HyugaLife
HyugaLife is a Mumbai-based health and wellness e-commerce marketplace aggregating 450+ brands and 10,000+ SKUs across supplements, protein, and wellness categories, serving Indian Tier-1/Tier-2 consumers with private-label products, AI personalization, H-Tested authenticity, and quick-commerce delivery.
- Company typePrivate
- Founded2020
- HeadquartersMumbai, India
- Headcount101–250
- GTM typeB2C
- OfferingDigital Commerce or Content
What HyugaLife does
HyugaLife (Hyuga Ecommerce Ventures Private Limited) is a Mumbai-based, vertically curated health and wellness e-commerce marketplace founded in 2020 (per the company website) / 2022 (per news sources) by Sachin Parikh, Anvi Shah, and Neehar Modi. The platform aggregates 450+ brands and more than 10,000 SKUs across eight merchandising categories — health supplements, sports nutrition, health foods and beverages, hair/skin/nails, weight management, women's health, ayurvedic and herbal supplements, and fitness accessories — and serves Indian consumers in Tier-1 and Tier-2 markets seeking trusted, lab-verified protein and supplement products. Its technology stack combines a D2C storefront with an AI-led personalization layer (a Stack Quiz supplement-stack builder), an in-house authenticity verification program branded 'H-Tested' (with independent heavy-metals lab testing and direct-from-brand sourcing), a quick-commerce fulfilment module branded 'Hyuga Quick' (dark-store network offering next-morning delivery in supported pin codes such as New Delhi 110001), and WhatsApp-based nutritionist advisory for assisted shopping.
The company monetizes through a hybrid model: marketplace commissions across 450+ third-party brands, direct sales of its first-party private-label brand 'Hyuga One' (whey protein, micronised creatine, omega-3, magnesium bisglycinate, VOLT pre-workout), subscription and referral programmes for repeat purchase, and unit-priced SKU-level pricing across a sub-₹500 to ₹17,493 band with free shipping above ₹399. Marketing relies on celebrity amplification (Bollywood actress Katrina Kaif as brand ambassador and investor; cricketer KL Rahul as investor), influencer carousels ('Top Picks By The Pros'), educational content (blogs, Protein Calculator), category SEO, an outsourced ETML digital marketing mandate, and a vendor onboarding form for brands. HyugaLife has raised a $1 million early-stage round (January 2024, Getvantage and Stride Ventures) and a ₹100 crore (~$10.5 million) Series A (April 2026, IvyCap Ventures led, First Bridge Fund participating, Dexter Capital advising), with the Series A capital explicitly allocated to deepen AI personalization, scale the dark-store network nationally, and establish an offline retail presence. The company is headquartered in Lower Parel, Mumbai, with a quick-commerce dark-store node in New Delhi, and operates with 101-250 employees as a privately held, venture-backed entity.
HyugaLife firmographics
Firmographics- Name
- HyugaLife
- Legal name
- Hyuga Ecommerce Ventures Private Limited
- Website
- https://hyugalife.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- HyugaLife is a Mumbai-based health and wellness e-commerce marketplace aggregating 450+ brands and 10,000+ SKUs across supplements, protein, and wellness categories, serving Indian Tier-1/Tier-2 consumers with private-label products, AI personalization, H-Tested authenticity, and quick-commerce delivery.
- Ownership category
- akta.pro rank
HyugaLife industry classification
Industry- Product category
- Online Health & Wellness Marketplace
- NAICS
- Food (Health) Supplement Retailers (456191)
- akta.pro primary industry
- Health, Wellness & Pharmacy Online Retailers (CRAFADAG)
Keywords
Where HyugaLife is headquartered
LocationHeadquarters
- HQ city
- Mumbai
- HQ country
- India
- HQ region
- Asia
Offices2 records
Markets served
HyugaLife business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Supply Chain, Marketing or Sales, Technology or R&D, Personnel, Infrastructure
Revenue model
- Marketplace GMV / Commission: Core revenue generated by aggregating 450+ brands and 10,000+ SKUs on the HyugaLife marketplace and earning margin/commission on transactions across categories including health supplements, sports nutrition, health foods, hair/skin/nails, weight management, women's health, kids nutrition, ayurvedic & herbal supplements, sexual health, and fitness accessories.
- Private Label (Hyuga One) Direct Sales: Direct-to-consumer sales of Hyuga's owned private-label brand 'Hyuga One' (Whey Protein, Micronised Creatine Monohydrate, Omega-3, Magnesium Bisglycinate, VOLT Pre-Workout, etc.) sold at premium price points versus marketplace listings (e.g., Hyuga One Whey 1kg at ₹2,899).
- Subscriptions & Repeat Orders: Subscription commerce on health/wellness SKUs governed by 'Subscription Terms & Conditions' on the site, supporting recurring consumption of supplements and proteins.
- Subscription & Private Label Monetisation (Micro-vertical D2C): Per inc42 framing, HyugaLife monetises as a micro-vertical D2C marketplace through subscription models that improve lifetime value over time and private-label potential (Hyuga One).
