INDIA: Backed by the support of renowned industrialist Ratan Tata, The Goodfellows is making waves in the social venture landscape, connecting generations to combat loneliness among senior citizens. Co-founded by Shantanu Naidu, Niki Thakur, and Gargi Sandu, the startup envisions transforming the lives of millions of elderly individuals in India through a unique companionship model.
The journey began when Shantanu, with a natural affinity for the “silver-haired, gold-hearted people,” decided to channel his love for the elderly into a concrete initiative. In 2021, an Instagram story inviting youth to connect with the elderly flooded his direct messages. The enthusiastic responses of Niki Thakur and Gargi Sandu marked the inception of a powerful partnership.
Bringing together diverse expertise, with Gargi’s corporate law background, Niki’s filmmaking skills, and Shantanu’s role as the general manager in the office of Ratan Tata, the trio embarked on a mission to bridge the generational gap and create lasting bonds.
The Goodfellows’ model revolves around connecting energetic and empathetic youth, termed “the goodfellows,” with elderly individuals seeking companionship, known as “the grandpals.” The beta phase, initiated in August 2021, aimed to foster relationships resembling those between grandparents and grandchildren.
As the startup organized events for the grandpal community to come together, the bonds between the two generations flourished. The beta phase’s success paved the way for the formal launch of The Goodfellows in August 2022.
Rejecting the use of artificial intelligence (AI), the startup relies on a human-centric approach. Shantanu leads the recruitment and pairing process, emphasizing the importance of understanding nuances during introductory visits to grandpals’ homes. These visits allow the team to evaluate various parameters beyond circumstantial and demographic aspects.
The goodfellows not only provide companionship but also assist with errands, ensuring a holistic approach to their role. The recruitment process is stringent, with Shantanu ensuring potential goodfellows understand the responsibility they are undertaking.
The unique approach of The Goodfellows has resulted in meaningful connections, with goodfellows becoming an integral part of the grandpals’ lives. Despite the inevitable grief when a grandpal passes away, the startup provides support through counselors and psychologists, highlighting the emotional responsibility carried by the goodfellows.
Stories of transformed lives, such as Mukund and Madhavi Sule’s joyous moments with their goodfellow Rupesh, showcase the positive impact of the initiative. Rati Dady Wadia, paired with a tech-savvy goodfellow working on her memoirs, expresses her gratitude for the newfound companionship.
With over 65 goodfellows and over 400 grandpals impacted, The Goodfellows is creating a future filled with hope. Mr. Gul Punjabi’s poignant words, “You have turned my life around,” resonate as the trio envisions turning the world around for many more individuals through their heartwarming initiative.
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