Senior citizens are becoming new customers for many

Elderly population in India is turning into the new customer segment that is large and distinctive with significant purchasing power

Today there is an urgent need to address the wellness of present day Elders, officially designated Senior Citizens, that encompass their physical, emotional, intellectual, social and spiritual needs by looking at them from an entirely new perspective because of their sheer increasing numbers in absolute terms in the demographic divide that now make them an extremely vital segment of the community that require to be reckoned with. One report puts it – “In India, the senior living sector with strength of over 100 million is poised for a significant growth in the years to come.” 

Mr. Harish Bhat, MD&CEO of Tata Global Beverages and author of Tata Log: Eight Modern Stories from a Timeless Institutions writing in the Brand Line column of the Hindu Business Line calls upon the marketers to include the Elderly Population of India as the “new customer segment that is large and distinctive with significant purchasing power”. He writes their population increasing, they are also willing to spend reasonable amounts of money on their essential requirements, in many cases their children, who earn good money are also willing to contribute. They have a distinct set of needs – as they may suffer from weak eyesight or infirm hands that are unable to work with small buttons or phone or remote controls with small keys, slippery bar soaps, wrist watches. He suggests easy to use uncomplicated mobiles with large fonts. Also, banks and reality need to develop products to cater to this segment. Besides there is also a significant proportion of this segment who are naturally either obese and of large build  or unusually tall or with large waists, wrists and feet who search for ‘jeans that can make them look slimmer’, bathroom slippers that they can easily slip their feet into, cars and airline seats  that they can be comfortable in.  They even have specific needs of foods and beverages at variance from others.


The FMCG sector too has now come to recognize the fact that the Elders too have truly arrived as a new class of discerning customers:

  • The elders are found to wield potential brand loyalty and buying power as they have a lot of time to study to decide and weigh the pros and cons of products on offer. Seniors are extremely choosy customers with extremely strong brand loyalties built over the years.
  • They are generous consumers who generally tend to continue to stick to their favourite time tested brands all along and are less likely to change brands irrespective of any tempting marketing offers.
  • They are certainly wiser and consequently more rational in making right choices. They are less likely to be influenced by misleading ads and trends.

A recent Research Survey of 1,900 elders from 12 cities in India reveals:

  1. Demographical estimates with the average life expectancy crossing 70, with more population living longer than ever before. Their numbers are expected touch 198m in 2030 from 118m by 2016 from 98m today where they constitute nearly 7.5% of India’s population and 12.4 % in 2016.
  2. According to the 2011 census 8.3% was 60+ up from 7.4% in 2011.
  3. 70% consider moving out of towns into homes of their own.
  4. 42% ranked security as the top concern.
  5.  80% seek to sustain their current lifestyle or even improve upon it since they do not contemplate full retirement per se.
  6. 75% want to continue to be active in community activities, to walk and exercise, socialise, club, party, yoga, sports, shop around, indulge in writing, skype, surfing internet to keep in touch with relations and friends from all over the world.
  7. 30% live alone without pre-deceased spouses; with off-springs staying outside even abroad and are in single independent houses cut off from immediate contact with the society outside.
  8. 80-90% prefers to continue to work gainfully or for a cause.
  9. Their pre-retirement earnings have grown more than 20% over the last two decades.
  10.  With increasing income streams either from their own savings/ investments or remittances from children abroad they now seek a hassle-free secure retired life.
  11.  60% live in nuclear families according to a National Family Health Survey.

Many reality operators have now zeroed on the seniors to satisfy the growing demand for Senior Care Communities where the lifestyles, socio-economic and healthcare requirements are well taken care of. The developers have jumped into the bandwagon to take a piece of the burgeoning cake of the Assisted Living Community Projects.

