Mumbai: Serial entrepreneur Tanooraa Swetha Menon has partnered with wellness icon and fitness advocate Suniel Shetty to launch AgeWell, India’s first fully integrated wellness ecosystem designed specifically for adults above 40. Bringing together anti-aging products, healthy aging solutions, and community-driven platforms, AgeWell aims to spark a national movement centered on longevity, prevention, and empowered aging.
AgeWell has been conceptualised by co-founders Tanooraa Swetha Menon, Mitlaj, and Shahin Farzeen, rooted in their personal experiences of observing the gaps and unmet needs in India’s eldercare and healthy aging landscape. The founders have built a comprehensive ecosystem that supports families across physical, mental, and emotional wellbeing.
AgeWell aims to shift the narrative from decline to celebration by offering a science-backed ecosystem spanning nutraceuticals, digital wellness platforms, preventive health solutions, and purpose-built senior living spaces.
Tanooraa Swetha Menon, known for building successful consumer and wellness brands such as Herbs & Hugs and Zoul & Zera, brings global insight from her wellness research and travel across 36 countries. Her memoir “Thattamitta Menothi” documents her personal and entrepreneurial journey.
“Forty didn’t hit me like a crisis—it hit me like a mirror. It showed me the fatigue I ignored, the hormonal shifts I dismissed, and the wellness gaps I never addressed. As I researched my own health, I saw millions of Indians facing the same silence around aging. AgeWell is my answer: a movement that celebrates strength, supports change, and turns prevention, community, and clarity into our greatest tools for living well,” said Tanooraa Swetha Menon, Founder, AgeWell.
Bollywood fitness icon and wellness advocate Suniel Shetty joins AgeWell as Brand Ambassador and Mentor, bringing decades of experience in holistic health and active aging.
“I’ve always believed that aging well means living well—with intention, strength, and joy. Through AgeWell, every Indian above forty can pursue this same wellness journey. What excites me most about this partnership is that we’re not just offering products—we’re building a health and wellness movement that blends our rich Ayurvedic heritage with modern science, creating routines that fit real life.
What truly moved me about AgeWell are the founders. When I met Tanooraa and her son Shahin—a 20-year-old who saw his mother’s journey into her 40s and decided to build something meaningful for her and millions like her—I knew this was special. That bond, that understanding between generations, is exactly what India needs.
Wellness has been a consistent factor in my life, and at this stage, I can appeal to people by showing them that the magic of aging lies in staying relevant, vital, and connected. AgeWell represents everything I stand for: discipline without deprivation, tradition meeting innovation, and the belief that our 40s, 50s, 60s and beyond should be celebrated as chapters of strength, not decline. I’m proud to champion confident, connected living for every Indian who refuses to let age define their limits.” said Suniel Shetty, highlighting the personal inspiration he drew from the founders’ story.
The AgeWell Ecosystem
1. Wellness Products & Nutraceuticals:
AgeWell launches with 25 Ayurvedic–science hybrid products covering anti-aging, hormonal balance, vitality, lifestyle wellness, and blood sugar support. Key offerings include:
- AgeWell DAWN, India’s first Rakthashali red rice flakes cereal
- Harmoni, a natural slimming capsule
- Aura, Tandem, Eterna, Torq, Sugarcalm, and more
2. AgeWell Connect & Health Tracker:
India’s first dual-platform digital ecosystem exclusively for adults over 40 offers:
- Private community groups
- Telehealth consultations
- Expert wellness sessions
- Cultural and lifestyle content
- IoT-enabled health monitoring
- Medication reminders, hydration alerts, and SOS emergency assistance
A dedicated wearable device is also in development.
3. AgeWell Living Residences:
India’s first Longevity Living communities offering independent senior living with resort-style wellness, 24×7 clinical access, holistic programs, and supportive social ecosystems.
Market Opportunity & Expansion Plans
With India’s over-40 population rapidly expanding, AgeWell aims to address fragmented offerings and the lack of preventive, lifestyle-led wellness solutions.
The brand will debut through flagship wellness studios in Kochi, Mumbai, Bengaluru, Hyderabad, and the Maldives, supported by 30 premium partner locations and e-commerce distribution via Amazon, Flipkart, and Qcom. In Year One, AgeWell plans to expand to 10–12 flagship studios and 100+ partner touchpoints.
Member of Parliament Hibi Eden inaugurated the brand’s corporate headquarters near Kochi International Airport.
“We’re not just launching a wellness brand, but a confident new era for India’s millions over forty,” said Mitlaj, Co-founder, AgeWell.
“Watching my mother navigate her 40s, I realized we’ve completely ignored the people who raised us. AgeWell is my commitment to building something different—where aging is finally treated as the advantage it should be,” said Shahin Farzeen, Co-founder.
