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aiqa enters D2C after six years of partner-only sales, names Anuj Arora CEO of its partner business
aiqa, with about ₹100 crore in revenue, has entered D2C after six years of selling only through partners and employers. It named Anuj Arora CEO of its partner business and launched a weight care program on its website.
Channel facts
Figures from MediaBrief
| Members added each month: | close to one lakh |
|---|---|
| Cities covered: | 500+ |
| Anuj Arora's experience: | 23 years |
What it means for online and offline
Brands and employers that distribute aiqa's programs should expect it to start selling to consumers directly through its own website, so ask now how partner and D2C pricing and customer ownership will be kept apart, since Anuj Arora's new role leading the partner business suggests that channel stays a priority.
Signals to track
- Announcement of a second D2C offering on the aiqa website
- Any disclosure of D2C sign-ups or the D2C share of the roughly ₹100 crore revenue
- Public comment from employers or partners on channel overlap
- Whether monthly member additions stay near one lakh after D2C goes live
- New senior hires or a separate leadership role for the D2C business
The counter-case
The case against this reading — not reported by the source.
This is a modest, early-stage move wrapped in a big-sounding 'omni-channel' label. aiqa has put one weight care program on its own website, with no disclosed pricing, sign-ups or revenue target. 'More D2C offerings in the coming months' is a promise, not evidence. The scale figures also undercut the story. About ₹100 crore in revenue against close to one lakh members added each month implies very low revenue per member. That points to employer- or partner-funded, low-ticket engagement, not consumers who pay for themselves. Direct-to-consumer weight management is crowded and expensive to acquire customers in, with app-based coaching, diabetes-care startups, telehealth and pharma-led obesity treatment all competing. A company that has relied on partners for six years has no proven consumer marketing engine. A D2C push could also create channel conflict with the employers and partners who supply its volume. The Anuj Arora appointment (23 years of experience, heading the partner business) is a routine leadership announcement, and it may show that management attention is shifting toward D2C more than it shows growth. Finally, this is a health-services company, not a retailer, so its relevance to a retail desk is marginal.