Sova

What Sova does

Sova Health (legal entity: Wednesday Health India Pvt Ltd, incorporated 2019 in Gurgaon, Haryana) is an evidence-based precision gut health platform operating direct-to-consumer across India. The company combines DNA-based next-generation genomic sequencing of stool samples with proprietary bioinformatics to deliver at-home gut microbiome tests (Gut Microbiome Test, Food Intolerance Test) that produce 40-page personalized reports covering 2,000+ microbial biomarkers, a proprietary Rych Index score, disease risk assessments for 20+ conditions, and 3-phase nutrition plans. These diagnostic outputs feed a downstream product ecosystem including Sova X (Asia's first personalized probiotic with 10-21 strains and 15-21 billion CFUs tailored per customer), condition-specific synbiotic supplements (Pop to Debloat, Plug the Flow, Metabolic Fuel, Gut Set Go), and structured 21-day gut healing programs for IBS, GERD, weight loss, and detox, all bundled with expert nutritionist consultations conducted online. The company has built a proprietary Indian Microbiome Database of 50,000+ gut profiles, holds NABL and ISO certifications for its laboratory, and is FSSAI-licensed for its supplement line.

The business model is a pure DTC e-commerce operation through sova.health with pan-India doorstep delivery and sample pickup, generating revenue from one-time test kit sales (₹5,999-₹7,999), premium personalized bundles like Sova X Complete (₹25,499), standalone expert consultations (₹249-₹799), and supplement repurchases. Customers span individuals with chronic digestive issues (primary), health-conscious wellness consumers, and families via multi-test discount packs. Distribution is supported by an active organic and paid social presence across Instagram, Facebook, LinkedIn, Twitter, and YouTube, supplemented by significant earned media in Times of India, Economic Times, YourStory, Business Standard, and Mint Lounge. The company raised a $1M seed round in June 2024 led by Antler and Accelerating Asia with cross-border participation, earmarked for clinical trials, a Digital Therapeutics program, team expansion, and market exploration.

Name

Sova

Legal name

Wednesday Health India Pvt Ltd

Website

https://sova.health

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

51–100 employees

Short description

Sova Health is an India-based DTC precision gut health platform that combines DNA-based at-home microbiome testing, a proprietary Indian gut microbiome database, and personalized probiotics and supplements to serve consumers with chronic digestive issues and health-conscious wellness buyers across India.

Ownership category

akta.pro rank

Product category

Microbiome Testing & Personalized Gut Health Supplements

NAICS

Food (Health) Supplement Retailers (456191), Medical and Diagnostic Laboratories (62151)

SIC

In Vitro & In Vivo Diagnostic Substances (2835)

akta.pro primary industry

Probiotics & Digestive Health Supplements (CRADAGAF)

akta.pro secondary industries

Microbiome Manufacturing, Formulation & Delivery Technologies (encapsulation, spores, oral delivery) (HLAAAFAJ), Probiotics (Human & Animal Strains, Spore-Formers, Synbiotic Bases) (AFAJAJAE)

Keywords

• Gut microbiome testing
• Personalized probiotics
• Gut health supplements
• Food intolerance testing
• Nutrition coaching programs

Headquarters

HQ city

Gurugram

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Direct Product Sales: E-commerce sales of gut health diagnostic tests, personalized supplements, and health programs directly to consumers through the company website. One-time purchases with subscription potential for ongoing supplement needs.
2. Diagnostic Testing Services: Gut microbiome testing and food intolerance testing services with included expert consultations. Tests are sold as one-time kits with bundled consultation services.
3. Expert Consultation Services: Paid gut health expert consultations offered as standalone sessions or bundled with test kits. Includes nutrition and supplement recommendations.
4. Gut Health Programs: Structured gut healing programs (21-day gut cleanse, IBS treatment, GERD management) sold as comprehensive packages including consultations and follow-up support.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels12 records

Core offering

Sova Health sells at-home DNA-based gut microbiome and food intolerance test kits, then converts the results into personalized probiotic formulations (Sova X), a line of condition-specific synbiotic supplements, and structured 21-day gut-healing programs bundled with expert nutritionist consultations. The entire offering is sold direct-to-consumer via sova.health with pan-India doorstep kit delivery and sample pickup, supported by NABL-certified laboratory analysis and FSSAI-licensed supplement manufacturing.

