A Bold Leap into the Future of Elder CareIn an industry dominated by rigid annual subscriptions and outdated models, introducing Pay-On-Demand Services in Elder Care was not just a decision – it was a revolution.

When I, Manoj Maity, founded MAITYS, I did so with a mission to transform how India perceives, accesses, and experiences elder care. Going beyond the conventional subscription-based system was a bold yet necessary step and one that was long overdue in a country like ours.

Why the Shift Was Needed?

The reality is harsh—elder care in India is still wrapped in taboo. It is often stereotyped as a service for affluent NRI families trying to “take care of parents from a distance.” This misconception prevents thousands of families from even exploring elder care solutions.

Let me break down the reasons that led us to this disruptive shift:

1. Elder Care Is Still a Social Taboo

There’s a persistent social stigma that seeking elder care services means neglecting parents or failing in familial responsibilities. It’s wrongly perceived as an NRI-centric luxury. This mindset isolates countless elders from the care they rightfully deserve and need.

2. High Annual Packages – A Major Deterrent

Traditional elder care providers demand annual commitments ranging from ₹30,000 to ₹50,000—regardless of the user’s actual need. For middle-income families, this is a major burden, especially when the need is occasional or uncertain.

3. One-Time Need, But Forced Annual Payment

Imagine someone needing just a doctor visit or emergency help once or twice a year, but still being forced to pay a year-long subscription! It’s impractical, and frankly, unfair. This rigidity discourages families from engaging with elder care at all.

4. The Subscription Trap: A Barrier to Adoption

The subscription-only model has kept millions of Indian families from even trying out elder care services. There is no room to explore or test the services before being tied down by commitments.

5. Tech Absence = Trust Deficit

Most elder care models lacked real-time tech interfaces, which created distrust. People want transparency, live updates, service logs, and direct communication channels. The lack of this made the conventional model even more unappealing.

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How MAITYS Changed the Game

At MAITYS, we didn’t just tweak the model, we reinvented it from scratch.

Here’s how we revolutionized the elder care space:

1. Tech-Based Elder Care: Built on Trust & Transparency

We built the MAITYS ElderTech app—a user-friendly mobile platform that brings all elder care services to your fingertips. From medical help to paperwork support, every service is digitally tracked, rated, and reviewed.

2. No Mandatory Packages

Unless the family has recurring needs, we don’t force packages. You only pay for what you use, when you use it. That’s it. No annual lock-ins. No hidden fees.

3. Pay On Demand, Not On Assumption

Our pricing is as low as ₹500 for many essential services. Be it a nurse, caregiver, doctor visit, or emergency assistance—just book it as and when needed. It’s like Urban Company, but for your parents’ health and well-being.

4. Services When Required—Not When Subscribed

No longer do families need to guess future needs and commit large sums upfront. We empower them with freedom and flexibility—they call, we serve. Simple.

5. Care from Anywhere in the World

Whether you’re in New Jersey, Nairobi or Nagpur, you can now care for your parents sitting anywhere in the world. Log in, book a service, and rest easy. Our geography-neutral platform makes it possible.

In Closing:

A Movement, Not Just a Model

The introduction of Pay-On-Demand services in elder care is more than just a pricing strategy, it’s a mindset shift. At MAITYS, we believe care should be accessible, flexible and stigma-free. The elderly deserve dignity, not conditions.

We are proud to be India’s first elder care platform to make this leap. And this is just the beginning.

Let’s bring back care to its core meaning—free from rules, walls and judgment.

Because your parents don’t need a subscription,
They need support.
When they need it. Where they need it. Just that.

Manoj Maity
Founder & Visionary, MAITYS
Reimagining Elder Care