A REPORT

ON

“DESIGNING & DEVELOPING OF WELLNESS CENTER

FOR SENIOR LIVING COMMUNITY”

By
Rishab Gupta
Enroll. No. :- 15BSP1001

ICFAI BUSINESS SCHOOL

Hiranandani Knowledge Park
Opp.Hiranandani Hospital,
Off.Technology Street, Hiranandani Gardens,
Powai, Mumbai-400076
Phone: 022-40434343
Fax: 022-25700866
E-mail: ibsmum@ibsindia.org

i
 REPORT

ON

“DESIGNING & DEVELOPING OF WELLNESS CENTER

FOR SENIOR LIVING COMMUNITY”

Name of Student: Rishab Gupta Enroll. No: 15BSP1001

Email Id: rishab.gupta77@gmail.com Mobile No.: +917045799970

Estimated Duration: 3Month

Signature Senior Living India Pvt. Ltd.

1001, B2 Marathon Innova,
10th floor Marathon Nextgen Complex,
Ganpatrao Kadam Marg, Lower Parel
West, Mumbai, Maharashtra, INDIA
PIN: 400 013
E-mail:info@seniorlivingindia.com
Phone: +91-22-4906 7777
Website:www.seniorlivingindia.com

A report submitted in partial fulfilment of the requirements of PGPM Program of IBS Mumbai

Under the supervision of

Prof. Sanskritirani Desai
Department of IT & System
IBS Mumbai

Date of Submission: 24-05-2016

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 Authorization

This is to certify that the project entitled “DESIGNING & DEVELOPING OF WELLNESS
CENTER FOR SENIOR LIVING COMMUNITY” submitted by Rishab Gupta is a record of
the bona fide work carried out by him under my guidance and supervision. The report is
submitted as partial fulfilment of the requirement of PGPM Program of IBS Mumbai and this
work has not been submitted anywhere else for the award of any other degree.

Prof. Sanskritirani Desai

Department of IT & Systems

IBS, Mumbai

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 Acknowledgement
I sincerely thank my company guide Mr. Rabindranath Biswas, Operations Specialist,
Signature Senior Living India Pvt. Ltd. and my faculty guide Ms. Sanskritrani Desai,
Department of IT & Systems, IBS, Mumbai, for his kind and invaluable guidance in the
preparation and completion of the project entitled “DESIGNING & DEVELOPING OF
WELLNESS CENTER FOR SENIOR LIVING COMMUNITY”. I feel highly esteemed for
getting the privilege of his guidance, without which it would have been a difficult task to make
the project and prepare our project report.

Also, it was very kind and gracious of Mr. Abdulla Kagalwalla , Managing Director and Ms.
Sheetal Mohile, Business/Market Analyst, Mr. Sherin Justus, Wellness Director, Mr. Abbas
Bagasrawala, Food & Beverage Director, to provide us the environment for finishing our
project.

I owe my wholehearted thanks and appreciation to the entire staff of Signature Senior Living
India Pvt. Ltd. for their cooperation and assistance during the course of my project and I hope
that I can build upon the experience and knowledge that I have gained and make a valuable
contribution towards this industry in coming future

Rishab Gupta
Enroll no: 15BSP1001
PGPM, Marketing & IT
IBS Mumbai
_________________________

(Signature of Student)

_________________________ ______________________

(Signature of Project Incharge) (Signature of Faculty Guide)

Date: 24-05-2016

Approved Yes No

iv
 Organization Overview

Mission Statement: To provide a high quality of life for our residents and our employee partners

Signature Senior Living, LLC (SSL) was co-founded in March of 2005 by Steven Vick.
He has over 20 years of experience in providing care and services to the senior living
industry. The relationships that he has established with the residents, families and staff of
the communities has helped to develop an outstanding reputation for his commitment to
the quality of life for the residents. Signature Senior Living communities offers a choice of
assisted living, personal care and memory care apartments and design a care and services
package that meets the needs and wants of Senior communities. SSL Pvt. Ltd are based at
Mumbai, India and Texas, U.S.A.

Signature Senior Living India, established in September 2014, features a highly

experienced leadership team committed to setting the industry standard for excellence in
senior living. Signature Senior Living India is dedicated to provide the highest quality of
service delivery to residents with a sense of: dignity | choice | philanthropy | social
responsibility | compassion | individual pride. Its accomplishments include a combined
100+ years of experience in financing, developing, leading, and operating Independent,
Assisted Living and Memory Care Communities. Featuring more than $1B worth
properties successfully managed, developed & sold in U.S.A. We place emphasis on
blending hospitality with specialized services required to operate an international Senior
Living brand. In India, it has many operational units across PAN India and by 2017
another units are expected.

Signature takes the pride to develop each home with safety, security and comfort and they
are the pioneers in this domain.

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 ABSTARCT
I. Topic: Wellness Programs and Centers are becoming more prevalent in senior living
communities across the country. Current information clearly indicates that wellness
programming improves function and promotes successful living among older adults.
Wellness initiatives at communities benefit both residents and staff. The next generation
of residents will demand wellness as a way of life.

The purpose of this project “DESIGNING & DEVELOPING OF WELLNESS CENTER

FOR SENIOR LIVING COMMUNITY” is to highlight the design, development,
implementation and creation of a successful senior wellness programs and centers.

II. Critical context: There was a time when senior care in India was confined to old age
homes. But those were generally meant for the destitute and run for charity. Things started
to change at the turn of the century and many sets of parents from the middle-class and
upper middle-class groups found themselves in standalone mode. This led to the concept
of ‘retirement communities’, especially in south Indian states such as Kerala, Andhra
Pradesh and Tamil Nadu.These cluster housing groups offered elderly people similar
lifestyle outside of their homes, besides also taking care of day-to-day household services
and medical emergencies. It also provides seniors with an option to spend the rest of their
lives with like-minded people from the same age-group and income-group.

The older adult population of today is significantly different than the older adult
populations of yesterday and of tomorrow. According to the United Nations Population
Fund, more than 100 million (10 crore) people in India are over the age of 60 (2012
figure), and this number is expected to multi-fold to 323 million (32 crore) by 2050. This
is roughly 8 per cent of our billion-plus population is over the age of 60, reaching 19 per
cent by 2050. Senior Living is gaining speed in India and also getting acceptance with
different age groups as well therefore Senior centers have long been important community
resources for older adults and their families, but to stay relevant, they must adjust to the
changing needs of the seniors.

