India, May 22 -- Lightbox-backed Zeno Health (erstwhile Generico) has launched a platform to incubate and support early stage healthcare startups.

The platform, Pay It Forward, aims at nurturing healthcare and wellness startups operating in medicines, diagnostics, insurance, hygiene and nutrition categories.

"Early stage healthcare and wellness startups working in medicines, diagnostics, insurance, hygiene, nutrition, preventive care, derma, OTC, or any other product or service that makes healthcare better and more accessible are invited to apply.," Zeno Health said in a statement.

With the initiative, the company looks to help startups by providing them retail shelf space and visibility in nearly 180 pharmacies and stores across Mumba...