- Referral Programme Revenue Lift: Customer referral programme governed by 'Referral Terms & Conditions' on the storefront, driving repeat transactions and viral acquisition.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Unit-priced e-commerce marketplace with SKU-level list prices and discount list pricing |
| Subscription | Monthly | Subscription-based recurring purchase of health/wellness SKUs |
| Other | Pay-as-you-go | Free standard shipping over ₹399; free quick delivery via Hyuga Quick |
Go-to-market motion4 records
Distribution channels4 records
Marketing channels8 records
HyugaLife product offering
Product offeringCore offering
HyugaLife operates a curated, multi-vendor health and wellness e-commerce marketplace aggregating 450+ brands and 10,000+ SKUs across categories including health supplements, sports nutrition, health foods and beverages, hair/skin/nails, weight management, women's health, kids nutrition, ayurvedic and herbal supplements, sexual health, and fitness gear. It complements third-party listings with its own private-label brand (Hyuga One), an AI-led personalized supplement-stack builder, an H-Tested authenticity verification program with independent lab testing, and a quick-commerce dark-store fulfilment layer (Hyuga Quick) offering next-morning delivery in supported pin codes.
Product overview
HyugaLife operates a single unified D2C marketplace platform (hyugalife.com) under Hyuga Ecommerce Ventures Private Limited, hosting 450+ brands and 10,000+ products across nine merchandising categories — Health Supplements, Sports Nutrition, Health Foods & Beverages, Hair, Skin & Nails, Weight Management, Women's Health, Ayurvedic & Herbal Supplements, Sexual Health, and Fitness Gears & Accessories — augmented by a private-label house brand (Hyuga One), a quick-commerce module (Hyuga Quick Store) with next-morning delivery, an AI-led personalisation tool (Stack Quiz), and an in-house authenticity/quality program (Hyugalife Assured / H-Tested). The platform is best understood as one core marketplace product with these four cross-cutting modules/brands layered on top: Hyuga One (first-party brand competing on the shelf), Hyuga Quick Store (fulfillment speed layer), Stack Quiz (personalisation and conversion layer), and Hyugalife Assured (trust/authentication layer that also powers the "Heavy Metals Tested" badge).
Differentiator
Problem solved
Functional benefit
Brands
- Hyuga One: Proprietary in-house product line of supplements including whey protein powder, micronised creatine monohydrate, chelated magnesium bisglycinate powder, omega-3 triple strength fish oil, and VOLT pre-workout powder.
Products and services
- HyugaLife Marketplace A multi-vendor D2C e-commerce marketplace operated by Hyuga Ecommerce Ventures Private Limited, listing 450+ brands and 10,000+ products across proteins, supplements, health foods, hair/skin/nails, weight management, women's health, kids nutrition, ayurvedic & herbal supplements, sexual health, and fitness gear. Designed for Indian individual consumers seeking authentic, lab-verified wellness products.
- Hyuga One (Private-Label Brand) HyugaLife's owned brand of supplements and proteins, including Whey Protein (Cacao Chocolate, with probiotics and digestive enzymes), Micronised Creatine Monohydrate, Chelated Magnesium Bisglycinate Powder, Omega-3 Triple Strength Fish Oil, and VOLT Pre Workout Powder. Sold via the main marketplace at premium price points to capture higher margin and category ownership.
- Hyuga Quick Store (Quick-Commerce Delivery Module) Express-delivery service within the HyugaLife marketplace offering next-morning delivery for select products in supported pin codes (e.g., 'Get it by 11 AM, Tomorrow' to 110001 New Delhi) at no extra charge shown on category pages, powered by a hyperlocal dark-store network being expanded with Series A capital.
- Stack Quiz (Personalized Supplement Stack Builder) AI-assisted quiz that builds a personalised supplement stack for users, surfaced via homepage and product-page CTAs ('Build your personalized supplement stack'). Underpins the marketplace's AI-led personalisation capabilities and is being scaled with Series A capital.
- Health Supplements Category Marketplace category covering multivitamins, omega-3 & fish oil, vitamin D3, calcium, magnesium, zinc, iron, vitamin C, vitamin B, glucosamine, CoQ10, lutein, melatonin, pre & probiotics, and other health supplement combos, aimed at health-conscious Indian consumers addressing nutrient gaps, immunity and gut health.
- Sports Nutrition Category
Quantifiable outcome
- 450+ brands and 10,000+ products aggregated on a single wellness marketplace
- +3 more outcomes
Companies that use HyugaLife
Customer profileSegments5 records
Ideal customer profiles2 records
HyugaLife technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability4 records
Feature5 records
HyugaLife partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered flagship and core.
- Katrina KaifflagshipBollywood actress Katrina Kaif partnered with HyugaLife (covered by BW Disrupt, February 2025) as a celebrity brand ambassador and is described as an investor across multiple news sources. The partnership aims at offering authentic health products and provides marquee consumer-facing endorsement for the wellness marketplace.