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 TABLE OF CONTENTS

Introduction...........................................................................................................................................1
Facts & Figures.......................................................................................................................................1
What is Senior Living?............................................................................................................................2
Levels of Care in Senior Housing Facilities …………………………………………………………………………………………. 2
The Four Common Services in a Senior Living.........................................................................................4
Evaluation of wellness............................................................................................................................5
Concept of Wellness Center....................................................................................................................6
Key Themes............................................................................................................................................7
Seven Dimensions of Wellness...............................................................................................................8
Project Overview....................................................................................................................................9
Activities at a Wellness Centre.............................................................................................................10
Facilities Provided at wellness center...................................................................................................12
Advantages of Wellness center............................................................................................................12
Fast facts on senior living supplies........................................................................................................16
SWOT Analysis of Senior Living industry...............................................................................................16
Market Potential..................................................................................................................................18
Marketing Strategies............................................................................................................................22
Senior Home in a Smart City – SMART HOMES.....................................................................................24
Grey Area.............................................................................................................................................25
Methodology........................................................................................................................................26
Limitations of the Study.......................................................................................................................26
Findings................................................................................................................................................27
Conclusions..........................................................................................................................................29
Recommendations................................................................................................................................29
Attachments.........................................................................................................................................30
References............................................................................................................................................36

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 LIST OF ILLUSTRATIONS

I. List of Tables

Amenities provided by Signature Senior Living…………………………………………………………31

Activity Calendar of Independent Living for a particular month………………………………..35

II. List of Figures

Influence of Wellness Programs on Senior Community…………………………………………….15

Senior Living Projects in India…………………………………………………………………………………..30

Surveys…………………………………………………………………………………………………………………….34

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 Introduction
Senior citizens are emerging as a large market for care homes. Financially well off buyers
in this category are increasingly looking for premium senior-living residential units that
cater to their emotional, physical, and lifestyle needs and developers are up to the
challenge. "The mindset of people regarding retirement homes is changing. The number of
senior citizens willing to spend their sunset years with similar-aged companions is rising.
Facilities, both living and medical, have improved in these complexes.

As seniors move from being 'young seniors' to 'elder seniors' from their 60's to 80's, the
needs of seniors undergo radical changes. As a result, housing solutions which work when
the senior is fit mentally and physically will start failing when the person needs higher
levels of care and is facing age-related health changes like vision / hearing impairment,
arthritis, and forms of dementia. Taking this into consideration, senior living projects
globally propose a concept of 'age in place' where all required facilities are present within
the same campus so that the senior does not have to move out of the campus with age.

Facts & Figures

• The senior living sector in India is at the cusp of an epic start, with nearly 100
million seniors, almost equal to entire populations of some countries.
• The population of those aged 60 and above will increase by 270% between 2006
and 2050.
• The elderly in the country will number 143 million by 2021.
• The elderly is divided into three categories: the young old (60-70) the middle-aged
old (70-80) and the oldest old (80 plus).
• Currently there are approximately 30–35 senior living projects in India.
• This represents a major shortfall – they accommodate only 0.0001% of the target
segment (India’s senior citizens) as compared to 10% in the US and approximately
4% in Australia.
• Approximately 70% of senior center participants are women; half of them live
alone.
• 75% of participants visit their center 1 to 3 times per week. They spend an average
of 3.3 hours per visit.
• Compared with their peers, senior center participants (average age of participants is
75) have higher levels of health, social interaction, and life satisfaction and lower
levels of income.

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 • Seniors do not think about their age in general and do not consider themselves as
old.
• 30% of seniors say they will avoid a product that is marketed towards older, or
disabled persons.

What is senior living?

Senior living (or senior housing and care) is a lifestyle choice for individuals seeking an
independent lifestyle with as much assistance as they need or want. It as a community in
which you can live life to the fullest and to the best of your ability.

These pillars of senior living are:

• Health & Wellness –To offer a rich roster of wellness programs to keep you fit
and healthy, as well as skilled health care when you need it.
• Warmth & Hospitality – To create a welcoming and supportive community where
residents and staff bring something special to each day and every encounter.
• Dining & Nutrition – To offer an exceptional dining experience, featuring
delicious, nutritionally rich meals for every diet and preference, served in comfort
and elegance.

Levels of Care in Senior Housing Facilities

Senior housing residence usually falls under five categories: senior apartments,
independent living (IL), assisted living (AL), nursing care (NC), and continuing care
retirement communities (CCRCs). More recently, the concept of senior assisted living has
spread wings all over India, with several big and small real-estate players having entered
the fray. In south India, most of the retirement homes or Senior Living Homes are in
Coimbatore, Puducherry, Chennai, Bengaluru, Kanchipuram and more such communities
in Pune and Greater Noida.
In north India, Delhi-based Ashiana Housing was the first to create communities for the
elderly — in Bhiwadi, Jaipur and Lavasa, in 2008, Ashiana is launching its fifth senior
living project in Chennai. The concept has now also moved in the hilly regions and Max
Group has come up with its project Antara Senior Living near Dehradun while
Swarnalayam, located near the foothills of Siruvani of the Western Ghats, near
Coimbatore, is one such all-vegetarian retirement community.

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Senior Apartments
Senior apartments, also known as 55 + Communities or Retirement Homes are designed
for high-functioning elders, defined as those not requiring assistance with ADLs
(Activities of Daily Life). Senior communities are usually neighborhoods or towns
(consider Sun City, the nation’s “first and finest” senior community) that are limited to
people of a minimum age. They are designed for active seniors and have a variety of
social clubs such as golf, arts and crafts and cards.

Independent Living
In independent living retirement communities, the care recipient has full choice and
control over all aspects of his or her life. He or she must be independent in all aspects of
daily living such as bathing, dressing, being mentally alert, having bowel and bladder
control, and being able to walk. These communities provide a living environment for
individuals of a certain age and come in many housing styles, including single-family
dwellings, townhouses, duplexes, high-rise apartments, condominiums, and mobile
homes, which are either rented or owned by the individual. Additionally, the variety of
services offered varies between retirement communities, with some offering only police
and fire protection and others offering social and recreational activities as well.

Assisted Living
Assisted living facilities, which are also called congregate housing, are suitable for
individuals who need little or no help. Each individual lives in his or her own apartment,
and these are often equipped with emergency signaling devices. All residents use shared
spaces, which usually include living rooms, dining rooms, or laundry rooms. Minimal
services, ranging from central dining programs to organized recreational activities, health,
transportation, housekeeping, non-personal laundry, and security services, are also usually
available.

Nursing Care
Nursing Care (NC) also called as memory care(MC) provides residents with nursing care
facility. It has provision for taking care of physical or mental disabilities and the residents
are provided with physical, occupational and rehabilitative therapies. Numerous senior
housing options for people with dementia or Alzheimer's are available. With memory
impaired, it is important to have 24-hour support and structured activities to ensure their
safety and quality of life. Many families try to care for their loved ones at home, which
can be extremely difficult given the skill that is required to care for a person with memory
problems.

Continuing care retirement communities (CCRCs)

To be defined as a CCRC, a community must offer independent living, assisted living and
nursing home care all in one campus. (Acute care takes place at nearby hospitals.) Older
adults must move into a CCRC when they are healthy. Although settings vary, most have
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a common dining room, activity centers, gyms, outdoor recreation and swimming pools.
Social events happen on campus, and often there are outings to events, such as a night at
the symphony. Depending on the community, living spaces can include houses, cottages,
clusters, townhouses, duplexes and apartments. Choosing to live in a CCRC is a costly
endeavor, and individuals with low or even middle incomes and assets usually can't afford
this senior housing option.

The Four Common Services in a Senior Living Community

A) Wellness Centre:
A wellness center is a building or facility that is devoted towards the promotion of healthy
living as well as the prevention of illness and disease. It is a place where mental and
medical healthcare professionals, nutritionists and life-coaches provide a variety of
treatments and services for the health of their clients' minds and bodies. The Wellness
Center provides accurate and relevant health and wellness information, educational
programs, and knowledge and skill-building activities to the senior community. Wellness
centers promote health through fitness, dietary needs, psychological aid, and other more
direct medical practices. It also offers educational programs and classes that cover a wide
range of health-related topics, such as yoga, meditation, breathing exercises, fitness
programs, medical advice and more.