  • Customised colonies for senior citizens provide options of living safely and in lifestyle-oriented homes catering to their special needs to live on their own terms with easy access to facilities and services essential for day-to-day living. They bring together like-minded people in the same age-group, essentially elders with similar interests and economic status. They address serious concerns in view of increased elder-targeted urban crimes, difficulties in getting good domestic help and unsafe commuting. 
  • Proactive Elder Healthcare with well-being when beset with reducing vision, hearing loss, physical flexibility and muscle disabilities require productive living in the midst of holistic surroundings too has moved far away from the traditional conservative Old peoples’ home concept when they were left behind by their uncaring  children to fend for themselves can now lead a post retirement life with dignity in the company of peers sans the stigma attached to old-age homes    
  • The present lot of elders are certainly healthier as well as wealthier and many have $ rich off springs remitting funds home too.
  • The developers now go out of the way to address the concerns of security, management of the household by providing reliable services of domestic staff too.
  • After ascertaining the specific requirements of this age group  that arise out  of social isolation, loneliness and lack of activity or active engagement with the outside world absence of which leading to declining in mental health has  lead developers like Paranjapes, Gagan Nulife, Tatas, Max India and others to launch specially  Assisted Community Living Reality projects -  seven in Bengaluru, three each  in Chennai and Pune, two each in Kochi, Goa and Kolkatta and one each in Hyderabad, Mumbai, Bhopal, Jaipur, Delhi, Nagpur and Chandigarh tailored to make life easier for the resident elders by incorporating  elder-centric facilities like :

       Step-free/ ramped access all throughout the community buildings - larger doorways, wider approaches, no-step entries, larger living areas facilitating free manoeuvrability for wheel chairs and walkers.
        24-hour low glare lighting and/or standby gensets or 100% power back up.
        24x7 Security, Emergency/panic alarm call buttons/cords.
        Anti-skid floors more particularly in wet areas.
        Grab-bars in bathrooms.
        Low height shelves and sliding doors and windows.
        Internet and wi-fi connectivity.
        Libraries, Reading Rooms, club houses with hobby facilities, bridge, rummy and chess, cafes, restaurants, spas, theatres, yoga and prayer halls, common green open spaces.
        Care takers'/servants' quarters.
       24x7 in-house/ on-call medical and primary healthcare facilities, ambulance and door delivery of drugs. Speciality and nursing care, physio-therapy, primary health care and regular check ups. Tie-up with a nearest fully equipped multi-specialty hospital with ICU, trauma care and ambulance on call.
        Concierge, daily house keeping, laundry, round-the-clock food and dining, ATM services.
        Shuttle with driver to the nearest metro.
        Expense break up - 30% food, 25% healthcare, 20% housekeeping, 10% social life and 10% others
    Elder-related activities also help create local labour-intensive gainful  employment opportunities in housekeeping, administration, security, nursing and geriatric  and health care for the  men and women of all ages nearer their homes without their having to migrate to cities in search of jobs and stay in hovel and pavements.

    FMCGs are now drawing up various options to target this so far long neglected target coming to hold that there is gold in the old!

    (Inputs from the Hindu Business Line, India Today and Times of India.)

    (Nagesh Kini is a Mumbai-based chartered accountant turned activist



Shri Krishan Narang

4 years ago

An excellent article for senior citizen, and as president of CSIR Pensioners Welfare Association, Jamshedpur, I would like to share it with all my colleagues and friends.

Professor Dr BM Hegde

4 years ago

Dear Kini,
Congrats, you have done a good job in collecting all these statistics. The most important need is need for human love, especially their children and grandchildren's love which has become a rare commodity in the midst of all these mentioned in your surveys.
If we could go back to the olden days large family system I think most elderly and old elderly (>80) could do without many of these wants. As you grow old one important thing that one has to do is to keep his/her brain active. This will keep the memory and all other bodily functions active.
Senior's club is a good idea and social service is another tonic. To say that they are good market is a purely money making trick. 25% for so called health care is only for illness care which could be cut down drastically if doctors do not practise poly-pharmacy on the older population. In fact, polypharmacy in old age is the important casue of heart attacks and strokes!


laxman guruvayur

In Reply to Professor Dr BM Hegde 4 years ago

Dear Mr(Dr).Hegde,I fully concur with ur viewpoint.The report is just for publicity and statistics are of Metros.What about rural India/semi-urban/home for the aged across INDIA
Mr Harish Bhat talks like a salesman rather than true concern for senior citizens.

nagesh kini

In Reply to Professor Dr BM Hegde 4 years ago

Thanks Doc.
It is sad that the good old joint family system that addressed most of the concerns of built-in safety and security, emotional and financial support, baby sitting, counselling kids are given a go-bye in the nuclear families.
I've known the so-called snooty 'educated' girls demanding at the boy-meet-girl pre-engagement talk if he has 'old furniture/excess baggage/waste paper basket' - meaning live-in parents.
Then we have the NRIs who are in fact "NOT RELIABLE/REQUIRED INDIANS" who summon their mothers/mothers-in-law in turn to to take care of their newly delivered babies giving rise to a new acronym for IAS - "International Ayah Service".

suresh dash

4 years ago

I am a sebior citizen. I get plenty of sms regarding make money at home allurement even to get income more than laksh per month on sitting in home with help of computer system and their help.Theychartge Rs.3685/- to give link and knowledge. Please suggest if these are authentic or simply cheating matters.-suresh Dash.9438600322.


nagesh kini

In Reply to suresh dash 4 years ago

keep off these allurements, they are absolute fakes

suresh dash

In Reply to nagesh kini 4 years ago

Thanks for the suggestion.I was also thinking so.

suresh dash

In Reply to nagesh kini 4 years ago

Thanks for the suggestion.I was also thinkning so.

