Yoga has become a way of life for many, rooted in ancient wisdom and now embraced through modern ideas. The wellness movement is expanding beyond traditional spaces and elite retreats. Across India, new-age startups are redefining how people access and experience wellness, making it more personal, inclusive and environmentally conscious.
Here are four inspiring ventures that are making wellness feel more real, more rooted and more reachable.
WellnessLoka
Founded in 2016 by Ajay Jolly and Rinie Rajan Mathews, WellnessLoka is a Kerala-based platform that simplifies the process of discovering and booking authentic wellness experiences. The platform features over 3500 wellness retreats in partnership with around 250 verified gurus and wellness properties. It offers users expert guidance from in-house Ayurveda and Yoga consultants and supports online payments for instant bookings.
Each property listed on WellnessLoka is physically verified and rated by their audit team. The platform also shares unedited photos and videos to give customers a transparent view of the experience they are booking. Their offerings include over 500 online yoga sessions focused on areas like stress relief, women’s health and better sleep. The recently launched short wellness retreats provide a two to three-day introductory experience that blends Ayurveda, yoga and meditation in scenic locations across Kerala.
WellnessLoka is designed as a tech-enabled bridge between wellness seekers and service providers. It focuses on quality assurance and user-friendly booking to make traditional wellness practices more accessible and trustworthy.
Loving Earth
Founded by New Zealander Bree Mackilroy in 2018, Loving Earth Yoga Cafe in Fort Kochi blends mindful living with plant-based cuisine and yoga. Bree started by making raw vegan desserts in a small studio kitchen and selling them to organic shops. Her passion for yoga and conscious food led to the creation of a full-fledged cafe and studio that now serves as a wellness hub.
Loving Earth offers a welcoming space for yoga practice alongside a 100 percent vegan menu. The studio holds yoga classes for different levels and follows a philosophy that wellness includes both the body and the planet. The cafe promotes sustainability, mindfulness and healthy living through every aspect of its operations.
With a calm atmosphere and a strong sense of community, Loving Earth Yoga Cafe stands out as a grassroots wellness space that is rooted in authenticity and guided by experience.
Fittr
Fittr was started in 2016 with a simple mission to help people realise how amazing life can be when health is a priority. Founded by Jitendra Chouksey along with co-founders Jyoti Dabas, Rohit Chattopadhyay and Bala Krishna Reddy, Fittr began as a WhatsApp group helping friends and family with fitness goals. Today, it is a full-fledged global fitness platform with an aim to make 50 million people fit and create over one lakh career opportunities in the wellness sector.
Fittr brings together coaches, clients and wellness professionals on one tech-based platform. It offers personalised plans, online training, a supportive community and a pathway for trainers to turn fitness into a professional career. The brand’s strength lies in its relatable tone, science-backed advice and commitment to long-term transformation.
By blending community and commerce, Fittr is turning fitness into a career path and lifestyle movement across India and beyond.
Juru Yoga
Juru Yoga was founded in 2016 by Puja Sharma and Sudarshan Naik Borkar. Inspired by her struggle to find a durable and eco-friendly yoga mat during teacher training, Puja began researching sustainable alternatives to PVC mats. The result was India’s first anti-slip yoga mat overlay made from jute and natural rubber.
Juru, which means joy in some tribal languages, now offers a full range of yoga mats and props made from cork, jute, cotton and natural rubber. These mats are reversible, antimicrobial and biodegradable. The brand has steadily expanded to become a trusted name among eco-conscious yoga practitioners.
By combining Indian craftsmanship with global sustainability trends, Juru has positioned itself as a made-in-India yoga brand that celebrates both the environment and the essence of yoga.
The new wave of yoga and wellness is local, ethical and rooted in real experiences
These startups are proving that the ancient science of wellness can evolve with the times without losing its core values. Whether through sustainable products, tech platforms or community-driven spaces, their efforts are helping more people discover the power of mindful living in a modern world.