B) Food and Beverage

Food and beverage service is the service of food made in the kitchen and drinks prepared
in the bar to the customers (guests) at the food & beverage premises, which can be
restaurants, bars, hotels, airlines, cruise ships, trains, companies, schools, colleges,
hospitals, prisons, takeaway, etc. Food and beverage service managers supervise the daily
operations of a dining establishment or bar. In addition to overseeing wait staff and
kitchen workers, managers order supplies, ensure customer satisfaction, create schedules,
and train new employees.

C) Housekeeping
Housekeeping is not just cleanliness. It includes keeping work areas neat and orderly;
maintaining halls and floors free of slip and trip hazards; and removing of waste materials
(e.g., paper, cardboard) and other fire hazards from work areas. It also requires paying
attention to important details such as the layout of the whole workplace, aisle marking, the
4
adequacy of storage facilities, and maintenance. It includes activities such as
housecleaning, that is, disposing of rubbish, cleaning dirty surfaces, dusting and
vacuuming. It may also involve some outdoor chores, such as removing leaves from rain
gutters, washing windows and sweeping doormats.

D) Security & Maintenance

Security & Maintenance ensure that residents lead a carefree life with 24/7 security
service which assures a good sound sleep. The security guards & CCTV cameras are fully
equipped to ensure the safety of the residents and to take care of the premises. Also, it
takes some effort for seniors to regularly maintain their garden, or change light bulbs or
look after the day to day maintenance of their house. Maintenance Services at Senior
Living societies take the pressure off by neatly maintaining common areas like gardens,
parks, swimming pool, streets, pathways, drains, concierge, lifts, etc.

E) Transportation and Concierge Services

Residents can hire vehicles and take a trip down to a nearby garden, park, art show,
community center or cinema hall. Seniors who do not drive or are becoming less
skilled may require transportation in order to have access to medical care,
shopping, and even social activities. Concierge services help in organising trips
for the residents by assisting in the bookings or purchase of tickets. Concierge
services are available at the disposal of the residents and are ever-ready to help if
any errands needed, such as purchasing groceries, picking up prescriptions, and
serving as a personal driver. Concierge caregivers can help with home
organization, pet sitting, vet visits and more.

Evaluation of Wellness
Most older adults feel younger than their age, have purpose and meaning in life and feel
mentally alert and stimulated. The highest percentage (91%) feel mentally alert and
stimulated. Overall, older adults mostly engage in activities to help them maintain and
optimize their health and wellness. Secondly, they engage in activities to help them
prevent deterioration of their wellbeing or illness.

Older adults feel “well” and make a direct connection between health and “quality of life.”
The challenges of a physical nature greatly outweigh others (emotional, memory loss, lack
5
of resources) in affecting ability to care for their “self” and their well-being. Important
physical challenges include:
Decreased mobility
• Weight gain/loss
• Hearing loss
• Cardio condition
• Slowed reflexes
• Vision impairment
However, while physical issues are pressing and important, well-being is seen as more
dimensional than simply physical. More than 70% associate the following with feeling
good or having a sense of well-being (aided):
• Independence
• Peace of mind
• Mind
• Spirit
Therefore, a wellness program must be multi-dimensional to truly connect with mature
adults.

Concept of Wellness Center

Wellness is much more than merely physical health, exercise or nutrition. It is the full
integration of states of physical, mental, and spiritual well-being. The model used by our
campus includes social, emotional, spiritual, environmental, occupational, intellectual and
physical wellness. Each of these seven dimensions’ act and interact in a way that
contributes to our own quality of life.

In more specific terms, a wellness center is a place where mental and medical healthcare
professionals, nutritionists and life-coaches provide a variety of treatments and services
for the health of their clients' minds and bodies. Some wellness centers are non-profit
organizations.

The goal of Senior Wellness center is:

i) To reduce isolation and loneliness
ii) To provide physically and mentally stimulating activities to Seniors aged 55+

The study found that there is a strong desire for wellness programs in the marketplace,
with 65% of residents and 74% stating they “would like to have” or “must have” a
wellness program in their community. Additionally, 40% of people currently living in
retirement communities that do not address the dimensions of wellness would be
“somewhat” or “very likely” to consider moving to a community that does.

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Key Themes
The important five key themes are identified through the research:

WELLNESS IS DIMENSIONAL, AND EACH DIMENSION IS

IMPORTANT.
Wellness is about “feeling good,” “peace of mind,” and “balance” (in life). It is not
exclusively – or even primarily – physical. Consumers are concerned about and see the
value in different dimensions of wellness, making them all – collectively – important.
Dimensions of top importance were Physical, Nutritional, Social, Emotional and Spiritual.
Lower in importance were Intellectual, Community and Environmental.

FOCUS ON THE POSITIVE.

Older adults already feel “well” and have their challenges in good perspective. Health
Ability’s emphasis on “maintaining and optimizing” wellness – not remedial aspects – is
well-founded

THE PROGRAM CAN BE A COMPELLING POINT OF

DIFFERENTIATION FOR COMMUNITIES.
The presence or absence of a program that addresses dimensional wellness can make the
difference in the selection of a community. By offering Health Ability, communities can
have an edge over competing communities that offer the same basic essentials (location
based assets). However, to be a compelling point of difference, the community needs to
fully integrate features – it has to be “real” for residents.

THE HEALTHABILITY PROGRAM MEETS A SIGNIFICANT

CONSUMER NEED.
The program concept resonates strongly with consumers, and its dimensions address the
areas that consumers are actively participating in. Overall, residents don’t believe they’re
receiving a full, comprehensive wellness experience from their communities. They get
some, but not all, of the components they feel are important.
HEALTHABILITY CAN SIGNIFICANTLY IMPACT THE
COMMUNITY’S BRAND.
Consumers have expressed a desire for wellness programs in their communities and have
even stated that they are willing to consider moving from one community to another for a
comprehensive wellness program.

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Seven Dimensions of Wellness
Social Wellness is the ability to relate to and connect with other people in our world.
Our ability to establish and maintain positive relationships with family, friends and co-
workers contributes to our Social Wellness.

Emotional Wellness is the ability to understand ourselves and cope with the
challenges life can bring. The ability to acknowledge and share feelings of anger, fear,
sadness or stress; hope, love, joy and happiness in a productive manner contributes to
our Emotional Wellness.

Spiritual Wellness is the ability to establish peace and harmony in our lives. The
ability to develop congruency between values and actions and to realize a common
purpose that binds creation together contributes to our Spiritual Wellness.

Environmental Wellness is the ability to recognize our own responsibility for the
quality of the air, the water and the land that surrounds us. The ability to make a
positive impact on the quality of our environment, be it our homes, our communities or
our planet contributes to our Environmental Wellness.

Occupational Wellness is the ability to get personal fulfillment from our jobs or our
chosen career fields while still maintaining balance in our lives. Our desire to
contribute in our careers to make a positive impact on the organizations we work in
and to society as a whole lead to Occupational Wellness.

Intellectual Wellness is the ability to open our minds to new ideas and experiences
that can be applied to personal decisions, group interaction and community betterment.
The desire to learn new concepts, improve skills and seek challenges in pursuit of
lifelong learning contributes to our Intellectual Wellness.