What will replace QE?

Markets are pushing ever higher on the premise that QE will continue almost indefinitely but there are indications that this program would be replaced by something else. The question is whether the new program will be unambiguously favourable for equities and other risk assets

Janet Yellen is the presumed next chairman of the US central bank, the Federal Reserve (Fed). As part of the confirmation process she defended the bond buying program known as quantitative easing or QE. She said that the program has “made a meaningful contribution to economic growth and to the improving outlook”. The financial press took this as a ‘vigorous defense’ of the QE program. It was taken as further proof of Yellen’s dovish monetary bent and that the long delayed QE tapering would not occur until spring of 2014. It is doubtful that she should have said anything else. To cast aspersions at the Fed’s signature program would hardly have been politic even if she had believed that it had problems. But are the general assumptions about QE correct?


Vice Chairman Yellen at least paid lip service to some of the risks of QE. She said that “there are costs and risks associated with the program. We’re monitoring those very carefully.” Still it is at some level embarrassing if other central banks think your programs are the cause and not the cure for global economic instability. The European Central Bank (ECB) on Wednesday issued a stark warning that the coming taper will most likely cause severe market shocks. The ECB is not alone. In its October minutes the Fed specifically stated that the taper was going to start in “a couple of months”.


The reason for ending QE is simple. It hasn’t worked all that well. The US economy is growing, but not by much. The employment situation is getting better, but slowly. The employment rate is down, but only because people are dropping out of the market. Pushing more money into a market without demand tends forces banks and other investors into riskier assets rather than stimulating businesses. US banks have recently increased their holdings of “sliced and diced” securitised securities to a record amount.


Mortgage real estate investment trusts (mREIT) are a more perilous example. These so-called mREITs make money by borrowing short term at low interest rates and buying mortgage-backed securities offering higher yields. They are leveraged with debt to equity ratios of 8 to 1. Their investors include banks, pension, mutual funds and specifically taxable bond funds, some of which hold as much as a third of their holdings in mREITs. mREITS were specifically mentioned by Fed Governor Jeremy Stein and have been the subject of a recent Fed study.


The longer QE goes on the bigger the risks become and the harder it is to exit. Yellen herself acknowledged this in conversations with QE foe, US Senator Robert Corker (R-TN). According to Senator Corker, she said that QE was a “blunt object” that caused distortions. She also said that the Fed may have become a prisoner of its own policies.


Although the Federal Open Market Committee (FMOC), the main instrument for implementing Fed policy will become noticeably hawkish in 2014, there is still continued support for alternative forms of stimulus. So rather than obsessing on the end of QE it might be a better idea to ask what will replace QE. Right now the Fed is in the process of brainstorming. One option was possibility was a cut in interest paid on bank reserves.


Right now the Fed pays banks interest of 0.25% on their reserves including excess reserves, the so called interest on excess reserves rate (IOER). If this were to be cut to zero or 0.1% it would discourage banks from the risk free strategy of banks parking money with the Fed. According to the most recent minutes ‘most’ officials thought this was an option worth considering.


The potential success of this program seems far less than QE. Ben Bernanke himself criticised this policy three years ago. He said that the benefits would be small and that the program “could disrupt some key financial markets and institutions,” and “could lead short-term money markets . . . to become much less liquid.” The policy was considered both in 2011 and 2012 and rejected each time.


US banks were also not happy with the idea. They said that a cut in the IOER could result in banks charging companies and consumers for deposits. They warned that a cut in the 0.25% rate of interest on the $2.4 trillion in reserves they hold at the Fed would lead them to pass on the cost to depositors. Perhaps the fact that ‘most’ officials even considered a rejected program is a measure of their desperation.


A better idea has been the focus on short term interest rates. The present QE focuses on purchases of mortgage securities and treasuries with maturities between four and 30 years. A recent Fed study showed that short term interest rates had a larger effect than long term interest rates. One of the objectives of QE was to bring down longer term interest rates, flatten the yield curve by lowering the term and risk premiums. But the study showed that a sustained decline in long term interest rates by lowering the premium had half the effect of a similar decline brought about by a decline in short term interest rates.


