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India’s first—and the biggest—lifestyle solutions show for silvers, Unmukt Festival, will be held at HITEX, Hyderabad, on 15 and 16 December 2018. Announcing this at a press conference in the city recently, Monimita Sarkar, founder of Unmukt Festival, said the unique festival is expected to draw participation from 10,000 visitors comprising silvers and their families.

“The fabric of our society is rapidly changing,” said Sarkar. “Children are moving away from parents for greener pastures and more women have joined the workforce. Therefore, parents are often compelled to stay and live on their own. Unmukt Festival through its six key segments—Health & Wellness; Home Health Care; Senior Living; Lifestyle; Finance & Legal; Technology—aims to help seniors and their families identify services and products to enhance their quality of life. It is not an event; we are spearheading a movement to enable our respected elderly to age gracefully and enjoy old age to the fullest.”

Organised by KW Conferences, a pioneer in the professional conference organising industry in the country, and Shomex LLC, the event is supported by HelpAge India and Heritage Foundation India. The launch event is partnered by Google, Apollo Hospitals, Nobel Hygiene and Guardian Capital Investments Advisors. Harmony-Celebrate Age is the media partner for the event.

Some prominent exhibitors include Aditya Birla Capital, ICICI Bank,, Himalaya, Saket Engineers, Bahri Estate, Covai Care, Ostrich Mobility, EmpowerJi, Blue Water Alkaline Solutions, Clustas, Dr Saxena, Forza Freedom and Zero-G Beds, among others. The festival also features workshops, panel discussions and demos. Entry is free. (Visit

The festival series will be held in multiple cities in the next two years, informed Sarkar. The press conference was followed by a panel discussion on the topic, 173 Million Senior Population in 2025 – Are We Ready?

Participating in the discussion, Sarkar shared that a Global Market Insights report estimates that the Indian geriatric care market is set to gain at 9 per cent CAGR up to 2023 from $ 13.8 billion in revenue for 2015. According to a United Nations Population Fund report, one in five Indians will be above the age of 60 by 2050, a total of nearly 300 million people, comprising 19 per cent of the total population. In this scenario, more and more innovative products are being launched recognising the changing needs of senior citizens, she added.

Moderating the discussion, P S Srikumar, CEO, CovaiCare, said that the population of 80+ in India would be more than the population of Greece and Belgium by 2050. “Senior living is a sunrise industry,” he pointed out. “With children settling in different countries away from parents, there is a huge potential for the real-estate sector to build care-assisted homes for seniors.”

While Aseem Sen Gupta, CEO, Guardian Capital Investment Advisors, urged silvers to make investments across a mix of financial products, Dr Ratna Rao, Coordinator Geriatric Services, Apollo Group of Hospitals, said ageing has to be a celebration, but comes with its own challenges. “In healthcare, there is a one-stop facility called geriatric care, which is still at a nascent stage in our country,” she observed. “Home care is picking up in India though. At present, Apollo offers geriatric care in Hyderabad, Chennai, Delhi, Bhubaneswar and Kolkata. We will soon expand to 10 new locations.”

“As we age, having decreasing bladder control is as common as having wrinkles,” said Bhavya Roy, Brand Manager, Noble Hygiene, a pioneer in adult diaper manufacturing in India. “Therefore, adopting solutions such as adult diapers enables people to have a better quality of life.”

“Many silvers are as tech-savvy as the youth. They are Skyping; using Google Maps for their travel; communicating and socialising through social media apps such as WhatsApp. In fact, seniors from the age group 62-64 are the biggest spenders on our e-commerce portal,” said Ameya Khullar, Manager – Brand Communications,, an online retail destination that offers over 5,000 products for seniors. Nearly 200,000 seniors visit the site every month, she added.

As a prelude to the festival, Unmukt has been organising the ‘Unmukt Knowledge Series’; the first in the series, in association with Google, was held in Hyderabad on 9 October 2018 on the topic ‘Online Safety for Senior Citizens’. In the second leg of the series, a cookfest was organised on 14 November in partnership with The Westin Hyderabad Mindspace, where silvers together with professional chefs cooked up a storm for family and friends in a fully equipped restaurant kitchen.

“There is a cook hidden in each of us,” said Sarkar. “While some are aware of this early on, others discover it when given a chance. The Unmukt-Westin Cookfest served as a unique opportunity for our senior citizens to try their hand at cooking in royal style.”

Featured in Harmony — Celebrate Age Magazine
December 2018