Physical Wellness is the ability to maintain a healthy quality of life that allows us to
get through our daily activities without undue fatigue or physical stress. The ability to
recognize that our behaviors have a significant impact on our wellness and adopting
healthful habits (routine checkups, a balanced diet, exercise, etc.) while avoiding
destructive habits (tobacco, drugs, alcohol, etc.) will lead to optimal Physical
Wellness.

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Project Overview
This project determines the needs & requirements for designing & developing a wellness
center for seniors living community in India.

To cater the physical, social, spiritual, emotional, mental, and economic well-being of the
55+ population by providing services like food and beverage, housekeeping, wellness,
security & Maintenance, Transportation and Concierge Services etc. to senior living
housings. This will be operated and managed by “Signature” Team by determining the
following:

i)Needs of Seniors
I. Essential Needs to be Delivered Door to door.
II. Effective House Keeping
III. Quality Health Care Services
IV. Concierge Service
V. Life enrichment activity.

ii)Services
The first thing you need to decide is what services you will be offering your customers.
Wellness center might include yoga and meditation classes along with acupuncture,
massage services and spa services as well. Deciding what services to provide will impact
how you target potential customers and your anticipated volume of candidates.

iii)Business Plan
Developing a business plan that sets forth the necessary goals, timelines for the business,
and the necessary financial funding needed is the first step to creating an actionable plan
to start your business. It is also the first step to ensure your business will be a success.
Business plan should be a blueprint that addresses every aspect of business, and thus
provides the instruction for building business.

iv)Location
Location remains an important consideration while developing a senior Wellness center.
When determining your perfect location, you need to focus on your senior needs and
identify where they would want your studio or center to be located. Your location should
be in the best possible area circle and offer peace and serenity because Seniors require
safety and a feeling of being well connected to their social needs. Wellness Center should
be located at the central or common place of the building which is easily accessible to the
seniors considering the fact that seniors do not have to bother finding it and they have to
move as minimum distance as possible.

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v)Manpower / Personnel Recruitment
Performing of secretarial and receptionist duties that include greeting all patients and
visitors, answering telephones, taking messages, following up on messages; scheduling all
physical exams, injury evaluations and drug screening appointments and rescheduling or
adjusting the schedule as required. Duties also include processing medical record copies to
appropriate locations with the responsibility of being sure to have the record
countersigned by the physician or physician assistant.

vi)Materials Consumable & Medicines

Procurement of Drugs & Medicines, Surgical Consumables, Surgical Sutures, Dressing
Material, Stationery, Contingency Item & Diagnostic Items from the Manufacturer /
Authorized Distributors (in case of Surgical Consumables Items & Diagnostic Items)

vii)Licensing and Permits

Make sure one have the proper licenses and permits needed to run a wellness center. A
business promotes health and wellness, and therefore it is important to incorporate those
principals into business by making sure safety and health standards are met. It is important
to hire the right people equipped to advice on the licenses and permits needed to run your
wellness center legally.

viii)IT & Software support

Requirement of wellness center management software to make faster, smarter decision
driven by real business intelligence & track scheduling, billing & resources through a truly
integrated program.

Activities at a Wellness Centre

At a senior living community, people have the same basic needs as at any age — the need
to laugh and have fun, to sing and dance, to learn and explore, to play and compete, to get
outside and enjoy creation. In short: to live life to its fullest.

While our abilities, even our faculties, may diminish with age, our need to enjoy the best
of what it means to be human remains. That’s why the importance of activities at senior
centers — particularly assisted living and independent living — cannot be exaggerated.
But if asked to picture activities at a senior living community, one might envision a
“riveting” game of bingo, or a “suspense-filled” balloon volleyball match. Ten or twenty
years ago, this might have been a fair assessment. While there’s nothing wrong with these
old favourites, today’s senior communities offer residents much more.

10
Communities, recognizing residents’ tastes and abilities vary, try to offer something for
everyone and allow residents to choose from an array of enriching and sometimes
unconventional activities.

Field Trips
Senior communities frequently host field trips to museums, sports games, concerts and
shows. Getting in touch with experts, teaching them the nuances of the field will help
them more fully appreciate it.

Dancing
Dancing remains ever popular at senior communities. It’s a daily event for most. Assisted
living residents enjoy line dancing, ballroom dancing, swing dancing and more. Dancing
is not only fun, but it also keeps residents fit. Not to mention, it’s an excellent social
opportunity.

Karaoke
There’s no such thing as bad singing if it comes from the heart. Singing, like dancing, is
great for the soul.

Outdoor Excursions
Just because you can’t hike 10 miles anymore doesn’t mean you can’t enjoy the outdoors.
Even if strenuous recreation is out of the question, getting outdoors is essential spiritual
nourishment for many people. People of all ages need opportunities to retreat from the
hustle and bustle, breathe fresh clean air, immerse themselves in nature — smell a wild
flower, walk among the trees, or look up at a mountain top. Senior communities recognize
this and offer frequent outdoor excursions.

Classes and Workshops

Learning is a joy and lifelong learning opportunities are a crucial ingredient in any great
senior activity. Foreign language classes are also a hit at many senior communities.
Computer classes are also common, allowing residents to stay in touch with distant loved
ones and keep up on world affairs. For the literary, book clubs are a common sight at
many senior communities. Similarly, writing workshops encourage seniors to tell their
stories or simply make one up. Guest lectures by visiting professionals and academics are
also commonplace, allowing residents to never stop expanding their horizons.

Fitness
Fitness at senior communities today involves a lot more than “the morning stretch.” Tai
Chi and Yoga are now some of the most popular gentle senior fitness classes across the
country. Today’s senior communities strive to make fitness fun (and dignified) in order to
encourage residents to view exercise as a pleasure rather than a chore.

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Entertainment
Entertainment is a mainstay of most senior communities. Live entertainment frequently
offered by senior communities includes stand-up comedy, opera, bands, drama groups,
and visiting choirs. If song and dance isn’t your thing communities can even host a
pedigree dog show for their residents.

Facilities Provided at wellness center

• Neurological, orthopaedic, cardiac, and pulmonary rehabilitation
• Strength and coordination, and strength training
• Various therapies for pain management, incontinence, muscle atrophy, and other
conditions
• Speech therapy
• Massage therapy
• Balance and gait assessment/fall-risk assessment
• Individual fitness programs
• Exercise groups
• Aquatic therapy and water aerobics
• Health education
• Senior spas with specialized wellness equipment
• Medical facility

Advantages of Wellness center

i. Contribution to resident satisfaction

Residents who are active, physically able to participate and connected to staff and other
residents are more likely to be satisfied with the community. Satisfaction is a factor
influencing turnover that can be controlled. Resident satisfactions also bring new
customers. According to The Independent Living Report, 64% of residents learned about
their independent living community by word of mouth,18 which reinforces the value of a
satisfied customer.
The wellness program was an important reason for the satisfaction of current residents,
according to 88% of the staff who responded to a survey of 61 CCRCs. At these
communities:

12
• 74% of respondents believed the wellness program was an important reason why
residents joined the community; and
• 72% felt the program contributed to the satisfaction of the family of the resident. The
residents themselves rank the opportunities offered through wellness programs and a
wellness culture as important contributors to satisfaction. Within six months of move-in, a
survey of 1,042 residents discovered that the nonphysical attributes of their retirement
communities had a significantly greater impact on their satisfaction than the community’s
physical attributes.
The highest levels of satisfaction were related to:
• quality of daily life (cultural, musical, arts/crafts, entertainment and social
opportunities);
• dining flexibility (quality of food, variety of menu items and the services and times
available for dining);
• quality of personnel;
• personal control (privacy and sense of safety and security); and
• comfort (ease of making friends and sense that the residence is my home).

