New Delhi: ‘Goodfellows,’ an altruistic start-up that employs young graduates to provide companionship to senior citizens, was launched in Mumbai on Tuesday. By fostering relationships between the ‘Goodfellows’ who work there and the ‘Grandpals’ who subscribe to the service, the company tries to offer support and assistance to the elderly.
There are 15 million senior citizens living alone in India — either due to loss of a partner or because of families moving away, a media communique on the launch said.
The employees at ‘Goodfellows’ are trained and thoroughly vetted through psychometric testing to ensure high emotional quotient and empathy to create an authentic experience, the readout added.
The start-up aims not only at friendships but also better mental and physical health for its subscribers by providing senior citizens with meaningful relationships, the team said.
The company has received a seed investment from Chairman Emeritus of Tata Sons, Ratan Tata, who was also present at the launch. Artist Shriya Pilgaonkar and content creator Viraj Ghelani were also there with others who brought their grandparents.
‘Goodfellows’ received an overwhelming and positive response during its testing phase, and will soon be available in Pune, Chennai and Bangalore.
Over 800 young graduates applied to ‘Goodfellows’ to work as as companions and confidantes. Only 20 made the cut, who are to be employed in Mumbai.
To create a comfortable, friendly and sustainable environment for the ‘Grandpals’ or the elderly subscribers, the ‘Goodfellows’ are not rotated too frequently. The company ensures that seniors are able to sustain the friendship, thereby cultivating a truly emotional experience.
Shantanu Naidu, the founder of ‘Goodfellows’ and General Manager with Ratan Tata, said “The start-up emphasises that companionship means different things to different people. To some it may mean watching a movie, narrating stories from the past, going on a walk or quiet company sitting around doing nothing together, and we are here to accommodate it all. In its beta phase, we discovered how organically the Grandpals bonded with the ‘Goodfellows’. Mr Tata’s investment in our venture further is a huge source of encouragement to our dedication to this concept.”
In order to build and strengthen a community, ‘Goodfellows’ will also host monthly events for their ‘Grandpals’. These events focus on enjoyment and engagement for everyone to bond with each other.
One can avail of the service by paying a small subscription fee which has been adjusted to accommodate the limited affordability of pensioners. However, the first month is free. According to ‘Goodfellows’, it’s hard to understand the concept without actually going through it, which is why the company does not charge initially.
Chairman Emeritus of Tata Sons, Ratan Tata, commented on his investment: “The bonds between the two generations created by Goodfellows are very meaningful and are helping to address an important social issue In India. I hope the investment helps the young team at Goodfellows grow.”
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