As India’s aging population rises, nuclear family structures and urban lifestyles make it difficult for adult children to care for their aging parents personally. In response, Samarth Community, a leading community for senior citizens in India, is building a supportive ecosystem designed to preserve the independence of elderly Indians, maintain their dignity, and provide them with reliable, compassionate support when needed.
In this sourcingcares interview at the Asia Pacific Care Industry Forum (ACIF) of Cares Expo Taipei 2024, Gaurav Agarwal, co-founder and COO of Samarth Life, shares the company's vision for advancing elderly care.
Bridging the elderly care gap in India
For generations, caregiving was largely a family responsibility in India, with children and extended relatives providing support. However, as families grow more fragmented and health needs become complex, elderly care increasingly calls for professional assistance. "We’ve reached a point where, due to nuclearization and greater medical awareness, the needs of the elderly are far more nuanced," said Agarwal. "Health issues like cancer and mobility restrictions are on the rise, demanding care that is more informed and dependable than before."
Samarth’s core mission is to help elderly individuals maintain their independence in their own homes. The company works closely with families to provide a “Life Management” service, connecting elderly clients with trusted caregivers, or “care counselors,” who provide assistance in daily activities, healthcare appointments, and companionship. With the care counselor model, Samarth allows elderly Indians to live on their own terms without imposing the presence of a full-time caregiver in their homes. "Many elderly individuals want to live independently, without feeling that their freedom is being encroached upon by their children. Our counselors step in only when needed and provide support with respect to their autonomy," Agarwal explained.
Unique business model: building an elderly care ecosystem
Samarth's operational model resembles that of an “Uber-like” service for elderly care, but with a unique cultural and social twist. The company primarily employs women as contracted care counselors, many of whom prefer flexible work schedules to manage family responsibilities. Agarwal explained, “In India, women often take on caregiving roles for children and elderly family members, and many find it difficult to commit to full-time jobs. Our model offers flexible work for educated women who are not interested in corporate jobs but want meaningful work with a social impact.”
Each care counselor is matched with up to three families within close proximity, allowing them to be available when needed without commuting long distances. This system creates a “proxy daughter” arrangement, where each counselor provides consistent care and companionship, often checking in over the phone and assisting with small tasks like grocery shopping or doctor visits. The company avoids frequent changes in personnel to foster trust and familiarity, with care counselors offering personalized support as if they were family members.
In addition to care counselors, Samarth collaborates with third-party professionals for specialized services, such as medical appointments, home maintenance, or technology troubleshooting. The company employs a centralized team to coordinate these external service providers, ensuring quality and reliability. “Our model ensures that the elderly have access to dependable service providers without needing to find or vet them independently,” Agarwal noted. "The counselors coordinate everything locally, providing comfort and security to families."
Partnering with government for broader impact
In addition to its primary care services, Samarth has collaborated with government agencies on initiatives to improve elderly care on a national scale. Recognizing a lack of eldercare standards and resources, Samarth partnered with the government to help establish care protocols, including setting up an elder helpline for emergency services. “When we started, eldercare was not formally recognized as an industry in India,” said t Agarwal. “There were no consistent standards for facilities like old age homes, and anyone could set up such a facility with little oversight.”
One of Samarth’s earliest contributions involved assisting the government in setting up a nationwide elder helpline, now known as the "Elder Line." This helpline addresses complaints, healthcare queries, and even abuse cases, ensuring elderly citizens are not overlooked. The helpline functions by creating a service request and coordinating with relevant government departments to address each call promptly. “Before this, elderly complaints were often dismissed,” said Agarwal. “Now, elders know that their issues will be addressed, which is exactly what the government wanted — a listening and responsive system.”
Building a sustainable eldercare workforce
Looking forward, Samarth sees an urgent need to expand and improve the eldercare workforce in India. To meet the increasing demand for professional caregivers, the company advocates for training programs and career development opportunities for caregivers. "In India, there is a significant shortage of well-trained, reliable caregivers," Agarwal observed. "We need to create a system that can train, retain, and continually improve the skills of caregivers to serve this rapidly growing market."
Samarth is also exploring preventive care solutions to reduce hospital visits and long-term health issues among the elderly. By providing preventive care, Samarth aims to address health concerns before they become severe, a model inspired by childhood immunization programs.
A new era of eldercare in India
With their unique blend of culturally sensitive caregiving, partnerships with the government, and focus on building a reliable ecosystem, Samarth represents a new model for eldercare. This approach not only supports India’s aging population but also creates meaningful opportunities for women looking for flexible work options, addressing the needs of both the elderly and the caregivers.
In a society where elderly care was once the sole responsibility of family members, Samarth is pioneering a supportive system that preserves dignity, independence, and cultural values for India’s senior citizens.
Notes: For more details about ACIF and Cares Expo Taipei, please check the website or contact Juihui Lin via lin@ankemedia.com for more info.
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