FITTR CEO Jitendra Chouksey criticised Eternal CEO Deepinder Goyal after he proposed a theory linking gravity with human ageing, calling it "pseudoscience...dressed up as innovation". "A scientist who actually works in this field...joked...she wanted to delete her social media [on seeing it]," he said. Noting leaked pictures of a gold-plated device, he added, "The commercial angle isn’t subtle."