aiqa, the health company backed by Eleven, has entered the direct-to-consumer (D2C) segment after six years of offering its health plans exclusively through partners and employers.
The company, which currently generates approximately ₹100 crore in revenue, adds close to one lakh members every month across more than 500 cities. The D2C expansion is aimed at tapping into the growing number of consumers who are increasingly spending on preventive healthcare and wellness on their own.
aiqa takes health plans directly to consumers
Under the new model, aiqa will make its health plans and programmes available directly to consumers through its website. The company will initially offer Weight Care, a doctor-led weight loss programme, with additional offerings planned over the coming months.
The move comes as consumers increasingly take greater ownership of their health, with spending extending beyond traditional medical care to gym memberships, fitness events, routine blood tests and other wellness services.
aiqa Co-founder and Managing Partner, Eleven, Karan Chopra, said the company’s experience of serving customers through employers and partners over the past six years has created the foundation for its D2C expansion.
“Health in India has largely been something people address only when it goes wrong. That is changing rapidly. People want to feel better and stay that way, and they are willing to pay for it. Over the past six years, we have looked after people through their employers and partners. Today, they can come to us directly,” Chopra said.
Anuj Arora appointed CEO
As part of the growth strategy, aiqa has appointed Anuj Arora as Chief Executive Officer to lead its partner and employer business.
Arora brings 23 years of experience across India, Southeast Asia and Hong Kong. He most recently served as Executive Vice President and Business Head at MediBuddy. Earlier, he led Monster’s India SMB business and its operations in the Philippines and Hong Kong.
Arora said the company’s focus is to encourage people to make greater use of healthcare services throughout the year rather than primarily during hospitalisation.
“Most health cover in India remains unused until a person is hospitalised. Our partners want their customers and employees to make real use of it through the year, and that is what aiqa is built for. My role is to extend this to many more of them,” Arora said.
New brand identity unveiled
Alongside the D2C launch, aiqa has unveiled a new brand identity and website as it expands its positioning as a health company serving consumers both directly and through partners and employers.
The company offers health plans and programmes designed to help people improve their health and maintain their well-being.
Eleven, which backs aiqa, is a diversified business group founded in 1990 and chaired by Sunil Sachdeva. The group has businesses across healthcare, financial services, energy and consumer internet.