Ultrahuman Reignites U.S. Market Effort with Ring Pro Approval
Bengaluru-based health-tech startup Ultrahuman is set to re-enter the U.S. market following approval for its latest product, the Ring Pro. This move marks a significant step for the company as it attempts to recover from previous import restrictions that hampered its U.S. operations and allowed competitor Oura to solidify its market dominance.
### Ultrahuman’s Strategic Comeback
Ultrahuman’s Ring Pro, featuring a redesigned unibody metal structure, has received clearance from U.S. Customs and Border Protection. This approval comes shortly after the product’s global launch and follows a challenging period for the company. Previously, a U.S. International Trade Commission ruling favored Oura, restricting Ultrahuman’s ability to import its smart rings, including the Ring Air, into the U.S. This setback resulted in an estimated $50 million in lost sales, according to CEO Mohit Kumar.
The company is now focused on a rapid rollout in the U.S., with pre-orders for the Ring Pro already open and shipping slated to begin on May 15. The device is priced at $399, with a discounted rate of $349 for the first 1,000 customers. Kumar emphasizes that the new design not only addresses past patent disputes but also enhances the product with improved battery life and on-device processing capabilities.
### Competitive Landscape and Market Dynamics
The U.S. remains a critical market for smart rings, accounting for approximately 60% of global sales in 2025. During Ultrahuman’s absence, Oura increased its market share from 63.3% to 85%, capturing much of the ground lost by Ultrahuman. Despite this, Kumar remains optimistic, suggesting that the competitive impact of Ultrahuman’s absence was limited to a “three-month advantage” for rivals.
Ultrahuman’s U.S. market share had previously climbed to 24.6% by mid-2025 before plummeting due to the import restrictions. The company now aims to rebuild its supply chain and distribution network over the next five to six months to regain its position.
### Industry Implications and Future Prospects
The smart ring market is expected to continue growing at a double-digit pace in the U.S., driven by increasing consumer interest in wearable health technology. Ultrahuman’s re-entry into the U.S. market could intensify competition, particularly as Oura expands its reach internationally, including a recent entry into Ultrahuman’s home market of India.
In India, smart ring shipments declined by 30.6% year-over-year in 2025, with Ultrahuman leading the market despite increased competition and pricing pressures. As the company navigates these challenges, it is also exploring new product developments beyond smart rings, aiming to expand its portfolio and capture a broader share of the wearable health tech market.
The upcoming months will be crucial for Ultrahuman as it seeks to regain its foothold in the U.S. market and fend off growing competition from Oura and other players. The company’s ability to scale its operations and innovate will be key factors in determining its success in this rapidly evolving industry.
