logo
Why are young, active adults facing fatal heart issues? The silent cardiac crisis striking healthy youth

Why are young, active adults facing fatal heart issues? The silent cardiac crisis striking healthy youth

Time of India5 days ago
It used to be rare—almost unthinkable. A 25-year-old collapsing in the gym, a 30-something IT professional dying in his sleep, a teenage athlete suffering cardiac arrest mid-game. But today, these stories are no longer shocking. They're becoming heartbreakingly routine.
A wave of sudden cardiac deaths among young adults is sweeping across India and the world—and the big question is: Why?
Explore courses from Top Institutes in
Select a Course Category
others
CXO
PGDM
Project Management
Design Thinking
Public Policy
Leadership
Management
Digital Marketing
Degree
Cybersecurity
Healthcare
Data Analytics
healthcare
MBA
Artificial Intelligence
Product Management
Technology
MCA
Data Science
Others
Data Science
Operations Management
Skills you'll gain:
Duration:
16 Weeks
Indian School of Business
CERT - ISB Cybersecurity for Leaders Program India
Starts on
undefined
Get Details
Skills you'll gain:
Duration:
16 Weeks
Indian School of Business
CERT - ISB Cybersecurity for Leaders Program India
Starts on
undefined
Get Details
Experts are ringing alarm bells, and it's time we all listened.
The Startling Shift: From Rare Tragedies to Daily Headlines
According to a report from Times of India citing Dr. Girish B Navasundi, Senior Consultant in Interventional Cardiology at
Apollo Hospitals
, 'We're seeing people who appear healthy—students, professionals, even athletes—suddenly dying of cardiac arrest. It wasn't this common earlier.'
So what changed? Why are people under 40—who should be in the prime of their lives—suffering fatal heart events?
You Might Also Like:
Shefali Jariwala's shocking death at 42: Apollo doctor explains why younger Indians are vulnerable to heart attacks and reveals silent symptoms
The answer lies in a perfect storm of genetics, lifestyle stressors, and post-COVID complications—all converging to make young hearts more vulnerable than ever before.
Cardiac Arrest ≠ Heart Attack: Know the Difference
First, let's clear the confusion:
A heart attack happens when blood flow to the heart is blocked—often due to clogged arteries.
A cardiac arrest is electrical—your heart suddenly stops beating, and death can occur within minutes.
While a heart attack might show signs like chest pain or discomfort, cardiac arrest often strikes without warning, leaving victims with little to no time to react.
You Might Also Like:
How being in love can actually boost your heart health, according to cardiologists
The Silent Risks Lurking in Young Bodies
Behind many cases of
sudden cardiac death
are undiagnosed conditions.
Hypertrophic Cardiomyopathy
(HCM): A thickening of the heart muscle that often goes unnoticed.
Arrhythmogenic Right Ventricular Cardiomyopathy (ARVC): A rare genetic disorder affecting heart rhythm.
Congenital Heart Defects: Present from birth but may only show symptoms later in life.
According to the Cleveland Clinic, such heart abnormalities are now surfacing in people as young as 15.
But there's more: COVID-19 has left behind a trail of cardiovascular complications.
Even asymptomatic or mildly affected young people have reported myocarditis (inflammation of the heart muscle), which can lead to fatal arrhythmias.
A Heart Under Constant Attack
Poor diet and sedentary habits
Overconsumption of processed foods and energy drinks
Late-night work, screen time, and poor sleep
Extreme or unsupervised workouts without rest
Supplements and steroids used for quick fitness gains
Add to this the invisible burden of chronic stress.
As Dr. Navasundi explained: 'Mental and emotional stress raises blood pressure, disrupts sleep, inflames the body. The heart doesn't get rest—it's always in fight mode.'
Stress has become so normalized among the youth that palpitations, anxiety, and fatigue are often ignored until it's too late.
The Symptoms That Shouldn't Be Dismissed
Cardiac arrests may be sudden—but the body often whispers before it screams. Watch out for:
Shortness of breath
Dizziness or blackouts
Unexplained fatigue
Chest pain or tightness
Heart palpitations
These symptoms are often misattributed to 'overwork,' 'gym soreness,' or 'just stress.' But in reality, they could be your heart crying for help.
According to the Journal of the American Heart Association, the survival rate for out-of-hospital cardiac arrests is just 10%. That's why bystander CPR can double or triple survival chances.
Sadly, India ranks low in CPR awareness. Knowing how to respond in those critical first minutes—before an ambulance arrives—can mean the difference between life and death.
Orange background

Try Our AI Features

Explore what Daily8 AI can do for you:

Comments

No comments yet...

