16 June, 2021

A Chair For My Paati

A Chennai store fills a gap in geriatric care

R.A. Chandroo
A Chair For My Paati
outlookindia.com
-0001-11-30T00:00:00+05:53

In an ageist world where toddlers, teens and adults dominate the consumer graph, a trio in Chennai are thinking about growing needs of the rapidly greying—and largely ign­ored—section of the population. Faced with parents suffering geriatric ailme­nts and few products to assist in their care, a trio of Chennaiites—Sanjay Dat­tatri and founder couple Jayashree and Prith­virajan—set up the Old is Gold store in Adyar, a Chennai suburb over a year ago. Since then, the store has been profitable, and plans are afoot to open another bra­nch in Chennai and stores across south India. “It’s a shame that we are the only store exclusively catering to the needs of senior citizens,” says Sanjay Dattatri.

The shop has been a boon to Eswari Sundaresan, 76, who found her back hurting from long hours of sitting, wat­ching TV or reading. A visit to Old is Gold got her a customised backrest cushion that she now props between the headboard and her back for support. Products like these pillows, designed for senior citizens, are...

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