'We'll give from our profits to families of soldiers who've laid down their lives during Operation Sindoor': Fittr founder

Jitendra Chouksey, founder of health and fitness startup, has announced allocating a share of the startup's profits to support families of soldiers who lost their lives during the Pahalgam terror attack and the Indian Armed Forces' counterstrike under 'Operation Sindoor'.

Startup founder wants to support families of soldiers

“For now, Fittr will be provisioning a corpus from our profits that’ll directly go to families of our soldiers who’ve laid down their lives during Pahalgam attacks and operation Sindoor,” the entrepreneur said in a recent LinkedIn post.

Sharing his deep personal connection with the armed forces, Chouksey revealed that he had attempted to join India's defence services five times. Though unsuccessful, he expressed his desire to contribute as a civilian by backing the nation’s brave soldiers in other ways.

"I’ve no shame in accepting that I wasn’t good enough for our defence services. I tried my hands 5 times. Sometimes got out in GD, sometimes I got out in physical. At my very last AFSB in Dehradun, I almost made it to final day and was rejected amongst a batch of around 27 candidates," the startup founder wrote.

"While a lot of us cannot go and fight on borders, we can certainly do our bit," he remarked.

Netizens have commended the fitness startup founder for the initiative.

Earlier this year, Jitendra Chouksey’s company brought on board retired Col. Shekhar Gupta to lead various initiatives. The founder said the details will be announced soon. 

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About Operation Sindoor

The announcement follows Operation Sindoor, a bold military action by India in May in response to the deadly April 22 terror attack in Pahalgam, Jammu and Kashmir, which claimed the lives of 26 civilians.

The Indian Armed Forces have since carried out targeted strikes on terror infrastructure in Pakistan and Pakistan-occupied Kashmir.

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