Prateek Kedia was a corporate warrior.
60-hour work weeks, stress, and bad eating habits consumed him. His answer? Yoga.
But his first yoga class wasn’t just a wake-up call for his body—it was a business revelation. After struggling to find a decent yoga mat that was both functional and beautiful, Prateek knew he wasn’t alone.
The pandemic pushed everyone indoors. Mental health took center stage. Home fitness exploded. For Prateek, this was a golden opportunity.
“I realised that most yoga mats in India lacked quality. They smelled of plastic, didn’t last, and were boring,” recalls Prateek.
With a ₹5 Lakh investment, he imported 400 yoga mats, listed them on Amazon, and priced them at ₹1,000–₹1,200. The mats sold out within weeks.
This was validation.
Thus the foundation stone for Wiselife was laid with 85% Made-in-India products and a warehouse in Gurgaon.
The Courageous Swim In The Tank (without shark gear)
Wiselife’s big break came on Shark Tank India Season 3.
Prateek pitched Wiselife as the brand solving India’s yoga needs with premium, eco-friendly products.
Leaving Namita Thapar, Aman Gupta, Anupam Mittal, and Ritesh Agarwal impressed, Prateek raised ₹1.2 Cr for a 4% stake.
But what he truly built was a following for his brand – that too on national television.
The impact was immediate.
Wiselife went from 300 daily orders before Shark Thank to 1,500 daily orders after.
This 5X surge cemented Wiselife’s position in the market. Now the brand is thriving today with 5+ Lakh consumers and 3X revenue growth every fiscal year.
But, Do People Really Care For Differentiation In Yoga Mats?
India’s yoga mat market is crowded, with giants like Decathlon and Cosco dominating. Yet, Wiselife carved a niche.
Premium Material: The brand uses TPE (thermoplastic elastomers) instead of harmful PVC. TPE mats are eco-friendly, durable, and safe for health.
A Thoughtful Design Language: Unique prints like Surya Namaskar motifs and mandalas elevate the aesthetic appeal.
Customer-Centric Products: Based on user feedback, Wiselife created foldable mats, travel-friendly bags, and mats with better cushioning for the knees.
“We didn’t just sell mats. We sold experiences,” says Prateek.
How D2CX Powered Wiselife’s Growth
Prateek Kedia isn’t just the founder of Wiselife—he’s also a proud graduate of D2CX Cohort 2.
“D2CX gave me mentors and networks that opened doors I didn’t know existed,” shares Prateek.
Through hands-on workshops and access to a thriving community of fellow founders, D2CX provided the frameworks that helped Prateek scale Wiselife.
And he’s not alone. Fellow D2CX founders have collectively created ₹500+ Cr in value, proving that collaboration beats competition any day.
Here’s Prateek with his D2CX Cohort 2 fellows—a community as driven as he is:
A Lean Marketing Playbook That Works Wonders For Wiselife
For Wiselife, marketing isn’t just about selling. It’s about building trust.
So, frugal marketing works for the brand. Why spend more when you can do it with less, right?
Influencer Collaborations: Partnered with 500+ fitness influencers to amplify brand awareness.
Community Building: Engaging content on social media, from yoga tips to live sessions.
Product Drops: Every three months, Wiselife introduces new designs or products, keeping customers hooked.
This multi-channel strategy ensures Wiselife stays top of mind for its audience. And, customers adore the brand!
The Wiselife Ethos Extends Beyond Being Just A Brand
Wiselife isn’t stopping at mats. The brand recently launched a women’s yoga wear range.
“Our fabric has 27% spandex, offering unmatched stretch and durability,” shares Prateek.
The goal? Compete with players like BlissClub and Nykaa, while offering something unique—premium quality with subtle prints.
With this launch, Wiselife aims to:
🔥 Double-down on brand premiumisation
🔥 Take a larger piece of the market share
🔥 Drive revenues to ₹27 Cr in FY25.
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