MAM
Abhirath Anuwal joins BlissClub as the head of commerce
Mumbai: The women’s activewear brand BlissClub announced the appointment of Abhirath Anuwal as their head of commerce. In this role, he is responsible for all marketing and revenue-generating activities across online and offline channels.
Abhirath joins BlissClub after his stint with Intuit, a consumer and business financial platform in the US, where he was in the corporate strategy and development team responsible for identifying and helping execute organic and inorganic growth levers for the company. He previously worked in management consulting at Bain and completed his graduation from Yale.
On his new role, Abhirath said, “BlissClub is one of those rare companies with strong growth prospects and innovation in its DNA. I feel lucky to be able to play my part in this journey and I’m energised by the talented team around me every day.”
BlissClub is a homegrown consumer brand that crafts functional and incredibly comfortable activewear with a focus on Indian women, and now a LinkedIn Top Startup for 2022, has made a number of key hires recently.
MAM
Good Monk taps Arshdeep Singh for preventive health campaign
Campaign promotes Healthy 50+ nutrition with focus on elderly care and daily habits.
MUMBAI: If fitness had a scoreboard, this one would be playing the long game. Bengaluru-based preventive healthcare brand Good Monk has roped in Indian cricketer Arshdeep Singh for its latest campaign, placing the spotlight firmly on a segment often overlooked in India’s wellness boom, the 50+ age group. The initiative positions preventive nutrition not as a future fix, but as a daily discipline, much like the sport its ambassador represents.
At the heart of the campaign is Good Monk Healthy 50+, a product designed to address evolving nutritional needs of adults over 50. Built on the brand’s patented Invisi-Nutri Blend Technology, the formulation blends essential vitamins, minerals and amino acids into everyday meals without altering taste, a quiet intervention aimed at supporting energy levels, bone health and immunity.
The campaign film leans into a relatable emotional insight: the growing concern among younger Indians about their ageing parents’ health. Instead of dramatic health scares, it takes a slice-of-life approach, nudging audiences to rethink everyday nutrition and adopt small, consistent habits that compound over time.
Arshdeep Singh’s association aligns neatly with this narrative. Known for discipline and steady performance on the field, he mirrors the campaign’s central message—long-term results are built on everyday consistency. His personal emphasis on family adds another layer, making the messaging less about products and more about responsibility.
The move comes as India’s healthcare conversation shifts from treatment to prevention. While much of the market has focused on fitness and lifestyle products for younger consumers, Good Monk is carving a niche by addressing the nutritional gaps of older adults, a segment with rising health awareness but limited targeted solutions.
Founded under Superfoods Valley, the brand has been building a portfolio of science-backed, sprinkle-on nutrition products aimed at integrating seamlessly into daily meals. Its growing presence across urban and semi-urban markets reflects a demand for convenience-led health solutions that do not disrupt food habits.
With distribution across its direct platform and e-commerce marketplaces such as Amazon and Flipkart, Good Monk is now doubling down on awareness as much as accessibility. The Arshdeep-led campaign signals a broader push not just to sell a product, but to reframe preventive healthcare as a shared family priority.
Because in this innings, the real win is not just longevity, it’s how well you play it.
