MUMBAI: Sanjay Mehta, best known for founding Mirum, a pioneering digital agency, has launched a new venture, Ananta Quest. The platform targets Indians aged 50 to 65 who are grappling with questions of identity, health and purpose.
Ananta Quest is built on three pillars: health (prana), wealth (artha) and community (ekatra). Its aim is to provide structure and action, not just reflection.
Mehta has a record of spotting opportunities early. He created Homeindia.com in 1998, among the country’s first e-commerce sites, and Mirum in 2009, when social media marketing was nascent. His latest project stems from his own exploration of ageing, which he has documented through a content series called What If You Live to Be 100?.
“Even the most accomplished individuals face hard questions after 50,” he said at the launch. “We want to create a trusted space where they can move from ambiguity to reinvention.”
India’s over-50 population is expanding fast. Ventures such as Ananta Quest seek to shift the narrative about ageing, framing later life not as decline but as renewal.