Ultrahuman boosts US push with Ring Pro while Oura boosts his power

UltrahumanA Bengaluru-based healthcare startup known for its smart rings is trying to revive its US business after getting approval for its Ring Pro, starting a new battle with Hurrahwhich has strengthened his authority in the short term.

The latest approval, issued by US Customs and Border Protection, comes less than a month after Ring Pro’s. international adoption at the end of February and follow October decision and the US International Trade Commission in favor of Oura that limited the production of Ultrahuman’s smart rings in the US The ban cost Ultrahuman up to $50 million in lost sales because it was temporarily unable to import its existing Ring Air model, CEO Mohit Kumar said in an interview.

The US remains the most difficult market for smart rings, accounting for about 2.6 million units sold in 2025 – about 60% of the world’s 4.4 million units – and growing 59% year-on-year, according to data IDC shared with TechCrunch. The smart ring market has quickly consolidated as well, with Oura expanding its dominance in recent quarters as Ultrahuman’s share fell sharply during the import ban.

The US ultrahuman market rose from 11.5% in 2024 to 24.6% by Q2 2025, before falling to lower figures at the end of the year when restrictions came into effect, said IDC research director Jitesh Ubrani. At the same time, Oura’s share increased from 63.3% to 85%, taking most of the space lost by Ultrahuman.

The US previously accounted for 50% of Ultrahuman’s revenue at its peak, though that share has declined as the company expanded into Europe and Asia during the import ban, Kumar told TechCrunch. He downplayed the competition, saying that the lack of Ultrahuman gave competitors “a three-month window of opportunity” and that the company hoped to restore it as soon as possible.

Ultrahuman plans to expand its U.S. rollout immediately, with Kumar saying it could take five to six months to complete as the company rebuilds its supply chain and distribution network.

The Ring Pro’s redesigned metal unibody structure helped the company secure a US patent and will be among the comebacks, with changes, it says, including longer battery life and upgrades to the device.

Ultrahuman has opened US pre-orders for the Ring Pro, and shipping will begin on May 15, according to the company. The device starts at $399, with pre-orders priced at $349 for the first 1,000 customers.

Kumar said that the Ring Pro was already developed as part of a multi-product upgrade, and also helped resolve a patent dispute. “We believe that Ring Air is a non-infringing model, and we are fighting this in federal court in the US,” he said, adding that the new design was designed to resolve the issue definitively.

India emerges as the next battlefield

While Ultrahuman plans to expand its operations in the US, Oura entered Ultrahuman’s Indian market last week. the establishment of his Ring 4creating more tension in the capital markets.

Kumar was bullish on the competition, saying that Ultrahuman is still looking for long-term growth in India even as new players enter the market. He added that the increased competition would help increase awareness in the upcoming event in the country.

Delivery of Smart Rings in India has changed to +30.6% per year in 2025, even Ultrahuman led the market with a share of 30.4%, followed by Gabit at 18.3%, according to the latest IDC report. Average selling prices fell 8.7% to $160, reflecting growing competition and price pressures.

IDC expects the smart ring market to continue to grow rapidly in the US and globally, although growth in India is unlikely, Ubrani told TechCrunch. Oura’s global brand recognition could help attract interest in the country, where local competitors have disappeared, leaving room for established global players to enter, he added. Most of the first entrants in India focused on remanufactured equipment with little differentiation and limited their efforts.

The US accounts for about 45% of Ultrahuman’s roughly 700,000 daily users worldwide, Kumar said, emphasizing its importance to the company. US users are also overwhelmingly female, with women accounting for about 73-74% of users there, compared to 68% globally, up from about 65% a year ago.

Kumar also detailed plans beyond smart rings, saying Ultrahuman is working on a new wearable device that targets a different biomarker, as the company aims to expand its portfolio. Ultrahuman currently tracks a number of biomarkers including heart rate, heart rate variability, skin temperature, sleep stages, movement, and blood oxygen levels.