Ivory: Tackling Early Signs of Brain Aging with Precision Care

Founders & Their Inspiration

Ivory was founded in October 2022 by Issac John (CEO) and Rahul Krishnan (CPO), two Kerala-born entrepreneurs driven by personal experiences with neurodegenerative diseases in their families. John, who scaled Discovery+ across Asia, and Krishnan, whose prior startup YAYSHOP was acquired, met at Antler India’s VC Residency Program. Their shared vision: make cognitive health as routine as physical checkups.

The Problem They Saw

India faces a dementia crisis, with cases rising from 5.3 million (2020) to 8.8 million (2023). Adults aged 50–70 with mild cognitive impairment have a 1-in-3 chance of developing dementia within five years. Yet, clinical-grade assessments and early interventions were scarce.

Building the Solution

Ivory launched two core products:

Clinical-grade cognitive assessments: FDA-registered tools to detect early decline, tailored for Indian demographics.

Daily companion app: Subscription-based brain training exercises, wellness tracking, and gamified activities to boost mental fitness.

The startup collaborated with neurologists and neuropsychologists to adapt global standards for Indian users, focusing on accessibility. Early experiments, like online sessions with neurologists, revealed strong demand for brain health education.

Funding & Growth

Feb 2024: Raised $500K led by Capital A to expand reach to 15M elderly Indians.

Apr 2025: Secured $1M co-led by IIM-A Ventures and Capital A to enhance AI for personalized assessments and scale distribution.

Impact & Partnerships

40,000+ users and 15,000+ cognitive profiles created.

Collaborates with corporates (PUMA, WeWork) and insurers to integrate screenings into employee wellness programs.

Developing India-specific cognitive benchmarks to improve early diagnosis.

What Sets Ivory Apart

Preventive focus: Targets users in their 30s–50s, emphasizing early intervention.

Gamified engagement: Social games and interactive content reduce stigma around cognitive testing.

Clinical rigor: Partners with 150+ clinicians to deliver trusted, science-backed tools.

Looking Ahead

Ivory aims to make cognitive health mainstream, with plans to expand its AI-driven platform and tackle the growing $7B+ dementia care market in India. As John states, “Just as we prioritize muscle health, our brains deserve the same attention—before it’s too late.”

In Short
From personal pain points to a tech-powered solution, Ivory is redefining brain health in aging India—one assessment, one game, and one early intervention at a time.

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