By Mihir Karkare
Most people see aging as a problem to solve. India’s aging population, however, is entering a transformative phase. By 2050, the country’s 60+ population will grow from 15 crore to 35 crore — a 133% increase, while the general population will grow just 25%. But these numbers only tell part of the story. Today’s seniors are fundamentally different: globally connected, digitally curious, financially independent, and eager to live their “second innings” with purpose.
These are people in their 50s and beyond who refuse to accept aging as decline. They want experiences, not just healthcare; purpose, not just security; respect, not just care. Many lived through India’s economic liberalisation, built careers over the last few years, and accumulated wealth while raising families in nuclear households. As they transition into the next phase of their lives, they have time, money, and aspirations that go beyond traditional needs.
Why Now? The Perfect Tailwinds
● The COVID Catalyst: Urban seniors adopted technology almost overnight. Many now use smartphones, messaging apps, and even AI tools. A 69-year-old recently shared with me that she uses ChatGPT to translate documents from Marathi to English — a sign that tech-enabled solutions are now viable at scale.
● Cultural Shift: The stigma around “senior-only” services is fading. Nuclear families normalise independence, and overseas children actively seek solutions for their parents in India.
● Wealth Transfer: Older generations who built careers during India’s economic rise now have significant spending capacity and are willing to invest in quality, convenience and meaningful experiences.
Many brands understood the need to adopt social media or MarTech, but lacked clarity on implementation. Similarly, investors are aware India is aging, yet few are building solutions for this demographic.
The USD 740 Billion Question: Why Is No One Building Here?
Despite a global eldercare market worth USD 740 billion, very few startups in India have received investor interest. Most solutions focus on dependent elderly — wheelchairs, medical alerts, nursing care — ignoring the 70% who remain active and independent.
The Full-Stack Imperative
Research shows that in eldercare, full-stack platforms create meaningful scale. Seniors prefer ecosystems that grow with them. From social engagement in early retirement to supportive services as they transition into later years, one trusted platform is preferable to managing multiple vendors.
Building A Movement, Not Just A Business
Beyond market opportunity, there is social impact. India can create a model where older adults remain productive, engaged and valued contributors. Supporting someone in their 50s to start a hobby, learn a new skill, or explore a passion project redefines what life after 50 can be.
This demographic offers unique advantages: underserved segment, high willingness to pay, strong network effects, fewer regulatory hurdles than healthcare, and inherent social value.
India’s aging revolution demonstrates that older adults are a demographic asset, not a challenge. Technology exists, the demographic is ready, and the market is open.
(The author is the CEO & Co-Founder of Meru Life)
