Gurugram, Haryana, India, September 2025 – Antara Senior Care, India’s only fully integrated senior care ecosystem, has appointed Mukesh Ghuraiya as the Executive Vice-President and Chief Marketing Officer (CMO). Antara is a wholly owned subsidiary of Max India, which is part of the $5-billion Max Group.
In his new role at Antara Senior Care and Max India Limited, Mukesh Ghuraiya will be driving end-to-end marketing across all lines of business, guiding the overall business strategy, growth, and development. His expertise in creating value-driven consumer propositions will deepen Antara’s connect with its customers and strengthen its brand presence.
On the appointment, Mr. Rajit Mehta, MD & CEO, Antara Senior Care, said, “It gives me great pleasure to welcome Mukesh as the Chief Marketing Officer (CMO) for Antara Senior Care and our parent company Max India Limited. Mukesh will play a key role in strengthening Antara’s brand visibility and retain its position as the most trusted brand for seniors and their families in India. I am confident that his strategic insights and innovative approach will enhance our marketing capabilities, while advancing our vision of enabling seniors to age with ease and joy.”
On joining Antara, Mr. Mukesh Ghuraiya, said, “I am excited to become a part of Antara’s journey in redefining senior care in India. Antara is creating a holistic senior care ecosystem that addresses the diverse and evolving needs of seniors through thoughtfully designed products, services, and communities. The brand is uniquely positioned with the backing of the Max Group’s legacy of trust and excellence, and a deep understanding of the aspirations of today’s seniors. This sector has immense potential and a profound social impact. My focus will be on building stronger connections with our consumers, creating purpose-driven brand narratives, and delivering initiatives that not only enhance awareness but also add tangible value to the lives of seniors and their families. I look forward to contributing towards Antara’s vision and driving its growth agenda.”
Mr. Ghuraiya brings over 16 years of experience in sales and marketing with established expertise in brand strategy, marketing management, and business growth across diverse industries, giving him a unique perspective on consumer behaviour, brand positioning, and market disruption. His career spans FMCG, Consumer Durables, Retail, Smartphones, Consumer Internet, and Media, where he has worked with renowned brands such as Philips, Rado Watches, LAVA Smartphones, Bloomberg, and CNBC TV18.
His contributions to the marketing landscape have been recognised with several prestigious accolades, including IMPACT CMO 40under40, Marketer of the Year 2023 by Adgully, and 40Under40 Best Marketing Professional by Agency Reporter (2022).
About Antara Senior Care:
Launched in 2013, Antara is the senior-care business of Max India Limited, part of the $5-billion Max Group. It is an integrated ecosystem for senior care, operating in two main lines of business – Residences for Seniors and Assisted Care Services. Antara’s first senior residential community in Dehradun, comprising nearly 200 families, caters to their social, recreational, educational, wellness, and health-related needs. In 2025, it will open its second senior living community in Noida’s Sector-150, with families moving into the 340 apartments built in the first phase. Expanding its footprint in Gurugram, Antara will manage senior living residences, dedicated spaces for senior living, and primary healthcare services at Estate 360 – Delhi-NCR’s first intergenerational community developed by Max Estates.
Antara’s Assisted Care Services include Care Homes, Care at Home and AGEasy. This line of business caters to seniors who need more immersive interventions in their daily lives due to medical or age-related issues. With facilities across Gurugram, Noida and Bengaluru, the Care Homes provide long-term care to seniors who require constant medical and nursing supervision, and short-term care services for the recuperation of seniors. Its Care at Home services, offered in Delhi-NCR, Bengaluru and Chennai, provide well-equipped, trained professionals offering care to seniors inside their own home’s comfort. AGEasy, an online and offline store, focuses on senior-specific products and solutions to manage chronic health conditions at home.
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