Neha Motwani has already built one successful startup around a problem she experienced herself. Her second venture comes from an even more personal place.
The Mumbai entrepreneur first made her name as the founder of Fitternity, a platform that helped people discover, compare and book fitness services. Over time, Fitternity grew into one of India’s larger fitness marketplaces before being acquired by Cure.fit in 2021.
Motwani is now building Luma Fertility, a patient-focused fertility-care startup shaped in part by her own experience with IVF. In 2025, Luma raised $4 million in seed funding led by Peak XV’s Surge and began expanding its technology-enabled approach to fertility treatment.
What makes Motwani’s journey interesting is not simply that she has founded two companies.
The connection between them is more revealing.
At Fitternity, she used technology to simplify a fragmented consumer experience. At Luma, she is applying much of that same thinking to fertility care, a far more complicated field where patients often have to navigate medical decisions, information gaps, costs and emotional stress at the same time.
The industries are very different. The underlying instinct is not.
Neha Motwani at a glance
| Name | Neha K. Motwani |
| Known for | Fitternity and Luma Fertility |
| Education | BMS from Narsee Monjee College; MBA in Human Resources from Welingkar Institute |
| Earlier career | Aon Hewitt; consulting in talent and organisation |
| Fitternity | Founder & CEO |
| Fitternity founded | 2013–14, according to different company profiles and contemporary reporting |
| Fitternity acquisition | Acquired by Cure.fit in 2021 |
| Luma Fertility | Founder |
| Luma founded | 2024; first patients began treatment in 2025 |
| Luma funding | $4 million seed round led by Peak XV’s Surge in 2025 |
Luma’s official website identifies Motwani as its Founder. Some professional and company-related references describe her as Founder & CEO, but the official leadership page uses the title “Founder.”
Who is Neha Motwani?
Neha Motwani is a Mumbai-based entrepreneur best known for founding Fitternity and, more recently, Luma Fertility.
Before becoming a startup founder, she worked in consulting. YourStory has reported that she worked with Aon Hewitt in talent and organisation consulting after completing her MBA from Welingkar Institute. Earlier in her career, she also worked in consulting and risk-related roles.
Her professional journey did not begin in fitness or healthcare.
It began with consulting, where identifying problems and understanding organisations were part of the job.
That background would later influence the way she approached entrepreneurship. Instead of looking only at individual products, Motwani became interested in larger systems that were difficult for consumers to navigate.
From consulting to Fitternity
The idea for Fitternity came from a problem Motwani faced herself.
While working in Mumbai, she wanted to get fitter but found it difficult to figure out where to begin. There were gyms, yoga studios and fitness centres everywhere, but finding the right option was surprisingly inconvenient.
Websites and advertisements could provide information, but there was no straightforward platform where consumers could compare different fitness options and book them in one place.
Motwani saw an opportunity in that gap.
She launched Fitternity with Jayam Vora, turning a personal frustration into a consumer business. The company initially focused on helping users discover gyms and fitness centres before gradually developing into a broader transactional marketplace.
Its evolution followed a clear path:
Discovery → Booking → Marketplace → Subscription
That progression mattered.
Fitternity was not content to remain a directory. The business moved closer to the actual transaction and eventually introduced products such as OnePass, which allowed users to access multiple fitness facilities through a single subscription.
The company was solving two problems at once.
Consumers wanted flexibility and choice. Fitness businesses wanted more customers.
Fitternity positioned itself between them.
How Fitternity scaled
Fitternity operated at the intersection of technology and an overwhelmingly offline industry.
The challenge was not simply getting consumers onto an app or website. The company also had to bring together a fragmented network of gyms, studios, trainers and fitness providers.
On one side were consumers looking for convenient and flexible fitness options.
On the other were businesses looking for customers.
The platform’s job was to connect them.
By 2020, Motwani said Fitternity had reached more than 10 million users, operated across more than 12 cities and generated annual revenue of about ₹114 crore. The platform offered access to over 12,000 fitness centres and sports facilities across several categories.
