A new business model is gaining attention across Indian cities, where companies are offering paid companionship services to senior citizens through young professionals who act as hired children or grandchildren. Often described as ‘rent-a-grandchild’ services, these businesses provide elderly people with assistance for everyday activities, social outings and hospital visits, while also addressing loneliness among those whose children live in different cities or countries.
The trend reflects changing family structures, increasing migration for employment and India’s rapidly ageing population.
What Are Rent-a-Grandchild Services?
These services connect senior citizens with trained companions who spend time with them and assist with routine activities. Their responsibilities can include accompanying elderly people to temples, hospitals, markets and parks, playing indoor games, attending social events or simply having conversations.
One example highlighted in the report is Roney Raju, a 26-year-old social work graduate working as a companion in Gurugram. He regularly visits an elderly couple whose daughters live in the United States.
Raju has developed a close relationship with the couple and has also helped them during medical emergencies, including keeping track of doctors and medicines during a surgery.
How Much Does the Service Cost?
The cost of companionship depends on the service provider and the number of hours purchased.
One Gurugram-based company charges Rs 450 per hour for a package of 10 hours per month. Customers opting for 25 hours of companionship pay Rs 400 per hour.
Unused hours can be carried forward to the following month, offering flexibility to customers.
The services currently cater primarily to financially comfortable urban households that can afford professional assistance for elderly family members.
India’s Ageing Population Creates New Demand
The growing interest in these businesses is linked to India’s changing demographic profile.
According to the India Ageing Report 2023, published by the United Nations Population Fund and the International Institute for Population Sciences, people aged 60 and above accounted for 10.5% of India’s population in 2022. This share is projected to increase to 21% by 2050, representing approximately 347 million people.
The Indian government estimates the senior care industry to be worth around $7 billion, creating opportunities for businesses offering specialised elderly care and support services.
Loneliness Emerges as a Major Concern
Companionship businesses are also responding to the growing problem of loneliness among older Indians.
India’s Longitudinal Ageing Study, conducted in 2022 and covering more than 72,000 people, found that 20.5% of middle-aged and older adults experienced moderate loneliness, while 13.3% reported severe loneliness.
Among people above 60 who lived alone, 37% reported feeling lonely.
Companies operating in this segment say many customers do not necessarily need medical assistance or help with household activities. Instead, they want someone who can listen, talk, accompany them outdoors and provide regular social interaction.
Professional Companions Undergo Verification and Training
Companies offering these services generally conduct police verification of their employees. Companions may also receive training in psychology, social work or hospitality and initially accompany experienced staff members during client visits.
Service providers emphasise that companions are not substitutes for doctors or mental health professionals. Their primary responsibility is to provide social interaction, practical assistance and emotional support within clearly defined boundaries.
The expansion of these services highlights an emerging segment of India’s senior care industry, where professional companionship is becoming an additional option for families managing the needs of ageing relatives.
Summary
Rent-a-grandchild businesses are expanding across Indian cities, offering paid companionship to elderly people whose family members often live elsewhere. Services include hospital visits, shopping, social outings and everyday conversations. India’s ageing population and growing loneliness are creating demand for these offerings. Companies charge hourly fees and employ police-verified companions, making professional companionship an emerging segment of the country’s senior care industry.
