The Startup Making Brain Health a Daily Ritual
In a world where physical fitness often takes center stage, cognitive health is emerging as the new frontier in wellness. Enter Ivory, a Mumbai-based healthtech startup founded in October 2022 by Issac John and Rahul Krishnan. With a mission to make brain health as routine as checking your steps or heart rate, Ivory is pioneering a proactive approach to cognitive wellness.
Recognizing that humans reach their cognitive peak around age 35, Ivory aims to help individuals in their 30s, 40s, and 50s maintain an active cognitive profile while identifying early neurodegenerative risks.
Ivory’s Innovative Approach to Cognitive Wellness
1. Purpose-Led Gaming App:
Ivory offers a neuroscience-backed gaming app designed to help users maintain cognitive health. The app includes a mix of casual games and those targeting specific cognitive domains, curated from leading cognitive gaming companies and validated by clinical neuropsychologists.
2. Cognitive Age Test:
Users can take the Cognitive Age Test, a game-based assessment that estimates the brain’s age, offering insights into cognitive health. Scores are benchmarked against a global dataset of 1.2 million people, adjusted for age and gender.
3. Cognitive Health Checkup:
Beyond games, Ivory provides a comprehensive Cognitive Health Checkup that detects modifiable risk factors for cognitive impairment and dementia. This includes health and lifestyle screenings, neuroscience-backed assessments, and personalized consultations with neuro-counsellors.
Securing Funding to Scale Impact
In April 2025, Ivory raised $1 million in a funding round co-led by IIM-A Ventures and Capital-A, with participation from 1Crowd, Stanford Angels, and other angel investors. The funds are earmarked to enhance Ivory’s clinical-grade digital assessment technology and expand distribution across India.
Addressing a Growing Need
With 90% of cases of Mild Cognitive Impairment going undiagnosed, Ivory’s mission is timely. The startup aims to make cognitive health assessments as commonplace as checking blood pressure or cholesterol, especially for individuals above 40.
Making Cognitive Health Accessible
Ivory’s app is available on both the Google Play Store and Apple App Store, making it easily accessible for users to engage in brain games and assessments. The platform’s user-friendly design ensures that maintaining cognitive health becomes an integral part of daily routines.
Learn More
Visit Ivory’s official website: liveivory.com
By integrating neuroscience with technology, Ivory is not just offering tools for cognitive assessment but is fostering a culture where brain health is prioritized. As the conversation around mental wellness continues to grow, Ivory stands at the forefront, making cognitive health a daily habit for many.
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