ii. Wellness for functional independence

• At ages 70, 78 and 85 years, people who were physically active were more likely to
remain independent and experienced fewer declines in their ability to perform daily tasks.
In addition, they reported fewer new instances of loneliness or poor self-rated health.
(1,861 people born in 1920 and 1921)
• Higher levels of physical activity among residents of retirement communities were
associated with a slowed rate of mobility decline. Each additional hour of physical activity
reported by individuals led to approximately a 3% decrease in rate of mobility decline.
(886 older adults)
• Participating in social activities (such as doing volunteer work, visiting friends or
relatives, or attending church or sporting events) slowed decline in motor function (e.g.,
ability to walk in a line, tap index finger or grip). Each one-point decrease in a
participant’s social activity was associated with an approximate 33% more rapid rate of
decline.

iii. Wellness for mental health and cognitive independence

• People who volunteered and exercised perceived their level of social activity level as
“enough,” and demonstrated a higher participation level pattern were more likely to have
less depression, and less depression over time.
• Available evidence indicates that cognitive health is supported by intellectual activity,
social interaction and physical activity. Intellectual activity also is associated with a

13
reduced risk of Alzheimer’s disease. Aerobic exercise is particularly associated with
cognitive functioning.
• Cognitive decline was linked with risk factors for cardiovascular disease, including
hypertension, greater body mass index, heart disease, diabetes and smoking. Psychosocial
factors—emotional and social support networks, high socioeconomic status and low stress
levels—correlated with cognitive and emotional health later in life. (96 studies involving
65+ adults).

iv. Wellness to reduce falls

• People at less risk for fall-related fractures felt a higher level of life satisfaction and
engaged in social activities, were married, had lived in their homes for 5 years or longer,
had private health insurance, and used proactive coping strategies. (387 people, 65+)
• Exercise programs aimed at falls prevention lower risk of falls and the rates of falls. The
greatest reduction in fall rates occurred with exercise that challenged balance and was
conducted two hours a week over six months.49 (44 studies including 9,603 adults)
• The incidence of falls was significantly reduced for exercisers engaged in calisthenics,
balance training, muscle power training, and walking ability training 3 days a week.50 (68
older adults).

v. Power marketing efforts

A vibrant wellness program is a marketing advantage that informs the decision to rent or
buy in an age-qualified community. Images of people involved in life tell a wonderful
story to prospective residents, as well as to funders, local media and potential employees.
Lifestyle, amenities and choice are the strategies being used by senior living providers to
maintain occupancy. As people age, health becomes their highest priority. By combining a
variety of purposeful opportunities within multiple dimensions, wellness programs meet
this need. The next wave of residents, the Baby Boomers, assumes that physical and social
activities will be available to them. Younger households ages 55–64 years are growing in
interest in age-qualified communities. To meet this need, communities must continue to
develop cultures and services that appeal to this younger group. From the perspective of
desirable target markets, a national survey of adults 55+ found that the higher the
household income and level of education, the more likely that social contacts and
activities are given as a reason for moving into a retirement community. Over time,
marketing for retirement communities may move from a reliance on direct mail and
advertising (new communities) to word-of-mouth referrals from current residents, family
and friends (established communities). Since very satisfied residents are four times more
willing to recommend a community than residents who are just satisfied,6 it’s clear that
lifestyle and amenities are powerful marketing tools.

14
 vi. Wellness Makes Business Sense
Regardless of whether wellness activities take place in a dedicated wellness center or on a
sidewalk in the garden, wellness creates a positive and energetic atmosphere that attracts
potential residents (and their children) and is a powerful tool for marketing. An active
resident who is engaged in community life is a source of referrals and word-of-mouth
marketing. A variety of wellness offerings provide health benefits, from reducing the risk
of falls to controlling chronic conditions, that conserve wealth for the resident and save
money for the organization. As communities build the wellness program with facilities
and appropriate staff, they renew their attractiveness to Baby Boomers who see
themselves as active and plan to pursue hobbies and physical activity in their “retirement.”
At the same time, communities become more attractive to potential investors who see a
forward-thinking organization. A culture that embraces wellness is the same culture that
values person-centered care. In the future, communities will move beyond the traditional
structure of independent departments working in silos and consider “wellness” as the
umbrella over all the disciplines that provide services, programs and encouragement to
older adults. The wellness program meets both mission and operational objectives.

INFLUENCE OF WELLNESS PROGRAMS ON SENIOR COMMUNITY

15
Fast facts on senior living supplies
• Early entrants to this industry are Ashiana Group of Builders, Paranjape Schemes,
Impact Senior Living Estate, Covai Properties, Brindavan Senior Citizen
Foundation and Classic Promoters, among others. Their projects are already
operational in major metros like NCR-Delhi, Pune, Kolkata, Nagpur, Bangalore,
Amritsar, Coimbatore and Chennai.
• LIC Housing Finance entered the sector with Care Homes at Bangalore as a part of
their Corporate Social Responsibility initiatives.
• Some of India’s reputed corporate groups, like Tata Housing, have also started
building their business plans to start senior housing projects.
• Delhi Development Authority (DDA) has proposed to build 2000 flats for citizens
aged 60 and above. 800 of them are being planned in Dwarka, while rest in Rohini
and South Delhi.
• Preferred location for senior living projects are suburbs of metro cities in India
along with other traditional retirement destinations like Goa, Coimbatore and
Dehradun.
• Majority of these developments have 50-100 units in the form of residential
complexes, with larger ones having over 400 units. The typology of units varies
from 1 BHK-3 BHK units, villas and studio apartments.
• The typical size of these units range from 500 sq. ft. to 2,500 sq. ft. super built-up
(saleable) area.

SWOT Analysis of Senior Living industry

Strength:
1. A niche industry where Product differentiation attracts customers
2. Advanced technology implementation
3. Selling a lifestyle, not just a bed in a traditional old age home
4. Ease of accessibility to healthcare services and other facilities like recreation and
social gathering
5. Friendly living environment with cohort of like-minded people

Weakness:
1. New concept and hence less awareness among customers
2. Unexplored marketing avenues
3. High construction cost of customized infrastructure for seniors
4. Ill trained and less qualified nursing/caregiving professionals
5. Few skilled domestic senior living management companies

16
Opportunity:
1. Huge untapped market, currently only 0.0001% of seniors being served
2. A well evolved industry would attract innovative offerings from supporting
industries like insurance, banking and healthcare.
3. Educated target customers
4. Surging nuclear family system where children not living with parents for varied
reasons (career, opportunities etc.)
5. No close substitute product/service

Threat:
1. Less/No availability of land in or near metro cities
2. High attrition at bottom level workforce

Actionable Strategies:
The purpose of analyzing the industry through SWOT is to:
• Match the Strengths with Opportunities
• Turn Weaknesses and Threats into Strengths and Opportunities

Strength-Opportunity Strategy:(Use Strengths to maximize

Opportunities)
1. Develop technologically differentiated product/services
2. Innovate on financial instruments
3. Offer options to spare ample of free time with seniors, on environmental wellness,
physical wellness, social/emotional wellness, intellectual/occupational wellness
and spiritual wellness

