Preventive pain care brand betterhood has raised Rs 11.5 crore in a seed funding round led by Sauce. Existing investor Kairon Capital also participated in the round. Prior to this, the Bengaluru-based startup had secured Rs 5 crore in the same round led by Kairon Capital, with participation from Yogesh Kabra, Rishubh Satiya, Rohit Chawla, Sifat Khurana and Shayamal Vallabhjee in March this year. The proceeds will be used to deepen its product portfolio, expand distribution across quick commerce and modern retail, and scale its content and physiotherapist community, betterhood said in a press release. Founded in October 2024 by Vikram Kadam and Neha Zade, betterhood is building a preventive pain care brand focused on early signs of back, neck and joint discomfort. Its product range includes posture and ergonomic supports, orthotic soft goods such as back, knee, ankle and wrist supports, along with pain relief and recovery products. According to market research cited by the company, these categories represent a market of around Rs 20,000 crore in India and are growing at a low to mid-teens rate. betterhood is also building Physio Circle, a nationwide community of physiotherapists focused on awareness around posture, pain prevention, movement and recovery. The community currently has more than 7,000 physiotherapists, the company said. The startup has also launched The Physio Edge, a certification programme for early-career physiotherapists aimed at bridging the gap between academic training and clinical practice. Since its launch, betterhood claims to have served more than 2 lacs customers and published 1,500 pieces of educational content across platforms covering posture, pain prevention, movement and recovery. Recent funding activity in the segment includes Nivaan Care, which raised $7 million to scale its non-surgical chronic pain management clinics. CURAPOD, a wearable pain management device from Litemed, raised Rs 20 crore in a pre-Series A round to expand its photobiomodulation-based technology, while Heatronics raised Rs 1.8 crore for its preventive pain management and heat therapy devices. Zanskar raised Rs 2.8 crore in 2025 to expand its pain care portfolio and invest in R&D around chronic pain and recovery. Stance Health also raised $1 million to build its tech-enabled musculoskeletal care model combining diagnosis, physiotherapy and recovery programmes. Bareback Media has recently raised funding from a group of investors. Some of the investors may directly or indirectly be involved in a competing business or might be associated with other companies we might write about. This shall, however, not influence our reporting or coverage in any manner whatsoever. You may find a list of our investorshere.
