Fitness firm Fittr is moving towards providing a holistic preventive healthcare service, combining diagnostics with doctor consultations, to target non-communicable diseases, according to its founder and CEO Jitendra Chouksey. The firm has earmarked investment of up to Rs 15 crore to set up company-owned diagnostic laboratories in five metro cities, while also collaborating with partners to expand its lab network to 5,000 pin codes across India, Chouksey told PTI. "We are moving towards a preventive healthcare ecosystem, where we are combining diagnostics with doctor consultations, along with coaching and wearable monitoring, to address one of the biggest pain points in the country today, which is the growing number of NCD (non-communicable diseases) deaths, which are happening in the country," he said. Earlier, Fittr operated primarily as a fitness company, where it used to render nutrition and training services with the help of its coaches, he noted. Chouksey was responding to a