Who's gonna take care of yo mama?!?! 👵👴

Do you remember the scene from “Three Idiots” when Raju invites Farhan and Rancho to his house? The sorry state of care that Raju’s father receives in the scene is typical of many households in India.

According to a NITI Aayog report, the elderly population in India is projected to increase to 319 million people in the year 2050 (19.5% of the total population)

However, the report also states that India is currently ill-equipped to take care of our elderly due to a lack of trained caregivers, physical infrastructure, and knowledge gaps in Indian society.

How do we provide the care our parents deserve?

Venkat, the co-founder of Citraverse (he was part of the first cohort of build3’s impact accelerator), might have an answer.

When I interviewed Venkat, what struck me was the clarity with which he answered the questions during the interview. You would want nothing less from someone trying to solve for the care of our elderly in society.

From identifying market gaps to defining characteristics he was looking for in a co-founder (more on this later :), Venkat was precise, measured, and strategic in his approach.

Along with his co-founder Ganga, Citraverse aims to enhance the physical and emotional well-being of our elderly loved ones when they need us the most.

Let's see how :)

Table of Contents

• What led to the birth of Citraverse?

• What’s in a name? On “care managers”

• A note on finding co-founders with complementary s …

• Its just the beginning…

• Discover build3’s programs

What led to the birth of Citraverse?

Our per capita income in India is Rs 1,72,000; approximately 14,000 rupees per month. Due to economic, social and cultural reasons, most elders are cared for by their kin in their family homes in India.

For families that can afford it and whose children are away from home, people hire live-in caregivers to look after the elderly. Often, caregivers are tasked with jobs that go beyond their responsibility and payroll (Think running errands outside the house or cleaning the house)

The caregivers are also not trained in the nuances of caregiving (their communication skills, empathy, organisation skills, patience, etc., are mediocre). This often results in a lacklustre experience on the client's side.

To top it off, caregivers in India switch jobs frequently due to the low pay and status associated with the profession. As a result, candidates who apply as caregivers usually do it as a last resort and not because they are passionate about the field. They typically don’t possess the essential core competencies necessary to be successful at the job.

In a nutshell, the problems faced by families looking for caregivers are

Venkat’s critical insight was clear. He would bridge the gap between families seeking quality care for their elderly and passionate caregivers seeking advancement opportunities in their field.

Since he wanted to make caregiving an aspirational field, he decided to pay the caregivers a premium relative to market standards (Rs 45,000 as opposed to the standard Rs 15,000 - caregivers are also provided with food and accommodation)

To meet his operational costs in the pilot stage, he would charge families upwards of Rs 70,000 monthly.

Only a tiny sliver of families in India can afford Citraverse’s services, intentionally so. Charging anything less would result in skimping on the quality of care and the reliability of the caregiver.

What’s in a name? On “care managers”

Citraverse describes their caregivers as ‘care managers.’ They are the equivalent of air hostesses in luxury airlines or concierges in a 5-star hotel.

In line with Citraverse’s goal of making caregiving an aspirational job, the training and salary that care managers receive is a step up from industry standards in India.

The target audience that Citraverse serves (affluent families in India) expects quality that can only be achieved with adequate training AND getting the right profile of people.

The training revolves around specialised geriatric care, basic body exercises, geriatric nutrition, mental wellness, elderly rights, etiquette and communication, physiotherapy etc.

Admittedly though, getting the right profile of care managers has been an uphill task for Citraverse.

Venkat mentioned how essential communication and comprehension skills were lacking in many candidates who applied for the care manager role.

Sifting through hundreds of applications yielded in 5 - 10 care managers who fit the bill and the required prerequisites to undergo the training.

Developing a roster of qualified care managers is currently a challenge for Citrarverse.

A note on finding co-founders with complementary skills and personalities

When Venkat entered the build3 accelerator, he was determined to find a woman co-founder.

He knew where his strengths lay and where he needed help. He was adept at developing business models and analysing market gaps; he needed someone who scored high on empathy and care giving. (A classic match between the left brain and right brain)

Serendipitously, he met Ganga during the accelerator, who fit the bill perfectly. She had decades of experience in the health and wellness sector and had created care programs for women transitioning into motherhood.

Their personalities complemented each other as well. While Venkat was stoic in his demeanour, Ganga could often be seen around the build3 villa with a smile on her face.

Diversity of thought, skill, and personality increases resilience and balance within a startup. It’s best to spend significant time choosing the right co-founder, as that impacts your shot at startup success.

Its just the beginning…

Venkat's journey with Citraverse is a testament to strategic thinking and compassionate entrepreneurship.

His clear vision and detailed approach to solving the challenges faced by elderly care in India highlight the importance of quality and professionalism in caregiving.

By offering premium pay and extensive training to care managers, Citraverse aims to elevate the status of caregiving, ensuring that families receive the best possible care for their loved ones.

Venkat's collaboration with his co-founder Ganga, combining business acumen and empathy, demonstrates the power of complementary skills and diverse perspectives in building a successful startup.

Through Citraverse, Venkat and Ganga are setting a new standard for elder care in India that prioritises the well-being of older people and the professional growth of caregivers.

Discover build3’s programs

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