Strength-Threat Strategy:(Use Strengths to minimize Threats)

1. Efficient transportability reduces the desire of staying very close to metro cities
2. Optimum utilization of available land
3. Taking utmost care of basic needs of bottom level workforce

Weakness-Opportunity Strategy:(Minimize Weakness using

Opportunities)
1. Efficient targeted marketing through Public Relation services and consistent
communication channel is required to raise awareness

17
Weakness-Threat Strategy:(Minimize Weakness to avoid Threat)
1. Provide intensive training and basic qualification to the workforce to arrest high
attrition
2. Identify low-cost yet strategic locations to set up senior living facilities

Market Potential

Target market size

Definition of Income Categories

• Upper class- Can walk away from a job and not see a material degradation in
lifestyle.
• Upper middle class- Assets are starting to accumulate; insurance is shifting from
protecting lifestyle to protecting wealth. Can't stop working without degradation in
lifestyle. Often well-educated with advanced degrees and/or positions of substantial
responsibility
• Middle class- is making it on their own effort, probably has a mortgage and some
insurance against a rainy day, but still very dependent on regular income to
maintain lifestyle. Often educated or very skilled in employment
• Lower middle class- is making it on their own effort, but any unexpected bump
becomes a crisis and a major bump could result in falling into lower class.
• Lower class- Isn't making it without significant assistance

Categorization by Net Worth

According to an assessment, target market for a luxurious senior house developer should
be upper middle class along with a certain segment of the borderline lower rich class and
that could be defined as: "Individual with a net worth (excluding value of one self-
occupied owned property and jewelry/bullion) of between approx. Rs.5 to 7 crores."

So, on mapping the numbers, the total target market size comprising ‘Rich & Upper
middle class’ is approximately 1.5% of India’s population (1.2 billion) i.e. 18 million. On
the assumption that the rich class, as defined above, will not come to senior living
communities, in real terms target market for a upper class senior living facility could be
approximately a little over 10 million on all India basis.

18
Customer Segmentation
Prospective customers of senior living industry can be categorized into four segments
based on their attribute and corresponding motivating factor, as tabulated below:
Segment 1 - Aspirational well-heeled empty nester couple wanting a better quality life:
• Offers suburban lifestyle.
• Couple would find the concept of campus life appealing.
• Values being part of peer group of like-minded / similar social strata.
• Willing to pay premium for good project design and proper brand.
• Seniors staying alone who like the social campus like environment.
• Appreciates long term healthcare requirements.

Segment 2 - Aging retiree facing early or advanced signs of constant health care needs:
• 6% of seniors in India have some form of dementia.
• Family not able to take good care of senior on their limited resources.
• Brings relief to second generation from care giving and still allows connect on 24/7
basis.
• Values professional care environment which is required at this stage.
• Highly relevant where support system is absent.

Segment 3 - Non Resident coming back from outside India or from other state:
• Large customer segment in Middle East, North America, Europe and Australia.
• Focused reach through NRI regional groups.
• Both – (a) seniors staying abroad wanting to come back as well as (b) children
staying abroad; with parents here will fuel demand for projects.

Segment 4 - Short term stay seniors wanting to stay for 3 - 6 months a year:
• Travelling NRI’s coming to India on short stays due to weather, visits, functions or
religious requirements.
• Possible to also attract foreigners to come to such projects.
• Good way of having seniors stay in the resort-like ecosystem if care family is
travelling.
• Health & wellness stay.
• Rehabilitation & recuperation stay.

19
Strategic Factors of success
1. INTENT AND SCOPE: Dedicated entities to this sector, with a corporate structure
to scale up services and offer all segments of care. A bundle of real estate,
hospitality and healthcare
2. MODEL: Deposit/ Fee / Life time occupancy for more accountability and
involvement
3. SCALE: Large formats to achieve cost and service efficiency and encompassing all
levels of care. A genuine Continuing Care Retirement Communities (CCRC).
4. HUMAN RESOURCES: To set up multi institutes/ universities for training
personal so that a pipe line of specific and specialized talent /human resource is
available to the sector with a visible career path

Geographic Analysis
As suggested by the data from a survey by Money Control, southern India has most
concentration (53%) of senior living projects followed by western India (30%)whereas
cumulative contribution of northern and eastern India to this segment is 17%.
Highest number of young migrants and lower cost of living could be the reason for south
India to be the primary supplier of senior living projects. Diversity in lifestyle of huge
Indian population is going to be the compelling factor for the upcoming different variants
of supplies all across India.

Factors affecting site location

I Important and must have

1. Access to healthcare and medical services

A primary medication destination should be less than 30 minutes away to make residents
feel ‘in safe hands’. Secondary and tertiary medical services should be available in-house
or just-a-call-away.
2. Transportation
Though the seniors do not intend to travel much, a good connectivity with the outer world
links them with relatives/dear ones and hence not making them feel aloof.
3. Social Ecosystem

20
In their golden years, seniors tend to connect more with peer group and enrich their social
relationships, and usually, they love it. There should necessarily be options for recreation,
entertainment, club, retail mall, temples etc.
4. Safety and security
24x7 security is a must. Safety and security is the last thing seniors would like to take care
of by themselves.

II Important and good to have

1. Low Congestion index

Less traffic density and hence less pollution attracts seniors to live a more pleasant life.
2. Civic Amenities
Government/municipality provided facilities like water, sewage, street lights, waste
collection and disposal plays another crucial role while selecting a site for senior living.
3. Lower cost
Affordable product (real estate) and services attracts more enquiries and thereby giving
bargaining power to facility providers.

III Less important but good to have

1. Employment opportunities

Part time working not only keeps residents engaged but also opens a source of income.
Being connected to the world through Internet allows them to explore the endless horizon
of opportunities.

Marketing Strategy

Growth Drivers
• Adjacent residential complex
• Near to hospitals, retail stores, educational institutions
• Strategic location and thereby attracting more inquiries
• Technologically advanced infrastructure with the usage of Internet of Things (IoT),
wireless sensor networks and others to enable ease of monitoring and providing
best of comfort to the residents
• Appointment of leading specialized operator from senior living industry
• Well connected to the nearby urban neighborhoods

21
 • High density of financially independent and educated elders
• Surging nuclear family system particularly in states like Odhisa (87.7%), Madhya
Pradesh (82.3%), Himachal Pradesh (80%), Gujarat (77.1%), Punjab (76.1%),
Haryana (75.4%) and Rajasthan (75%) among others.
• Increasing acceptance of ‘Senior Living’ concept, already started in west and south
India
• Positioning of senior living facilities as retirement resorts, in contrast with
traditional old-age homes
• Proposed facilities:

Growth Inhibitors
• Scarcity of trained and dedicated labor force/nursing professional
• High attrition rate
• Less awareness of this concept in Asian market
• Price sensitive target market
• Minimum/no experience in target industry
• Prospects demand assisted living facility in conjunction to independent living
• High crime rate.

