India's 'Rent-a-Grandchild' Services Offer Companionship to a Growing Elderly Population

In Gurugram, a bustling business district near India’s capital, 80-year-old S Budhiraja and his wife are often accompanied by Roney Raju, a 26-year-old they affectionately call their “hired grandson.” This scenario is becoming increasingly common across Indian cities, where a growing number of companies are providing companionship and assistance to the elderly, services that were once a given within families.

These services range from accompanying seniors to the temple, sitting with them during hospital visits, playing cards, or simply engaging in conversation. Some companies market these workers as “children for hire,” while others use the term “grandchild for rent.”

India, the world's most populous nation, is experiencing a rapid aging of its population. Projections indicate that individuals over 60, who constituted 10.5 percent of the population in 2022, will nearly double to 21 percent by 2050, according to the India Ageing Report 2023 by the United Nations Population Fund (UNFPA) and the International Institute for Population Sciences. This demographic shift means that by 2050, approximately 347 million elderly Indians may require specialized care, a number comparable to the entire population of the United States.

Several Indian startups are capitalizing on this emerging market, with the Indian government estimating the senior care industry to be worth around $7 billion. Roney Raju, who holds a master’s degree in social work, works for one such company in Gurugram. He has been providing care for the Budhirajas for several months, and Mr. Budhiraja expressed his comfort and connection with Raju, stating, “I feel he understands me 200 percent.” Raju views his role as more than just a service, describing the bond as familial and the couple seeing him as “their proxy child, and much more than a service companion.” He demonstrated his commitment by monitoring doctors and medications when Mr. Budhiraja was hospitalized and checking in after his shifts.

Gaurav Mittal, Raju’s employer, notes that many clients develop genuine affection for their companions, treating them “like their own grandchildren.” Mittal’s company charges 450 rupees ($5) per hour for 10 hours of service per month, with a slightly lower rate of 400 rupees ($4.5) per hour for 25 hours. Unused hours can be rolled over to the next month, similar to a mobile phone plan.

Mittal’s service, priced at rates significantly higher than India’s average per capita income, caters to a niche market of urban, financially secure families. The inspiration for Mittal’s company stemmed from his personal experience after his father’s death, when his mother, though financially independent, relied on family for outings. Mittal observed, “The world is not designed keeping the senior citizens as the central pillar.”

While the concept of hiring companions for seniors is not entirely new, with reports from 2017 noting at least five such startups, the sector has seen renewed interest. Notably, the late Ratan Tata of the Tata Group backed a Mumbai-based startup in 2022 with the tagline, “Everything Grandkids Do!” Companions employed by these firms undergo police verification and often shadow senior staff before working independently. Most companions are trained in fields such as psychology, social work, or hospitality.

Vinay Kumar, a companion in Hyderabad, emphasizes the relational aspect of his work: “We are not just taskmasters, but we develop a relationship with our clients. We support them and spend quality time with them so that they don’t miss their close ones.”

The 2023 United Nations Population Fund (UNFPA) report projects that by 2046, older Indians will surpass the country’s child population. Loneliness is a significant issue among this demographic, with a 2022 national survey finding that over 20 percent of middle-aged and older adults reported moderate to severe loneliness. Among those over 60 living alone, more than a third experienced loneliness. Globally, loneliness is a recognized health concern, linked to a substantial number of deaths annually.

Santosh Abraham, CEO of a Bengaluru-based startup, highlights that while adult children worry about practical matters, seniors often express a primary concern: “I am lonely, I don’t have anyone to talk to.” He shared an anecdote where a client, after a medical check-up revealed no issues, requested the care manager to simply sit and talk, underscoring the deep need for company. Companions like Kumar aim to “understand their pain” and engage in activities seniors enjoy, such as playing games, going to movies, or visiting parks.

Abraham also notes that some seniors find it easier to confide in a companion without the “baggage” of family relationships. For the young companions, the professional boundary can blur as emotional connections form. Raju finds these visits emotionally taxing, while Kumar recounts instances where clients have shared health concerns they hide from their families. He shared a touching story of a client who, after initial hesitation, developed such a bond that he paid for Kumar’s driving lessons and introduced him as his “god-gifted son.” Upon the client’s death, his son invited Kumar to perform the final rites.

Prashanth Reddy, founder of Kumar’s company, stresses the importance of maintaining professional boundaries, stating that companions provide support, not medical or psychological therapy. Abraham reinforces this by training companions to “talk less and listen more.”

For adult children, hiring these services alleviates the awkwardness of asking neighbors or relatives for help. Vinnay K, a US-based professional, has been using a companion for his mother for five years, noting, “When you pay for a service, you don’t have to feel like you’re asking someone for a favour.”

Shilpa Bandyopadhyay, an assistant professor at Jindal Institute of Behavioural Sciences, suggests that hiring companions should not be seen as a sign of family failure but rather as an indicator of evolving societal needs. She advocates for a “more balanced ecosystem of ageing” that integrates families, community support, accessible public spaces, and professional services, without idealizing traditional structures or dismissing new ones. Ultimately, she posits, the crucial factor is whether an older person feels “seen, heard, safe, valued, and meaningfully connected.”

Back in Gurugram, Mr. Budhiraja emphasizes his reliance on Raju, stating, “I need him. As you grow older, the needs are more.”