Max India Limited has informed the Exchange regarding a press release dated July 10, 2025, titled "Actor Anupam Kher Partners with Antara AGEasy to Spread Awareness about Active Ageing".
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Max India's wholly-owned subsidiary Antara Assisted Care Services has launched a digital campaign through its D2C brand Antara AGEasy, featuring Bollywood actor Anupam Kher to promote active ageing in India. The campaign includes an ad film and multi-platform outreach highlighting senior-focused products such as the Protec Neo smartwatch (with emergency SOS and live tracking), BP monitors, nebulisers, and wedge pillows. Antara AGEasy currently offers over 65 products and 180 SKUs via its website, a Gurugram flagship store, Amazon and Flipkart. The company cites demographic data showing India's senior population projected to more than double from 156.7 million in 2024 to 346 million by 2050, indicating a large addressable market.
This is a brand-building and marketing initiative rather than a material business event. It reinforces Max India's senior care growth strategy and highlights the long-term opportunity in India's ageing population, but is unlikely to have an immediate impact on stock price or financials.