Max India’s Antara Senior Care has partnered with Wellbeing Nutrition to co-develop nutraceutical products tailored for India’s growing senior population. This collaboration aims to bridge critical nutritional gaps, providing evidence-based wellness solutions to enhance senior health.
Antara, a wholly owned subsidiary of Max India, will leverage its expertise in senior care through its AGEasy platform, distributing these products via online and offline channels. According to studies, 27% of seniors in India are underweight, 76% have low vitamin D levels, and over 42% suffer from vitamin B12 deficiency, leading to cognitive decline and weakened immunity. This partnership aims to tackle these deficiencies through scientifically validated nutraceuticals.
Ishaan Khanna, CEO of Antara Assisted Care Services, highlighted that the collaboration with Wellbeing Nutrition aligns with Antara’s mission of providing accessible and innovative senior care solutions. He stated, “By developing tailored products, we aim to set a new benchmark in senior wellness in India, empowering seniors to lead healthier and more fulfilling lives.”
Avnish Chhabria, Founder of Wellbeing Nutrition, emphasized the need for scientifically backed nutritional solutions for seniors. He said, “This partnership enables us to bring clinically validated, research-backed wellness solutions to seniors, ensuring they receive high-quality nutrition to meet their unique health needs.”
Antara, launched in 2013 as part of the $5 billion Max Group, operates senior living residences and assisted care services in Gurgaon, Noida, and Bengaluru. Meanwhile, Wellbeing Nutrition, founded in 2019, is a leader in nutraceutical innovation, offering FDA-approved, gluten-free, and non-GMO products for holistic health.
This partnership represents a significant step in India’s senior care sector, ensuring that older adults have access to scientifically backed and clinically tested nutritional solutions for better longevity and well-being.
