Aiqa’s shift to a consumer‑focused model After six years of operating solely through corporate partners and employers, Gurugram‑based health‑benefits platform **Aiqa** is launching a direct‑to‑consumer (D2C) offering. Backed by the Eleven Group, the startup says it currently earns about **Rs 100 crore** in annual revenue and signs **nearly 1 lakh new members each month** across more than **500 Indian cities** via its partner network.
New leadership to steer growth The company announced the appointment of **Anuj Arora** as chief executive officer. Arora brings **23 years of experience** across India, Southeast Asia and Hong Kong, most recently serving as executive vice‑president and business head at **MediBuddy**. Earlier in his career he held senior roles at **Monster** in India, the Philippines and Hong Kong. In his new role, Arora will oversee the partner and employer segment while supporting the D2C expansion.
First consumer product – Weight Care Aiqa’s consumer push will start with **Weight Care**, a doctor‑led weight‑loss programme delivered through the company’s newly launched website. The startup plans to introduce additional wellness and preventive‑health offerings in the coming months, leveraging its existing technology and clinical network.
Market backdrop: rising preventive‑health spend India’s health‑care spending is gradually moving beyond hospital‑centric, insurance‑linked services. Consumers are increasingly willing to pay for fitness, routine monitoring and preventive programmes. **Karan Chopra**, co‑founder of Aiqa and managing partner at Eleven, noted that “health in India has largely been something people address only when it goes wrong. That is changing rapidly.”
Rebranding and digital presence Alongside the D2C launch, Aiqa unveiled a refreshed brand identity and a new website, signalling a broader strategic shift. The company continues to offer health plans and wellness programmes both directly and through its established partner and employer channels.
--- *Aiqa is part of the Eleven Group, which has interests in healthcare, financial services, energy and consumer internet sectors.*