HyugaLife Raises ₹100 Cr Series A Led by IvyCap Ventures to Solve India’s ‘Trust Deficit’ in Nutrition Supplements
India’s rapidly growing nutrition supplements market has long battled a credibility crisis. With a flood of brands making lofty claims about protein content and ingredient purity, the average consumer is often left wondering: is this product genuine? Is it safe?
Enter HyugaLife, a Mumbai-based health and wellness e-commerce platform that has built its entire business model on countering this distrust. On April 27, 2026, the startup announced it has raised ₹100 crore (approximately $10.5 million) in a Series A funding round led by IvyCap Ventures, with participation from First Bridge Fund .
The funding marks a significant vote of confidence for the direct-to-consumer (D2C) health-tech space and provides HyugaLife with the firepower to scale its “authenticity-first” marketplace across India .
“India’s protein and supplements market has a trust problem, and HyugaLife was built to address it. We’re doubling down on our authenticity guarantee by expanding lab-tested offerings, while investing in AI-driven smart, personalised technology…”
— Sachin Parikh, Founder & CEO, HyugaLife
How HyugaLife Solves the Credibility Gap
Founded in 2021 by Sachin Parikh, Anvi Shah, and Neehar Modi, HyugaLife operates as a curated marketplace for proteins, supplements, and health foods . Unlike open e-commerce platforms where authenticity is ambiguous, HyugaLife implements a direct-sourcing model and a proprietary “H-Tested” quality verification program .
The platform partners directly with brands—cutting out third-party resellers—and conducts independent lab tests through NABL and FSSAI-accredited labs to verify protein values and screen for heavy metals . Currently, the platform lists over 10,000 products from more than 450 brands across categories like sports nutrition, herbal supplements, weight management, and fitness accessories .
HyugaLife at a Glance:
| Metric | Details |
|---|---|
| Founded | 2021 |
| Founders | Sachin Parikh, Anvi Shah, Neehar Modi |
| Headquarters | Mumbai |
| Lead Investor | IvyCap Ventures |
| Total Raised (Series A) | ₹100 Cr (~$10.5M) |
| Platform Size | 10,000+ Products, 450+ Brands |
| Key Differentiator | “H-Tested” Independent Lab Verification |
| Notable Backers | KL Rahul, Peak XV Partners |
From Personalisation to Dark Stores: The Use of Funds
The capital injection will be deployed across three primary verticals to strengthen HyugaLife’s omnichannel presence .
1. AI-Driven Personalisation (Tech Stack)
A significant portion of the funds will be invested in strengthening the platform’s AI-led personalisation capabilities . The goal is to move beyond generic search and use data science to recommend products based on a user’s specific “life stage and fitness phase,” thereby increasing customer lifetime value (LTV) .
2. Dark Store Network for Speed
In a strategic move to rival quick-commerce platforms (like Blinkit or Zepto), HyugaLife will use the capital to expand its dark store network. This infrastructure will enable faster deliveries of essential supplements, mirroring the convenience that grocery delivery has brought to urban India .
3. Offline Retail Expansion
HyugaLife currently exists purely in the digital realm. The fresh funding will allow the startup to bridge the online-offline gap by establishing a physical retail presence. This omnichannel approach is designed to build deeper brand trust and capture footfalls in high-street locations .
Market Context: The Wellness Gold Rush
HyugaLife’s fundraise comes amid a surge in investor interest in India’s health and wellness sector. The pandemic fundamentally shifted consumer priorities toward preventive healthcare, creating a massive market tailwind.
The Series A round follows a seed round in 2024 where the startup secured $6.3 million from Peak XV Partners’ Surge programme and Spring Marketing Capital . It is also backed by a roster of high-profile angel investors, most notably Indian cricketer KL Rahul .
Recent Activity in the Health & Wellness D2C Space:
| Startup | Action | Amount |
|---|---|---|
| HyugaLife | Series A (Equity) | ₹100 Cr |
| Wellbeing Nutrition | Acquired by USV (Majority Stake) | ₹1,583 Cr (~$174.7 Mn) |
| Fullife Healthcare | Series D (Equity) | ~₹270 Cr (Previous) |
The sector has seen a surge in both private funding and strategic acquisitions, indicating that the market for preventative health and authenticated nutrition is maturing beyond niche fitness audiences to the mass market .
The Road Ahead: From Marketplace to Holistic Health Partner
HyugaLife’s trajectory indicates a shift from being a mere “seller of protein powders” to a holistic health partner. The trust deficit in the Indian supplement market is wide, and HyugaLife is systematically closing it through scientific validation .
With the ₹100 crore war chest, HyugaLife is not just betting on faster delivery or fancy packaging—it is betting that Indian consumers are willing to pay a premium for the certainty that their health products are safe, tested, and genuine.