Invest India later featured Motwani among its women entrepreneurs and described Fitternity as having grown into a ₹114-crore company operating across 12 cities before its acquisition by Cure.fit.
The business also established a pattern that would become visible again in Motwani’s next venture.
Identify a fragmented experience. Make it easier to navigate. Use technology to bring different parts of the ecosystem together.
That was the Fitternity playbook.
The acquisition by Cure.fit
In February 2021, Cure.fit announced that it had acquired Fitternity.
The financial terms of the transaction were not publicly disclosed.
Cure.fit said the acquisition would strengthen its network of offline fitness centres, while Fitternity would continue operating as a separate platform and support Cure.fit’s Cult Pass strategy.
For Motwani, the deal marked the successful conclusion of her first major startup journey.
But it was not the end of her career as a founder.
Her next venture would take her into a completely different industry.
Why did Neha Motwani start Luma Fertility?
The story behind Luma is considerably more personal than the one behind Fitternity.
According to the company’s official account, Motwani went through multiple IVF cycles herself. The experience exposed her to the emotional and physical demands of fertility treatment and to the complexity of navigating the healthcare system during that process.
She came away with a strong view: fertility treatment often focused heavily on procedures while the overall patient experience received less attention than it should.
That experience became the starting point for Luma Fertility.
The company’s philosophy can be summed up simply:
“Fertility care should be designed around the patient, not the transaction.”
Motwani has described Luma as an attempt to build the kind of fertility-care experience she wished she had encountered herself.
That gives her second company a fundamentally different origin story.
Fitternity began with a consumer inconvenience.
Luma began with a deeply personal healthcare experience.
What is Luma Fertility?
Luma Fertility describes itself as a patient-centric, technology-enabled fertility-care venture.
Its model combines clinical treatment with technology, care management and services designed to make the fertility journey easier to understand and navigate.
The company’s Mumbai offering includes IVF, fertility assessments, egg and embryo freezing and other reproductive-health services.
But Luma is trying to be more than another IVF clinic.
Its broader proposition is centred on improving the experience around treatment itself.
That includes:
- Technology-enabled treatment tracking
- Patient support and care navigation
- Integrated clinical care
- Greater transparency around treatment information
- Nutrition and mental-health support
- Fertility preservation services
The company has also assembled a clinical team that includes specialists in reproductive medicine and andrology.
The distinction is important.
Luma’s technology may help improve the patient experience, but healthcare is not a consumer app. Clinical quality and medical decision-making remain at the centre of the business.
Luma’s $4 million seed round
Luma’s early progress attracted institutional backing.
In June 2025, the startup announced a $4 million seed funding round led by Peak XV’s Surge. The round also included participation from Ameera Shah of Metropolis Healthcare and investor Vijay Taparia of B2V Ventures.
Luma said the funding would be used to strengthen its presence in Mumbai before expanding into other cities.
For an early-stage healthcare startup, the investment represented more than fresh capital.
It was also a vote of confidence in the company’s central idea: that fertility care can combine consumer-focused design, clinical expertise and technology without compromising medical standards.
That combination sits at the heart of Motwani’s second entrepreneurial chapter.
How Luma is different from a traditional fertility clinic
Luma’s approach is based on bringing multiple parts of the fertility journey together.
A patient going through treatment may otherwise interact separately with doctors, nurses, laboratories, coordinators and administrative teams. Each interaction may make sense individually, but the overall experience can still feel fragmented.
Luma is trying to reduce that fragmentation.
Its official model brings together:
- Clinical care
- Care navigation
- Technology
- Nutrition
- Mental-health support
- Fertility preservation
The approach reflects Motwani’s experience in consumer technology.
At Fitternity, she focused on reducing friction and making choices easier to understand. Luma applies similar principles to healthcare, although the consequences are much greater.
Convenience matters in fitness.
Trust and clarity matter even more in healthcare.
