Preventive Health Is Moving Beyond Metro-Centric Models
India’s wellness and preventive health market has largely been urban, English-first, and influencer-driven. However, rising health awareness across Tier 2 and Tier 3 cities is creating demand for affordable, culturally relevant guidance focused on daily habits rather than extreme fitness or supplement-led regimens. This shift is opening up opportunities for tech-led platforms built for mass adoption.
Funding Snapshot and Capital Use
Bengaluru-based lifestyle and wellbeing platform SuperLiving has raised $2 million (around ₹16.5 crore) in a funding round led by Kae Capital, with participation from All In Capital and angel investors.
The startup had earlier raised ₹2 crore from All In Capital in September 2025 after winning the Elevator Pitch event. The fresh capital will be used to enhance product capabilities, expand vernacular and culturally rooted content, strengthen its AI companion, and scale distribution across Tier 2 and Tier 3 India.
What SuperLiving Is Building
Co-founded in 2025 by Manavdeep Singh Grover and Gurjot Kaur, SuperLiving is an AI-powered preventive lifestyle platform offering guidance across nutrition, movement, sleep, stress, pregnancy, and daily habits. The platform delivers bite-sized, AI-personalised courses, gamified habit trackers, and a 24×7 AI companion that adapts to user routines and cultural context. Courses are priced between ₹99 and ₹250, with no supplement upsells, positioning the product for broad affordability. Within 2.5 months of monetisation, over 70 percent of paying users have come from Tier 2 towns and beyond.
Why This Funding Matters
SuperLiving’s raise reflects growing investor interest in outcome-led, low-ticket wellness platforms designed for Bharat rather than metro elites. For Indian founders, the signal is clear: preventive health adoption will be driven by regional relevance, habit formation, and trust, not premium pricing or aspirational branding. Platforms that combine AI with cultural context may define the next phase of India’s mass-market wellbeing economy.
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