AgeWell launches India’s first 40-plus wellness ecosystem

MUMBAI: India’s wellness space has taken a fresh turn as entrepreneur Tanooraa Swetha Menon and fitness icon Suniel Shetty launched AgeWell, the country’s first integrated wellness ecosystem created specifically for adults over forty. Introduced in Mumbai on 26 November, AgeWell brings together science-backed products, preventive health tools, community platforms and senior living spaces to reshape how India views aging.

Built by co-founders Tanooraa Swetha Menon, Mitlaj and Shahin Farzeen, AgeWell stems from their own experiences witnessing the gaps in eldercare and the lack of accessible, holistic support for healthy aging. The platform aims to turn aging into a celebration rather than a decline, offering an ecosystem that blends modern science with tradition.

Tanooraa, who has previously built brands such as Herbs and Hugs and Zoul and Zera, said the idea was born from her own wake-up call at forty. She said the journey made her realise how many Indians were silently struggling with similar changes, and AgeWell was her answer to creating strength, community and clarity for millions.

Suniel Shetty joins as brand ambassador and mentor, bringing four decades of fitness and holistic wellness practice. He said the mission resonated with him because it combines intention, joy and consistency while also honouring India’s Ayurvedic roots. He added that the intergenerational bond between Tanooraa and her son Shahin was a key reason he believed in the platform’s purpose.

The AgeWell ecosystem spans three pillars. The first is a range of twenty-five Ayurvedic and science-led nutraceuticals covering vitality, hormonal balance, skin health, longevity and blood sugar support. Hero launches include AgeWell Dawn red rice flakes, Harmoni weight management capsules and targeted formulations such as Aura, Tandem, Eterna, Torq and Sugarcalm.

The second pillar, AgeWell Connect, introduces India’s first dual-platform digital community dedicated to the 40-plus population. It offers social groups, expert sessions, cultural content, telehealth access and IoT integration, along with the AgeWell Health Tracker for monitoring vital signs, sleep and activity while providing reminders and emergency support.

The third pillar brings physical spaces into the mix. AgeWell Living Residences are planned as India’s first longevity-focused senior living communities, offering independent living supported by 24 by7 clinical care, fitness programmes and social activities.

With India’s over-forty population growing rapidly and the wellness market still fragmented, AgeWell positions itself as a credible and comprehensive solution. The brand will launch through flagship studios in Kochi, Mumbai, Bengaluru, Hyderabad and the Maldives, along with partner outlets and online marketplaces.

Member of Parliament Hibi Eden inaugurated the company’s new headquarters near Kochi International Airport. Co-founder Mitlaj described AgeWell as the beginning of a confident new chapter for India’s forty-plus population, while Shahin Farzeen said the platform was his way of honouring the generation that raised him.

All AgeWell products are compliant with FSSAI and Ayush standards and feature sustainable sourcing and recycled packaging.