Chouksey shared his deep personal connection with the armed forces

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.

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

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.