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<p><strong><span >Aaji Care</span></strong>, Mumbai, Pune and Goa</p><p><strong>Key people:</strong> Prasad Bhide, founder and CEO, a former IT professional</p><p><strong>Year of inception:</strong> 2012</p><div data-embed-button="ckeditor_image" data-entity-embed-display="view_mode:media.image" data-entity-type="media" data-entity-uuid="8acec31a-0bcb-41da-800c-3202172e1ded" data-langcode="en" class="embedded-entity"><article class="media media--type-ckeditor-image media--view-mode-image">
  
      
            <div class="field field--name-field-media-image field--type-image field--label-hidden field__item">  <div class="itgimage"><amp-img  src="https://akm-img-a-in.tosshub.com/indiatoday/styles/medium_crop_simple/public/2026-01/gems-aaji-care-2.jpg?VersionId=eQxS3D7uawLha47GW7JAj2nOIINWDQZe&size=750:*&size=750:*" alt = "" height="1314" width="770" class="image-style-medium-crop-simple" layout="responsive"></amp-img></div>


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</div><p><span ><b>A</b></span>round 20 senior citizens are seated for a yoga class, being assisted by a host of young caregivers. Though some days of the week are occupied by such fitness activities, including physiotherapy, there is leisure too—weekly movie nights, trips to gardens and restaurants, and bhajan renditions. Welcome to Aaji Care, an assisted living centre for elders diagnosed with dementia or in need of post-operative and palliative care. With a staff that includes nurses, geriatric counsellors and therapists, the centre is a viable alternative for those unable to devote time to ailing parents.</p><p>“I always knew I wanted to help people and make a difference,” says Prasad Bhide, Founder and CEO of Aaji Care. In 2011, when his own mother was bedridden for three months and needed specialised care at home, Bhide discovered a giant void in the senior healthcare sector in India. “What struck me was that there was no training for those working at home with the elderly. In most cases, the domestic help would be asked to assist,” he says. Bhide did a two-month diploma in home health education from Bayada, one of the largest providers in the United States, moved to India to understand the market and subsequently quit his well-paying job at TCS to start Aaji Care. He began with a training centre for caregivers which didn’t just familiarise them with the challenges faced by the elderly but worked to change the attitudes of families towards domestic caregivers, so that they could have more professional dignity. “Everyone wants to be in the comfort of their home, that’s the first choice. There’s still a lot of stigma attached to keeping parents in assisted-living centres. Families wonder, ‘Log kya kahenge (What will people say)?’ We offer them counselling to help them understand the benefits,” he says. “To care for the elderly, one needs people who are compassionate and patient. Before being hired, our attendants undergo a thorough psychological assessment.”</p><div data-embed-button="ckeditor_image" data-entity-embed-display="view_mode:media.image" data-entity-type="media" data-entity-uuid="de346d75-831f-451c-9be0-5c790daca281" data-langcode="en" class="embedded-entity"><article class="media media--type-ckeditor-image media--view-mode-image">
  
      
            <div class="field field--name-field-media-image field--type-image field--label-hidden field__item">  <div class="itgimage"><amp-img  src="https://akm-img-a-in.tosshub.com/indiatoday/styles/medium_crop_simple/public/2026-01/gems-aaji-care-3.jpg?VersionId=5BtYSwmVEY3YP0NVmlW2QeTvEiUG2o7O&size=750:*&size=750:*" alt = "" height="1294" width="770" class="image-style-medium-crop-simple" layout="responsive"></amp-img></div>


</div>
      
  </article>
</div><p>As the demand to set up more centres across India increases, Bhide has so far resisted the franchise model. “Quality work is needed. We need to make it 100 per cent foolproof,” he says. For now, his focus is to start a retail shop with products for senior citizens. Talks are on with builders to develop retirement homes for 55-80-year-olds in cities. “I don’t want to disrupt their social circle,” he says.</p><p>From being the lone soldier in this field a decade back, Bhide has seen the sector grow, but admits that there is still a long way to go. India still has no council to register caregivers for elders and there are no standards in place for senior care centres. Bhide is working with the National Accreditation Board for Hospitals to release guidelines and get Aaji Care its certification. “Caregivers will transform the economy like engineers and nurses have,” he says. “In the next 10 years, we will start exporting caregivers to other countries with an ageing population.”</p><div id="lrcmtcont"></div><div class="end_story">- Ends</div><div class="dottedimg"></div><div class="authors__container"><div class="authors__by"><div class="authlable">Published By: </div><div class="authdetaisl">Shyam Balasubramanian</div></div><div class="published__on"><div class="authlable">Published On: </div><div class="authdetaisl">Jan 24, 2026 21:17 IST</div></div></div>

Gems of India | Republic Day Special

<p><strong><span style="color:#c0392b;">Aaji Care</span></strong>, Mumbai, Pune and Goa</p><p><strong>Key people:</strong> Prasad Bhide, founder and CEO, a former IT professional</p><p><strong>Year of inception:</strong> 2012</p><div data-embed-button="ckeditor_image" data-entity-embed-display="view_mode:media.image" data-entity-type="media" data-entity-uuid="8acec31a-0bcb-41da-800c-3202172e1ded" data-langcode="en" class="embedded-entity"><article class="media media--type-ckeditor-image media--view-mode-image">
  
