Ultrahuman ramps up US push with Ring Pro while Oura tightens its grip

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

The latest approval, granted by US Customs and Border Protection, comes less than a month after the Ring Pro’s global launch in late February, and following an October ruling by the US International Trade Commission in Oura’s favor that effectively curtailed imports of Ultrahuman smart rings into the US. The restrictions 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 United States remains the most important market for smart rings, accounting for about 2.6 million units sold in 2025 — nearly 60% 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 has also been consolidating rapidly, with Oura expanding its dominance in recent quarters as Ultrahuman’s share declined sharply during a period of import restrictions.

Ultrahuman’s U.S. market share rose from 11.5% in 2024 to 24.6% by the second quarter of 2025, before falling to low single digits by the end of the year as restrictions took effect, said Jitesh Ubrani, IDC’s research director. During the same period, Oura’s stake rose from 63.3% to 85%, taking up most of the ground lost to Ultrahuman.

The United States previously accounted for up to 50% of Ultrahuman’s revenue at its peak, though that share has since declined as the company expanded into Europe and Asia during a period of import restrictions, Kumar told TechCrunch. He downplayed the competitive impact, saying Ultrahuman’s absence only gave competitors a “three-month advantage” and that the company expected to quickly regain lost ground.

Ultrahuman plans to ramp up its U.S. footprint immediately, with Kumar saying it could take five to six months to reach full scale as the company rebuilds its supply and distribution chain.

The Ring Pro’s redesigned metal body helped the company gain US clearance and will be key to a comeback, with improvements, it says, including longer battery life and improved processing on the device.

Ultrahuman has opened pre-orders in the US for the Ring Pro, and is scheduled to begin shipping on May 15, according to the company. Pricing for the device starts at $399, with pre-order available at $349 for the first 1,000 customers.

Kumar said the Ring Pro was already in development as part of a broader product upgrade, but it also helped address a patent dispute. “We believe the Ring Air is a non-infringing model, and we are fighting that in federal court in the United States,” he said, adding that the new design aims to solve the problem more specifically.

India is emerging as the next battleground

While Ultrahuman plans to ramp up its efforts in the US, rival Oura entered Ultrahuman’s home market, India, last week with the launch of Ring 4, paving the way for broader competition across key markets.

Kumar was upbeat about the competition, saying Ultrahuman remains focused on long-term growth in India even as new players enter the market. He added that increased competition could help expand awareness of what is still an emerging category in the country.

Smart ring shipments in India declined 30.6% year-on-year in 2025, even as Ultrahuman leads the market with a 30.4% share, followed by Gabit at 18.3%, according to a recent IDC report. Average selling prices fell 8.7% to $160, highlighting increased competition and pricing pressures.

IDC expects the smart ring market to continue to grow at a double-digit pace in the US and globally, though growth in India is likely to remain weak, Obrani told TechCrunch. He added that international recognition for the Oura brand could help it gain traction in the country, where early local competitors have already dwindled, leaving room for established global players to move in. Many early entrants in India focused largely on repackaged devices with limited differentiation, and have since scaled back their efforts.

The United States represents about 45% of Ultrahuman’s roughly 700,000 daily active users globally, underscoring its importance to the company, Kumar said. The US user base also tends to be more female, with women representing about 73% to 74% of users there, compared to about 68% globally, up from about 65% the previous year.

Kumar also hinted at plans beyond smart rings, saying Ultrahuman is working on a new wearable device that focuses on a different vital sign, as the company looks 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.