Reviving Ultrahuman’s U.S. Business with Ring Pro

Ultrahuman, a health-tech startup based in Bengaluru and renowned for its smart rings, is making a comeback in the U.S. market after receiving approval for its Ring Pro. This move sets the stage for a renewed competition with Oura, a key player that has solidified its position in the market in recent times.

The approval from U.S. Customs and Border Protection comes shortly after the global launch of Ring Pro in late February. This development follows a ruling by the U.S. International Trade Commission last October, which favored Oura and led to restrictions on the import of Ultrahuman’s smart rings into the U.S. These restrictions resulted in significant losses for Ultrahuman, with CEO Mohit Kumar estimating up to $50 million in lost sales due to the inability to import the existing Ring Air model.

According to IDC data shared with TechCrunch, the U.S. remains a crucial market for smart rings, with approximately 2.6 million units sold in 2025, accounting for about 60% of the global total. The market is also experiencing significant growth, with a 59% year-over-year increase. Oura has expanded its market dominance in recent quarters, while Ultrahuman’s market share declined sharply during the period of import restrictions.

Jitesh Ubrani, IDC research manager, highlighted that Ultrahuman’s U.S. market share rose from 11.5% in 2024 to 24.6% by Q2 2025, but dropped to low single digits by the end of the year due to the restrictions. In contrast, Oura’s share increased from 63.3% to 85% during the same period, capturing most of the lost ground by Ultrahuman.

Although the U.S. market was once a significant revenue source for Ultrahuman, accounting for up to 50% of its revenue at one point, the company has since diversified its operations in Europe and Asia during the import restrictions. CEO Mohit Kumar remains optimistic about the company’s competitive position, emphasizing that Ultrahuman expects to quickly regain lost ground.

Ultrahuman is now focusing on ramping up its U.S. rollout, aiming to reach full scale within five to six months as it rebuilds its supply chain and distribution network. The redesigned unibody metal structure of the Ring Pro played a crucial role in securing U.S. clearance and is expected to drive the company’s resurgence. The Ring Pro boasts enhancements like extended battery life and improved on-device processing.

Pre-orders for the Ring Pro are now open in the U.S., with shipping scheduled to commence on May 15, as announced by Ultrahuman. The device is priced starting at $399, with early pre-orders available at $349 for the first 1,000 customers.

CEO Kumar revealed that the Ring Pro was already in the development pipeline as part of a product upgrade strategy and aimed to address the patent dispute. He expressed confidence in the non-infringing nature of the Ring Air model and mentioned ongoing legal battles in federal court in the U.S. The new design of Ring Pro is intended to conclusively resolve the issue.

India Emerges as the Next Battleground

While Ultrahuman intensifies its U.S. market presence, rival Oura recently entered the Indian market with the launch of Ring 4, signaling a broader competition across key markets.

CEO Kumar remains optimistic about the competitive landscape, emphasizing Ultrahuman’s commitment to sustained growth in India amidst new entrants. He sees increased competition as an opportunity to enhance awareness in a still-developing category within the country.

Smart ring shipments in India experienced a 30.6% decline year-over-year in 2025, with Ultrahuman leading the market with a 30.4% share, followed by Gabit at 18.3%, according to a recent IDC report. The average selling prices dropped by 8.7% to $160, reflecting heightened competition and pricing pressures.

While the smart ring market is expected to continue growing at a robust pace in the U.S. and globally, growth in India may be more subdued, as per insights from Ubrani at IDC. Oura’s strong brand presence internationally could aid its traction in India, where early local competitors have faded, paving the way for established global players to enter the market.

Kumar highlighted the significance of the U.S. market for Ultrahuman, with approximately 45% of its 700,000 daily active users worldwide located there. The user base in the U.S. skews towards females, with women representing about 73–74% of users in the country, compared to around 68% globally, up from 65% a year earlier.

Looking ahead, Kumar hinted at future plans beyond smart rings, revealing that Ultrahuman is developing a new wearable device focused on a different biomarker to diversify its product portfolio. Currently, Ultrahuman tracks various biomarkers such as heart rate, heart rate variability, skin temperature, sleep stages, movement, and blood oxygen levels.