A single 60-second touch—that is all it takes to measure your sugar levels. Now you can enjoy that cookie and track the sugar spike without any bloodshed.EFY’s Yashasvini Razdan spoke at length with Bluesemi’s Sunil Maddikatla, who revealed how this Bengaluru-based startup made it possible in India.
Q. Could you give us a brief explanation of how you came to build EYVA at Bluesemi?
A. I spent nearly two years working on this technology, which has now resulted in a unique product in the market. The idea took root during my time at a company in the UK that specialised in point-of-care diagnostic devices. From there, I became captivated by the concept of non-invasive glucose monitoring – a simple yet revolutionary idea. While others globally were still in the research phase, we aimed to commercialise it, and we succeeded. I continued researching, filed patents, and published papers during a stint as a research fellow in Hyderabad. I was fortunate to meet like-minded individuals who became integral to our 25-member team. Together, we have achieved significant strides in consumer health. We started manufacturing approximately a year ago, in November 2022. Over the past 12 months, we have been selling to end users commercially.
Our compact device, smaller than a smartphone, allows users to monitor cardiovascular, metabolic, and respiratory health by simply placing a finger on it for 60 seconds. Using AI, it delivers real-time, actionable insights, helping identify patterns like glucose spikes or blood pressure changes.
Q. You mentioned sensors, AI, and IoT. What is the breakthrough that enables non-invasive glucose monitoring?
A. Our key innovation lies in the fusion of sensor technology and AI algorithms. For instance, sensor fusion works similarly to the human body’s senses – eyes, ears, and skin – while AI acts as the brain, processing the data. The device utilises nine sensors, including visible, near-infrared, and mid-infrared sensors, as well as bioimpedance and environmental sensors.
These sensors are finely tuned to specific wavelengths that interact with glucose molecules in the blood. Years of research helped us identify these precise frequencies, enabling our sensors to measure glucose levels non-invasively. The data is processed in real time, with results delivered in under 200 milliseconds.
Q. How does the accuracy of your device compare to traditional pinprick methods?
A. Our device delivers 90% certified accuracy, benchmarked against diagnostic centres and aligned with WHO standards, providing reliable and consistent health insights.
Q. How do you differentiate yourself from existing health monitoring devices?
A. Our device offers unique advantages over existing health monitors, such as continuous glucose monitors (CGMs). CGMs are invasive, involve needles, and often leave blisters. They are costly, last only 10–14 days, and are prone to data loss if the user moves during sleep or goes underwater. In contrast, EYVA provides a single, non-invasive gadget that measures metabolic, respiratory, and cardiovascular health.
Using EYVA is simple. Just place your finger on the device, and it provides real-time personalised health data insights, just like Iron Man’s Jarvis, with a finger touch.
Our design accommodates Indian families, unlike personal devices like smartwatches, which often do not. Each person can set up their profile, use it discreetly, and access their health data without disruptions or distractions.
Q. What design challenges did you face while creating the product?
A. We encountered numerous challenges. Globally, there is a perception that products from India are ‘chalta hai’, functional but lacking in design sophistication. Therefore, we focused on creating a design that users would fall in love with at first sight, followed by its functionality.
Inspired by a Mercedes-Benz concept car from ‘Avatar’, we aimed for a sleek, futuristic look. While most vendors focused on basic rectangular designs for function, we prioritised form and durability, creating something users would feel proud to own.
Q. How did you overcome the design challenges?
A. Overcoming these challenges required a mix of persistence and collaboration. We were adamant about sticking to the Make in India vision, which presented unique difficulties. While outsourcing to other countries might have been easier, we wanted this product to be 100% made in India.
It took three months of precision engineering to finalise the design. The internal components required a tolerance of less than 10 micrometres to ensure optimal performance. The device is nearly 99% plastic-free, featuring an all-metal design that enhances durability and user confidence.
While a plastic alternative could have increased profit margins by 20–30%, we rejected that option. We worked closely with vendors – both electronics manufacturing services (EMS) and mechanical suppliers – who shared our passion for quality.
Q. Where do you manufacture the product?
A. The manufacturing is entirely based in India, across Ahmedabad, Bengaluru, and Delhi. The main printed circuit board (PCB) is also manufactured in India. While chipsets are sourced internationally (since India lacks a semiconductor foundry like TSMC), all other components are manufactured domestically.
Q. How big is your team?
A. We have a 25-member core team. Out of these, eight focus on design and technical development. We also have three team members handling manufacturing, vendor management, and coordinating third-party operations.
In addition to our core team, we collaborate with third-party vendors. For example, one of our vendor locations has six dedicated quality control personnel for this project. While they are not part of our direct team, we oversee their work as part of the process.
Overall, we work with approximately 15 vendors to ensure smooth operations.