      
            <div class="field field--name-field-media-image field--type-image field--label-hidden field__item">  <div class="itgimage"><img  height="1314"  title=""  width="770"  class="image-style-medium-crop-simple" alt="" src="https://akm-img-a-in.tosshub.com/indiatoday/styles/medium_crop_simple/public/2026-01/gems-aaji-care-2.jpg?VersionId=eQxS3D7uawLha47GW7JAj2nOIINWDQZe&size=750:*" loading="lazy" /></div>


</div>
      
  </article>
</div><p><font color="#c0392b" face="verdana, geneva, sans-serif"><span style="font-size: 58px;"><b>A</b></span></font>round 20 senior citizens are seated for a yoga class, being assisted by a host of young caregivers. Though some days of the week are occupied by such fitness activities, including physiotherapy, there is leisure too—weekly movie nights, trips to gardens and restaurants, and bhajan renditions. Welcome to Aaji Care, an assisted living centre for elders diagnosed with dementia or in need of post-operative and palliative care. With a staff that includes nurses, geriatric counsellors and therapists, the centre is a viable alternative for those unable to devote time to ailing parents.</p><p>“I always knew I wanted to help people and make a difference,” says Prasad Bhide, Founder and CEO of Aaji Care. In 2011, when his own mother was bedridden for three months and needed specialised care at home, Bhide discovered a giant void in the senior healthcare sector in India. “What struck me was that there was no training for those working at home with the elderly. In most cases, the domestic help would be asked to assist,” he says. Bhide did a two-month diploma in home health education from Bayada, one of the largest providers in the United States, moved to India to understand the market and subsequently quit his well-paying job at TCS to start Aaji Care. He began with a training centre for caregivers which didn’t just familiarise them with the challenges faced by the elderly but worked to change the attitudes of families towards domestic caregivers, so that they could have more professional dignity. “Everyone wants to be in the comfort of their home, that’s the first choice. There’s still a lot of stigma attached to keeping parents in assisted-living centres. Families wonder, ‘Log kya kahenge (What will people say)?’ We offer them counselling to help them understand the benefits,” he says. “To care for the elderly, one needs people who are compassionate and patient. Before being hired, our attendants undergo a thorough psychological assessment.”</p><div data-embed-button="ckeditor_image" data-entity-embed-display="view_mode:media.image" data-entity-type="media" data-entity-uuid="de346d75-831f-451c-9be0-5c790daca281" data-langcode="en" class="embedded-entity"><article class="media media--type-ckeditor-image media--view-mode-image">
  
      
            <div class="field field--name-field-media-image field--type-image field--label-hidden field__item">  <div class="itgimage"><img  height="1294"  title=""  width="770"  class="image-style-medium-crop-simple" alt="" src="https://akm-img-a-in.tosshub.com/indiatoday/styles/medium_crop_simple/public/2026-01/gems-aaji-care-3.jpg?VersionId=5BtYSwmVEY3YP0NVmlW2QeTvEiUG2o7O&size=750:*" loading="lazy" /></div>


</div>
      
  </article>
</div><p>As the demand to set up more centres across India increases, Bhide has so far resisted the franchise model. “Quality work is needed. We need to make it 100 per cent foolproof,” he says. For now, his focus is to start a retail shop with products for senior citizens. Talks are on with builders to develop retirement homes for 55-80-year-olds in cities. “I don’t want to disrupt their social circle,” he says.</p><p>From being the lone soldier in this field a decade back, Bhide has seen the sector grow, but admits that there is still a long way to go. India still has no council to register caregivers for elders and there are no standards in place for senior care centres. Bhide is working with the National Accreditation Board for Hospitals to release guidelines and get Aaji Care its certification. “Caregivers will transform the economy like engineers and nurses have,” he says. “In the next 10 years, we will start exporting caregivers to other countries with an ageing population.”</p><div id="lrcmtcont"></div><div class="end_story">- Ends</div><div class="dottedimg"></div><div class="authors__container"><div class="authors__by"><div class="authlable">Published By: </div><div class="authdetaisl">Shyam Balasubramanian</div></div><div class="published__on"><div class="authlable">Published On: </div><div class="authdetaisl">Jan 24, 2026 21:17 IST</div></div></div>

Aaji Care, an assisted-living centre for senior citizens, is raising standards of geriatric care in three major cities and bringing long-overdue respect to caregivers

India Today

Ensuring dignity for the aged | Aaji Care, Mumbai, Pune and Goa - India Today

Ensuring dignity for the aged | Aaji Care, Mumbai, Pune and Goa

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Ensuring dignity for the aged | Aaji Care, Mumbai, Pune and Goa

Aaji Care, an assisted-living centre for senior citizens, is raising standards of geriatric care in three major cities and bringing long-overdue respect to caregivers

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