Interview of Mr. Parth Amin from Decode Age

India's 1st science-based longevity leader, Decode Age, in redefining healthy aging.

Decode Age is the first brand in India that offers healthy aging journey with research and best quality longevity supplements. Here is the interview of Mr. Parth Amin from Decode Age. -

1. What inspired the creation of Decode Age, and how has the brand evolved since its inception?
The founding of Decode Age was inspired by a shared vision: "Living beyond 100 in good health”. The inspiration stems from a single factor: ageing is the biggest risk factor for most of the non-communicable diseases burdening the world. While the world was talking about longevity, nobody spoke about it in India. We wanted to bring this vision to India. With complementary expertise and shared motivation, we are driven to create solutions that support a healthy journey toward a longer life.

Since inception, Decode Age has expanded its product range to incorporate the latest supplements, gut microbiome and biological age tests. The brand also has collaborations with esteemed institutions like IISc, HCG Hospitals, Dr Reddy’s, and AIIMS, enhancing its research capabilities and driving innovation in longevity and ageing sciences.

2. Can you describe the key products or services that Decode Age offers? What sets them apart from competitors?
Decode Age sets itself apart by focusing on ageing and its underlying drivers. We adopt a holistic 4P approach – Prevention, Predictive, Personalisation and Proactive approach, ensuring our products are effective and comprehensive. We provide scientifically validated solutions – in the form of tests, and supplements, ensuring the highest quality products, designed to effectively target the root causes of ageing.

A 2021 clinical study highlighted the reversal of biological ageing through alpha-ketoglutarate (AKG) supplementation. Supplements like Ca-AKG address ageing's root causes, aiding in longevity. As we age, our mitochondria's energy production declines, a challenge met by supplements like NMN. Similarly, Spermidine helps remove harmful proteins that accumulate with age. Antioxidants like trans-resveratrol and pterostilbene are extensively studied for their health benefits. Additionally, the 'Zombie cells' build-up, which hastens ageing and causes inflammation, is targeted by Senolytic activators like Fisetin and Quercetin.

The Decode Biome Gut Microbiome test, an in-house developed test, is based on a technology that only a handful of companies have been able to execute internationally. The functional metagenomics aspect of the gut microbiome tests analyses the entire spectrum of markers, often missed using other technologies. Allowing us to offer personalised recommendations based on your gut health and helping you mitigate your concerns and enhance your quality of life.

3. Who are the primary consumers for Decode Age, and how does your product meet their specific needs?
Primary consumers of decode age products are proactive individuals who want to have control of their health and well-being. Using a full spectrum of gut, blood, and genetic markers of an individual, followed by detailed investigation by clinical and scientific teams, the Decode Age team creates personalised and tailored plans which include lifestyle, diet, and supplements to battle the increasing detrimental effects that come with ageing that might eventually lead to chronic conditions. Our data-driven approach calculates a plethora of data points to develop an actionable plan, customised for the consumer considering his/her lifestyle, dietary choices, geographic locations, gut requirements and health conditions.

4. How do you ensure that your products remain relevant and valuable to your consumers?
We ensure that our products remain relevant and valuable to consumers by bridging the gap between advancing science and their needs. We continuously update our portfolio and stay closely connected with the Decode Age community, we deliver top quality and science backed products to our consumers. Quality and scientific integrity are at the core of our products. Each ingredient is meticulously researched and tested to ensure significant health benefits that address the root causes of ageing. From procurement to sales, we uphold stringent quality checks, adhere to GMP standards, and conduct third-party testing with organisations like Intertek, including heavy metal and anti-microbial testing.  Our product range is designed to address the 12 root causes of ageing, with our tests and supplements streamlined to deliver effective results.

5. What are some of the biggest challenges you’ve faced in the industry, and how has Decode Age overcome them?
One of the most significant challenges we've faced in the longevity industry is the initial scepticism from industry players, investors, and the broader ecosystem. The concept of longevity wasn’t readily accepted, which posed challenges in gaining support and momentum. At Decode Age, we've taken proactive steps to overcome this by driving large-scale awareness and education efforts. Platforms like Shark Tank have played a crucial role in this journey, giving us the visibility needed to reach a wider audience. In addition, we’ve launched extensive PR campaigns, partnered with leading institutions, and collaborated with influential figures in both the health and tech industries. By aligning with well-established entities like pharma companies, large e-commerce platforms, and reputable influencers, we’ve successfully brought longevity science into the mainstream conversation.

6. Can you share any recent developments or upcoming product launches that you’re particularly excited about?
Yes, we are particularly excited about the launch of India’s First Blood Based Biological Age test. Biological age represents the intensity of your ageing process based on all the physiological changes and accumulation of damages occurring due to time. This is directly reflected in your blood chemistry. Our AI-model can measure these traces of cellular damage to report your biological age and predict. What’s exciting is all this can be done with your routine blood test, and it is a very simple procedure, all done from the comforts of your home.

7. How does Decode Age gather and incorporate feedback from its users into product development?
Gathering and incorporating feedback from users is crucial for continuous product improvement and innovation in real time.

