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The Wire
07-08-2025
- Health
- The Wire
Marzi by Primus Partners with FITTR's HART Smart Ring to Champion Active Ageing through Personalized Health and Wellness Plans for the Elderly
The collaboration aims to empower seniors to lead a happy, healthy and active lifestyle with real-time health insights and expert coaching and guidance 7th August 2025, National: Active ageing platform Marzi by Primus and FITTR's HART Smart Ring have joined forces to revolutionize the health and wellness for the elderly in India through data-driven wellness programs tailored to their unique needs. The smart ring will provide actionable insights and real-time health data for senior citizens from the Marzi community based on their unique biology, which in turn will assist them in managing their health conditions and help unlock peak living. The ring's unobtrusive design and user-friendly interface caters seamlessly to the unique needs of wellness-focused seniors who seek clarity and accountability without the complexity of traditional wearables. According to an UNFPA report, India's senior citizen population is expected to double by 2050, while accounting for over 20% of the country's total population. As per data from the Longitudinal Ageing Survey in India, 21% of the elderly in India suffer from at least one chronic condition. As the percentage of elderly citizens increases in India, the need for ensuring optimal preventive healthcare for them will be paramount in the years to come. And their long-term, strategic partnership, Marzi and FIITR are aiming to bridge this need-gap, and are uniquely well-positioned to deliver 'active, joyful ageing' for seniors. Marzi brings people-first layer to this partnership, offering its audience a personalized purchase journey for the HART Ring, along with white-glove concierge support for set-up and guidance on the ring and syncing it with the FITTR app. Individuals aged 55 can order the sizing kit via Marzi concierge, try out a sample ring for 24 hours and thereafter place the order with the support staff. Additionally, Marzi will also offer tailored coaching plans led by expert coaches and doctors on nutrition, supplementation and exercise. These plans will be designed by experts based on the unique biology, data points and actionable insights of each user. Marzi's wellness coaches will translate the data into actionable, easy-to-follow habit plans aligned with each member's lifestyle, genetics, and metabolic profiles, and wellness goals. Speaking about the partnership, Adarsh Narahari, Founder, Marzi by Primus said, 'We are happy to partner with HART Ring by FIITR – a monumental step set to play a pivotal role in elevating Marzi's evolving wellness ecosystem, and taking us closer to our vision of providing the elderly an active and thriving lifestyle, with well being, joy and purpose at the core. We at Marzi believe that age shouldn't determine or limit a person's potential or their experience of life. And through the data-driven approach to health and wellness enabled by FITTR's HART smart ring, we will be able to double down on our promise of active ageing and increase the healthspan of our community members through a science-backed, robust combination of preventive healthcare, lifestyle changes and expert guidance from our coaches.' Jitendra Chouksey, Founder & CEO, FITTR added, 'FITTR is proud to be the official health partner of Marzi by Primus – a community offering better health and longer lifespans for the elderly through lifestyle, behavioural and community-based interventions. At FITTR, our comprehensive health ecosystem including HART Smart Ring, blood biomarkers, smart scales, coaches, doctors combined with the power of AI, which will complement Marzi's holistic care approach. Together, we will deliver real-time wellness insights and actionable guidance directly to seniors empowering them to lead more confident, independent and stress-free lives.' Marzi by Primus offers a dignified and better quality of life for the elderly through regular health check-ups, an active lifestyle, fostering a like-minded community and social interactions. Through its Health M.A.P. program and industry partnerships, Marzi is revolutionizing healthcare and well-being for the elderly in India with a comprehensive 360° view of wellness including physical, emotional, cognitive, and social wellness. Following the latest partnership with FIITR, Marzi aims to strengthen their active ageing motto with continued emphasis on data-driven, actionable and preventive healthcare. On the other hand, FITTR has built an online fitness community with over two million users worldwide. Last year, they launched HART by FITTR – a smart ring offering 24x7 tracking of key health markers like real-time heart rate monitor, body temperature, blood oxygen level, sleep metrics, fitness activity tracking, and more. Going ahead, the partnership shall continue to expand with the inclusion of new elements like AI-led habit planning, expanded device integration, and enhanced family and caregiver support tools. About Marzi by Primus Marzi is a platform designed for India's active agers who are living boldly, rediscovering passions, and embracing purpose-driven lives on their terms. We are a first-of-its-kind active aging platform combining technology and curated services to help seniors live their best life. From travel to social engagement, to healthcare and convenience services and beyond, Marzi is on a mission to make aging joyful, independent, and empowered. Website: This is an auto-published feed from PTI with no editorial input from The Wire.