Q. How do you manage manufacturing and testing?
A. The hardware manufacturing, assembly, and testing are conducted at external facilities. However, we have adopted a highly connected workflow that utilises over 50 digital tools to monitor and manage operations in real-time. Every part undergoes inward quality control (QC). PCBs are assembled and tested at vendor sites. Once integrated, the full product is assembled and tested for functionality. We monitor each stage remotely to ensure quality is upheld from our office.
Q. Isn’t manufacturing in India costlier than importing PCBs from China or Vietnam?
A. Yes, manufacturing in India is slightly more expensive and time-consuming due to a less mature ecosystem. However, importing electronics often results in customs delays of one to two weeks, affecting production timelines. Local manufacturing gives us direct quality oversight and better IP protection, especially during sensor assembly and testing, which helps prevent exposure of sensitive data. As a truly Indian brand, importing critical components like PCBs would undermine our ‘Make in India’ ethos.
Q. How did you incorporate user experience into the product’s app?
A. Our app departs from traditional, data-heavy health tech interfaces. Instead, it offers a dynamic virtual world that adapts to the user’s health vitals. With six responsive environmental elements and AI-powered suggestions, the experience is both immersive and personalised, transforming health management into an intuitive, engaging journey.
Q. Have you incorporated generative AI into EYVA’s technology?
A. Yes, we use generative AI exclusively to provide personalised health insights. People often face recurring questions –
- Why am I experiencing frequent headaches?
- Why could I not sleep well last night?
- Am I hydrated enough?
These are not always convenient to discuss with a doctor, especially as consultations can be costly. EYVA bridges this gap by continuously analysing your vital data. For example, if you frequently experience headaches, EYVA may identify fluctuating blood pressure or dehydration as possible causes. It can then suggest drinking water or replenishing electrolytes to alleviate the issue.
Even everyday indulgences, like asking how eating a samosa might impact your body, can yield personalised insights. The AI generates responses specifically tailored to you, based on your physiological and biological data, creating a highly curated experience. If someone else asks the same question, their answer will likely differ.
Q. Have you published any research papers on the patented technology?
A. Yes, one of our research papers is currently under review and is expected to be published within the next two to three months. This publication will detail the innovations and breakthroughs underlying our technology.
Q. Have you collaborated with academia to enable this research?
A. Rather than academia, we chose to work with medical professionals instead. Our panel includes doctors from respected organisations like AIIMS and Apollo Hospitals. Their hands-on experience with thousands of patients enables us to apply research directly to real-world use cases. Academic research tends to be slower and less application-driven, whereas this model allows us to combine clinical insight with practical innovation.
Q. What stage are you at in your start-up journey?
A. We are currently at the seed stage and steadily growing.
Q. Have you commercially sold any units of your product so far?
A. Yes, we have sold around 10,000 units in India, generating nearly $2 million in revenue. Each unit is priced at ₹15,000, which we believe offers strong value for a product of this calibre.
Q. How many units do you sell monthly?
A. On average, we sell between 1000 and 2000 units each month.
Q. Do you have the data of the users who have bought these 10,000 units?
A. Yes, and in fact, our data pool exceeds the number of units sold. On average, two users share each device, providing us with health data from approximately 15,000 users. So far, this has generated over 2.5 million data points – a figure that continues to rise with regular usage.
Q. Where is this data stored, and how secure is it?
A. All data is stored securely on our cloud infrastructure located in Bengaluru, ensuring compliance with Indian data localisation policies. We use Amazon Web Services (AWS) as our cloud service provider.
Q. Do you plan to monetise this data in the future?
A. Monetisation is not the right term. However, there are unique and valuable use cases for this data. For instance, data trends can inform public health service providers to prepare for spikes in hypertension cases during seasonal changes. Analytical data can help wellness service providers offer personalised recommendations without requiring users to track their vitals manually. Users can directly assess the impact of food products on their health, like checking if a ‘low glycaemic index’ snack truly aligns with their health goals.
Q. How are you balancing costs given the intricate technology involved?
A. We have adopted a strategic pricing model to ensure mass adoption while keeping costs manageable. The device operates on a one-time purchase model; however, we plan to introduce a subscription-based service with advanced features in the future.
Our goal is to provide a high-quality product at a price point that encourages adoption, even if it means sacrificing short-term margins.
We ensure that users who purchase the device will receive free updates to the features they initially bought. Any future advanced capabilities introduced will be accompanied by a nominal subscription fee, thereby creating a sustainable revenue stream for the company.
Q. How are you reaching your end consumers?
A. About 20% of our revenue comes through word-of-mouth referrals. Users who purchase the device are often so impressed by its functionality and aesthetics that they share their experience with friends and family. Another 18% of our sales come from doctor recommendations, where physicians suggest the device to patients for health tracking.
We also employ a mix of digital and offline strategies. Our digital campaigns focus on clear, informative messaging about the product’s value. A key differentiator in our sales approach is offering the product in exclusive booking windows of 48–72 hours. This enables us to plan manufacturing effectively while maintaining high-quality standards and ensuring timely delivery.