One founder, two very different problems
| Fitternity | Luma Fertility |
| Fitness and wellness | Fertility and reproductive healthcare |
| Started from a consumer problem | Started from a personal healthcare experience |
| Discovery and marketplace platform | Technology-enabled fertility-care model |
| Gyms, studios and fitness providers | Doctors, embryologists and fertility specialists |
| Convenience and accessibility | Care, transparency and clinical support |
| Acquired by Cure.fit in 2021 | Raised $4 million seed funding in 2025 |
On the surface, the two companies have very little in common.
One operates in fitness and consumer technology. The other works in reproductive healthcare.
Yet the founder’s approach has remained surprisingly consistent.
Both businesses start with a fragmented experience and attempt to organise it around the person using the service.
What makes Neha Motwani’s entrepreneurial journey interesting?
Motwani’s story is not simply about moving from one industry to another.
It is about carrying a particular way of thinking across industries.
At Fitternity, she learned how to understand consumer behaviour, build a marketplace, work with fragmented service providers, use data to improve products and scale a consumer-facing brand across multiple cities.
Those skills are relevant to Luma too.
But fertility care adds another layer that did not exist in fitness: clinical responsibility.
A good consumer experience alone is not enough.
That is why Luma’s business model depends heavily on medical specialists and clinical expertise alongside technology and business operations. The company has built a team that includes professionals in reproductive medicine, andrology, strategy and care management.
Motwani may bring the consumer-product mindset.
Healthcare specialists bring the medical expertise.
The company needs both.
A data-driven approach to building Luma
Motwani has long spoken about using customer data to improve products.
During her Fitternity years, she discussed using customer insights to identify new opportunities and understand changing behaviour in the fitness market.
A similar mindset appears in her work at Luma.
In recent public updates, Motwani has discussed patient experience, treatment outcomes and Net Promoter Score as indicators of how the care journey is performing. Her LinkedIn profile currently reports an NPS of 86, along with company-reported treatment and pregnancy figures.
Those numbers should be viewed carefully.
They are company-reported metrics rather than independently audited industry benchmarks.
Still, the underlying approach is worth noting.
Motwani appears to treat patient experience as something that can be measured, studied and improved rather than as an afterthought to clinical treatment.
That perspective comes directly from her experience building consumer businesses.
Luma’s first major milestones
Luma’s recent updates suggest that the company has moved beyond the initial launch stage.
In a 2026 update marking roughly a year since its first patient, Motwani said Luma had crossed 1,000 patients and more than 300 treatment cycles. She also said the company’s Bandra centre had reached break-even and outlined plans for further expansion within Mumbai before eventually moving into other Indian cities.
The company has also announced the Luma Hope Grant, which aims to support eligible patients who may otherwise struggle with the cost of IVF treatment.
These milestones suggest that Luma is beginning to move from an early concept into an operating business with measurable growth.
The real challenge, however, will be maintaining the quality of care and patient experience as the company expands.
Healthcare does not scale in exactly the same way as a consumer marketplace.
That may be the defining challenge of Motwani’s second startup.
Leadership lessons from Neha Motwani
Motwani’s entrepreneurial journey offers several useful lessons.
1. Start with a problem you genuinely understand
Both Fitternity and Luma began with experiences Motwani knew firsthand.
That does not automatically guarantee a successful business, but it can give a founder a deeper understanding of the problem they are trying to solve.
2. Consumer experience can reveal business opportunities
Fitternity identified friction in discovering and booking fitness services.
Luma is targeting friction in navigating fertility care.
The industries are different, but the starting point is similar: a difficult customer or patient journey can sometimes reveal a larger business problem.
3. Use data to challenge assumptions
Motwani has repeatedly spoken about customer insights and measurable feedback.
That approach is particularly useful in fragmented markets, where founders can easily make decisions based on assumptions rather than actual user behaviour.
4. An acquisition does not have to be the end of the journey
Fitternity’s acquisition by Cure.fit could have marked the end of Motwani’s entrepreneurial career.
