Brands
Meru Life: The new age-tech startup revolutionising life after 55
MUMBAI: After successfully scaling Mirum India (acquired by WPP) for 15 years, seasoned entrepreneurs Hareesh Tibrewala and Mihir Karkare have once again joined forces to introduce Meru Life, an age-tech startup built to empower active seniors-individuals aged 55-70—to live active, connected, and fulfilling lives.
India’s senior demographic is expanding rapidly, with 15 crore citizens over 60 today, projected to reach 35 crore by 2050. While the market has traditionally focused on elder care, Meru Life takes a refreshing, proactive approach-supporting individuals who wish to stay engaged, learn new skills, explore hobbies, and maintain financial independence.
“Last year, turning 60 sparked a journey of discovery,” shared Meru Life founder & executive chairman Tibrewala. “I searched for ways to make this life phase meaningful but found no clear answers. While we hear stories of people making comebacks in their 60s and 80s, what about the everyday individuals in the age group of 55-70 who want to stay engaged, learn new things, find meaningful work, and build relationships? Meru Life will fill this gap, helping active seniors find purpose and fulfillment.”
Meru Life will be co-led by Karkare and Saurabh Garg, with backing from VAV Lipids Ltd. MD Arun Kedia and Sanjay Mehta-both early believers in Mirum India.
“As an entrepreneur, I have always believed in meaningfully impacting lives. Through building Mirum, I saw firsthand the difference we could make-not just for our clients but also for our employees and their families. With Meru Life, we’re thinking even bigger-impacting millions of seniors who want to live their best lives,” said Meru Life co-founder & CEO Karkare.
Meru Life aims to bridge the gap between digital innovation and active aging, offering tailored solutions across health, wellness, finance, hobbies, lifestyle, and purposeful engagement.
“At 42, I finally understand what Carl Jung meant when he said life begins at 40. Not just in theory, but in reality. Building Meru Life feels like the culmination of two decades of experience and values. Our mission is clear—to be the most trusted platform for Active Seniors, meeting them exactly where they are,” added Meru Life co-founder & CMO Saurabh Garg.
“Over the years, I have mentored entrepreneurs and backed ideas that create real change. With decades in pharmaceuticals and nutraceuticals, I know that good health means living better, not just longer. I’m excited to support Meru Life in redefining senior engagement in India,” said Kedia.
Over the coming weeks, Meru Life will roll out a range of innovative solutions designed for India’s active seniors. From fitness and financial planning to hobby communities and digital learning, the platform will provide a one-stop destination for the next chapter of life.
With age-tech poised to be the next big growth sector, Meru Life is set to lead the charge in helping millions of seniors thrive in their second innings.
Brands
Raj Cooling Systems launches Agreyas appliances brand
Emraan Hashmi named brand ambassador for consumer appliance push.
MUMBAI: A company known for cooling solutions is now heating up its ambitions in the home appliances market. Raj Cooling Systems Pvt. Ltd. has launched a new consumer appliances brand, Agreyas, marking its entry into India’s rapidly expanding home appliances sector valued at more than Rs 1.5 lakh crore. The move represents a strategic diversification for the company, which has traditionally focused on cooling solutions for residential, commercial and industrial applications. Through Agreyas, the firm plans to tap into growing consumer demand for energy efficient and technology driven household appliances.
To build brand visibility, Agreyas has appointed Emraan Hashmi as its brand ambassador. The campaign has been developed under the banner of Zoommantra Productions, with actor and filmmaker Rohit Roy contributing to the creative direction.
The brand’s initial portfolio will include mid premium air conditioners, washing machines, geysers and other white goods designed to cater to modern Indian households seeking efficient and reliable appliances.
Raj Cooling Systems, founder and chairman Kalpesh Ramoliya said the launch aligns with the company’s broader expansion plans.
“The launch of Agreyas is in line with our vision to build a strong presence in India’s consumer electronics and home appliances market. The brand has been developed as a standalone identity to meet the evolving needs of Indian consumers,” he said.
Hashmi said the collaboration comes at a time when Indian buyers are increasingly looking for innovative and functional home solutions.
“I’m looking forward to working with Agreyas at a time when consumers are seeking more innovative and efficient home products. The brand reflects changing consumer behaviour around functionality, innovation and ease of use,” he said.
Raj Cooling Systems plans to invest around 10 million dollars in developing the brand, with an additional 5 million dollars earmarked over the next three to five years for product development and distribution expansion.
Agreyas will follow a multi channel distribution approach, selling through online platforms, retail outlets and dealer networks aimed at both urban and semi urban markets across India.
With the launch, the company is positioning Agreyas as a standalone consumer facing brand while continuing to leverage its existing manufacturing, engineering and research capabilities built through its core cooling solutions business.
