In a significant move to empower India’s growing health-tech ecosystem, Zeno Health (formerly Generico), backed by Lightbox Ventures, has launched a unique platform titled Pay It Forward. This initiative is designed to incubate and support early-stage healthcare and wellness startups by providing them with vital visibility and retail shelf space across Mumbai and Pune.
With a mission to make healthcare more affordable and accessible, Pay It Forward invites budding entrepreneurs and startups in the healthcare domain to join a community that thrives on collaboration, innovation, and shared growth. Zeno Health is extending this opportunity to startups operating in medicines, diagnostics, health insurance, hygiene, nutrition, preventive care, dermatology, over-the-counter (OTC) products, and more.
Nurturing India’s Health-Tech Innovation
India’s healthcare sector is evolving rapidly, with increasing focus on preventive care, accessibility, and consumer-driven wellness. Zeno Health, known for its mission to provide affordable generic medicines, is now leveraging its extensive retail network—nearly 180 pharmacy stores across Mumbai and Pune—to help healthcare startups reach their customers faster and more effectively.
Startups selected under the Pay It Forward program will get an opportunity to showcase their products and services directly to consumers. This includes physical shelf space in Zeno Health’s high-footfall retail stores, enabling immediate visibility and traction—something that is often difficult for early-stage startups to achieve.
A Call to Early-Stage Healthcare Startups
In a public statement, Zeno Health emphasized:
“Early-stage healthcare and wellness startups working in medicines, diagnostics, insurance, hygiene, nutrition, preventive care, derma, OTC, or any other product or service that makes healthcare better and more accessible are invited to apply.”
By launching Pay It Forward, Zeno Health not only supports innovative products but also aims to foster a culture of mentorship and resource-sharing within the health-tech ecosystem. Selected startups will also benefit from Zeno’s operational knowledge, customer insights, and marketing support.
Why This Matters
The healthcare startup ecosystem in India is vibrant but faces numerous challenges in scaling operations, especially when it comes to retail distribution and customer trust. By bridging the gap between product innovation and end-user access, Zeno Health is taking a proactive step in solving one of the most pressing issues for health-tech entrepreneurs—visibility and validation.
Additionally, this move aligns well with broader government and private sector efforts to improve healthcare accessibility, affordability, and quality in India.
How to Apply
Healthcare startups interested in becoming part of the Pay It Forward initiative can apply through Zeno Health’s official website or reach out via their startup support channels. The selection process will likely consider the product’s impact, scalability, and alignment with Zeno’s mission to make healthcare better and more inclusive.
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