Related Articles

Is your Vitamin, magnesium supplement really the magic pill you think it is? Experts reveal truths behind India's new health obsession
Is your Vitamin, magnesium supplement really the magic pill you think it is? Experts reveal truths behind India's new health obsession

Indian Express

time5 hours ago

  • Indian Express

Is your Vitamin, magnesium supplement really the magic pill you think it is? Experts reveal truths behind India's new health obsession

The Arora family in a plush condominium of Noida believes an apple is simply not enough to keep the doctor away. Ever since COVID-19 instilled the idea of immunity, they have built their safety dome to disperse every bug coming their way, with a wellness store in the premises addressing all their fears and concerns. Naveen Arora, 52, has been on shilajit supplement for reverse-ageing and energy. His mother Ashalata, 75, still swears by ashwagandha capsules post her Covid near-death scare, hoping her lungs can breathe better. Wife Prerna Sharma has been on Vitamin D supplements for bones and magnesium oil massage for insomnia. Teen daughter Aradhana takes biotin gummies for her thinning hair and collagen powder for shapely nails. And they all pop multivitamins. The catch? None of them has ever consulted a doctor on whether they need these health boosters at all, relying instead on pharmacists, peer groups and social media-driven advisories. None of the benefits these supplements claim is supported by clinical trials. Most aren't even regulated. Worse, the Aroras still fall sick every season as before. Last week, Naveen was shocked to discover elevated liver enzymes despite not drinking alcohol or having fatty liver. 'That was the side effect of shilajit,' he says. Prerna ended up with more muscle cramps than ever. 'I kept taking the daily Vitamin D pills, thinking my pain was symptomatic of a deficiency. I didn't get tested or know I was supposed to stop in between,' she says. 'It's not that you won't need vitamins ever. But you need to get tested first and go to a doctor who is best placed to guide you on their usage,' says Dr Rommel Tickoo, Director, Internal Medicine, Max Healthcare, Delhi. Preventive healthcare is being misinterpreted by Indians across age groups. It is seen as a magic pill that can eliminate the need for doctors and gives them agency over their bodies. That's the promise that beckons everyone as they walk into a pharmacy that has aisles glistening with Omega 3 globule jars, collagen creams and capsules, fat-burner and protein powders, the sugar-lowering lauki and jamun juice, magnesium gummies and vitamins, the many colours and letters of which you didn't know. Like you have uncorked the boring B complex syrup bottle to release hidden powers. In attractive packages and with reassuring claims, health supplements are redrawing the contours of new age consumerism, preying on your fear and anxiety of disease and fluffing up an illusion of security. On the pretext of developing health awareness, the supplement industry is building a culture of dependence instead of encouraging you to make actual changes in your lifestyle and diet. It bleeds you insidiously while letting you think that you are saving up on the doctor's fee and medical bills. That's tempting. And that's why the global supplement industry is projected to be a $200 billion juggernaut by 2025. The Indian health supplements market is projected to reach $16.42 billion by 2032, according to Market Research Future. The dietary supplement market is projected to reach $10,198.57 million by 2026, according to estimates by the Food Processing Industry in India. 'The push for promoting and marketing supplements comes from the industry which seeks a shortcut from science to commerce, ignoring the fact that individual nutrients packed in a pill or pouch cannot replicate the goodness of multiple nutrients present in a food item. These balance, modify and modulate each other's actions. We need agriculture and food policies which provide wholesome foods rather than a hardsell of illusory quick fixes,' says public health expert and cardiologist Dr K Srinath Reddy, professor at the Public Health Foundation of India (PHFI). Dr Reddy finds that dietary supplements, being marketed as nutraceuticals, are irrational or unnecessary with some being even harmful to health. 