Aaji Care – A non-medical care organisation by Prasad Bhide


Founder – Prasad Bhide

Website – Aaji Care

What made you strike this business idea? What inspired you to start this company?

Prasad Bhide – I was always wanted to do something which will make peoples life better and create meaningful impact. I was working in IT giant TCS and while I was working in USA my mother got hospitalized and post her hospitalization she was bed ridden for next 3 months and we had big struggle getting quality & consistent post-operative care at home in Mumbai. We had similar challenge with my grandmother as well so I thought how I can make things better for people who face similar challenge. Both parties care givers and patient were suffering in current model run by nursing bureau and man power providers where there was no training provided and nor it was managed by professional team.

I did diploma in Home Health Aide while I was in USA and after I returned to Mumbai to start my venture, I did market research for 6 months and then started company on 15 Aug 2012 with one month training program for women to make them professional care givers.

When did you start your business?

Prasad Bhide – 15 Aug 2012.

What does success mean to your company?

Prasad Bhide – 100% satisfaction at patients, seniors ,employee and all other stake holders across India.

How are you performing currently?

Prasad Bhide – We are making cash positive &currently at growth stage where now we have got formula for scaling Aaji Care to next level.

What is the biggest risk to your company?

Prasad Bhide – Lack of quality talent pool to serve seniors & patients different needs for personal care.

High attrition rate

Less margins

What are your plans on funding?

Prasad Bhide – We are looking for Debt and Equity both options but we might go via Debt funding initially for next 1 year.

What is the biggest challenge you faced during your start-up setup?

Prasad Bhide – Changing perception of families towards Care Givers working at home that they are not maids

Changing perception of educated employees to work as Care Giver for patient at home.

Getting regular flow of quality care givers for Home Care has been challenge in metro city

What does growth mean to you and your business?

Prasad Bhide – Growth means providing better quality care at affordable rate to families with seniors and patients through innovative solutions across India.

Growth means our employees are financially independent and have many opportunities for their personal growth

How does your product stand different from others in the market?

Prasad Bhide – We are only company who has Day Care Center cum Elder Home concept for faster post-operative care and Dementia care as option for families with elder patients.

We use technology to bring transparency of information across all stakeholders.

Where are your start-up services spread?

Prasad Bhide – Currently in Mumbai, Thane and Navi Mumbai. We had presence in Hubballi, Karnataka but we closed center two months back.

What does it feel to be the founder of your start-up? How does it feel getting up every morning and getting on to work?

Prasad Bhide – It gives reason to live and make difference in society we live. It gives lot pleasure when you hear different impact stories from client and employees.

Being solo founder is tremendous responsibility as buck stop with you and you are responsible to set right process, culture in company for growth and innovation which push you to improve yourself on daily basis.

Its challenging and that’s why it fun to do it on daily basis.

Where do you see your business standing in the next 5 years?

Prasad Bhide – We will be leader in Day Care Center and Elder Care Home category across nation with presence across 10 cities.

We will be leading innovative program for personal care and emergency care for elderly in Tier 1 ,2 cities reaching to more than 1 million seniors.

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