wiselife’s products are made in India, the brand sources specialised components such as natural rubber, cork, jute, and natural PU from global partners to meet professional-grade durability standards. Every item passes through a centralised facility in Gurugram, where it undergoes two rounds of quality checks, covering material integrity and print accuracy.

Scaling Through Community-Led Growth

Wiselife’s growth engine is powered by its expansion beyond digital transactions and a strong foray into real-world engagement. In 2025, it organised large-scale wellness events, including a Yoga Day programme at CyberHub, Gurugram, among others, and curated retreats in collaboration with wellness influencers.

Marketplaces such as Amazon account for 50% of its total sales, while quick commerce contributes 15%, enabling the brand to serve urban consumers seeking immediate access to wellness products.

Financial performance has remained consistent over the past three years. 

Wiselife’s revenue increased from ₹10.7 Cr in FY24 to ₹20.4 Cr in FY25, resulting in 90.6% year-over-year growth.

In the last two financial years, repeat customer rates have improved from 4% to 15%, indicating growing customer loyalty alongside scale.

Raising The Quality Bar Globally, From India

Wiselife secured strategic funding from Rukam Capital in 2025 and now generates a monthly revenue of ₹3 Cr. It is estimated to reach ₹5 Cr by the end of the current fiscal year.

In 2026, the brand will focus on deepening its leadership in the Indian yoga market by expanding offline retail and building corporate wellness partnerships. By 2028, it aims to emerge as a globally recognised wellness brand, positioned to compete with leading international players.

[Authored By Vandana Batra]

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