Yoga, pilates or bodyweight training may differ in form, but since the pandemic, they have increasingly converged into a shared wellness routine. For many fitness enthusiasts, however, the difference between a difficult workout and slipping out of it comes down to something deceptively simple: the yoga mat underfoot. Its grip across surfaces prevents sliding and stabilises movement. Its thin cushioning supports balance through long holds without sinking, while its firmness reduces the risk of slips, strains and falls. That everyday dependence on how people move, stretch, and train has turned yoga mats from a casual accessory into a functional fitness tool. As daily practice has moved from studios to homes, the yoga mat market in India is estimated to grow from $1.4 Bn in 2024 to $2.2 Bn by 2033. Despite rising demand, the broader yoga accessories market remains highly fragmented, with few organised players shaping standards for performance or durability. When Prateek Kedia set up Wiselife in 2022, his approach reflected these principles. He moved fitness gear away from commoditisation, building reliable products that prioritise alignment, grip and comfort for busy working professionals. The D2C brand began with yoga mats as its core offering. However, it soon expanded into… Read MoreInc42 Media