The preferred method of keeping short term interest rates low is through the policy known as Forward Guidance. Basically the Fed promises to keep short term rates near zero for three years. If the market doesn’t believe the promise, the Fed can simply buy more short term notes. The bond market may already reflect this change of policy. Interest on two year note has fallen steadily from 0.52% in early September to 0.29%. The 10 year note was also high at the beginning of September at 2.93%. It fell to 2.48% at the end of October, but has since risen back to 2.74%. The drop of short term interest rates may also be a crucial signal for a December taper.


This threat has worked well for the ECB. Their promise to buy unlimited quantities of government bonds maturing in one to three years from nations that met certain criteria related to their debts was successful in stabilising interest rates for southern European. The threat was so successful that not one bond was ever bought.


Markets are pushing ever higher on the premise that QE will continue almost indefinitely. The danger here is complacency. The Fed and even Janet Yellen have clearly indicated that the program will end, not necessarily because they are happy with the results, but rather they are afraid of the risks. When the program does end, which will probably be sooner than the market thinks, it will most likely be replaced by something else. The question is whether the new program will be unambiguously favourable for equities and other risk assets. The answer is probably not.


(William Gamble is president of Emerging Market Strategies. An international lawyer and economist, he developed his theories beginning with his first-hand experience and business dealings in the Russia starting in 1993. Mr Gamble holds two graduate law degrees. He was educated at Institute D'Etudes Politique, Trinity College, University of Miami School of Law, and University of Virginia Darden Graduate School of Business Administration. He was a member of the bar in three states, over four different federal courts and has spoken four languages.)




4 years ago

After QE, what? The Titanic?

Do HIV laws protect or persecute?

Readers respond to ProPublica investigation into state laws that criminalize exposing others to HIV

Nick Rhoades was originally sentenced to 25 years in prison for failing to disclose to a sex partner that he was HIV-positive. The fact that he had used a condom during intercourse and was on anti-AIDS drugs, which make transmission unlikely, didn’t matter.

While Rhoades’ sentence was an outlier and was later reduced to five years’ probation, many other states have laws against “criminal transmission of HIV” — regardless of whether the partner actually contracts the virus. Some states also criminalize HIV “exposure,” even in ways that experts say carry little, if any, risk of infection. Among the stories in our recent investigation:

● An inmate in Ohio was accused of “felonious assault with HIV” for performing oral sex on a fellow inmate, though scientists agree there’s nearly zero chance of HIV being passed this way.

● In Nebraska, spitting on a cop is a misdemeanor, unless the offender is HIV-positive. Then it’s a felony, punishable by up to five years in prison and a $10,000 fine. The Centers for Disease Control and Prevention says that spitting cannot transmit HIV.

● Nigalia Gibbs, a former St. Louis sex worker who was born with HIV, was convicted of prostitution while “knowingly infected” with the virus. Gibbs told police she always practiced safe sex, and none of her former customers were found to be infected.

● A South Carolina man spent five months in the Marion County jail awaiting trial for “exposing another to HIV.” He pleaded guilty and was credited with time served, but not before U.S. Immigrations and Customs Enforcement filed to detain him on immigration charges. In February 2011, a federal judge ordered him deported to Mexico.

Proponents say the laws protect people from unknowingly contracting HIV and keep the responsibility on those who can pass on the virus. “Shifting the burden of HIV disclosure from the infected person, who is aware of a known danger, to one who is completely unaware of their partner’s condition smacks of a ‘blame the victim’ sort of mentality,” said one state prosecutor.

But some health and legal experts say using criminal penalties could backfire and fuel the spread of HIV. According to the CDC, 1.1 million Americans are currently living with HIV, but one-fifth of them don’t know it. And studies show that about half of newly infected people got the virus from those who didn’t know they had HIV. So relying on a partner to know, let alone disclose, their HIV status is a risky proposition.

The laws “lull people who are not HIV-positive — or at least think they are not HIV-positive — into believing that they don’t have to do anything,” said Scott Schoettes, a lawyer who supervises HIV litigation for Lambda Legal, the national gay-rights advocacy group.

What do you think? Read the investigation and find out whether these laws exist in your state. Then share your thoughts by responding below or tweeting with the hashtag #HIVLaws.

Continue reading…




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