Ultrahuman steps up US push with Ring Pro as Oura tightens its grip

Ultrahuman, the Bengaluru-based health startup known for its smart rings, is trying to revive its US business after getting approval for its Ring Pro, setting off a renewed battle with Oura, which has strengthened its dominance for now.

The latest approval, granted by US Customs and Border Protection, comes less than a month after the global launch of the Ring Pro in late February and follows an October decision by the US International Trade Commission in favor of Oura that effectively limited the importation of Ultrahuman smart rings into the US. the interview.

The US remains the most important market for smart rings, accounting for about 2.6 million units sold by 2025 – about 60 percent of the global total of 4.4 million units – and growing 59% year over year, according to data IDC shared with TechCrunch. The smart ring market is also rapidly consolidated, Oura expanding its dominance in the latter areas as Ultrahuman’s share has fallen sharply during the import restrictions.

Ultrahuman’s US market share rose from 11.5% in 2024 to 24.6% in Q2 2025, before falling to the low single digits by the end of the year as restrictions come into effect, IDC research manager Jitesh Ubrani said. At the same time, Oura’s share increased from 63.3% to 85%, taking up most of the world lost to Ultrahuman.

The US previously accounted for up to 50% of Ultrahuman’s revenue at its peak, though that share has declined as the company expanded in Europe and Asia during import restrictions, Kumar told TechCrunch. He downplayed the impact on competition, saying the absence of Ultrahuman only gives rivals a “three-month advantage” and that the company expects to regain lost ground quickly.

Ultrahuman plans to ramp up its US rollout quickly, with Kumar saying 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 helped the company secure US approval and it will be among the returns, with improvements, it says, including longer battery life and improved on-device processing.

Ultrahuman has opened US 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 the Ring Pro was already in development as part of broader product development, but also helped resolve a patent dispute. “We believe that the Ring Air is a non-infringing model, and we are fighting for that in federal court in the US,” he said, adding that the new design was intended to resolve the issue clearly.

India is emerging as the next battleground

While Ultrahuman plans to consolidate its efforts in the US, rival Oura entered Ultrahuman’s home market, India, last week with the launch of its Ring 4, setting the stage for wider competition in key markets.

Kumar was bullish on the competition, saying Ultrahuman remains focused on long-term growth in India as new players enter the market. He added that increased competition could help raise awareness of this nascent industry in the country.

Smart ring shipments in India fell by 30.6% year-on-year through 2025, with Ultrahuman leading the market with a 30.4% share, followed by Gabit with 18.3%, according to the latest IDC report. Average retail prices fell 8.7% to $160, highlighting both increased competition and pricing pressure.

IDC expects the smart ring market to continue growing at a double-digit pace in the US and globally, although growth in India may remain muted, Ubrani told TechCrunch. Oura’s global brand recognition could help it gain traction in the country, where early domestic rivals have already faded, leaving room for international players to enter, he added. Most of the early entrants in India were mainly focused on repackaged hardware with limited differentiation and have since scaled back their efforts.

The US accounts for about 45% of Ultrahuman’s nearly 700,000 active daily users worldwide, Kumar said, emphasizing its importance to the company. The US user base also skews more female, with women accounting for 73-74% of users there, compared to around 68% globally, up from around 65% last year.

Kumar also revealed plans beyond smart rings, saying Ultrahuman is working on a new wearable device that focuses on a different biomarker, as the company looks to expand its product portfolio. The Ultrahuman currently tracks a variety of vital signs including heart rate, heart rate variability, skin temperature, sleep stages, movement, and blood oxygen levels.