Mumbai-based Manna Healthcare, the company which runs health & weight loss coaching app Obino, has acquired Fitard, a rewards-based fitness tracking app, reported ET.

Speaking on the development, Ritu Soni Srivastava, founder & CEO of Obino, said, “What we want to establish with this move is that losing weight and getting fitter doesn’t have to be a hard, uphill task full of sacrifices but a positive, life-affirming, transformational journey of becoming the person you always dreamed of being…both physically and mentally. We firmly believe that anyone at any time can choose to begin again. And we want to help them achieve that.”

Fitard was founded in 2013 by Pankaj Singh Bora and Shubham Goyal. It is a fitness tracking app that rewards users with Fitard Coins, a virtual currency, on completion of targets to keep up their fitness motivation. The app offers various public and private fitness challenges, with a duration of one to seven days.

Shubham Goyal, co-founder of Fitard, said, “We had noticed that a large part of the reason that most people don’t meet their health or weight loss goals was because they found it difficult to stay motivated and we were keen to solve that problem. By partnering with Obino, we will come closer to our goal of providing a holistic ecosystem to anyone who wants to get healthier.”

Pankaj Singh Bora, the other co-founder of Fitard added, “Technology is the core of Fitard. We have been trying to solve the complex problem of motivation by identifying psychological triggers through data driven intelligence.”

Currently, Obino’s users are able to track their daily steps & food intake as well as be coached by experts in a high-touch, high-retention model based on giving strong metric-based health outcomes.

With this acquisition, Obino will soon join a gamified ecosystem that recognizes and rewards their health and fitness initiatives. The company intends to tap the latent power of successful users to serve as points of inspiration & motivation for other users, therefore turning fitness into a fun-based learning experience and making it a more inclusive and community-driven experience.

Obino was founded in 2014 by Ritu Soni Srivastava, Vishal Soni and S. Yogesh. It offers weight loss coaching services with the help of nutritionists on its platform. Its features also include custom-designed fitness and real-time analysis of users’ daily nutritional intake. The app is available for Android and iOS handsets and claims to have nearly five lakh users across the world.

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