India, July 9 -- In India, there was a time when caring for the elderly was not discussed as an option-it was simply a way of life. Respect and regard for ageing parents were not choices, but deeply internalised social norms woven into everyday living. Today, that understanding is steadily weakening. Elder care is increasingly being treated as a matter of choice, shaped by convenience rather than commitment. This shift reflects not just a cultural change, but a deeper gap in how India is preparing for an ageing society.

India is home to nearly 144 million senior citizens, and this number is expected to rise sharply in the coming decades. Yet despite these numbers, programmes focused on improving their living conditions remain strikingly ...