Business Remedies | Rajshree Upadhyaya | SoulUp began as a quietly urgent answer to a familiar problem when two IIT alumni decided that conversations rather than prescriptions could be the first step towards mental wellbeing. Founded in February 2022 by Punita Mittal and Mahak Maheshwari in Bengaluru, the company set out to build a peer-led ecosystem where people dealing with stress, relationships, career doubts, or life transitions could find empathetic listeners and guided group formats that felt social, non-judgmental, and low friction.
The idea grew from lived experience and professional grounding. Punita had spent years in mental health research and technology, while Mahak brought a background that blended consulting, consumer brands, and a focus on women-centric care. Together, they designed SoulUp to sit between informal peer conversation and formal therapy, offering structured peer calls, group sessions, and therapist-led formats that normalize help-seeking while keeping costs and stigma low.
What made SoulUp stand out was how quickly it gained attention. The founders took their vision to Shark Tank India during the show’s second season and pitched their idea to scale peer conversations and curated support groups. The pitch resonated with the Sharks, and the company secured a deal of Rs. 50 lakh for 5 percent equity-an outcome that amplified SoulUp’s reach and validated an approach blending technology, empathy, and mental health care. From that televised moment, the brand leaned into measurable community outcomes and product clarity. It hosted hundreds of peer conversations and designed cohorts around specific emotional challenges such as anxiety, burnout, or relationship healing. SoulUp’s model is simple yet deliberate: use trained peers to facilitate one-on-one calls, run themed group sessions, and collaborate with qualified therapists for deeper interventions.
This hybrid structure reduces the barrier to entry for those hesitant to seek formal therapy, while creating a natural bridge to professional care when needed. The founders often speak about the fine balance between empathy and execution that comes with building a mental health venture. Their priority has always been safety, trust, and accessibility alongside scale and sustainability. That philosophy is evident in SoulUp’s communication, which positions the company not as a traditional counselling platform but as a “social mental health network”-a space where shared experience helps people feel less isolated and community becomes a form of care. Their IIT backgrounds and professional experience lend credibility, but the company’s true strength lies in its human stories and repeatable peer support models.
Looking ahead, SoulUp faces the challenge of transforming episodic attention into lasting engagement and expanding its reach without compromising quality. The Shark Tank India investment gave the brand visibility and momentum to refine its offerings, forge partnerships, and demonstrate tangible impact. For a startup born out of empathy, SoulUp’s journey shows how evidence-based design and real human connection can turn personal struggles into collective strength, making emotional wellness an accessible part of everyday life rather than an afterthought.
Written & Edited By:
Rajshree Upadhyaya
