Noida, August 17, 2026Insurance Samadhan has launched #FitFortyIndia, a men’s health awareness campaign, marking it with an India Book of Records attempt by its cofounder and chief executive Deepak Bhuvneshwari Uniyal, who completed 59 pushups in 30 seconds while carrying an additional 5 kg on his back. Uniyal is 48. The attempt took place in Noida on 14 August 2026 and is subject to the India Book of Records official verification process. Separately, a feat of 40 pushups in 30 seconds with a 5 kg backpack is listed with the International Book of Records, achieved by Aravind A.K. of Palakkad, Kerala, who is 22. The two entries sit with different record bodies under different rulebooks. The reason Uniyal chose a physical attempt over a press conference is the point of the campaign itself: Indian men in their forties are running businesses at the exact age their bodies are most likely to fail them, and very few of them know it.
The numbers behind that are not marginal. Half of all heart attacks in Indian men occur before the age of 50, and a quarter occur before 40, according to the Indian Heart Association. Cardiovascular disease also arrives in Indians roughly a decade earlier than in Western populations, with earlier onset, faster progression and higher mortality. The Indian Council of Medical Research national study published in The Lancet Diabetes and Endocrinology found that India has 101 million people living with diabetes, 136 million with prediabetes, 315 million with hypertension and 351 million with abdominal obesity. For founders and senior professionals, these years are usually spent building revenue, teams and financial security, while the annual health check gets moved to next quarter.
#FitFortyIndia is built around that gap. Over the coming months the campaign will bring in doctors, preventive health specialists, nutritionists, fitness professionals and founders to talk about what actually holds up over a long career: strength, cardiovascular fitness, mobility, sleep, stress management and regular screening. The message is not that every man over 40 should attempt a record. It is that most men over 40 have not had their blood pressure, lipids or blood sugar checked in years.
“This was never about doing 59 pushups in 30 seconds,” said Deepak Bhuvneshwari Uniyal, Co-Founder & CEO, Insurance Samadhan. “It was about the assumption that turning 40 means slowing down. We spend a decade building companies and financial security for our families, and we apply none of that discipline to our own bodies. If one man books a health check because he saw this, it matters more than the record. If you are physically, mentally, emotionally NOT fit, nothing else matters and if you are physically, mentally, emotionally fit, nothing else matters”
Record Attempt Details
Participant: Deepak Bhuvneshwari Uniyal
Age: 48 years
Attempt: 60+ push-ups in 30 seconds
Additional weight: 5 kg on the back
Record authority: India Book of Records
About Insurance Samadhan
Insurance Samadhan is a technology driven insurance grievance resolution platform that helps insurance policyholders resolve claim rejections, mis-selling and service disputes. Alongside its core work, the company runs awareness initiatives across health, financial responsibility and consumer protection.
About India Book of Records
The India Book of Records has documented and verified national records in India since 2006. Record attempts are assessed by a panel of adjudicators against a defined rulebook, and the organisation publishes an annual edition of verified records.
