The men behind Mirum India launch age-tech startup

Hareesh Tibrewala and Mihir Karkare, co-founders of Mirum India, have launched a new venture, Meru Life, which is focused on providing a digital ecosystem for seniors between 55 to 70 years. The duo's age-tech startup is aimed at helping individuals in this age group to live an active, connected, and purposeful life.

The United Nations Population Fund (UNFPA) 'India Aging Report 2023' underscores the accelerating pace of senior citizens in the country, noting a sharp rise in the elderly population since 2010, even as the number of individuals under 15 has declined. Despite having the world’s largest youth demographic today, projections indicate that by 2046, India’s senior population will surpass those aged 0-14, alongside a reduction in the 15-59 age group.

Meru Life co-founders: Mihir Karkare (L) and Hareesh Tibrewala (R)

This growing demographic of active seniors seeks to live a vibrant second phase of their life, often through learning, work, and relationships. Meru Life will provide support services around health, wellness, finance, and lifestyle to this target group to maintain and improve their quality of life.

The company will develop various solutions targeted at active seniors in the areas of health, fitness, wellness, finance, hobbies, and purposeful engagement. These offerings will be launched over the next few weeks.

The new venture builds on the founders' earlier success with Mirum India, a digital agency that they had launched in 2009 and which WPP acquired in 2014. Three years after this acquisition, Tibrewala and Karkare entered the martech business, contributing to Mirum’s growth.

The age-tech startup Meru Life, is the duo's latest area of focus, which is completely removed from their earlier stints in the world of advertising.

The other members of The Meru Life team are Saurabh Garg, former Mirum team member and co-founder of C4E. He will serve as co-founder and CMO. Arun Kedia, MD at VAV Lipids, has joined the team as an investor. Sanjay Mehta, also a former Mirum co-founder, will also support the venture.