FitFortyIndia Campaign Puts Preventive Health for Men Over 40 in Focus

Insurance Samadhan launched the initiative as Co Founder and CEO Deepak Bhuvneshwari Uniyal completed 59 pushups in 30 seconds with an additional 5 kg on his back

Insurance Samadhan has launched FitFortyIndia, a men’s health awareness campaign focused on preventive healthcare for men over 40, with Co Founder and CEO Deepak Bhuvneshwari Uniyal marking the initiative through an India Book of Records attempt.
Uniyal, 48, completed 59 pushups in 30 seconds while carrying an additional 5 kg on his back. The attempt took place in Noida on August 14 and remains subject to the official verification process of the India Book of Records.

The campaign uses the physical attempt to draw attention to health risks faced by men during their forties, particularly founders, entrepreneurs and senior professionals who may prioritise professional and financial responsibilities over regular health monitoring.
According to figures cited from the Indian Heart Association in the information shared by Insurance Samadhan, half of all heart attacks among Indian men occur before the age of 50, while a quarter occur before 40. Cardiovascular disease is also reported to occur roughly a decade earlier among Indians compared with Western populations.

Health indicators cited by the company also point to the wider scale of metabolic and cardiovascular risks in India. An Indian Council of Medical Research national study published in The Lancet Diabetes and Endocrinology found that India has 101 million people living with diabetes and 136 million with prediabetes.
The study also reported 315 million people with hypertension and 351 million with abdominal obesity.
FitFortyIndia seeks to address this preventive health gap by bringing together doctors, preventive health specialists, nutritionists, fitness professionals and founders over the coming months.

The campaign will focus on areas including physical strength, cardiovascular fitness, mobility, sleep, stress management and regular health screening.
Rather than encouraging men over 40 to pursue physical records, the initiative focuses on routine preventive measures, including monitoring blood pressure, lipids and blood sugar.
“This was never about doing 59 pushups in 30 seconds,” said Deepak Bhuvneshwari Uniyal, Co Founder and 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.”

Separately, a record of 40 pushups in 30 seconds while carrying a 5 kg backpack is listed with the International Book of Records. It was achieved by 22 year old Aravind A.K. of Palakkad, Kerala.
The two performances are associated with separate record organisations and different rulebooks. Uniyal’s attempt is with the India Book of Records and remains subject to its verification process.
Insurance Samadhan is a technology driven insurance grievance resolution platform that assists policyholders with claim rejections, mis selling and service disputes. The company also conducts awareness initiatives covering health, financial responsibility and consumer protection.

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