Ultrahuman Aims for U.S. Revival With Ring Pro
The Bangalore-based health tech startup, Ultrahuman, known for its smart rings, is working on reviving its business in the US market. This move comes after the company received approval for its Ring Pro, starting a new chapter in its competition with Oura. Oura has managed to strengthen its dominance in the meantime, making this a challenging venture for Ultrahuman.
The latest approval by U.S. Customs and Border Protection came in less than a month following the global launch of the Ring Pro in late February. It also followed a ruling by the U.S. International Trade Commission in October that favored Oura. This ruling effectively led to a reduction in imports of Ultrahuman’s smart rings into the United States. Ultrahuman’s CEO, Mohit Kumar, stated in an interview that the restrictions cost the company about $50 million in lost sales because they were unable to import their existing Ring Air model temporarily.
Smart Rings Market in the U.S.
According to data shared with TechCrunch by IDC, the U.S. market is the most critical for smart rings, with about 2.6 million units sold in 2025. This figure accounts for approximately 60% of the global total of 4.4 million units. The smart ring market has seen rapid consolidation, with Oura expanding its dominance in recent quarters as Ultrahuman’s share fell sharply due to import restrictions.
Ultrahuman’s market share in the United States rose from 11.5% in 2024 to 24.6% in the second quarter of 2025. However, this share fell to the low single digits for the rest of the year due to restrictions, according to Jitesh Ubrani, IDC research director. Oura’s share increased from 63.3% to 85% over the same period, capturing most of the ground lost by Ultrahuman.
In the past, the United States accounted for as much as 50% of Ultrahuman’s revenue at its peak. However, this share has since declined as the company expanded into Europe and Asia during the period of import restrictions. Despite this, Kumar downplayed the competitive impact. He argued that Ultrahuman’s absence only gave competitors a “three-month advantage” and expressed hope that the company would quickly regain lost ground.
The Road to Recovery
Ultrahuman is planning to immediately ramp up its U.S. rollout. Kumar estimates that it could take five to six months to reach full scale as the company rebuilds its supply chain and distribution. The Ring Pro’s redesigned unibody metal structure was a significant factor in the company winning U.S. clearance and is expected to be at the heart of its comeback. The improved model features a longer battery life and improved on-device processing.
Ultrahuman Ring Pro comes in a Unibody designImage credits:Ultrahuman
Ultrahuman has started to take pre-orders in the United States for the Ring Pro, with shipping expected to start on May 15. The device starts at $399, with early pre-orders priced at $349 for the first 1,000 customers.
Kumar revealed that the Ring Pro was already in development as part of a broader product upgrade. He also said that the new design aims to resolve the patent dispute issue more permanently. “We believe the Ring Air is a non-infringing model, and we are fighting this in U.S. federal court,” he said.
India: The Next Battleground
As Ultrahuman works on its U.S. re-entry, its rival Oura has made a move into Ultrahuman’s home market of India. Oura launched its Ring 4 in India last week, setting the stage for a wider rivalry in key markets.
Despite the intensified competition, Kumar remains optimistic, saying that Ultrahuman is focused on long-term growth in India. He believes that increased competition could help raise awareness of what remains a nascent category in the country.
However, smart ring shipments in India declined 30.6% year-on-year in 2025. Ultrahuman led the market with a 30.4% share, followed by Gabit at 18.3%, according to a recent IDC report. The average sales price fell 8.7% to $160. This drop reflects both increasing competition and pricing pressure.
Kumar also hinted at projects beyond smart rings and said that Ultrahuman is working on a new wearable device focused on a different biomarker. This move is part of the company’s effort to expand its product portfolio. Ultrahuman currently tracks a range of biomarkers, including heart rate, heart rate variability, skin temperature, sleep stages, movement, and blood oxygen levels.
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