Product overview

Sova Health is a microbiome-based gut health platform offering a comprehensive ecosystem of diagnostic tests, personalized supplements, and expert-guided programs. The core offering centers on DNA-based gut microbiome testing (Gut Microbiome Test, Food Intolerance Test) that generates 40-page personalized reports with disease risk assessments, nutrition plans, and probiotic recommendations. This diagnostic foundation powers the flagship personalized probiotic product Sova X and informs a suite of condition-specific supplements (Pop to Debloat, Plug the Flow, Metabolic Fuel, Gut Set Go). The company also offers structured 21-day gut healing programs (Gut x IBS, Gut x GERD, Gut x Weight Loss, Gut Cleanse & Detox) and expert consultations. The platform differentiates through proprietary Indian gut microbiome data, genetic sequencing technology, and the integration of testing, personalized supplementation, and ongoing nutritional guidance into a unified wellness pathway.

Differentiator

Problem solved

Functional benefit

Brands

• Sova X: Asia's first personalized probiotic, providing tailored gut health solutions based on individual microbiome testing. Includes customized bacterial strain formulations based on gut microbiome analysis.

Products and services

• Gut Microbiome Test At-home DNA-based genomic sequencing test analyzing 2,000+ microbial biomarkers from stool samples to identify root causes of digestive issues, map disease risks for 20+ conditions, and deliver a 40-page personalized report with a 3-phase 12-week nutrition plan and included expert consultation. Targeted at Indian consumers experiencing chronic gut health issues and at health-conscious individuals seeking preventive profiling.
• Food Intolerance Test Stool-based microbiome analysis identifying sensitivities across 330+ Indian foods, providing a 30+ page report with personalized diet plan and expert consultation to help consumers reverse food intolerances and end food-related anxiety.
• Sova X - Personalized Probiotics Asia's first personalized probiotic customized from individual Gut Microbiome Test results, delivering 10–15 bacterial strains and 15–21 billion CFUs tailored to the user's specific bacterial profile for improved digestion, metabolism, skin, hair, sleep, and overall wellbeing. Available as Sova X Diagnosis (₹22,499) and Sova X Complete (₹25,499) packages.
• Gut Metabolism Test for Weight Management Specialized gut microbiome test analyzing metabolism-related bacterial markers to provide insights for weight management and metabolic health improvement.
• H. Pylori Test At-home stool-based test for detecting Helicobacter Pylori bacterial infection in the gut.
• Antimicrobial Sensitivity Test Gut microbiome test evaluating bacterial resistance against 90+ antibiotics to determine which medications will be effective, helping doctors make informed prescription decisions.
• Pop to Debloat Synbiotic supplement for bloating relief containing 10 billion CFU with probiotic strains (L. acidophilus, B. longum, L. casei, L. rhamnosus) plus prebiotic inulin, formulated for Indian gut microbiomes to address gas and digestive discomfort.
• Plug the Flow Synbiotic supplement for diarrhea and IBS relief containing 5 billion CFU of Saccharomyces boulardii probiotic with clinically proven stool-firming properties for managing digestive irregularity.
• Metabolic Fuel Weight-control and metabolism-boosting synbiotic supplement with 30 billion CFU combining probiotic strains (L. salivarius, L. casei, L. plantarum, L. acidophilus, B. breve, B. coagulans), prebiotic inulin, and L-Carnitine Tartrate for fat metabolism and weight management.
• Gut Set Go Daily probiotic supplement with 15 billion CFU and 5 bacterial strains commonly missing in Indian guts, formulated to restore gut balance, improve nutrient absorption, and offset antibiotic damage.
• Lactase Enzyme Supplement Enzyme supplement designed to help individuals digest dairy without discomfort by providing lactase enzyme support.
• Sleep Gummies Probiotic lifestyle gummies containing melatonin and ashwagandha for deep sleep support, designed to promote restful sleep within 30 minutes.
• Daily Prebiotic Fiber Supplement Prebiotic fiber supplement formulated to support constipation relief by feeding beneficial gut bacteria and promoting regular bowel movements.
• Acidity Relief Effervescent Tablet Probiotic effervescent tablet providing 30-second acidity relief, combining probiotic bacteria with a fast-acting formula for digestive comfort.
• Junior Probiotics Probiotic supplement formulated specifically for children to support digestive health and immune function in younger age groups.
• Expert Consultation 30-minute online consultation with certified gut health experts providing personalized nutrition and supplement recommendations, health plans, and root-cause analysis for digestive issues, sold standalone at ₹249–₹799 or bundled with test kits.
• Gut Cleanse & Detox Program 21-day microbiome health routine offering structured gut detox with personalized certified nutritionist guidance, microbiome maintenance, improved energy and mood, and prevention of future chronic concerns.
• Gut x IBS Program Personalized gut healing program focused on IBS treatment, combining diagnostic testing, nutrition planning, and expert consultation for managing irritable bowel syndrome symptoms, with reported outcomes of 98% improvement and 85% medication cessation.
• Gut x GERD Program Personalized treatment program for hyper acidity, acid reflux, and heartburn combining gut microbiome analysis with nutrition and lifestyle interventions.
• Gut x Weight Loss Program Gut health program designed to support weight loss through microbiome-based nutrition and lifestyle modifications.
• Food Freedom Combo Comprehensive combo combining the Food Intolerance Test and Gut Microbiome Test with a free expert consultation to identify 330+ food triggers, root causes of food intolerances, and deliver comprehensive gut health profiling.