Brand Positioning
Brand positioning enables prospects to explicitly identify the value proposition,
cutting through the market alternatives. In order to frame the brand in customer’s
mind-set, the marketing strategy should inevitably focus on:

• Create clear messaging statement e.g. “Enriching your Golden years with Esteem,
Freedom & Care”.
• Differentiate with Amenities and person centric technology.
• Communicate consistently to raise awareness using advertorials, videos, articles,
blogs, newsletters, surveys etc.
• Offer not just medical services but a complete wellness solution, customized for
each resident, with special focus on development of body, mind and soul.
• Launch dedicated new website and social media marketing campaign to tap market
attention and thereby promoting enhanced transparency and credibility.
• Offer Pre-Move-in stay at nominal co
• Regular town hall with existing residents.
• Survey respondents can be offered a free package of services (such as medical
check-up at home or consultation with Geriatrician etc.) as a part of ‘building
customer relationship’ activity.
• A specialized sales team need to be in place who will convert leads to customers.

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Tech-savvy Infrastructure
Technology doesn’t just simplify life - it makes us more efficient in our operations. For
senior housing, there are a plethora of tools that can help ensure seniors remain active and
engaged in their communities.
• Electronic Medical Records (EMRs) – enable immediate, electronic access to an
individual’s health record
• Electronic Point of Care – mobile devices used by caregivers to collect vital signs
whether the resident is in their room, a hallway, or lounge
• Remote Monitoring – passive monitoring of sensors helps caregivers proactively
manage chronic conditions and identify health changes among residents
• GPS Devices – wireless tracking devices alert caregivers to the location of a
resident that may be lost or in need of urgent care
• Mobility matters – New walkers come with sensor, brakes, automatic incline
management capabilities. Remote health-tracking systems also give seniors greater
freedom of movement by watching for falls and other negative events, thus
providing residents a greater opportunity to get out and about.
• TV Time – With senior-friendly adaptations like large-text subtitles and
specialized TV listening systems for those with hearing impairment, televisions in
common rooms can be a popular gathering place for residents.
• Resort Style Dialing – Ability to use a phone anywhere in your community and
dial another phone within the community with a simple extension, rather than
dialing a full phone number e.g. dial room number. Dialing a simple three or four-
digit number helps residents feel part of a unified community, which makes them
more comfortable and secure in their new home.

Senior Home in a Smart City – SMART HOMES

100 smart cities in India! The statement is enough to raise any eyebrows if we believe
Team Modi’s aspirations. This would not only strengthen urbanization but also improve
quality of life through extensive usage of Information & Communication Technology
(ICT) solutions. The ripple effects would be strong leading to decongestion from metro
cities, land pooling and thus planned infrastructure, and sustainable, energy-efficient and
economically strong localities.
An illustrative list of Smart Solutions is given below.

E-Governance and Citizen Services

1. Public Information, Grievance Redressal
2. Electronic Service Delivery
3. Citizen Engagement
4. Video Crime Monitoring

23
Waste Management
1. Waste to Energy & Fuel
2. Waste to Compost
3. Waste Water to be Treated
4. Recycling and Reduction of Construction and Demolition Waste

Water Management
1. Smart Meters & Management
2. Leakage Identification
3. Water Quality Monitoring

Energy Management
1. Renewable Source of Energy
2. Energy Efficient & Green Building

Urban Mobility
1. Smart Parking
2. Intelligent Traffic Management
3. Integrated Multi-Modal Management

Others
1. Tele-Medicine & Tele Education
2. Incubation/Trade Facilitation Centers

Easy access of advanced ICT and option of variant locations to set-up a senior living
facility would be the direct impact of this initiative on senior living industry. A strategic
selection of location and harnessing ICT with senior housing will give an edge to the
‘early-mover’ developers to set a benchmark for all the laggards. Premium charges and
reduced input cost at the satellite cities would definitely have a positive influence on the
profitability and thus, would compel developers to offer value to the customers.

Grey Area
When an industry is evolving, there are so many questions that are left un-answered to
almost all of the concerned companies. The answers are closely evident only after trial-
and error method in several attempts over a period of time. Senior Living industry is
definitely one among such cases in Indian scenario.
Few points of perusal are cited below:

24
 1. Which location would attract more customers?
2. How to exactly identify/pin-point the target market?
3. What are the best ways to reach the target market?
4. How to design the facility that attracts both seniors as well as their family?
5. Which management company would be best fit in Indian scenario: Domestic or
International?
6. How to effectively utilize senior’s free time and plethora of wisdom?
7. What level of medical care is to be provided in-house?
8. How to minimize the expectation mismatch between residents and Management
Company?
9. What operational departments need to be present in-house and what need to be
outsourced?
10. What is the optimum ratio of resident to workforce?
11. How to map training requirement of each caregiver?
12. What financing options would be available to prospective customers?

Methodology
A mixed methodology of quantitative research to measure and define “wellness” and
study the dimensions, then qualitative research to add depth and texture to our
understanding. Also analytical study method & other various methods are used to collect
and present data. Mainly the two types of data are used for this purpose-
1. Primary data
2. Secondary data

Primary data: This report is being prepared through extensive use of primary data. It is
collected from group of people who are related with this project. The following methods
are used in collecting primary data. These are:
a) Personal communication: Gathering of data via telecommunication with the executives,
helpdesks of the existed senior living projects and people related to the Senior Living
Community with the protested and well-designed questionnaire.

b) Observation method: Observing the activities of the existed Ongoing and Completed
senior living projects and the services provided by them.

Secondary data: Secondary sources are those which are published or processed materials.
Collection of secondary data are from the following sources-

25
a) Published researches, reports, books, journals, articles, websites & brochures.
b) Personnel departments of Senior Living projects.

Limitations of the Study:

1)Social, economic and cultural barriers in India may hinder people’s ability to access the
most effective treatments.

2)Ongoing shortages of health care professionals including doctors and nurses which
means that there are fewer health care providers available. This can increase waiting times
and delay patient access to necessary health care services, products and therapies

3)Financial barriers can prevent low-income people, in particular, from receiving

counselling and may not be able to access the most effective treatment available.

4)Language and education can also limit access to appropriate care, especially among
immigrant populations. People may not speak a common language fluently. This can
result in misunderstandings, even if people speak the same language, misunderstandings
can occur. Many people do not understand basic health ideas, medical terms or medical
information. This can delay or seriously impair their access to health care products and
services.

5)Patient or provider value systems can also act as barriers to modern health care services
and products. In some cultures, patients may seek modern health care services only after
exhausting traditional or spiritual remedies.

Findings: The main findings of the survey are as follows: -

Factors to Consider While Selecting a Location for Building a Senior
Living Facility:
HEALTHCARE ACCESSIBILITY
Spread, quality of and access to healthcare facilities from various locations within each
corridor. Typically, the site should be within 20 - 30 minutes from a good secondary and
tertiary care hospital.

26
SOCIAL ECOSYSTEM
Presence of social amenities such as temples, clubs, retail mall, entertainment and other
recreational facilities in the nearby catchment.

EDUCATION ECOSYSTEM
Spread, quality of and access to educational facilities play a role in selection of a project.
In many cases, presence of such institutions in micro catchment offers great advantage.

GROWTH PERSPECTIVE
Expected growth in terms of civic amenities and infrastructure in a particular corridor in
order to take advantage of capital appreciation

CONGESTION INDEX
Lower traffic congestion, lower density of population and lower presence of polluting
industries etc. are preferred by senior citizens for selection of a senior housing project.

CRIME RATE
Incidences of crime or the perceived sense of security or lack thereof in different pockets
of the city. Sometimes a suburban undeveloped area can be perceived as risky from a
crime perspective in-spite of site level security.