Organic growth has been another major contributor, demonstrating the strength of the product’s appeal and the trust it generates among users.
Q. What hurdles did you face in securing regulatory approval for a medical-grade consumer device?
A. EYVA is positioned as a wellness gadget, not a medical device, even though its accuracy is within the required range for such devices. This was a conscious decision to avoid the social stigma associated with medical devices. It is marketed as something for everyone, whether you are going to the gym, managing a chronic condition, or simply looking to monitor your health. This approach has significantly increased adoption, as users are proud to own and show off the product, unlike traditional glucose monitors, which are typically used discreetly.
Q. There has been little media activity about your company since July 2023. Why the radio silence?
A. We have been intentionally quiet as we work on something significant that will be announced in the next two months. This announcement will highlight our unique position as the only product in the world capable of delivering such advanced features.
While media coverage is important, our primary focus has been on engaging directly with our customers. Every day, we make calls to understand their feedback and resolve any issues. For example, users have requested that we add features such as ‘Made in India’ engravings for pride or audio feedback for button clicks. By focusing on such insights, we ensure that the customer experience remains at the heart of our operations.
Q. What is your go-to-market strategy? Have you partnered with any e-commerce platforms?
A. Initially, we launched EYVA at global platforms like the Consumer Electronics Show (CES) in Las Vegas and Vivatech in Paris, where we represented India. These events garnered significant media attention, showcasing our product to global audiences.
However, we chose to step back from the media spotlight to focus on understanding our customers’ needs. As a direct-to-consumer (D2C) company, we sell EYVA exclusively through our website, iva.io. Our selling model is unique:
- Customers can reserve an EYVA unit for ₹99 during a three-week reservation window
- Once the reservation period ends, customers have 72 hours to complete their purchase
- After the purchase is finalised, we dispatch the product
This approach helps us maintain close relationships with our customers, allowing us to hear their feedback, from browsing the website to unboxing and using the product over time.
As part of our next step, we are exploring partnerships with companies offering digital therapeutic services, such as diabetes or obesity reversal programmes. These companies need a non-invasive, easy-to-use device to track their customers’ progress in real-time. Similarly, we are engaging with large corporations to include EYVA in their employee wellness programmes, recognising that healthier employees lead to better productivity.
Q. What kind of investment or funding have you received so far? Could you give me a number?
A. Sure. We have raised close to $2 million so far, and we are pleased to share that we have also generated revenues in line with this figure. Currently, we are approaching profitability.
Q. How have you allocated this funding? Could you provide a breakdown across equipment, tools, personnel, marketing, and sales?
A. We follow a unique approach to investment allocation. Most of our funding has been directed towards product development. For other activities, we ensure operations are self-sustaining. The margins we are currently generating enable the product to cover its operational costs, indirect expenses, and manufacturing expenses.
Q. Are you planning to partner with distributors or sellers, or will you continue managing direct sales yourself?
A. As a primarily direct-to-consumer (D2C) company, we have positioned ourselves to engage with our customers directly. However, after listening to feedback from numerous customers, we recognise the need to be more accessible. Many people are unaware of the product’s availability, so we are exploring additional channels to address this gap.
For instance, we are in active discussions with therapeutic service providers, as well as pharmacy chains such as Apollo Pharmacy, Tata, and MGM. These businesses are already selling health products like oximeters, and there is significant interest in adding our product to their offerings.
That said, our approach is selective. Since this is a unique product, it cannot be sold like a commodity such as thermometers. We are ensuring that these channels can provide the personalised experience our buyers deserve and collect valuable feedback.
This strategy will enable us to explore a B2B2C model while maintaining a product focus on families and preventive health measures at home. We do not intend to target hospital systems or serious medical setups.
Q. Are you looking for new partners, vendors, or academic collaborations for further research and development?
A. Yes, we are open to academic collaborations for long-term research. We aim to work with academic institutions and labs that are conducting innovative research across the country. Collaborating with these organisations would allow us to publish findings, enhance our product’s features, and empower people to take better control of their health.
We are also in discussions with medical institutes, such as AIIMS (All India Institute of Medical Sciences), and other organisations to explore how we can further personalise health and wellness through unique scoring systems.
For example, while WHO standards are universal, they may not fully account for regional variations, such as environmental differences, temperature exposure, or lifestyle habits. A person in India might have different health needs compared to someone in the US. By collaborating with such institutions, we aim to create more tailored solutions for individuals.
Q. What is your long-term vision for making this technology impactful?
A. Our focus is on creating a lasting impact by making advanced health monitoring technology accessible to everyone. Through innovative pricing, continuous updates, and additional subscription-based features, we aim to sustain and grow while ensuring our users always receive value. This approach fuels our mission of empowering individuals to take control of their health.