- ETML (ET Medialabs)coreETML (ET Medialabs) won the digital mandate for Hyugalife in August 2024 (per Adgully.com coverage), taking responsibility for the brand's digital marketing, performance and SEO initiatives supporting the marketplace's growth.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
HyugaLife competitors and assessment
Company assessmentDirect peers
- HealthKart: India's leading multi-brand health, fitness and supplement marketplace; most direct comparable in terms of product breadth (proteins, supplements, health foods) and online D2C marketplace model. HealthKart also operates its own private-label brands (MuscleBlaze, TrueBasics, bGreen), making it the closest structural parallel to HyugaLife's marketplace + Hyuga One model.
- MuscleBlaze (Bright Lifecare): One of the largest Indian sports-nutrition brands and a marquee vendor on HyugaLife's own marketplace. Operates a hybrid D2C + marketplace presence with its own e-commerce storefront, making it a brand-side peer that competes with Hyuga One in whey, creatine and pre-workout.
- OZiva: Plant-based clean-label nutrition and wellness D2C brand covering proteins, supplements and women's health. Competes with HyugaLife in the lifestyle-wellness and women's-health segments and is one of the premium D2C brands aggregated on the HyugaLife marketplace.
- Plix: D2C nutrition and wellness brand offering effervescent and beauty-supplement SKUs in hair/skin/nails, weight management and beauty-from-within categories. Direct overlap with HyugaLife's beauty and wellness range and its premium positioning.
- TrueBasics (by Bright Lifecare): Premium health-supplement private label owned by HealthKart's parent; sells multivitamins, omega-3, biotin and women's-health SKUs that are also listed on HyugaLife. Direct peer in the private-label, daily-supplement category that mirrors Hyuga One's positioning.
- Kapiva: Ayurvedic and herbal nutrition D2C brand spanning wellness, weight management and daily-health categories. Competes with HyugaLife's Ayurvedic & Herbal Supplements category and is also a listed vendor on the HyugaLife marketplace.
- Wellbeing Nutrition: D2C nutrition brand focused on effervescent, melt-in-mouth and beauty-from-within supplements, with celebrity (e.g., Ranveer Singh) marketing. Comparable in product format innovation and celebrity-driven brand strategy, overlapping with HyugaLife's beauty and daily-supplement segments.
Emerging players
- Bold Care: D2C men's sexual-health and wellness brand. Direct overlap with HyugaLife's Sexual Health category; an emerging specialist peer using a similar celebrity + digital-first playbook.
Broad incumbents
- Tata 1mg: Broader health-platform incumbent combining pharmacy, diagnostics and supplements. Overlaps with HyugaLife on the health-supplement catalogue but serves a much wider health-services use case; relevant as a deep-pocketed competitor with offline + online distribution.
- Netmeds (Reliance): Pharmacy-led e-commerce platform expanding into nutraceuticals and supplements, backed by Reliance. Competes with HyugaLife on supplement discovery and delivery at national scale, particularly for OTC health and wellness categories.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
HyugaLife social profiles
Digital presenceHyugaLife compliance and trust
Trust signalCompliance2 records
HyugaLife financial estimates
Financial estimateRevenue estimate
Valuation estimate
HyugaLife leadership team
Management profileNumber of profiles
Profiles3 records
HyugaLife subsidiaries and ownership
Company hierarchySubsidiaries1 record
HyugaLife funding detail
Funding detailFunding overview
Funding rounds3 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HyugaLife M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about HyugaLife
What does HyugaLife do?
HyugaLife operates a curated, multi-vendor health and wellness e-commerce marketplace aggregating 450+ brands and 10,000+ SKUs across categories including health supplements, sports nutrition, health foods and beverages, hair/skin/nails, weight management, women's health, kids nutrition, ayurvedic and herbal supplements, sexual health, and fitness gear. It complements third-party listings with its own private-label brand (Hyuga One), an AI-led personalized supplement-stack builder, an H-Tested authenticity verification program with independent lab testing, and a quick-commerce dark-store fulfilment layer (Hyuga Quick) offering next-morning delivery in supported pin codes.
Is HyugaLife a public or private company?
HyugaLife is a private company. It is classified as venture growth investor backed and is currently operating.
When was HyugaLife founded?
HyugaLife was founded in 2020. It employs 101 to 250 people.
Where is HyugaLife based?
HyugaLife is headquartered in Mumbai, India, in the Asia region.
How does HyugaLife make money?
Five revenue lines are on record. Marketplace GMV / Commission is the primary driver. The others are private Label (Hyuga One) Direct Sales, subscriptions & Repeat Orders, subscription & Private Label Monetisation (Micro-vertical D2C) and referral Programme Revenue Lift.
Who are HyugaLife's main competitors?
Direct peers on record are HealthKart, MuscleBlaze (Bright Lifecare), OZiva, Plix, TrueBasics (by Bright Lifecare), Kapiva and Wellbeing Nutrition. Bold Care is listed as an emerging player. Broad incumbents are Tata 1mg and Netmeds (Reliance).
Does HyugaLife have an API?
No public API is recorded for HyugaLife.
What industry is HyugaLife in?
HyugaLife's product category is Online Health & Wellness Marketplace. Its primary akta.pro industry code is CRAFADAG, Health, Wellness & Pharmacy Online Retailers. Its NAICS code is 456191.