Consumer health and wellness startup Cradlewise, which makes AI-powered cribs for toddlers, has raised $12 million (~Rs 113 crore) in its Series A funding round led by 3one4 Capital and Prudent Investment Management.
The company plans to deploy the fresh capital towards growth initiatives, research and development (R&D), new sales channels and international expansion.
Founded in 2017 by husband-and-wife duo Radhika Patil and Bharath Patil, Cradlewise describes itself as an AI-first consumer tech company that makes smart cribs designed to soothe babies and help improve family sleep.
The company’s AI-enabled cribs use sensors to track a baby’s movements, sounds, sleep patterns and other contextual signals. Its system uses this data to predict when a baby is likely to wake up and intervene before the baby fully wakes up.
Cradlewise says its technology has learnt from more than 75 hours of infant sleep. Its Pune facility can reportedly produce thousands of AI cribs each month. The company claims that its product can save parents as much as two hours of effort every day.
The platform competes against the likes of SNOO, Elvie Rise and 4moms MamaRoo Sleep, among others.
What’s next for the company? Over the next phase, Cradlewise intends to expand access through a broader set of online, retail, partnership, and international channels.
The next set of initiatives will take the company beyond the crib with software-led sleep routines, related child sleep hardware, lower-priced entry points, and reusable sensing and electronics modules that can shorten future product development cycles.
The roadmap is designed to extend relevance from the 0-24 month infant window into later childhood.
Commenting on the fundraise, Anand Batra, Investments Team, 3one4 Capital said, “Cradlewise is solving an acute parenting problem with a rare combination of product depth, data, manufacturing control, and customer trust. Radhika and Bharath have built a differentiated sleep system with strong unit economics and a roadmap that can extend the customer relationship beyond infancy.”
What remains unclear: Cradlewise has disclosed neither the valuation at which new investors joined the cap table nor the share of equity surrendered to them.
- Moreover, it has not shared its current revenue, profit or losses, gross margin, customer acquisition cost, expenses, number of cribs sold or subscription data.
- In May 2025, Cradlewise moved away from a one-time pricing model and introduced subscription plans for new buyers. Its rationale was rather odd. The company cited new tariffs and rising costs, saying they were making it challenging to deliver the product while maintaining quality and innovation.
- The public funding trail also leaves some questions open. Cradlewise says it has now raised $26 million. Its website says it raised $1 million in 2019 and $7 million in 2021. Adding the latest $12 million takes the visible total to $20 million.
What kind of child data Cradlewise collects for its AI cribs? Cradlewise’s privacy policy states that the platform can collect a baby’s name, profile image, date of birth and gender.
- The company can also collect a baby’s sensory and health data, which includes images, event-based video clips without audio, audio spectrograms, movement, breathing rate, prematurity status, sleep patterns, physical measurements and crib-usage data.
- A parent can turn off data uploads. However, the policy says that when data uploads have not been disabled, periodic images, sampled video clips, audio spectrograms and sensory information can be used for the purposes of training the AI for Smart Smoothing.
- As an Indian user, parents automatically consent to the collection, transfer, storage and processing of their personal data in the US.
“We do not knowingly collect personal information directly from children under 13. If we learn that a child has provided personal information to us directly, without parental consent, we will delete that information and close any associated account as required by applicable law, including the Children’s Online Privacy Protection Act,” says Cradlewise.
Does this sit with India’s data protection law? “The Cradlewise device and services may collect video, audio, movement, sleep, and related sensor data about a child solely because a parent or legal guardian chooses to enable these features for their household,” the company’s privacy policy says.
While Cradlewise is not sinister, India’s Digital Personal Data Protection Rules (DPDP Rules, 2025) prohibit behavioural monitoring of children.
- Section 9(3) of the DPDP Act says, “A Data Fiduciary shall not undertake tracking or behavioural monitoring of children or targeted advertising directed at children.” Parental consent cannot override this restriction.
- Technically, infant sleep data — including physical movement, sleep patterns, etc. — is behavioral data.
Investors take a shine to deeptech: The fresh investment in Cradlewise comes at a time when Indian deeptech startups are attracting large cheques from investors. Earlier this week, smart ring maker Ultrahuman raised $60 million in its Series C funding round led by Qualcomm Ventures. Temple founder Deepinder Goyal also participated in the round.
In June, Sarvam raised $234 million in its Series B funding round at a $1.5 billion valuation. Of the total, $150 million came from HCLTech, the IT subsidiary of Indian conglomerate HCL Group. Bessemer Venture Partners also participated alongside existing backers Khosla Ventures and Peak XV Partners.
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