Many Indians over 35 notice changes in energy, memory, and mood. These signs, often subtle, are linked to hormonal changes and rising stress. While most people focus on physical health, brain health is usually ignored until problems become serious. In India, nearly 30 million people already have mild cognitive impairment, a condition that can progress to dementia in 15% of cases.
Meet Ivory: India’s Homegrown Brain Health Pioneer
Ivory, a Bengaluru-based healthtech startup, is on a mission to make cognitive health checks as routine as blood tests. Founded by Issac John and Rahul Krishnan, Ivory uses neuroscience-based digital assessments and interactive games to detect early signs of cognitive decline. Their focus is on Indians in their 40s and 50s, a group often missed by traditional healthcare.
Founders Driven by Personal Experience
Both founders come from Kerala and have seen the impact of neurodegenerative diseases in their families. They met at a startup residency programme and bonded over a shared vision: to help families like theirs spot cognitive issues early and take action.
How Ivory Works: Tech-Driven, Clinically Validated
Ivory’s app offers:
- A free cognitive age test
- Seven days of personalised brain workouts
- A mix of free and premium cognitive games
- Detailed cognitive assessments used by clinicians
The assessments are based on global standards but tailored for Indian users. The core test takes 30-40 minutes and measures 22 cognitive skills, including attention, memory, and reasoning. Results provide users with a cognitive score, cognitive age, and a detailed skill profile.
Making Brain Health Mainstream
Ivory’s approach is simple and engaging. Users get daily brain workouts, mindfulness prompts, and reminders for physical activity. The app is designed to fit into busy Indian lifestyles, making brain health a habit rather than a chore.
Breaking Barriers: Awareness and Access
One of Ivory’s biggest challenges is awareness. In India, cognitive health is often misunderstood or confused with mental illness. Most people seek help only after severe symptoms appear, like memory loss or disorientation. Ivory wants to change this by educating users and making assessments easily accessible through its app and clinical partners.
Rapid Growth and Shark Tank Boost
Since its launch in October 2024, Ivory has:
- Completed over 15,000 cognitive profiles
- Built a user base of more than 40,000 individuals
- Partnered with hospitals and clinics
- Signed corporate clients, including well-known companies
A major turning point came after their appearance on Shark Tank India in March 2025. The show gave them nationwide visibility, driving demand from tier II and III cities such as Ludhiana, Bhatinda, and Coimbatore. User numbers jumped nearly 10X after the episode aired.
What’s Next for Ivory?
Ivory is now focused on:
- Expanding its clinical network to 40,000–50,000 touchpoints, including general physicians, neurologists, and geriatric specialists
- Deepening partnerships with hospitals, insurance providers, and diagnostic chains
- Investing in technology to deliver hyper-personalised cognitive assessments
- Evolving the app into a holistic cognitive lifestyle companion, blending brain workouts, mindfulness, and healthy habits
The Road Ahead
India’s cognitive assessment and training market is projected to reach $704.92 million by 2032. Ivory aims to lead this space by making cognitive health a daily wellness habit for Indians of all ages. Their message is clear: don’t wait for symptoms. Start caring for your brain today, just like you do for your heart or body.