Instead, it became the end of one chapter.
She used the experience of building and scaling her first company to take on a much more complex problem.
5. Some skills travel across industries
A fitness marketplace and a fertility-care company may appear unrelated.
But customer research, product design, operations, team-building and scaling are transferable skills.
Industry knowledge matters, of course.
So does the ability to learn.
What is Neha Motwani doing now?
As of 2026, Motwani is focused on building Luma Fertility.
The company’s official website identifies her as Founder, while professional references also describe her as leading the company. Her work is centred on creating a more patient-focused approach to fertility treatment.
Luma is expanding its clinical footprint while developing a broader technology-enabled care model.
The company has also started sharing patient and operating metrics, suggesting that Motwani’s second venture is entering a more structured growth phase.
The bigger story behind Neha Motwani
Neha Motwani’s career can be reduced to a simple timeline:
Fitternity → Cure.fit acquisition → Luma Fertility
But that summary misses the thread connecting the two ventures.
The bigger theme is problem-solving through consumer-centric design.
At Fitternity, the challenge was relatively straightforward: people wanted an easier way to find and access fitness services.
At Luma, the problem is much more complicated.
Fertility treatment involves medicine, technology, logistics, financial decisions, information gaps and emotional stress. Improving that experience requires more than building a convenient app or marketplace.
Motwani has moved from solving a consumer-access problem to trying to redesign a much broader patient journey.
That is what makes Luma more than simply her second startup.
It is a test of whether the principles that worked in consumer technology can also help improve a high-stakes healthcare experience.
Frequently asked questions
Who is Neha Motwani?
Neha K. Motwani is an Indian entrepreneur best known for founding Fitternity and later founding Luma Fertility. She currently focuses on building Luma, a patient-centred and technology-enabled fertility-care company.
What did Neha Motwani do before Luma Fertility?
Before founding Luma, Motwani founded and led Fitternity, a fitness discovery and booking platform. Before entrepreneurship, she worked in consulting, including at Aon Hewitt.
Who founded Fitternity?
Fitternity was founded by Neha Motwani and Jayam Vora. The company launched in the early 2010s and grew into a fitness marketplace and subscription platform.
What happened to Fitternity?
Cure.fit acquired Fitternity in 2021. The value of the deal was not publicly disclosed, and Fitternity continued to operate as a separate platform following the acquisition.
Who founded Luma Fertility?
Luma Fertility was founded by Neha K. Motwani. The company says the idea was influenced by Motwani’s own experience with fertility treatment and her belief that fertility care should be more patient-centred.
How much funding has Luma Fertility raised?
Luma Fertility announced a $4 million seed funding round in 2025, led by Peak XV’s Surge, with participation from Ameera Shah and Vijay Taparia.
What is Luma Fertility?
Luma Fertility is a technology-enabled fertility-care company that combines fertility treatment with patient support, care management and digital tools. Its services include IVF, fertility assessments and fertility-preservation options.
What is Neha Motwani’s educational background?
Motwani studied at Narsee Monjee College of Commerce and Economics and later completed an MBA in Human Resources from the Welingkar Institute of Management and Research.
Conclusion
Neha Motwani’s entrepreneurial journey has crossed two very different industries, yet the philosophy behind both ventures has remained fairly consistent.
Fitternity made fitness services easier to discover and access.
Luma Fertility is trying to make fertility care easier to understand, coordinate and navigate.
Her first company demonstrated that she could build and scale a consumer marketplace. The acquisition by Cure.fit closed that chapter successfully.
Her second venture presents a harder challenge.
Healthcare requires consumer empathy, but it also demands clinical expertise, trust and consistent quality. Whether Luma can scale while maintaining all of those elements will determine the long-term success of the business.
What is already clear, however, is that Motwani did not simply move from one startup to another.
She carried the lessons from her first company into a completely new industry and applied them to a problem she understood personally. That may be the most interesting part of her story.
She keeps returning to the same basic question:
How can a difficult experience be made easier for the person going through it?
