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Senior living

'This isn't real estate'

Tara Singh, the 26-year-old daughter of Analjit Singh, grew up watching her father take the Max empire from strength to strength. After studying politics and South Asian studies, she moved back to Delhi to devote her energies to a senior living project. After two years of rigorous planning and research, the project has finally been launched. She outlines her vision.

There are many players entering the retirement community market. Who is your biggest competition?

The biggest competition is home. Most people don't like to leave the familiarity of their home even when they're having difficulties living on their own. In India, the biggest problem is lack of awareness. People have to become aware that options exist and that there is no stigma attached to senior living.

Will you be targeting NRIs since their parents have no one to care for them?

While children are important while taking the decision to move into a senior living project, our target will be the end user. Our typical customer will be an active, engaged, progressive 60-plus individual. We see this is a want based product which can, of course, develop into a need based product.

What is your biggest USP?

While most others players focus on software, ours is service and attention to detail. We've done meticulous research across US, Australia and Europe and have evolved a model that will suit India. The most important thing we keep in mind is that a senior living project isn't real estate. It's about providing an individual a supportive environment which accommodates the fact that the person is growing older.

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