India Sees Rise of 'Rent-a-Grandchild' Services to Combat Elderly Loneliness

A new industry is emerging in India, addressing a need that families once took for granted: companionship and care for the elderly. Across Indian cities, a growing number of companies are providing services ranging from accompanying seniors to temples and hospital visits, to playing cards or simply offering a listening ear.

These firms sometimes refer to their workers as "children for hire" or "grandchildren for rent." These services are particularly popular among families whose children live abroad or are too busy to spend sufficient time with their elderly parents.

Highlights

• India's elderly population is rapidly increasing; the proportion of people over 60, which was 10.5% in 2022, is projected to nearly double to 21% by 2050.
• According to a United Nations Population Fund (UNFPA) report, approximately 347 million elderly Indians will require specialized care by 2050.
• The Indian government estimates the senior care industry to be worth around $7 billion.
• Services are typically priced at 400-450 rupees (approximately $4.5-$5) per hour, catering mainly to urban, financially secure families.
• Companions are often trained in psychology, social work, or hospitality, and undergo police verification before employment.

Details

As the world's most populous country, India's population is aging rapidly. The 2023 United Nations Population Fund report projects that older Indians will outnumber children by 2046. This demographic shift has led to an increase in loneliness among elderly individuals. A national survey in 2022 revealed that 20.5% of middle-aged and older adults reported moderate loneliness, while 13.3% categorized their loneliness as severe.

This situation has created a market for new startups. Social workers like Raju form strong bonds with the elderly they accompany. S. Budhiraja, in his 80s and living in Gurugram, told Al Jazeera, "I was comfortable with him from the get-go. I feel he understands me 200 percent." Raju similarly views the Budhirajas as "their proxy child, and much more than a service companion."

Founders of these companies often draw inspiration from their own family experiences. For instance, Gaurav Mittal, a company owner, states that his mother's loneliness and dependence after his father's death four years ago sparked the idea for his business. Clients prefer these services as they eliminate the awkwardness of asking neighbors or relatives for help.

Why it matters

This emerging business model highlights the changing needs in elderly care and the issue of loneliness in family-centric societies like India. The partial shift from traditional family structures to professional services underscores the importance of addressing not only the physical but also the emotional and social needs of the elderly. This development points to the necessity of a more balanced aging ecosystem that integrates families, communities, and affordable professional services.