Old And Shopping

Seniority Provides Products Curated for Senior Citizens So That They Do Not Have to Depend on Anybody

- Moupia Basu

For 67-year-old retired banker K.H. Krishna Murti and his 63-year-old teacher wife Vidya Krishna Murti, life after retirement has been quite pleasant. “We are thoroughly enjoying life on our own,” say the couple. One reason is the daily living aids they have bought from Seniority, the RPG Ventures company that sells products for senior citizens. “Its products have enhanced the quality of our lives. We need to look no further for assisted living aids and leisure accessories,” says Vidya.

Till a few years ago, retirement spelt the end of active life. It meant moving in with children, often compromising on desires, even health, and being dependant on others for recreation. But things are different today. With more spending power, increase in longevity and shift in mindsets, geriatrics are a fast-growing demographic segment for marketers. In 2011, of the total population of 121 crore, the number of those over 60 was 10.83 crore (8.95 per cent of the total). By 2020, of the expected population of 139 crore, the number of senior citizens will be 14.5 crore (10.5 per cent of the population). Over the next decade or so, the population of 60-plus people is expected to rise by 2.9 per cent every year, while the overall population will grow at 1.15 per cent.