HyugaLife, an Indian health and wellness e-commerce platform, has raised ₹100 crore [1] in a Series A funding round [1].
The investment comes as the company seeks to combat a lack of consumer trust in the protein and supplement industry through verification and technology. By implementing stricter testing and AI tools, the platform aims to differentiate itself in a market often plagued by quality concerns.
IvyCap Ventures led the funding round [1], with participation from First Bridge Fund [2]. The total capital raised is approximately $10.6 million [2].
Founder and CEO Sachin Parikh said the capital will be used to strengthen AI-driven personalization features and expand the company's lab-tested product offerings. Parikh said the protein and supplements market suffers from a deep trust deficit because health is a high-responsibility category.
To address these concerns, the company is focusing on an authenticity guarantee. Parikh said the platform is doubling down on this commitment by expanding the number of offerings that undergo laboratory testing.
HyugaLife operates as a marketplace specifically for nutrition and supplements within India. The company intends to use the new funds to scale its operations, and improve the accuracy of product recommendations for its users via artificial intelligence.
“The protein & supplements market suffers from a deep trust deficit.”
The infusion of capital into HyugaLife reflects a broader trend in the Indian e-commerce sector toward 'verified' commerce. By prioritizing lab testing and AI personalization over simple aggregation, the company is attempting to shift the value proposition from price and convenience to safety and trust, targeting a growing middle class concerned with the purity of health supplements.