AESTHETIC ECOSYSTEM
Presence of well-maintained public parks, roads, water bodies, control of density, general
cleanliness etc. found within locations in each corridor.

CONNECTIVITY
Connectivity to major city nodes, retail and entertainment activity hubs and workplaces.
Considers both existing and proposed infrastructure initiatives within the city to ensure
ease of commute

LAND VALUE
Lower land value (to ensure affordability) for locations within the corridors can be a
strong attraction.

EMPLOYMENT DESTINATION
Access to employment hubs and facilities play a strong role since seniors especially in the
independent living stage want to stay employed even if it is part-time or consultative
employment.

27
Senior Living Supply in India:

Where are projects coming up?

There has been a marked increase in the number of senior living projects since 2010, with
growing acceptability and demand in the sector. Geographically, senior living projects are
coming up in the suburbs of all key metros in the country and in some selected
destinations such as Pune, Coimbatore, Goa, Chennai, Bangalore, Dehradun and some
parts of North India.

Who are the players building such projects?

Private entities who have already made a foray into the sector are Ashiana Group of
Builders, Paranjape Schemes, Impact Senior Living Estate, Covai Properties,
Brindavan Senior Citizen Foundation and Classic Promoters, among others. Their
projects are already operational in major metros like NCR-Delhi, Pune, Bangalore,
Amritsar, Coimbatore and Chennai. LIC Housing Finance entered the sector with
Care Homes at Bangalore as a part of their corporate social responsibility initiatives.
Apart from these, there are charitable organizations working in the sector. Further,
realizing the upside potential of the sector and to capture large market share through first
mover advantage, prominent corporate houses like Max Group and Tata Housing has
also forayed into the sector.

Conclusion: There had never been a better time to enter into the realm of Indian
senior living industry. Minimum density of competition and the never ending target
customer base is everything any organization craves for. Perfect infrastructure along with
the right link-ups with supporting industries (Human Resource, Healthcare and
Hospitality) is going to be the mantra of success for this emerging Real Estate+Service
industry.

Recommendations: Few suggestions could be cited as:

1. Providing intensive training program to caregivers.
2. Establish a two-way communication channel between residents and operators to
make them feel involved in all decision making process.
3. Ensuring and promoting ‘Ultra-care’ of hygiene maintenance, health & medication
management.
4. Existing customers are brand ambassadors and magnets for future customers. Utilize
them for brand positioning.

28
 5. Increasing visibility, and thereby credibility throughout the value-chain to enjoy
enhanced bargaining power.
6. Detailed financial and operational risk mitigation and monitoring system need to be
in place.
7. Strategic collaboration with NGOs/Societal Welfare groups could be a point of
interest for a lot of senior residents, giving them options to utilize their free time.
8. Installation of financially viable alternative energy source (solar power / biomass
electric plant etc.) to bring down electricity bill for residents and giving back to
mother earth, simultaneously and thereby building a trustworthy relationship with all
the stakeholders.
9. Quantitative survey backed by qualitative focus group discussions is vital to make the
product mix correct.

Attachments:
Following are the existed senior living projects in different regions of India:
North- Saket Pranaam, Antara, Aamoksh
South-Swarnalayam, Covai, Classic Kudumbum, Shree Gokulam, Brindavan, Rakindo
Sobha, Brigade, Anandam, Riverdale
West-Athashri, Vedaanta, Caramel Heaven, Dignity, Vatavriksha, Bougainvilla, Astha,
Golden Nest
East- Aakriti, Ashiana

29
Amenities provided by Signature Senior Living

S. No. Amenities

1 Club House

2 Soundproof mini theatre

3 Swimming pool

30
4 Party Lawn

5 Jogging Track

6 Gymnasium

7 Steam

8 Sauna

9 Jacuzzi

10 Departmental store

11 Temple

12 Intercom

13 Community Hall

14 Coffee shop

15 Live Kitchen

16 Outdoor Games

17 Electronic Games

18 Internet facilities

19 Wi-Fi internet facilities

20 Medical assistance

21 Multi cuisine A.C Bar and Restaurant

22 Room Service

23 Ministry

24 Cycling Track

25 Yoga and Meditation Hall

26 Library

27 AC and Refrigerator

31
28 Travel Arrangement

29 Food and Dining Hall

30 Festival celebration

31 Housekeeping

32 Ambulance

33 Consultation with specialists

34 Tests and Diagnosis

35 Physiotherapy

36 Pharmacy

37 Critical Stage- Management

38 Telephone with broadband Wi-Fi facility

39 Assistance for payment of Taxes,

telephone, and electricity bills
40 Structured supply of medicines and home
needs
41 Lectures on religion, spiritualism and
common subjects of interest
42 Recreation Arrangements including social
evenings, dance, music etc.
43 Open-air amphitheater for community events
44
Arrangements for celebrations like
birthdays, wedding anniversaries etc.
45 Funeral services

46 Wheel Chair access

48 Personal parking with in the building

49 I-Pad and video calling system

50 Motion Sensor Lights in Living Room and

Bathrooms
51 Shower Chairs

32
52 Smart Electronic Remote System for all
switches
53 Cardio- Diab food options

54 Nutritionist prescribed food

55 Paramedical facilities

56 Media Records Keeping (Digital and File)

57 Ayurvedic Massage and Spa

58 Salon

59 Car wash area

60 Hobby Club

61 Vehicle on call i.e. car, van, bus etc.

62 Banking Services circulars and

representatives

Surveys

33
Activity Calendar of Independent Living for a particular month

34
References
35
WebLinks:
http://www.culpepperplace.net/benefits-of-living-in-a-retirement-community/
http://www.aplaceformom.com/blog/why-seniors-prefer-senior-living-communities/
http://www.wesleyglen.com/wellness-center
https://www.icaa.cc/business/whitepapers/icaabusinesscase-wp.pdf
http://www.aarp.org/content/dam/aarp/livable-communities/act/civic/transforming-senior-centers-
into-21st-century-wellness-centers-louisiana-aarp.pdf
http://www.ipa.udel.edu/healthpolicy/srcenters/FactSheet1.pdf
http://www.aplaceformom.com/blog/beyond-bingo-activities-at-todays-senior-communities/
http://www.moneycontrol.com/news/real-estate/the-seniorassisted-living-sectorindia_853011.html?
utm_source=ref_article
64655RMC No. 38-2012.pdf
The Nutrition Needs of Senior Citizens | Everyday Health
NIHSeniorHealth: Eating Well As You Get Older - Limit Some Foods
https://en.wikipedia.org/wiki/Housekeeping
https://www.ccohs.ca/oshanswers/hsprograms/house.html
http://www.morningstar.in/posts/33863/real-estate-for-senior-citizens.aspx

E-Books:
Jones Lang Lasalle on Senior Living Sector in India.
Apfm_ebook_guide-to-senior-housing_final.
Affordable_Housing_in_India_2012.
elderly_in_india-pdf.
Transforming-senior-centers-into-21st-century-wellness-centers-louisiana-aarp_2.
SrGuide-pdf.
Senior-project-ppt.
Wellness survey white paper-pdf.
Report-stsailes-primary-healthcare-project-pdf.
MillerHistoryofWellness-pdf.
Limitation-to-access-pdf.
Outdoor Recreation, Health, and Wellness-pdf.
Has India aged enough to welcome Senior Living Industry-LinkedIn.

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