INDIA: Corporate Drives Social Change For The Aged

MUMBAI (MoneyControl.com), December 22, 2007: As nuclear families become the norm with children traveling abroad or out of their towns for better career prospects, old parents are left to fend for themselves. Sobha Developers felt there was a need to do something to give them a helping hand. Tagged as ‘god’s own country’, the state of Kerala has always been known for its rich culture, famous backwaters and an unmatched literacy rate. But many at times, these headlines blur the real picture. Despite being the only state in India with such credentials, 50% of Kerala’s GDP is still dependent on agriculture and the fishing business; 30% of the educated Keralites retire from jobs of public administration with very little in terms of retirement benefits. Kerala hasn’t seen any significant investments from Indian or MNcs and migration especially to the Gulf countries in search of opportunities is rampant. A whopping 20% of the state’s GDP comes from remittances sent from abroad. The senior citizens of this region are subjected to a life of isolation. Away from their children, they are left at the mercy of all the facilities run by the state. Perhaps this was one of the most important reasons for Sobha Developers to step in. Sobha Hermitage is based on 23 acres of land in the Vadakkencherry district of the Panniyankara region in central Kerala. It is quite literally home to 32 senior citizens who have chosen to live here due to circumstances unique to them. Saarsodhyama, Resident, Sobha Hermitage, recounts her story, “I was living in a very lonely place, Kottakkal. When I was away for a few days, a burglary took place and the burglars took away all the gold and silver. Then my daughter said I shouldn’t stay there alone.” Mohan Kutti Menon, Resident, Sobha Hermitage, said, “There is nobody to look after me. I have no children. My wife expired three years back. At that time, I had got news that here there is a chance and I got that chance and I came here.” Raghu Prasad, Resident, Sobha Hermitage, said, “The house was right in the center of about four acres of land. There was nobody near about and especially nowadays it’s very risky for elderly people to stay in a place like that. So we decided to find out a place and then by God’s grace we got a place here.” Though life has thrown them a challenge, these 32 men and women decided to carry on and carry on in style. So the hermitage offers 5 star ambiance free of cost, but also meals, a TV room, a gymnasium, Internet and possibly everything one can dream of, to live their old age in comfort. That’s why former ISRO scientist, Anand Subramanian decided to make Sobha Hermitage his home. He said, “This is heaven on Earth with no liking. I have stayed in a number of so-called old age homes but this is incomparable.” PNC Menon, Chairman, The Sobha Group, said, “It is not people who can afford. We have selected them very carefully. All of them are educated that is another thing. The middle class who fail after 55, that’s our target.” Making a difference in society comes in many ways. What seems most important though, is seeing your parents and grandparents smile beyond 60. What better way then doing it through this initiative - the life after 60 is one of contentment and luxury. Source: CNBC-TV18 Copyright © e-Eighteen.com Ltd.