betterhood | ₹11.5 Cr / ~$1.3M (Seed)

Founders: Vikram Kadam, Neha Zade

Founded: October 2024

HQ: Bengaluru

Sector: Preventive Health / Pain Care

What they do

→ Preventive pain-care brand addressing musculoskeletal issues before they become chronic

→ Product range spans posture/ergonomic supports, orthotic soft goods (back, knee, ankle, wrist), and pain-relief/recovery products

→ Runs Physio Circle, a community of 7,000+ physiotherapists focused on posture, prevention, and recovery

→ Also launched The Physio Edge, a certification programme bridging academic training and clinical practice for early-career physiotherapists

The Funding

→ Raised ₹11.5 Cr in a seed round led by Sauce, with existing investor Kairon Capital participating

→ Follows an earlier ₹5 Cr round in March 2026 led by Kairon Capital, joined by consumer founders Yogesh Kabra, Rishubh Satiya, Rohit Chawla and Sifat Khurana, and sports scientist Shayamal Vallabhjee.

Why it matters

→ Served 60,000+ customers and published 1,000+ pieces of educational content since launch

→ Targets a ₹20,000 Cr core category, with the broader preventive pain-care opportunity pegged at ₹35,000 Cr

→ Over half of Indian adults 45+ report musculoskeletal issues a large, underserved consumer base

→ Real differentiator will be whether growth comes from quick-commerce shelf space or its physiotherapist community the latter being far more defensible

Can a physiotherapist community actually be a moat, or is this just another D2C wellness brand?