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TRUE ARTIS, an integrated aesthetic surgery platform, has raised ₹11.4 crore in a Seed round led by Zeropearl VC, with participation from Eleven, a diversified business group of Sunil Sachdeva, co-founder of Medanta, and a group of angel investors.
The round also saw participation from operators and healthcare investors including Arjun Vaidya (V3 Ventures), Dr Dhruv Joshi (Co-founder, Cloud Physician), Ambarish Gupta (Founder & CEO, Basis Vectors Capital) and Vivek Lohcheb (CBO, PhonePe), along with former senior executives from Airtel and OYO.
TRUE ARTIS will use the capital to open two new centres in Delhi NCR over the next six to eight months, deepen its surgical and recovery capabilities, expand its network of plastic and aesthetic surgeons, and strengthen its technology and patient-care systems. The company plans to consolidate its presence in Delhi NCR before expanding into other markets.
For patients in India, aesthetic surgery has traditionally meant choosing between two very different settings: a large multispecialty hospital, where aesthetics is rarely a core focus, or a standalone cosmetic clinic, which may not have the infrastructure required for more complex surgical care.
TRUE ARTIS was founded to bridge this gap by combining hospital-grade clinical and safety infrastructure with the privacy, personalisation and experience of a specialist aesthetic centre.
The company operates its own purpose-built aesthetic surgery centres, where surgeries are performed on-site. The centres feature advanced operating theatres and surgical and medical equipment, dedicated recovery facilities, ICU backup and private patient suites. Designed specifically for aesthetic surgery, the centres are equipped to undertake complex procedures while providing patients greater privacy than a conventional multispecialty hospital setting.
TRUE ARTIS also works with a multidisciplinary network of full-time and visiting plastic surgeons, giving patients access to different specialists under one platform rather than building the model around a single practitioner.
Technology forms another part of the operating model. TRUE ARTIS has developed an in-house platform that manages hospital operations and the complete patient journey, from the initial enquiry and consultation through surgery and post-operative recovery. The company says this allows it to standardise patient care and improve operating efficiency as it expands.
Founded by Ankit Joshi and Sandeep Upadhyay, TRUE ARTIS currently operates two centres in Delhi and Gurgaon, offering services across facial aesthetics, breast procedures, body contouring, hair restoration and non-surgical treatments.
The company has served more than 10,000 clients and completed over 400 surgeries in the past nine months. It currently works with around 20 plastic surgeons across Delhi NCR and reports a 98% client satisfaction rate. Its first centre has reached EBITDA break-even, while revenue is growing at a double-digit rate month-on-month.
The founders believe this traction reflects a broader shift in the way Indian consumers approach aesthetic procedures, with increasing emphasis on specialist expertise, safety, privacy, transparency and quality of care.
The two founders bring complementary experience in building and scaling consumer and healthcare businesses. Ankit Joshi, an IIT Kharagpur alumnus with over 14 years of experience, has held senior leadership roles at Pristyn Care and OYO, with experience across growth, large P&Ls and patient- and consumer-focused businesses. Sandeep Upadhyay has spent close to two decades across Airtel, OYO, OLA and Leverage Edu, with CXO-level experience spanning operations, strategy and organisational leadership. He holds an MBA from IIFT, Delhi.
Ankit Joshi and Sandeep Upadhyay, Co-Founders, TRUE ARTIS, said, “This investment is an important milestone for TRUE ARTIS, but its significance for us goes beyond the capital. It reinforces our belief that there is an opportunity to build a new category in aesthetic healthcare in India.”
“We are not looking to build another chain of cosmetic clinics. Our ambition is to create a trusted aesthetic healthcare platform where clinical excellence, patient safety, transparency and experience are built into the model from day one. This investment will help us deepen our presence in Delhi NCR, strengthen our clinical and technology capabilities, and build a brand that patients can trust with one of the most personal healthcare decisions they make.”
Commenting on the investment, Bipin Shah of Zeropearl VC said, “We believe the Indian aesthetic healthcare market is at an inflection point. Consumers are increasingly looking beyond access to procedures and placing greater emphasis on outcomes, safety, transparency and experience.”
“TRUE ARTIS has the opportunity to build an authentic full stack platform by bringing together experienced surgeons, specialised infrastructure and a patient-centric operating model. The founders’ ambition to organise and scale this category makes the company particularly well positioned for its next phase of growth.”
Commenting on the investment, Karan Chopra, Managing Partner, Eleven, said, "Aesthetic surgery in India has been stuck between a big hospital where it is an afterthought and a small clinic that cannot handle a complication. Ankit and Sandeep are building the third option, with the discipline of operators who have run real businesses. We are glad to back them as they take it to more cities."
As it scales, TRUE ARTIS plans to continue investing in standardised clinical protocols, specialist teams and its technology platform to maintain consistency in patient care and safety across its centres.
The company is also seeing demand from international patients. Over time, the founders see an opportunity for TRUE ARTIS to tap the medical tourism market and contribute to positioning India as a destination for high-quality aesthetic surgery.
