HyugaLife, a nutrition and supplements marketplace, has raised Rs 100 crore in a Series A funding round led by IvyCap Ventures, with participation from First Bridge Fund. The funding marks a significant step in the company’s growth strategy as it looks to strengthen its position in India’s rapidly expanding health and wellness market.
The capital raised will be deployed across multiple areas of the business, with a primary focus on strengthening AI driven personalisation capabilities. The company is investing in technology that enables more tailored product discovery based on individual user needs, lifestyle stages and fitness goals. This approach reflects a broader shift in digital commerce towards data driven, personalised consumption experiences.
In addition to technology, HyugaLife plans to expand its supply chain infrastructure through the development of a dark store network aimed at improving delivery speed and efficiency. The company is also looking to build an offline retail presence, indicating a move towards an omnichannel model that combines digital convenience with physical touchpoints.
A key aspect of the company’s positioning lies in its focus on product authenticity within a category that has often faced quality concerns. HyugaLife sources products directly from brands and conducts independent lab testing to verify nutritional claims and detect contaminants, positioning this as a core differentiator in the market.
The funding comes at a time when India’s health and wellness segment is witnessing sustained growth, driven by increasing awareness around nutrition, preventive healthcare and fitness. As competition intensifies across ecommerce and direct to consumer platforms, HyugaLife’s strategy combines technology, supply chain expansion and trust based positioning to build scale in a fragmented and evolving category.
Founded in 2021 by Sachin Parikh, Anvi Shah and Neehar Modi, HyugaLife operates an ecommerce platform offering proteins, supplements, health foods and fitness products. The platform lists over 10,000 products from more than 450 brands, catering to a broad consumer base including athletes, fitness users and general wellness focused consumers.
Sachin Parikh, CEO and Co-founder, HyugaLife, said, “We’re doubling down on our authenticity guarantee by expanding lab tested offerings, while investing in AI-driven smart, personalised technology that meets consumers at their specific life stage and fitness phase, and enabling faster access through dark stores and offline.”
