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Jitendra Chouksey, founder of health and fitness startup Fittr, has pledged to allocate 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’.
In a LinkedIn post, Chouksey shared his deep personal connection with the armed forces, revealing he had attempted to join India’s defense services five times. Though unsuccessful, he said he now hopes 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,” he wrote.
“While a lot of us cannot go and fight on borders, we can certainly do our bit,” Chouksey wrote.
Earlier this year, Fittr brought on board retired Col. Shekhar Gupta to lead various initiatives, with more details expected to be announced soon. For now, the startup is setting up a special corpus from its profits that will directly benefit the families of fallen 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 announcement follows Operation Sindoor—a military action launched 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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