'A diverse, balanced diet will provide most of the nutrients we need while a healthy gut microbiome, which is nurtured by dietary fibre, manufactures some essential vitamins. A beneficial interaction between phytonutrients, present in natural fruit and vegetables, is usually absent in supplements,' he says. He even cites clinical trials of antioxidant supplements which showed no benefit for heart disease prevention (Vitamin E, Vitamin C) or even harm (beta carotene) while cohort studies with natural foods showed benefits. 'Protein supplements overload the kidneys if injudiciously consumed by body builders,' he says. Dr Tickoo has seen too many cases of supplement overdose. He recounts how a 25-year-old patient was admitted with kidney failure after a Vitamin D overdose. 'Calcium levels spiked dangerously in his blood, which constricted the blood vessels of the kidneys. Excess calcium led to irregular heartbeats or arrhythmia. He needed dialysis, steroids and days at the ICU.' Another case involved a 68-year-old woman self-dosing on Vitamin D for joint pain, unaware she needed a blood test to assess levels. 'Sunlight suffices for most. Supplementation is advised only under certain health conditions or for the elderly with malabsorption issues, that too for a certain period. A serum level of more than 100 ng/ml (nanograms per millilitre) is toxic. A daily vitamin D intake of more than 100 micrograms (4,000 IU) is dangerous,' says Dr Tickoo. Fertility specialist Dr Mannan Gupta of Elantis Healthcare, Delhi, recently had a 34-year-old man, who had self-medicated himself with shilajit as he had been trying to conceive with his partner for over two years. 'For nearly a year, he consumed unregulated doses. Not only did that fail to resolve his underlying condition, it affected his liver. What he needed was a minor surgery, lifestyle changes, hormonal support and antioxidants. Over the next six months, his semen parameters showed significant improvement. Within a year of guided treatment, the couple conceived naturally,' he says. Protein supplements continue to be misused the most. Dr Deepak Kumar Chithralli, nephrologist at Manipal Hospital, Bengaluru, hospitalised a 30-year-old man who had consumed 250 grams of protein daily to build muscle on the advice of his trainer. 'A healthy adult needs only 55-60 grams unless they are athletes. He had body ache, so he took OTC painkillers. This cocktail caused kidney damage. He required dialysis and IV hydration.' He sees many gym enthusiasts, who take steroids on the advice of their trainers and end up in the emergency. 'Get this: you can get your required protein in two portions of either animal and plant proteins. That portion has to be a palmful or a quarter of your plate,' he says. Turmeric capsules — concentrated with 95 per cent curcumin compared to three per cent in natural turmeric — have also triggered liver problems. If stores in Delhi are a microcosm of popular choice, then the top-selling supplements are immunity boosters, vitamins, protein powders, creatine (for muscle building), ashwagandha, shilajit and biotin. But magnesium is the new king as supplements fly off the shelves rapidly. 'Yet magnesium is not needed at all because you can get it from a balanced diet. Only those with diabetes, Irritable Bowel Disease (IBS), heart arrhythmia, osteoarthritis, absorption issues and the elderly may need it. When taken in very large amounts (greater than 350 mg daily), magnesium is unsafe, triggering irregular heartbeats, low blood pressure, confusion and slowed breathing. Most important, extra magnesium interferes with the absorption of certain drugs like antibiotics and those recommended for diabetes,' warns Dr Tickoo. People often end up having a cocktail of supplements without realising that they could be working at cross purposes with each other. 'Calcium blocks the absorption of iron, zinc blocks copper. So taking high doses of one nutrient can actually cause a deficiency in another if you don't ask a doctor,' says Dr Tickoo. Such is the hype around magnesium for sleep that most people, as Dr Rakesh Gupta, internal medicine specialist at Indraprastha Apollo Hospitals, Delhi, found out, take the wrong compound. 