Fashion Value Chain
11-06-2025
- Business
- Fashion Value Chain
Primus Introduces Marzi – A New Era of Well-Being for India's 55+ Citizens
Lifestyle-first, tech-enabled: Marzi redefines the ageing experience through six tightly integrated verticals that expand health span and independence. Purpose at the core: Every service nudges India's 55-plus population toward movement, connection and lifelong curiosity. Primus Group -supported by General Catalyst and Nikhil Kamath- today unveiled Marzi, a full-stack lifestyle platform that re-imagines how India's 55-plus citizens live, learn, travel and connect. By weaving together innovation, personalisation and purpose, Marzi delivers end-to-end solutions that help elders thrive with joy, vitality and community. Adarsh Narahari, Founder & Managing Director, Primus and Marzi Building on more than a decade of operating award-winning senior-living communities, Primus is now distilling the proven habits of the world's 'blue zones' into Marzi-bringing longevity-boosting nutrition, movement, purpose and social engagement right into the comfort of every user's home. Six Pillars of Marzi Travel – Bespoke domestic and international itineraries, elder-friendly logistics and hosted retreats. Community – Neighbourhood clubs, social events and curated workshops that build deep friendships. Digital Tech-Led Concierge – Always-on, voice-first support that sparks conversation, offers reminders and connects users instantly with Marzi's service desk. Safe Homes – One-stop home-upgrade service for fall-prevention layouts, adaptive fixtures and smart sensors. Learning – Masterclasses and micro-courses to keep minds curious and skills sharp. Health & Wellness – Preventive-care programmes, physiotherapy, personalised fitness and nutrition coaching. 'Marzi flips the script from ageing to thriving. Whether it's door-to-door concierge support, tech- enabled digital assistance or group journeys to soul-soothing destinations, Marzi equips India's 55-plus with the tools to live independently-with joy, meaning and renewed purpose. We're not just launching a platform; we're starting a movement that celebrates life after 55,' said Adarsh Narahari, Founder & Managing Director, Primus and Marzi. While meeting India's demographic moment according to the Longitudinal Ageing Study of India (lASI), the elder cohort in the country is projected to reach 193 million by 2031, and those aged 55-plus will account for nearly 30 percent of the population by 2036. Marzi positions Primus at the forefront of this seismic shift-focusing not just on where elders live, but how they live. About Primus Primus designs and operates senior-living and multigenerational communities across six Indian metros. Built on passionate people, compassionate care, robust processes and intuitive technology, Primus champions active ageing and longer healthspans through its projects nationwide. Website: | Marzi:
Time of India
25-04-2025
- Business
- Time of India
Kolkata developers partner to build elderly-friendly communities with Bengaluru-based firm
KOLKATA: Real estate developers in Kolkata have partnered with a Bengaluru-based firm that focuses on developing senior living communities. Two developers in Kolkata — Srijan Realty and Merlin Group — have already collaborated with Primus to promote multi-generational living. Primus and Srijan Group announced the development of Primus Ganges at the 26-acre Royal Ganges riverside township project in Maheshtala. Approximately 150 units — a mix of 2BHK and 3BHK — will be developed for senior living in the first phase, with a provision to develop another 150 units in the second phase. You Can Also Check: Kolkata AQI | Weather in Kolkata | Bank Holidays in Kolkata | Public Holidays in Kolkata Primus is also in advanced discussions with two other developers — Merlin Group and Primarc — for similar senior living units in its projects in Rajarhat and elsewhere. These projects, to be announced later this year and early next year, will increase the total number of units for senior living communities to over 1,000. "We are not creating 'vriddhashrams' or old-age homes. Instead, we are creating an opportunity for the elderly to live with their children or independently in these towers. At least one member of the family purchasing flats in these towers must be 55 years old. The children can also stay separately in separate towers in the complex that are not meant to house senior citizens," explained Primus MD Adarsh Narahari . The units in the towers for the elderly will be elderly-friendly and fall-safe with anti-skid vitrified tiles in living areas, anti-skid ceramic tiles in restrooms, utility areas, and balconies to reduce the risk of slips and falls. They will feature wide doors for easy wheelchair and walker access, senior-friendly lever door handles that are easier to grip, restroom doors with outward swing and emergency release features, foldable grab bars near the WC, washbasin, and shower area, shower seats and glass partitions in the master restroom, two-way light switches near the bedside, and footlights for night-time safety. Additionally, there will be sensor lights in the master bedroom and restroom, rounded edges on internal walls to minimise injury from accidental bumps, wooden handrails in passageways, ramps, and lifts, panic alarm buttons in the master bedroom and restroom, nurse calling and an assistant alarm system, as well as emergency call systems in common areas. "Primus will also offer a comprehensive, proactive, and personalised healthcare experience that prioritises active, healthy living. We will take care of five essentials for prolonged ageing: delicious, balanced meals planned by nutritionists; doctor-led wellness and fitness programmes with fall prevention strategies; in-room safety features like remote-control bidets, heated towel rods, automatic commodes, gas leak detectors, wheelchair accessibility, mobility support, anti-skid tiles, and panic alarms; ambulance on campus, medical attention, trained staff; regular community activities to keep elders socially and mentally stimulated; and assistance with everyday tasks for hassle-free living including regular housekeeping, medicine delivery, errand assistance, and travel accompaniment," said Narahari. Srijan Realty Director Keshav Agarwal said Kolkata, with a sizable retired population with children working in other Indian cities or living abroad, needed such a project where the elderly could enjoy their independence while living within a vibrant multi-generational community. "We are trying to create a community that looks after the physical and mental well being of elders," said Agarwal. Merlin MD Sushil Mohta said he would announce the senior project later this year. "It will be part of Merlin Rise development in Rajarhat," said Mohta. Sources said around 400 units could be developed for senior living in the project that will have 7,000 units. Primarc MD Siddharth Pansari said the group could look at two projects with senior living with over 400 units. "We will announce the projects sometime late this year or early next year," he added. While the investment in Royal Ganges will be Rs 125 crore, the investment in all the projects could reach Rs 650 crore by next year.
