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We live in a world where movies and songs often become gentle reminders of things we comfortably choose to ignore. As human beings, we probably need a in-your-face, highly romanticised approach to grab attention to things that matter. The concept of ageing and loneliness share a similar fate – their plight often felt, but left as it is.

Many people realised what aging in solitary feels like after the pandemic disrupted lives. The lockdown restrictions left many senior citizens alone with their kids mostly stationed outside for work. During this phase, a number of NGOs, hospitals and civil society members stepped forward and tried to help them.

Suddenly, the plight of the older generation was out in the open – their vulnerability exposed and limitations discovered. This is when a number of startups already working in this field got an opportunity to outshine. These startups have based their business models solely around assistance of the elderly. These eldertech companies are providing essential services like medical assistance, nursing care, bill payments, tech support and wellness services to the senior citizens.

According to a report in Business Standard, startups are working to keep the elderly actively engaged. It has a a small group of nurses, paramedics and doctors alongside a network of ambulances for 3-5 km radius who reach an emergency spot in 15 to 40 minutes anywhere in Delhi and Gurugram.

A startup called Elderaid is based out of Bengaluru and offers services like emergency medical support, personal doctor visits, home nurses, company for shopping, social visits or chats. It has branches in Ahmedabad and Kochi-Palakkad.

Care24 (Mumbai), Life Circle Health Services (Hyderabad), Anvayaa Kin Care (Hyderabad), Nightingales (Mahindra collaboration in Mumbai, Bengaluru, Pune and Hyderabad) and Healers At Home (Noida) are some other key startups that are looking to serve the older generation as they battle loneliness in the current times.