"India is one of the youngest countries today! If we do not cater to the youth of this country, how will we survive?" I overheard this remark in a recent meeting that I had attended. The speaker was talking about how companies need to increasingly focus on creating products that appeal to the Indian youth. I would have forgotten about the remark had I not been reminded of the upcoming World Alzheimer's day on September 21. As I pondered over this debilitating disease and its aftermath, one question kept popping into my mind - 'what do we do for our seniors?'
As I researched the topic, I came across multiple old-age homes, charitable institutions, and hospitals that cater to the elderly population of the country. Browsing further, I came across the NEMA Eldercare website, where the elders could avail of various services in assisted living, post-surgical care, palliative care, respite care, chronic illness care, and homecare, etc. It mentioned that they also specialized in dementia care. That is what caught my attention. Decided to explore further, I sought an interview with founders Sanjeev and Chetna Jain.
You have done a bachelor's in architecture from IIT Kharagpur. Your entire career was around international design, construction, and real-estate. What made you venture into eldercare?
SJ It has been a 10-year long-cherished dream for me. During my career, as a design and development head of a real-estate firm, I wanted the company to launch a senior citizen housing. But the idea never saw the light of the day. However, the concept had touched my heart. Over time, I diligently studied this product and sector. As an NRI for a good 15 years, I had seen my colleagues and friends worrying over their parents, a constant topic of discussion in most social gatherings. The problem was acute. I saw this pain around and within my close family. With time, I became resolute to do something over it rather than standing by.
What key challenges did you experience establishing this social enterprise?
SJ: The major problems were the lack of trained manpower and the paucity of funds. We need to train in-house but face high attrition that increases the cost substantially. We have bootstrapped to launch this venture. To realize this dream, I gave up my corporate career and studied entrepreneurship from IIM Calcutta.
In a country where sending parents to an Eldercare-Home, or an old-age home is a taboo, didn't you feel establishing an eldercare home would not be welcome?
SJ: We encourage children to take care of their parents and elders at home only. We are preparing to assist at home through our 'Homecare & emergency care' company 'NEMA Healthcare'. Seniors should be shifted to an assisted care facility like Nema Home, only when care at home is not possible. For people and non-resident Indians (NRI) who need to relocate to other countries and cannot take their parents along with them, this is an ideal option. We are prepared to accommodate the nationals of Developed countries as well, where Elder-care is a well-recognized industry but very expensive. Meeting the same standards, we have a cost advantage.
In a day and age where children generally strip their parents of every penny in their old age, how do the seniors afford Nema Eldercare?
CJ: We do not accept any donations. Seniors or their children fund their stay. In the coming years, we expect support coming by the change in government policies & the insurance sector. We also intend to launch a risky but lower-cost version soon.
Seniors are like children; how do you take care of them?
C J: Learning from the best human resource practices of Taj Hotels, we hire staff from small towns and train them to say 'Yes' to each of the elder's demands. With 'Elders First' as our mantra, we expect the caregiver to satisfy the senior under his/her care.
Where do you see NEMA going forward?
SJ: We are still in the early stages of our venture, but society has acknowledged our efforts. Our vision is to make NEMA a platform for integrating all services for improving the elderly's quality of life and mental health. Drafting proper protocols and guidelines suitable for India, we plan to add the boutique Elderhomes in the Tier I cities; expand into homecare, build an emergency response system for seniors. We are receiving invites from new-age developers for collaboration in their senior housing projects as well. With so many open fronts and limited resources, we are keen to partner with like-minded people who could invest in the nascent eldercare industry.
Connect with NEMA Eldercare at sales@nemacare.com; +91 8882238900