Preventive paincare startup Betterhood has secured ₹5 crore in seed funding in a round led by Kairon Capital, as the company looks to expand its presence in India’s growing health and wellness market. The funding round also attracted participation from several notable angel investors, including Yogesh Kabra (founder of XYXX), Rishubh Satiya (Plix), Rohit Chawla and Sifat Khurana (Innovist), and sports scientist and performance coach Shayamal Vallabhjee.
The newly raised capital will be used to enhance Betterhood’s product portfolio, strengthen its team, and expand distribution channels across both offline retail and digital platforms. The company plans to grow its sales through e-commerce marketplaces, quick-commerce platforms, and physical retail partnerships.
Addressing Preventive Paincare in India
Founded in 2024 by Vikram Kadam and Neha Zade, Betterhood focuses on building products designed to help people prevent and manage musculoskeletal pain before it becomes a chronic issue. The startup operates at the intersection of healthcare, wellness, and lifestyle, targeting a growing segment of consumers who are seeking proactive approaches to pain management.
Founder Vikram Kadam believes that preventive care remains a largely untapped opportunity in India’s healthcare landscape.
“Most consumers in India respond to pain only when it becomes severe enough to affect their daily lives. The real opportunity lies in shifting this behaviour toward prevention, posture correction, recovery and long-term musculoskeletal care,” Kadam said.
He added that modern lifestyle habits are contributing significantly to pain-related conditions.
“Musculoskeletal problems today are strongly linked to lifestyle factors — how people work, commute, move, and rest. That’s why Betterhood designs its products with the modern user at the centre,” Kadam explained.
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Building a Preventive Health Brand
Betterhood develops a range of products aimed at supporting musculoskeletal health and everyday pain management. Its product lineup includes posture correctors, orthotic supports, knee braces, wrist supports, and other recovery-focused solutions designed to reduce strain and improve body alignment.
Since launching its products, the startup claims to have served more than 60,000 customers, indicating rising awareness around preventive paincare among Indian consumers.
According to Deepankur Malhotra, founder and managing partner at Kairon Capital, the startup is targeting a significant market opportunity.
“Betterhood is addressing a large and underserved consumer need at the intersection of health, wellness and lifestyle. What impressed us most was the founders’ clarity of vision, strong early execution and the potential to build an education-led brand in preventive pain care,” Malhotra said.
Expanding Distribution Channels
With the fresh funding, Betterhood plans to expand its offline distribution network by partnering with physiotherapy clinics, running communities, wellness centres and retail stores. This strategy is expected to help the brand reach consumers who actively seek solutions for posture correction and injury prevention.
At the same time, the company will continue strengthening its online presence across e-commerce and quick-commerce platforms, allowing customers to access its products conveniently.
Technology and Education in Pain Management
In addition to physical products, Betterhood is also investing in digital tools and educational resources to help consumers understand and address pain-related issues.
The startup’s website offers tools that help users identify potential causes of pain in areas such as the neck, shoulders, back, and knees. It also features a posture analysis tool designed to help individuals assess their posture and take corrective action.
Betterhood has also introduced a certification program for physiotherapists, aiming to build a network of professionals trained in preventive musculoskeletal care.
Growing Demand for Preventive Health Solutions
India’s wellness market is witnessing increasing demand for preventive health solutions, especially as sedentary work habits and screen-heavy lifestyles contribute to rising musculoskeletal issues.
With its focus on prevention, posture correction and recovery, Betterhood aims to position itself as a leading brand in preventive paincare in India’s rapidly expanding health-tech and wellness ecosystem.
The company’s expansion plans, backed by new funding and strategic partnerships, signal a broader shift toward proactive health management and lifestyle-driven healthcare solutions.
Ruchi Kumar is the associate editor at Entrepreneur News Network and TVW News India, where she leads editorial strategy, brand storytelling, and startup ecosystem coverage. With a strong focus on innovation, business, and marketing insights, he curates impactful narratives that spotlight India’s evolving entrepreneurial landscape. She has written extensively on fintech, AI and emerging startups.