'Magnesium oxide is one of the most commonly available forms. Unfortunately, it's poorly absorbed and acts like a laxative. So people land up in the OPD with diarrhoea,' he says. He even lists the compounds and their uses. Magnesium glycinate relaxes the nervous system and improves sleep quality. Magnesium threonate eases brain fog, magnesium malate is for chronic fatigue, citrate supports digestion and helps with constipation. Meanwhile, magnesium taurate supports normal blood pressure. 'Many people make the mistake of focusing only on magnesium, forgetting that certain nutrients help it work better. You need Vitamin B6 and Vitamin D3 for better absorption. Taking zinc or calcium supplements along with magnesium at the same time can interfere with its absorption. It's best to stagger them by a few hours,' adds Dr Gupta. Dr Tickoo crosses out biotin and detox teas altogether as he does vitamin C and multi-vitamin infusions. 'IV drips are the worst aberration of supplement use as high levels damage organs, trigger infections and blood clots at the injection site,' he warns. Extra vitamin C and E, particularly through supplementation, can lead to gastrointestinal issues like diarrhoea and nausea. While both are antioxidants, taking very high doses do not offer additional benefits and could interfere with the body's natural antioxidants. Chennai-based Krishna Ganpathy, 38, says she relied on peer chatter to try out magnesium. 'Everyone around me swore by it, especially in office and walking groups. I even checked advice online, including AI tools. But my doctor later clarified most studies were small, unverified and inconclusive,' she says. Dr Tickoo blames misinformation on social media and gym culture. 'Online testimonials may have been the result of paid partnerships. Inexperienced trainers recommend muscle-building creatine without blood work or fitness tests. It leads to bloating,' he says. The surge in supplement use is directly linked to a post-COVID health consciousness and rising lifestyle diseases like diabetes, high cholesterol, fatty liver and cancer. 'Supplements feel like a quick fix, a shield. Online platforms make them easily accessible and you get them delivered at your doorstep. That ease matters, ' says Dr Sanjeev Sharma, clinical pharmacologist and medical advisor at Apollo Research and Innovations. The elderly fuel the demand for bone, heart and cognitive health products. 'The emphasis on plant-based diets is driving demand for plant-derived proteins, vitamins, minerals and herbal products,' he explains. That's why even organised players like Apollo, Sun Pharma, Zydus and Dr Reddy's now command 30–40 per cent of the nutraceutical market, with smaller brands and international entrants following suit. Major brands claim scientific backing for their products. But regulation is thin. In India, dietary supplements fall under the Food Safety and Standards Authority of India (FSSAI), with guidance from the Indian Council of Medical Research (ICMR). 'There are recommended permissible limits of ingredients to be used. The manufacturing units must have a GMP (Good Manufacturing Practices) certificate and adhere to licensing and labelling norms. The FSSAI even monitors standards and ad campaigns of the products, ensuring they do not make dramatic claims like a cure. Even the smallest of claims should be backed by big data sets. You can't say we saw results in five or 10 per cent of subjects,' says Dr Sharma. Yet, reports of contamination with heavy metals and poor ingredient control — especially in herbal products — persist. That's why Dr Sharma suggests a risk categorisation for supplements at the policy level. 'High-risk items should be prescription-only. This will curb misuse,' he says. India may be mimicking the supplement boom in the West but that happened because of expensive healthcare and limited accessibility to doctors at the primary level. 'In India, doctors are more available, even at the primary care level. That's why we must base choices on medical advice,' reasons Dr Sharma. Supplements can never lessen the disease burden. Clinical researchers are working around the world on thousands of molecules and compounds that can have therapeutic uses. Only a few make it to clinical trials and fewer to an acceptable, viable medicine. Supplements are even lower on the pecking order. 'Is it worth waiting for such a miracle?', asks Dr Tickoo.

