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News  16, Jan 2014

Indian startup offers services to expats to care for parents back home

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Bangalore-based CauseforSmile helps schedule doctor appts, arrange recreational and fitness activities, as well as send gifts to parents

Image Courtesy: CauseforSmile

While living in the developed Western world to achieve career goals is a dream come true for many, there is always a worry for the well being of parents who stay back home without a support system. Bangalore-based startup, CauseforSmile, intends to change this.

Mainly targeted at expats, the Indian startup offers holistic living services for the elderly. Subscribers can book health, fitness, social and recreational facilities for their parents through the website.

The startup received a seed fund of US$30,000 from Dr Rajesh Dudani, Founder and Non Executive Member, who is currently the sole investor of CauseforSmile. Discussion on the second round of investment is in progress.

“The idea of CauseforSmile was first conceptualised in 2009,” said Shikha Agrawal, COO and VP, CauseforSmile. After thorough research over four years, speaking to NRIs, and listing their worries and needs, the concept of the startup was laid down, she further shared.

CauseforSmile’s services are currently available in the Indian metros Chennai, Delhi, Mumbai and Bangalore, as well as Hyderabad, Pune, Noida and Gurgaon. It is also operational in Nepal, with services currently available only in the city of Kathmandu.

According to a recent report by The Times of India, India tops the charts in terms of remittances, with approximately US$71 billion being remitted in 2013, as expats took advantage of the depreciating Rupee. Thus, making India a viable market for the unique startup.

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Spreading its wings

“While we are currently present in India and Nepal, we hope to expand our services to Sri Lanka and Bangladesh,” said Agrawal.

CauseforSmile is currently targeting consumers across US, UK and Australia due to a huge chunk of expats residing in these regions. The branding and marketing is currently done through social media, and shall be later extended to Google ad words and road shows.

The website, which claims to be the first holistic service provider in the segment, aims at focusing on quality and not quantity this year. “We aim to take our subscriber list to 100 this year,” expressed Agrawal.

The startup is also looking at adopting old age homes in the Indian states of Orissa and Andhra Pradesh in the coming year.

Consumers have options of subscribing to three plans – Compassion Plan, Compassion with Care Plan, and Compassion Care and a Life Plan. With the NRI population increasing around the world, services for expats could prove to be a new trend in making.

Saloni Surti

Saloni Surti

A writer by heart, Saloni loves pouring words about anything and everything under this sky. Short stories and philosophy writing come to her naturally.

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