India’s Pioneering FemTech Start-up is redefining the narrative around menopause backed by influential women leaders such as Kirthiga Reddy, Suparna Mitra, Anjali Bansal and Premlata Agrawal
Bangalore, 17th October 2023: Elda Health India’s first and only full-stack, one-stop digital FemTech health start-up catering to women during their midlife, pre-menopausal and menopausal years, is telling women #AbhiToUmarHai – embrace your life! They are redefining the narrative by empowering women to welcome menopause as the next best chapter of their lives. Prominent women leaders and influencers including Kirthiga Reddy, Suparna Mitra, Anjali Bansal and Premlata Agrawal are supporting the campaign that marks the World Menopause Day.
#AbhiTohUmarHai is inspired by the all-too-common phrase, Ab Umar Ho Gayi Hai, often used as an excuse to set aside dreams and aspirations due to societal pressures and fear of judgement. The campaign focuses on overcoming stereotypes, talking about how women in their late 40s and above can be their own favourite, follow their dreams, and do anything their heart wants to pursue.
It features a heartwarming video that captures the essence of the journey through menopause, showcasing the determination and optimism that many women find during this transformative period. It shows women pursuing their passion and career journey in this next phase of their lives through the eyes of two friends, one of whom is shown to be encouraging the other one.
Speaking about this, Swathi Kulkarni, Co-Founder and CEO of Elda Health said, “Women often prioritize their roles as homemakers, sometimes neglecting their own healthcare needs. However, as they approach menopause and have fewer family responsibilities, it’s crucial to integrate self-care. We aim to spread awareness about menopause as a natural stage that can be comfortably managed with expert guidance. Our campaign at Elda Health focuses on reassuring women that they can continue to lead fulfilling lives and aims to normalize this phase, benefiting not only women but also those around them.”
The emphasis is on redefining the narrative around menopause and sharing inspiring stories of women from the Elda community who discuss their experiences of pursuing dreams during or after midlife. Further, the initiative includes engaging Instagram challenges encouraging women to explore new hobbies and earn rewards. It is also conducting informative workshops and sessions to foster dialogue and knowledge sharing around menopause with corporate partners like IBM and Atlas Copco.
Adding to this, Kirthiga Reddy, Co-Founder & CEO, Virtualness said “Menopause is not an ending but a new beginning – after all #AbhitoUmarHai. The late 40s and beyond is not an age to step back to move forward to do what you love! It is important to celebrate this transformative phase in a woman’s life, normalize the conversation, and empower women with knowledge, support, and opportunities to flourish during this remarkable journey. As women, we must shift the narrative around menopause from one of fear and uncertainty to one of empowerment and growth. It’s time to create a world where women feel confident, valued, and enabled to embrace this beautiful chapter in their lives.”
Adding to this, Anjali Bansal, Founding Partner, Avaana Climate and Sustainability Fund, Avaana Capital said “Let us redefine menopause as a transformative chapter in a woman’s life, a moment to celebrate our incredible journeys and an opportunity to unlock new potentials. Together, we can break free from the limitations of ageist stereotypes and empower women to thrive in their 40s, 50s, and beyond. #AbhiTohUmarHai”
As per statistics, there will be an astounding 1.1 billion women globally who are either navigating through menopause or have already crossed that significant threshold. Among this remarkable group are women who are at the pinnacle of their careers, contributing substantially to society in various capacities. Their stories reveal a common thread of struggle and adaptation during this life stage.
Going a step ahead in its efforts, Elda Health has also recently ventured into a range of specially curated products for women. This marks a significant expansion for the company and its evolution from a service-centric entity into a comprehensive one-stop shop for women’s wellness. The company’s fundamental goal is to ensure there is positivity in the phase of menopause and help women realize it is a time of opportunity to reinvent themselves, and not just endure.