Ivory on Shark Tank India: Can This Cognitive Wellness Startup Change Brain Health?

Mumbai-based Ivory is a cognitive wellness startup founded in 2022 by Isaac M. John and Rahul Krishnan. The company’s mission is simple help people maintain brain health and detect neurodegenerative risks early.

Through its neuroscience-backed assessments and interactive brain-training games, the platform aims to slow cognitive decline, improve mental agility, and promote overall brain fitness.

Click here to visit their website: Ivory

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According to the founders, after the age of 40, the human brain shrinks by about 5% every decade. If this shrinking accelerates, it can lead to irreversible neurodegenerative conditions like dementia and Alzheimer’s disease.

Their solution? An FDA-registered assessment tool combined with a gaming-based cognitive therapy app that helps users track and improve their brain health.

The founders believe that brain health should be a lifelong priority, and their app provides users with a simple, accessible way to strengthen cognitive function.

Isaac’s passion for cognitive wellness comes from personal experience. His father has Parkinson’s disease, and he has seen firsthand how brain health can deteriorate over time.

Before launching Ivory, he was the marketing head of Puma India, but he left the corporate world to build something meaningful in healthcare.

Rahul comes from a different background. A mechanical engineer with an MBA, he once worked in Dubai before returning to India in 2015. His fascination with neuroscience and technology led him to the co-founders program at Antler, where he met Isaac.

The two met in 2022 and immediately connected. Ironically, both contracted COVID-19 in the same week, which led to deeper conversations. They soon discovered they shared a common vision—to build a company focused on cognitive wellness. From there, Ivory was born.

Since launching in January 2024, Ivory has gained traction but remains in its early stage.

Ivory’s User Growth

• Paid Users: 150
• Monthly Active Users: Grew from 1,500 to 4,500
• Daily Active Users: 500-600
• Retention Rate: 20%

These numbers indicate growing interest, but the real challenge lies in monetization and long-term engagement.

The founders walked into Shark Tank India, seeking ₹50 lakh for 1.25% equity, valuing the company at ₹40 crore.

They presented their neuroscience-based app, explaining how it helps users assess cognitive function, train their brains, and reduce neurodegenerative risks.

Shark Kunal Bahl appreciated the intent behind Ivory, but he wasn’t convinced there was enough market validation yet. Since the company was still in its early phase, he decided to step out.

Shark Aman Gupta acknowledged the founders’ dedication, but he worried about long-term monetization. He advised them to develop their own cognitive games instead of relying on third-party providers, which could reduce costs and improve scalability. Despite liking the idea, he opted out.

Shark Ritesh believed the assessment feature had more business potential than the games. He advised them to double down on this, stating that if they refined their approach, he might invest in the future. For now, he was out.

Shark Vineeta liked the mission behind the brand, but she felt the company was too young to invest in at this stage. She, too, declined to invest.

Just when it seemed like Ivory would leave without funding, Shark Namita Thapar made an offer, ₹50 lakh for 5% equity

She had seen a close family member struggle with Alzheimer’s, making cognitive health a deeply personal issue for her.

Despite the company being pre-revenue, Namita believed in the importance of early brain health interventions and wanted to support the founders in their mission.

The founders gladly accepted the offer, making Namita their first investor.

With Namita Thapar’s investment, Ivory now has the opportunity to:

1. Expand Its User Base – Increasing marketing efforts to attract more paid users.
2. Improve Retention – Enhancing game design and assessment tools to keep users engaged.
3. Monetization Strategy – Developing sustainable revenue models, such as subscription plans and B2B partnerships with healthcare providers.

1. Early-stage startups must prove product-market fit – Without clear validation, investors hesitate.
2. Mission-driven businesses can attract funding – If a shark connects personally with the problem, they may invest despite risks.
3. Monetization is critical for long-term survival – Even a great idea needs a solid revenue model.

Ivory entered Shark Tank India with a vision to redefine cognitive wellness. While most sharks were skeptical about monetization and market fit, Namita Thapar saw long-term value in brain health solutions.

Now, the real test begins.

If Ivory can scale its user base, refine its offerings, and build a strong business model, it could become a pioneer in India’s cognitive wellness industry.

For now, they have secured funding, mentorship, and a shark who believes in their cause. But whether they can turn that belief into a sustainable business remains to be seen.