Partnership to provide nutrition products, community engagement and member offers for people aged 50 and above
Meru Activs, a nutrition products brand for India’s 50+ community, and Gen S Life, a community platform for people in their second chapter, have announced an exclusive partnership to support people in their 50s, 60s and beyond.
According to the companies, the partnership comes as India’s 50+ population is increasingly being recognised as a consumer group. The collaboration brings together Meru Activs and Gen S Life with a shared focus on people over 50.
Meru Activs is building an ecosystem for people aged 50 and above, beginning with nutrition products designed around changes in the body after the age of 50, including changes in absorption, daily nutrition gaps and the need for everyday health support. Gen S Life is building a community where people over 50 can connect, learn, explore new interests and continue engaging in activities.
Under the partnership, Gen S Life members will receive access to Meru Activs’ product range for people aged 50 and above, along with member-only offers available through the Gen S Life community.
According to Meru Activs, the partnership is aimed at taking health choices into community spaces where people over 50 seek guidance, confidence and connection. The company stated that its approach focuses on changes in absorption and daily nutritional requirements after the age of 50.
“For too long, the world has spoken about people over 50, not to them,” said Meenakshi Menon, Founder, Gen S Life. “Gen S Life exists to change that and to build a community where this chapter feels as full, active, and alive as any that came before it. Partnering with Meru Activs allows us to support our members not just through connection and experiences, but also through products built with this stage of life in mind.”
“India’s 50-plus population is one of the most significant consumer groups in the country. Yet most health products are still not designed with this life stage in mind,” said Mihir Karkare, Co-founder and CEO, Meru Activs. “At Meru Activs, we are building nutrition products around what actually changes after 50, from absorption to everyday nutritional support. Gen S Life shares the same respect for the 50+ demographic. This partnership allows us to bring better health choices to a community that is already choosing to age with more awareness, energy and agency.”
The partnership will begin with offers for Gen S Life members curated by Meru Activs. The two organisations are also discussing additional initiatives to bring health-related conversations to the 50+ community through the Gen S Life platform.
According to the companies, the collaboration is based on a shared focus on prevention, participation, confidence and quality of life for India’s ageing population.
Meru Activs and Gen S Life stated that the partnership aims to create an ecosystem for India’s 50+ population by bringing together community engagement and health support.