Want to get rid of belly fat? Keerthy Suresh, Sara Ali Khan and Malaika Arora share 3 morning drinks for weight loss
Want to get rid of belly fat? Keerthy Suresh, Sara Ali Khan and Malaika Arora share 3 morning drinks for weight loss

Time of India

time9 hours ago

  • Time of India

Want to get rid of belly fat? Keerthy Suresh, Sara Ali Khan and Malaika Arora share 3 morning drinks for weight loss

If you're on a mission to reduce stubborn belly fat, you don't always have to undergo a complete dietary transformation. Simple homemade drinks, when consumed early in the morning, can stimulate your metabolism and accelerate the body's fat-burning mechanisms. These natural concoctions, packed with antioxidants and detoxifying agents, can significantly complement a healthy eating pattern and regular exercise, especially in aiding abdominal fat loss. Recently, three popular celebrities—Keerthy Suresh, Sara Ali Khan, and Malaika Arora—shared their go-to morning drinks that help maintain their sculpted physiques and radiant skin. Let's explore their routines and why these beverages are effective. Explore courses from Top Institutes in Please select course: Select a Course Category others Product Management Project Management Public Policy Leadership Data Science Technology MBA Others healthcare Digital Marketing PGDM Management Finance Operations Management Cybersecurity Healthcare MCA Degree CXO Data Analytics Data Science Design Thinking Artificial Intelligence Skills you'll gain: Duration: 16 Weeks Indian School of Business CERT - ISB Cybersecurity for Leaders Program India Starts on undefined Get Details Keerthy Suresh's Morning Green Cleanser Agencies National Award-winning actress Keerthy Suresh, best known for her role in Mahanati, credits her toned waistline and skin glow to a daily glass of green juice, taken first thing in the morning. Her version includes spinach, celery, cucumber, lemon juice, ginger, and mint—ingredients known for their powerful fat-burning and detoxification properties. Spinach is loaded with fiber, iron, and other essential nutrients that help promote satiety while supporting digestion. Celery and cucumber contribute a high water content that helps flush out excess sodium and reduce bloating. Lemon juice adds a boost of Vitamin C, which not only improves immunity but also plays a key role in lipolysis—the body's fat breakdown process. Ginger, known for its warming properties, slightly increases core body temperature, encouraging thermogenesis and calorie burning. Mint not only improves the flavor but also assists in digestion and gut health. This refreshing green elixir is perfect for anyone looking to enhance digestion, detox the liver, and promote belly fat reduction naturally. Cucumber-Ginger Fusion: A Hydrating Metabolism Booster Cucumber and ginger form another effective pair when it comes to morning detox routines. Cucumbers are low in calories, rich in hydration, and help alleviate water retention. Meanwhile, ginger has natural fat-burning effects due to its ability to raise body temperature and stimulate metabolism. Together, they help reduce abdominal bloating, promote healthy digestion, and give your body a gentle but effective push to begin burning fat from the core. This duo, also part of Keerthy's green drink, is ideal for anyone looking for a refreshing and detoxifying start to the day. Sara Ali Khan's Turmeric-Spinach Tonic Agencies Actress Sara Ali Khan, who has openly discussed her struggles with weight and hormonal conditions like PCOS, follows a strict routine that avoids dairy, refined sugar, and processed food. To kick off her mornings, she told Pinkvilla, she consumes a warm drink that includes turmeric (haldi), spinach, and hot water. This simple drink is a powerhouse of antioxidants and anti-inflammatory agents. Turmeric contains curcumin, its active compound, which is increasingly studied for its potential weight-loss benefits. According to a 2023 analysis cited by Healthline , curcumin may help regulate inflammatory markers commonly elevated in overweight individuals. Another 2022 review highlighted turmeric's promise as a natural aid for weight management, though it also emphasized the need for more clinical trials before solid recommendations can be made. Spinach, once again, brings essential nutrients to the mix, while hot water enhances absorption and stimulates digestion. This combination may not be a miracle drink, but it can certainly support healthy metabolism and digestion when consumed consistently. Malaika Arora's Jeera-Ajwain Infused Water Fitness icon Malaika Arora begins her day with a drink made from cumin (jeera) and carom seeds (ajwain) soaked overnight in warm water. This concoction is not just a family remedy—it's also backed by nutritional science. Dietician Ashu Gupta explains that this blend can improve multiple aspects of digestive health and fat metabolism. Jeera and ajwain are both known to stimulate digestive enzymes and help with quicker food breakdown. They also help prevent fat accumulation, reduce stomach gas, and alleviate bloating. Additionally, they may reduce unnecessary hunger pangs, thereby helping in appetite control. Their antioxidant content supports liver health, which plays a central role in fat metabolism. This water infusion further acts as a mild detox, flushing out harmful toxins and balancing blood sugar and insulin levels—two factors linked closely to abdominal fat retention.

NephroPlus files DRHP with Sebi, to raise Rs 353 crore via fresh issue
NephroPlus files DRHP with Sebi, to raise Rs 353 crore via fresh issue

