The Indian Senior Living Sector seems to be gradually shedding it’s negative image associated with the word Old Age Home.

I guess it’s been too long that society has been stuck with the assumed taboo linked with Old Age Homes or Vridhashram.

As the urban population realises the importance of Senior Citizen Care Homes, Assisted Living, Retirement Homes, Memory Care Homes etc, hence the demand for such facilities are slowly gaining traction.

It is not that as if Senior Living is a recent phenomenon, such homes have been around for centuries but unfortunately we all associated such places to be meant only for the poor, destitute and homeless older people.

As they say “only the wearer knows where the shoe pinches” the same holds true for senior living also. 

In earlier days, most of us used to look at Old Age Homes through the lense of pity and sympathy, however when we started requiring the same facilities for ourselves we want an image makeover and branding of the same facilities.

The rise of senior living market in India can be a tricky business, probably that is why private sector is focusing on the urban areas and the upper middle class segment.

Not everyone in India is blessed to be able to afford private Senior Living facilities hence it is important that government and CSR should do a deep dive to understand the volcanic needs of the rural and poor elderly before the boiling lava of Aged Care erupts, engulfs and destroys the social balance and fabric of welfare policies.

A recent report by JLL titled “The rise of senior living market in India” is attached for a quick read.

Like a typical consulting firm they have done a great job but unfortunately there is no mention, statistics or recommendation on how to address the Aged Care needs of 90 odd million elders who are living in the rural areas and the hinterlands of the country.

Pankaj Mehrotra