Quantifiable outcome

• 92% of customers showed improvement within 8 weeks
• +4 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature5 records

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Culturelle: Culturelle is a leading global probiotic supplement brand owned by i-Health. A broad incumbent competing in the same Indian consumer gut-health segment with mass-market Lactobacillus rhamnosus GG formulations.
• Yakult: Yakult is a global probiotic dairy-drink incumbent with established Indian operations. Represents the mass-market probiotics competition Sova's personalized, premium-priced offering must differentiate against.

Direct peers

• Atlas Biomed: Atlas Biomed combines DNA and microbiome testing with personalized food and supplement recommendations, sold D2C across multiple geographies. Same integrated test-plus-personalized-supplement proposition as Sova.
• ZOE: ZOE combines gut microbiome testing with personalized nutrition scoring and supplement programs. Like Sova, it sells a bundled test-plus-coaching D2C offering and emphasizes the link between gut health and metabolic outcomes.
• Sun Genomics: Sun Genomics offers personalized probiotic formulations (Floré) based on individual gut microbiome testing. Closest analog to Sova X — custom-formulated multi-strain probiotics driven by individual sequencing data.
• DayTwo: DayTwo pioneered microbiome-based personalized nutrition for blood sugar and metabolic health, with a similar test-plus-coaching model to Sova. Especially relevant given Sova's Gut Metabolism Test and weight-loss programs targeting Indians with diabetes/weight concerns.
• Viome Life Sciences: Viome is a direct peer offering at-home gut microbiome testing combined with personalized nutrition and supplement recommendations based on metatranscriptomic analysis. Same diagnostic-plus-personalized-supplement D2C model as Sova, though operating in the US and global markets with significantly more capital.

Emerging players

• Tiny Health: Tiny Health focuses on gut microbiome testing for babies, children, and families with personalized recommendations. Comparable to Sova's family pack and Junior Probiotic offerings in the family segment.
• Vedanta Biosciences: Vedanta is a clinical-stage microbiome therapeutics company developing defined bacterial consortia for disease treatment. Relevant to Sova's microbiome manufacturing and formulation expertise as well as its planned Digital Therapeutics expansion.
• Seed Health: Seed Health develops synbiotic (probiotic + prebiotic) formulations backed by microbiome science. Comparable to Sova's Pop to Debloat, Plug the Flow, and Metabolic Fuel synbiotic supplements, though Seed is US-focused and venture-backed at much larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/sovahealth
• YouTubeyoutube.com/@sovahealth299
• Facebookfacebook.com/SovaNutrition
• LinkedInin.linkedin.com/company/sova-health
• Instagraminstagram.com/sova_health

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds5 records

Investors13 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sova