Time of India

time11 hours ago

  • Time of India

NephroPlus files DRHP with Sebi, to raise Rs 353 crore via fresh issue

Dialysis services provider Nephrocare Health Services Limited has filed the draft red herring prospectus ( DRHP ) with capital markets regulator Securities and Exchange Board of India ( Sebi ) to raise funds through an initial public offering (IPO). The company plans to raise Rs 353.4 crore via issue of fresh shares. According to the DRHP, the proposed IPO of the Hyderabad-based company is a combination of a fresh issue of equity shares and an offer for sale (OFS) of up to 1.27 crore equity shares by the selling shareholders. Explore courses from Top Institutes in Please select course: Select a Course Category Product Management Finance Others Data Science CXO Degree others Leadership Technology Artificial Intelligence MBA Digital Marketing Public Policy Operations Management Data Science Cybersecurity PGDM MCA Project Management Management Healthcare Design Thinking healthcare Data Analytics Skills you'll gain: Product Strategy & Competitive Advantage Tactics Product Development Processes & Market Orientations Product Analytics & Data-Driven Decision Making Agile Development, Design Thinking, & Product Leadership Duration: 40 Weeks IIM Kozhikode Professional Certificate in Product Management Starts on Jun 26, 2024 Get Details Skills you'll gain: Creating Effective Product Roadmap User Research & Translating it to Product Design Key Metrics via Product Analytics Hand-On Projects Using Cutting Edge Tools Duration: 12 Weeks Indian School of Business ISB Product Management Starts on May 14, 2024 Get Details Skills you'll gain: Product Strategy & Roadmapping User-Centric Product Design Agile Product Development Market Analysis & Product Launch Duration: 24 Weeks Indian School of Business Professional Certificate in Product Management Starts on Jun 26, 2024 Get Details by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Swelling and internal bleeding in the brain, help this baby Donate For Health Donate Now Undo As part of the OFS, the promoter selling shareholders include Investcorp Private Equity Fund II, Healthcare Parent Limited, Investcorp Growth Opportunity Fund and Edoras Investment Holdings Pte. Ltd. and Other Selling Shareholders include Investcorp India Private Equity Opportunity Limited, International Finance Corporation, 360 One Special Opportunities Fund - Series 9 and 360 One Special Opportunities Fund - Series 10. The company is in consultation with the Book Running Lead Managers (BRLMs) and may consider a pre-IPO Placement aggregating up to Rs 70.6 crore prior to filing of the Red Herring Prospectus (RHP) with the ROC. If the pre- IPO placement is undertaken, then the fresh issue will be reduced to the extent of such pre-IPO placement. About Nephrocare Health Services Live Events Known for its brand NephroPlus, the company claims to be Asia's largest dialysis services provider and fifth largest globally in terms of number of treatments performed in Fiscal 2025, citing F&S report. Incorporated in 2009, NephroPlus has 447 clinics across 269 cities in 21 states and 4 Union Territories. It serves more than 33,000 patients globally on an annual basis and has a revenue market share of over 50% in India's organised market (in terms of number of treatments), the draft filing said. It has also expanded its international footprint to include Philippines (34 clinics), Uzbekistan (4 clinics), Nepal (5 clinics) and has entered the Middle East market through the Kingdom of Saudi Arabia recently. Vikram Vuppala, BVP (Bessemer Venture Partners) Trust, Edoras Investment Holdings Pte. Ltd., Healthcare Parent Limited (HPL), Investcorp Private Equity Fund II (IPEF II) and Investcorp Growth Opportunity Fund (IGOF) are the promoters of the company. Nephrocare Health Services proceeds utilisation NephroPlus has proposed to utilise the net proceeds of the fresh issue towards capital expenditure to the tune of Rs 129.1 crore for opening new dialysis clinics in India. It will use Rs 136 crore for pre-payment or scheduled repayment of certain borrowings availed by the company and rest on general corporate purposes. In FY25, NephroPlus reported revenue from operations of Rs. 755.8 crore and profit after tax of Rs. 67 crore. Currently, kidney disease is the third fastest-growing cause of death globally and diabetes and hypertension have been recognized as the two leading drivers of chronic kidney disease (CKD). Rapid urbanization and lifestyle changes have further contributed to the increased incidence of CKD. ICICI Securities Limited, Ambit Private Limited, IIFL Capital Services Limited and Nomura Financial Advisory and Securities (India) Private Limited are the Book Running Lead Managers to the issue. ( Disclaimer : Recommendations, suggestions, views and opinions given by the experts are their own. These do not represent the views of Economic Times)

DOWNLOAD THE APP

Get Started Now: Download the App

Ready to dive into a world of global content with local flavor? Download Daily8 app today from your preferred app store and start exploring.
app-storeplay-store