We look into customer support interactions, where users share their experiences, challenges, and suggestions. Feedback survey forms are sent to customers to collect specific insights about user satisfaction. Also, we have Community groups and face to face user interviews which gives qualitative feedback that helps understanding the nuances of user experiences and expectations. Such direct communications help us identify the areas for improvement and new features.

8. What role does innovation play in your business model, and how do you stay ahead in a rapidly changing market?
We aim to stay at the forefront of the longevity and wellness field by continuously updating ourselves with the latest scientific advancements and actively contributing through our own research. Our strategy includes incorporating the newest evidence-backed solutions into our portfolio, ensuring our offerings remain cutting-edge. Additionally, our strong in-house R&D team is dedicated to integrating the latest technology into our products and solutions, ensuring we remain leaders in the industry.

Collaboration is key to our approach. We partner with universities, researchers, and longevity enthusiasts worldwide, enhancing our understanding and capabilities. These collaborations drive the development of innovative solutions that promote a healthier and longer life.

9. How does Decode Age approach customer service, and what measures are in place to ensure a positive user experience?
At Decode Age, we’re committed to providing top-grade customer service because we believe your experience should be as positive as possible. We offer continuous and personalised support, with our customer care team always ready to assist you through multiple contact channels: via phone call, chat and in the Decode Age Community. We also provide a wealth of educational resources and blogs online to help you make informed decisions about your health. If you need more personalized advice, we have doctor support and consultations available to guide you. And because we truly stand by the quality of our products, we offer a 30-day money-back guarantee—if you’re not happy, we’re here to make it right. Our goal is to ensure you feel supported and confident every step of the way.

10. Can you discuss any partnerships or collaborations that have been particularly impactful for Decode Age?
Our collaborations with prestigious institutions like the Indian Institute of Science (IISc) and Healthcare Global Enterprises (HCG) have been particularly transformative for Decode Age. These partnerships have not only enhanced our credibility but have also allowed us to leverage cutting-edge research and insights. With IISc, we’re working on groundbreaking longevity research, while our collaboration with HCG has given us a strong foothold in the healthcare sector, enabling us to bring our longevity solutions to a broader audience.

11. How do you use data and analytics to drive decision-making and refine your product offerings?
At Decode Age, data and analytics are at the core of our decision-making process. We rely on a data-driven approach to understand customer behaviour, market trends, and the effectiveness of our product offerings. By analysing user feedback, purchasing patterns, and demographic data, we can identify emerging needs and preferences, allowing us to tailor our products more precisely to meet customer expectations.

We also utilise advanced analytics to track the performance of our marketing campaigns, helping us to optimise our strategies in real time. This ensures that our messaging resonates with our target audience and drives meaningful engagement.

 We integrate the latest clinical data to ensure our products are evidence-based and effective, while personalised recommendations are driven by lab data to match individual health profiles. Furthermore, data from ongoing research partnerships, such as our collaboration with IISc, AIMS and Doctors, feed directly into our product development cycle. This allows us to continually refine our formulations and introduce new products that are not only scientifically validated but also aligned with the latest advancements in longevity science.

Ultimately, our data-driven approach ensures that every decision we make is informed, strategic, and centered around delivering the best possible outcomes for our customers.

12. What are Decode Age’s long-term goals, and how do you plan to achieve them?
Decode Age aims to become a longevity ecosystem- a one stop solution for all longevity and healthy ageing needs. We are coming up with tailored biological clocks, educational resources, longevity clinics and therapeutics. At our core we believe in enhancing the quality of life and making longevity sciences widely accessible. We plan to do that by going global – tapping into the US, UK and UAE markets initially and slowly expanding across the globe.

13. What message or value would you like to convey to potential customers who are learning about Decode Age for the first time?
As a founder, my message is clear: Longevity is not just a distant dream; it’s an emerging reality. We are on the brink of living well beyond 100 years, and the choices we make today will determine the quality of that extended life. At Decode Age, we’re committed to helping people start their journey towards a youthful and vibrant tomorrow. By embracing the advancements in longevity science now, you can ensure a future where ageing gracefully doesn’t mean slowing down but thriving at every stage of life.

14. Any case study you would like to highlight at the end, on consumer centric and their feedback.
We believe educating the consumers is the first step, which is why we drive high quality educational content on different media that help people connect and engage with scientific content focused on health and longevity, covering the core reasons why we age. Due to personalization people could consume only necessary supplements in their body instead of blindly taking multiple nutraceuticals or wellness products. Customer reviews say “Decode Age NMN is good I take it and have renewed vigour after facing low energy you may take after consultation with Decode Age team doctors in what dose and for what period etc. and what type of package will be good for you, it's great to take their gut biome test first. In my experience, I would start with a gut test and speak to a functional doctor before using any supplements. It helps you invest in premium ones to handle your specific needs than popping something without knowing if you need it or not (been there done that and I wished I avoided that). Also, it helps you see visible results and you get a greater return on your investment.”

Mr. Parth Amin is the CEO and Co-Founder of Decode Age

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