From fisetin to spermidine and urolithin-A to calcium alpha-ketoglutarate (Ca-AKG), Pure Nutrition has launched 13 longevity supplements under the newly established brand DeAge. There are also three different tiers of longevity programs that users can enrol in for health assessment and personalized lifestyle, diet and supplement recommendations.
DeAge adds to Pure Nutrition’s existing portfolio of herbal nutritional supplements, cold-pressed oils, protein powders, and herbal teas.
CEO Sushil Khaitan said interest in healthspan and longevity solutions has been growing in India.
For example, he has noticed a growing number of longevity clinics across the country, which reflects a similar trend seen in Dubai, the US and Singapore.
“Longevity and healthy aging are becoming increasingly relevant conversations in India. We are seeing growing awareness among consumers, along with the emergence of specialized longevity and preventive-health clinics in major cities,” he said, adding that hyperbaric oxygen therapy (HBOT), red light therapy and intravenous drips are some of the solutions offered in these clinics.
The market opportunity
While these treatments may appeal to certain consumers, some may shun invasive injections and this is where Sushil sees a market gap.
“At the same time, many consumers are looking for practical, non-invasive ways to support healthy ageing as part of their everyday routine. We believe scientifically formulated nutritional supplementation can play an important complementary role in this space, alongside good nutrition, regular exercise, adequate sleep and appropriate medical care,” he said. “This growing consumer interest, combined with advances in longevity science globally, encouraged us to build a dedicated healthy-ageing platform through DeAge.”
Riding on international market trends, Sushil said the active ingredients featured in DeAge were selected based on sales performance and consumer purchase trends seen in major markets like the US.
“When we started developing DeAge, we studied how the longevity and healthy-aging category was evolving globally, particularly in more developed markets such as the United States,” he said.
A major trend seen in the US, he said, was a preference for supplements in a drink, chew or gummy format over tablets and capsules. This has also influenced the company’s decision to formulate its longevity supplements in different formats, such as powder sachet drinks, on top of conventional capsules.
“However, our approach goes beyond simply following international trends. Our R&D team evaluates emerging ingredients and formulations by reviewing the available scientific research, published studies, mechanisms of action, safety data and their relevance to healthy aging,” he said.
As such, the company’s internal R&D team also evaluated emerging ingredients and formulations by reviewing the available scientific research, published studies, mechanisms of action, safety data and their relevance to healthy aging during the R&D process.
“Based on this assessment, we identify ingredients that have credible scientific support and then work on developing formulations that are practical and relevant for Indian consumers,” he said. “The objective with DeAge is to bring together emerging longevity science and evidence-based nutrition in a format that can become part of a consumer’s daily wellness routine.”
Currently, DeAge’s products are sold both online and in retail pharmacies across Mumbai and Delhi, with individuals 30 years and above as the target consumers.
Clinical trial
At the same time, the company has started a clinical trial on its DeAge Total series, which consists of two products to be taken at the start and end of the day.
The morning version, known as Rise, consists of ingredients such as N-acetylcysteine (NAC) for its antioxidative effects, trimethylglycine (TMG), astaxanthin, ubiquinol, Ca-AKG and pterostilbene, while apigenin, spermidine, phosphatidylserine and taurine, etc can be found in the night version, known as Restore.
According to Sushil, the trial, which has already started, will run for six months. About 30 individuals between 40 and 60 years old are taking part in the trial.
“We are currently planning a structured evaluation of the DeAge Total programme to understand its impact across several important healthy-aging parameters,” he said.
The key areas that the company intends to assess include cognitive function and sleep, immunity, joint health and skin elasticity.
“We also plan to evaluate relevant blood biomarkers before and after the intervention,” he said. “Our objective is to generate measurable data around the programme rather than relying only on subjective consumer feedback. As the study progresses, the findings will help us further understand and refine the role of the DeAge Total formulation in supporting healthy aging.”
The science of cellular aging, from urolithin A to Ca-AKG, and the business of turning longevity nutrition into personalized programmes, sit at the heart of Nutra Healthspan Summit 2026.
