Max Group’s Antara Senior Care partners with Wellbeing Nutrition to co-develop tailored products designed to enhance seniors’ holistic wellness

( Antara Senior Care and Wellbeing Nutrition partner to deliver cutting-edge nutraceuticals for India’s growing senior population )

New Delhi, 28^th January 2025: In a strategic move to advance senior health and wellness, Antara Senior Care, part of the $5 billion Max Group, has partnered with Wellbeing Nutrition, a pioneer and leader in nutraceutical innovation. The collaboration will leverage Antara’s deep understanding of senior health needs and Wellbeing Nutrition’s expertise in creating clinically accurate, evidence-based nutraceuticals to co-create products designed specifically for older adults. These products will address identified nutritional gaps, offering seniors and their caregivers easy access to high-quality, research-backed solutions through online and offline channels.

Nutritional deficiencies among older adults in India remain a pressing concern, with 27% of seniors aged 60 and above being underweight. Nearly 76% of seniors have low vitamin D levels, and over 42% suffer from vitamin B12 deficiency, leading to serious health complications like cognitive decline and weakened immunity. These figures highlight the critical need for targeted interventions that cater to the specific nutritional requirements of seniors.

“Antara’s AGEasy platform, a key initiative under its Assisted Care Services, will play a central role in distributing these products. This collaboration aligns seamlessly with Antara’s mission to provide seniors with accessible, innovative care solutions, reinforcing its position as a trusted leader in senior wellness. This partnership represents not only the convergence of two forward-thinking organizations but also a commitment to transforming the landscape of senior care in India. By addressing nutritional needs with precision and care, Antara and Wellbeing Nutrition aim to enable seniors to lead lives marked by vitality, dignity, and ease,” said Ishaan Khanna, CEO, Antara Assisted Care Services.

He added, “By co-developing tailored products that bridge critical nutritional gaps, the collaboration is poised to set a new benchmark for senior wellness in India. Recognizing the need for a partner that shares our ethos and vision for senior wellness, we sought a collaboration that could complement our efforts. In Wellbeing Nutrition, we have found the perfect partner, one that combines innovation, scientific rigor, and clinically validated solutions tailored to seniors’ unique nutritional needs. Together, we aim to provide seniors with transformative products that empower them to lead healthier, more fulfilling lives.”

Avnish Chhabria, Founder of Wellbeing Nutrition, said, “As seniors navigate evolving health challenges, their nutritional needs require targeted and thoughtful solutions. At Wellbeing Nutrition, we’ve spent the last three years dedicated to research and development to create clinically accurate, evidence-based solutions tailored for seniors. Our approach combines cutting-edge science with the best global ingredients to ensure that our products are both effective and safe. We recognize that seniors often face dual challenges of lifestyle-induced risks and core morbidities, which is why our solutions are meticulously crafted with rigorous scientific validation.”

He added, “This partnership with Antara enables us to extend our mission of enhancing overall well-being to a segment that deserves dedicated care. By addressing specific needs with products backed by robust clinical evidence, we aim to empower seniors to lead healthier, more fulfilling lives. Together with Antara, we’re not just filling nutritional gaps—we’re setting a new standard for senior wellness in India.”