Diagnostics company Orange Health Labs has launched Orange One, an innovative pricing model that could disrupt the diagnostics industry. Their new approach removes the pay-per-test model, providing an alternative for managing preventive healthcare. Consequently, it significantly reduces costs for end customers, encouraging continuous health monitoring.
Rather than paying for individual tests each time, the Orange One health plan is available for a one-time fee of Rs 4,999 at the beginning of the subscription. This fee covers a comprehensive full-body check-up, which includes 114 blood markers. Among these are advanced parameters such as Apo A1/Apo B, Troponin I for cardiac risk assessment, HOMA-IR to evaluate insulin resistance, as well as a detailed hormonal and vitamin profile. If any results are abnormal or if there are emerging health risks, customers can monitor their health throughout the year by ordering any of the 100 essential tests at no additional cost. They can also track their health using the company’s Orange app.
Beyond One-Time Testing
Tarun Bhambra, co-founder of Orange Health Labs, said that with the Orange One package, customers gain an extensive view of their health, and it offers a year-long health monitoring solution after a single payment for preventive check-ups.
“The traditional annual comprehensive health packages are not effective for proactive preventive testing or managing chronic health conditions, as testing typically occurs just once a year. Continuous monitoring is necessary throughout the year. With Orange One, health management will be ongoing, and customers pay only once to manage their health for the entire year,” Bhambra explained. In theory, customers could utilise services worth Rs 20,000 on the platform throughout the year without incurring additional charges.
Bhambra noted that preventive healthcare used to represent less than 10% of the market a decade ago, but that figure has risen to 25% today and is expected to continue increasing. The Orange One plan aims to make it easier for consumers to adopt routine health tests and monitor their health regularly. As lifestyle-related health issues such as obesity, heart disease, and diabetes rise in India, many conditions can be effectively managed through proactive preventive care.
Rise of Lifestyle Diseases in India
He pointed out that while most people opt for an annual health check-up, they often seek to maximise the number of parameters for the lowest price. However, this approach is not effective for preventive healthcare.
“We are focusing on creating value not by discounting, but by providing more services for the same investment,” he said. Typical packages that cost between Rs 1,500 and Rs 2,000 lack advanced parameters that can detect early warning signs and provide actionable recommendations. Chronic patients are also included in this program, which addresses cardio-metabolic conditions, though cancer testing is not part of the offerings.
For the company, this will be a low-margin business; the expectation is that customers will continue to use the platform for long-term health management, particularly as they require regular testing. Orange Health aims to become the premier health measurement platform in India. “We want to be the leading health measurement platform in the country,” Bhambra stated.
The Orange One plan is complemented by the Orange Health App, which provides insights into health status, identifies out-of-range parameters, recommends continuous monitoring, and shows health trends. Future developments may include integrating medical AI, offering personalised suggestions for managing health risks. The app will also track the effects of lifestyle changes, diet modifications, and medications, allowing doctors to adjust treatment plans as necessary.
So far, Orange Health has served a million patients across four cities. Bhambra says that even if 1,00,000 people subscribe to this new offering, it would be a significant success for the company.
