Micromax invests in health & fitness app HealthifyMe

Home-grown handset and tablet manufacturer Micromax Informatics Ltd has invested an undisclosed amount in Caeruz Ventures Pvt Ltd, a Bangalore-based firm behind health & fitness app HealthifyMe, it said on Thursday.

Founded in 2012, HealthifyMe is claimed to have the first to introduce calorie tracking for Indian customers. It also claims it has helped over 100,000 users to keep track of their fitness and nutrition needs and manage their weight.

"We are on a mission to Healthify India and are excited to partner with Micromax looking at the possibilities they bring to the table. Together, we will help our customers eat better, get fitter and fight lifestyle issues effectively," Tushar Vashisht, co-founder and CEO, HealthifyMe, said.

The investment in HealthifyMe is part of Micromax's strategy to drive the mobile ecosystem for its consumers, it said.

"The world is moving to smart devices and through these strategic investments we are ensuring that our consumers enjoy services that enrich their experience. With our investment in HealthifyMe, we aim to create a technology platform to address the consumers' wellness needs," Rahul Sharma, co-founder of Micromax Informatics, said.

Micromax, the largest home-bred handset maker, had last year formed a merger and acquisition team, headed by Kumar Shah. The team has been actively sourcing and working with startups across major technology markets such as Silicon Valley, Europe, Israel and India.

Recently, Micromax appointed Ashish Agrawal as its chief technology officer (CTO) to lead the technology initiatives for the company. He will also be responsible for defining the vision and the direction of software services, and driving new technology initiatives.

(Edited by Joby Puthuparampil Johnson)