Business & Finance
Start‑ups Step In as Indian Families Seek New Ways to Care for Aging Parents
By Today News Hours Editorial Desk
An advertising executive in Jakarta, Arindam Bhattacharyya, was forced to confront the problem of caring for his parents in Kolkata when his father suffered a health crisis in 2024. After arranging medical treatment, Bhattacharyya realised that, like many Indians, he could not be physically present to care for his parents.
The United Nations Population Fund projects that the global population aged 60 and over will double to 2.1 billion between 2020 and 2050. India is expected to follow this trend, with one in every five Indians—about 21 % of the population—above the age of 60 by 2050. Historically, Indian families were expected to care for their elders, but the shrinking of joint families and the migration of younger people have widened the gap between need and available support.
The senior‑care industry in India is valued at roughly $7 billion (£5.56 billion) and is expected to grow rapidly, according to the government think‑tank NITI Aayog. Start‑ups are entering the market to provide services in senior living, home care and technology‑enabled solutions. Bhattacharyya now relies on two start‑ups to monitor his parents’ health, coordinate care and arrange emergency medical support, although he still keeps a close eye on everything from Jakarta.
Organised senior living has seen a rise, driven by higher incomes and changing family structures. Companies such as Manasum Senior Living, Primus Senior Living, Ananta Living and Vedaanta Senior Living are building dedicated senior housing projects. Colliers International Group estimates that India currently has 25,000 senior‑living units, while demand is around 2–2.2 million units.
Manasum Senior Living was founded by former tech executive Anantharam Varayur after he observed many older Indians living restricted lives compared with their U.S. counterparts. The company now operates 900 units, mainly in Bengaluru and Goa, and plans to scale to 10,000 units by 2030, including a luxury project. Enquiries come from seniors whose children live abroad, couples with adult children with special needs, older single people and younger people planning for the future.
The home‑care market has evolved from a fragmented, hyper‑local sector run by small agencies to firms offering end‑to‑end services and leveraging technology. Examples include Emoha Elder Care Services, Care24 and KITES Senior Care. However, the sensitive nature of caregiving makes it difficult to find and retain qualified staff. CareEdge reports that inadequate training could lead to a shortage of skilled caregivers, while NITI Aayog calls for a national caregiving policy to build a professional and inclusive ecosystem.
Entrepreneurs are also addressing the social and emotional needs of clients. In 2022, former Tata Group chairman Ratan Tata invested in Goodfellows, a start‑up that offers youth companions for elderly clients. Founder Shantanu Naidu says the company does not aim to replace family but to fill a void by providing empathetic companionship and tech assistance.
Artificial intelligence is being used to solve real‑life challenges. Bengaluru‑based Kubo Care and NoBlink.ai combine AI‑powered monitoring with wall‑mounted radar devices to detect falls or fainting and alert emergency services. NoBlink.ai sells its system to senior living projects for 13,500 rupees ($141.74; £106.42) per device and a monthly monitoring fee of 50 rupees per room, about one‑tenth the price of comparable overseas products.
Affordability remains a major concern. A one‑bedroom‑hall‑kitchen unit in a senior living project can cost 6 million rupees, with additional maintenance and food fees. NITI Aayog reports that 78 % of India’s elderly population has no pension, limiting their ability to access such services. Households with at least one elderly person have a lower monthly per‑capita income of 3,568 rupees compared with 4,098 rupees for households without an elderly member.
Japan has addressed its ageing population through a mix of long‑term care insurance, public nursing facilities, social exchange programmes and community‑based support. China has implemented measures to encourage marriage and higher birth rates. Earlier this year, Kerala became the first Indian state to pass a landmark law for senior citizens, covering affordable care, legal aid, digital inclusion and safe public spaces.
Industry experts say India still has time before it reaches a demographic crossroad, but caring for millions more elderly citizens will require robust support systems. A strong ecosystem of businesses serving senior citizens could help bridge the growing gap.