When he shot off his resignation letter, B.R.B. Puthran knew that he was breaking new ground. After all, he was leaving behind the heights of corporate success to invest in an area that is not all that well explored in India - ageing solutions for the eldery. Eighteen months on, Puthran is confident that he is on the right track with Alive, a venture dedicated to the care of senior citizens.
A native of Thiruvananthapuram, he opened Alive’s eponymous elders’ only store in Pandit’s Colony, Kowdiar, last month, a one-of-its-kind venture in the country.
A commerce and law graduate, Puthran completed his ICWA before his first job took him to Chennai. Later, he joined a leading multinational firm and worked there for nearly 20 years before he decided on a career change. “When you turn 40, you look back and wonder at what you have done with your life till then. The turning point was when I fell ill and was confined to bed for a few weeks. That gave me time to think and I decided that it is high time I start a new phase of life,” says the 44-year-old.
He wanted to start his own venture, but when he decided to start a business in Kerala, there were many who opposed him. “They thought it was suicidal because there is a common perception that the state is not business-friendly. In addition, I was venturing into a new area,” he says.
After brainstorming with a few friends he zeroed in on the concept of ageing solutions. “We wanted a social enterprise business model that brings about a positive change in peoples lives. The inspiration came from our own lives. Our jobs took us away from our homes, leaving behind the elders in the family. Very often society finds fault with children for this very reason. We decided to break that paradigm. Ageing is inevitable and the best we could do was to make the senior citizens independent and active. That was how Alive was born, with the motto ‘adding life to age’,” he says.
He started the venture with his friend Shiraz Bava N. in 2015. “We studied together and when I decided to start Alive, he resigned from his job at C-DiT,” Puthran says. T.K. Rekha, a psychologist trained in palliative care, who handles Alive’s activities in the city, and S. Balasubramanian, who takes care of Alive’s product range and its online store, got on board later.
All of them took short-term courses on gerontology in order to further understand the problems they faced and the solutions available for the elderly. Many of his friends from school and college are now indirectly involved in the venture.
Puthran adds: “The field was still in its nascent stage and so we didn’t want to jump in feet first. Our objective was to keep the elderly occupied and ensure that they live in a safe and comfortable environment,” he says.
A view of Alive, elders’ only store in Thiruvananthapuram Photo: S.Mahinsha
Home solutions was their first priority. Then, nearly a year ago they started Alivekart, a one-stop online shop with a wide product range - apparel, footwear, safety aids, mobility aids, bedroom accessories and the like.
“A novel product is shirts with magnetic buttons, especially for those with Parkinson’s disease. We also have footwear for those who have diabetics; it is light and the sole very soft. We are now planning to bring out special socks for the aged that will keep their feet soft,” he adds.
Meanwhile, the team is working on a community living project.
Food products for the elderly at Alive, the first ever elders’ only store Photo: S.Mahinsha
“We have already bought 2.2 acres of land in Puliyarakonam and hope to complete it in a couple of years. It is not an old-age home but a space where they can stay with people of the same age. We will have many activities and amenities to keep them mentally and physically active,” he says.
With its registered office in the city and the online shop based out of Chennai, Alive has now a lot of clients in South India.
“I was sure that the concept will be a success, but realised that it is a difficult market. We are ahead of the times, but the best part is we have established a wonderful rapport with the elderly. That positive vibe will definitely help us to make Alive a brand in itself,” he signs off.
Alive will soon start activities for the elderly.
Log on to www.alivekart.com . Contact: 7025266605
Taking care
“Statistics shows that 40% of the problems for the elderly start with a fall. We found that a fall not only makes them weak but also throws their life out of gear. That upsets the rhythm of their life and that of their families. That’s why we started out with home solutions. Our team analyses specific needs of the person and suggests modifications for risk areas, namely bathrooms, bedrooms, kitchen and the staircase. We have already carried out modifications in some 200 houses in the city. This includes placing grab bars, bath bench, hand-held shower heads and anti-slip flooring,” explains Puthran.
