Brands
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.
Brands
Maharashtra revokes Ola, Uber, Rapido bike taxi licences
Temporary e-bike taxi permits cancelled as firms fail to meet state rules
MUMBAI: Maharashtra’s roads are set to see fewer zipping two-wheelers after the state government pulled the plug on provisional licences granted to bike taxi giants Ola, Uber and Rapido. Transport Minister Pratap Sarnaik announced in the Legislative Council on Monday that temporary permissions would be revoked.
“These companies were given permission for just a month and were required to submit certain documents. Since they have not complied, their temporary licences are cancelled. This is to ensure illegal bikes do not operate on our roads,” Sarnaik said.
The move follows the Maharashtra E Bike Taxi Rules 2024, designed to generate employment for local youth and offer commuters a cheaper, greener ride option. The rules, approved in August 2024, allow electric bike taxis in cities with over one lakh residents.
Under the policy, only electric vehicles can ply as taxis, and operators had 30 days to fulfil licensing and compliance requirements. Yet, officials claim many continued operations without meeting these conditions. Sarnaik added that a large number of bike taxis currently running in Mumbai and the wider Mumbai Metropolitan Region are illegal.
In a firm enforcement twist, the government has instructed authorities to focus on vehicle owners rather than riders when registering cases. Safety concerns, particularly for women passengers, and accident complaints have also been flagged by the transport department.
Since April 2024, Regional Transport Offices have taken action against 130 non-compliant bike taxis, collecting fines exceeding Rs 33 lakh. Authorities say further measures will follow to ensure services adhere to regulations before returning to city streets.
Maharashtra’s bike taxi saga has been a rollercoaster. Initially banned in January 2023 due to concerns over private vehicles ferrying passengers, the sector was later formalised through an electric bike framework in 2024. Provisional licences were granted in 2025, but the government now warns that any bike taxi operating on city roads without proper permits will be considered illegal.
Adding to the transport shake-up, the government has also halted the issuance of new auto rickshaw permits from March 9 to ease urban traffic pressures and safeguard livelihoods of existing drivers. A fresh standard operating procedure for future permits is set to go before the state cabinet soon.
Maharashtra commuters may have to find alternative rides as the state reins in its two-wheeled taxi revolution, leaving app-based bikers in a legal limbo.
