Rent-a-grandchild: Businesses offering companions to elderly grow in India

New Delhi, India – Both daughters of S Budhiraja live in the United States. Yet, when he and his wife head out to the market in Gurugram, a bustling business district on the outskirts of India’s capital, a young man walks beside them.

It is 26-year-old Roney Raju, their “hired grandson”.

Across Indian cities, a small but growing number of companies are now selling what families once took for granted: someone to take care of ageing people. Chores include taking them to the temple, sitting with them during a hospital visit, playing cards, or simply listening to them.

Some firms call such workers “children for hire”; others call them a “grandchild for rent”.

India, the world’s most populous country, is growing older quickly.

People over 60 made up 10.5 percent of its population in 2022, a demographic projected to 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.

That means about 347 million elderly Indians – a number almost equal to the entire population of the US, the world’s third most populous nation – will need specialised care by 2050.

Several Indian startups see the opportunity, with the Indian government estimating the senior care industry at about $7bn.

Raju, holding a master’s degree in social work, works for one such company in Gurugram. He has been looking after the Budhirajas for the last few months.

“I was comfortable with him from the get-go,” Budhiraja, who is in his 80s, told Al Jazeera. “I feel he understands me 200 percent.”

Raju describes the bond in the same vein. “Right now, he is family to me,” he said. The couple, he said, see him as “their proxy child, and much more than a service companion”.

The bond has deepened over the past months. When Budhiraja was admitted for surgery, Raju kept track of the doctors and the medicines. He would even call to check on them after his shift had ended.

Growing industry

Raju’s boss Gaurav Mittal says many clients actually come to treat their companions “like their own grandchildren”.

He charges 450 rupees ($5) an hour for 10 hours of service in a month, or 400 rupees ($4.5) per hour if it is 25 hours. Like a mobile phone recharge, unused hours are rolled over to the next month.

In a country with an average per capita income of about 220,000 rupees ($2,750) a year, Mittal’s service caters to a small minority of urban, financially secure families.

Mittal said the idea for his company came from home. After his father died four years ago, his mother had to leave their hometown and move in with him. She was sociable and had money to spend, but depended on family members to go anywhere.

“The world is not designed keeping the senior citizens as the central pillar,” Mittal said.

The idea for such startups, however, is not entirely new.

A 2017 report counted at least five startups offering young companions to seniors. In 2022, the late Ratan Tata of the Tata Group promoted a Mumbai-based startup whose tagline says: “Everything Grandkids Do!”

The companions who work for these companies undergo police verification before they start working for a senior person. Before working alone, they often shadow a senior staff member on home visits.

Most companions are trained in psychology, social work or hospitality.

Vinay Kumar works as a companion for a firm based in the southern city of Hyderabad.

“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,” he told Al Jazeera. “They may still do, but we try.”

Lonely seniors

The 2023 United Nations Population Fund (UNFPA) report projects that older Indians will outnumber the country’s children by 2046. And many of these seniors are lonely.

In 2022, India conducted the Longitudinal Ageing Study, a national survey of more than 72,000 people. It found that 20.5 percent of middle-aged and older adults reported moderate loneliness, while 13.3 percent categorised their loneliness as severe.

Among people over 60 who lived alone, more than a third (37 percent) reported feeling lonely, the study found.

Globally, a study commissioned by the World Health Organization in 2025 found that loneliness affects one in six people and is linked to about 871,000 deaths a year.

Santosh Abraham, CEO of a Bengaluru-based startup founded in 2015, says while the children of elderly people are worried about medical emergencies or market errands, their parents mostly had a different concern.

“I am lonely, I don’t have anyone to talk to,” Abraham recalled one of his clients as saying. “I have done so much for my family and society; there is no recognition for it.”

Abraham said the most common request he gets is one that “nobody says out loud”.

“A senior calls us claiming to feel unwell. A care manager arrives, finds nothing wrong, and is then asked to sit and talk for an hour,” he said. “They just want company.”

Kumar said companions like him have to “understand their pain”.

“Most of the seniors who are living alone are very lonely. They want someone to play cards or indoor games with. Someone wants to go to a movie, or a temple, or parks, or attend local programmes,” he said.

Abraham said some seniors find a stranger easier to confide in. “With a companion, there is no baggage,” he told Al Jazeera.

For the young people doing the work, the line between their job and a relationship blurs quickly.

Raju says the visits to the Budhirajas are harder than office work. “Forming an emotional connection is never easy and is different each and every time,” he said.

Kumar, in Hyderabad, agrees. He said his clients often tell him about health problems that they hide from their children living in another city or abroad so as not to worry them.

He recalled a client who went from shutting the door on his face because he did not know English or Hindi to paying for his driving lessons and introducing him to people as his “god-gifted son”. When the man died in 2023, his son asked Kumar to perform the final rites alongside him.

Kumar once even cut short his 12-day marriage leave because one of his clients kept calling, asking him to come. “I genuinely feel these seniors are my own parents and grandparents,” he said.

‘Older person feels seen, heard, safe’

Others are more cautious about what the job demands.

Prashanth Reddy, founder of the Hyderabad-based company that Kumar works for, said companions must understand boundaries.

“Companions are there to provide support, not to replace doctors or mental health professionals,” he said.

Abraham agreed. He said he underlines one golden rule during his training sessions with aspiring companions: “Talk less and listen more.”

The children of such elderly people who buy the services of these companies say paying takes out the awkwardness of asking neighbours or relatives for help.

“When you pay for a service, you don’t have to feel like you’re asking someone for a favour,” says Vinnay K, a US-based software professional, who has been hiring a companion for his ageing mother for five years.

Shilpa Bandyopadhyay, assistant professor at Jindal Institute of Behavioural Sciences near New Delhi, told Al Jazeera that hiring a companion “should not automatically be interpreted as evidence that their families have failed”.

She said a growing demand for professional elderly care raises harder questions about a family-centric society like India’s.

“Do we recognise ‘companionship’ as a legitimate and continuing need of our older family members or see eldercare mainly as food, shelter, healthcare and physical help?” she asked.

She argued for “a more balanced ecosystem of ageing” that brings together families, community networks, accessible public spaces and affordable professional services, without romanticising traditional family structures or dismissing new ones.

“At the end of the day, the question isn’t who lives with an older person,” she said, but “rather whether the older person feels seen, heard, safe, valued, and meaningfully connected”.

Back in Gurugram, Budhiraja is asked how he would feel if Raju did not show up for work tomorrow.

“I will make sure he comes after finding out why he couldn’t come,” he said. “I need him. As you grow older, the needs are more.”