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Kindly thinks it has the right product for a market that desperately needs help. Its at-home testing kits allow men and women to receive diagnosis — and then treatment — of sexual and reproductive problems that they often feel uncomfortable talking to a doctor about, even when one is available. Founded in 2020, the health technology start-up announces today that it has raised more than $3 million in seed capital, indicating investors share its vision.

Based in India, Kindly helps men and women with a range of different issues. In men, it combats issues such as erectile dysfunction, premature ejaculation, and loss of libido, while in women, it provides support for issues such as menstrual cramps, vaginus and vaginal dryness. The common theme is that while these are issues that cause significant distress to many people, seeking help is often very difficult. So using technology to support people in their own homes is extremely valuable.

In that regard, the company’s first product is a home testing kit that allows men to provide a sample of semen, which is then sent back to Kindly’s lab for testing for a range of diagnoses. It’s a significant technical achievement: Sperm normally breaks down in about 20 minutes, but Kindly has developed a kit that preserves the sample long enough for an effective test. “We are the first company in Asia to develop this type of technology and it allows us to tap into a huge market,” said Nilay Mehrotra, the company’s founder and CEO.

The demand seems to be strong. Since Kindly began selling these home sperm tests four months ago, the company has successfully processed more than 3,000 samples from customers; A study launched in Bangalore has been expanded to 11 cities across India and the company has now started rolling out a range of other tests for both men and women.

“The entire team is passionate about empowering people to explore their sexual well-being safely and confidently,” explains Mehrotra. “We’re breaking new ground with an all-encompassing approach to lifestyle and sexual disorders, something that’s never been done before.”

Once Kindly’s customers have provided samples and they have been tested, the company provides access to healthcare professionals who can advise on the results. Specific treatments may be recommended or the client may be advised to make lifestyle changes to address their issues.

Such services open up a potentially huge market. Kindly thinks the reproductive health market is worth about $8 billion annually — but that figure jumps to $20 billion when you look at sexual health and lifestyle more broadly, adds Mehrotra. He also sees a great opportunity to expand into other areas of the health and wellness market, with Kindly already exploring opportunities to help people with eczema, psoriasis, and other skin conditions.

In addition, these are global problems that health technology companies in other markets are just beginning to solve. Mehrotra anticipates rolling out Kindly to other parts of Asia — and eventually to a broader scale. “We believe we can be a $100 million company within the next five years,” he says.

Friendly founder and CEO Nilay Mehrotra

Today’s fundraising announcement will help with that. The company has garnered significant attention since its inception, including being included in the cohort of YCombinator-backed companies in 2022. It is now announcing a $3.25 million seed funding round from a group of global investors , including YCombinator, as well as DG Daiwa Ventures, Olive Tree, Soma, Goodwater and Gaingels.

Takeshi Kanamori, Managing Director of DG Daiwa Ventures, shares Mehrotra’s excitement about the company’s potential. “The wellness market has changed dramatically in the last year and we believe the demand for at-home diagnostics will continue to grow,” he says. “Kinly’s Diagnostics-First model is well positioned to succeed and we believe it has potential for growth.”

The company intends to invest its newfound financial firepower in expanding its team, with plans to strengthen its leadership now consolidating. Mehrotra also strives to build brand awareness. Search engines like Google are an important part of the company’s customer acquisition strategy, but Kindly is also exploring the possibilities of influencer marketing.

With so many options, Mehrotra understands the need to prioritize. “We don’t want to spread too thinly,” he says. Kindly’s initial focus will be on regional expansion, with development of other verticals to follow later.

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