In an inspiring tale straight out of modern India’s startup ecosystem, Rajeev Roshan, a young man from a lower-middle-class background, and Kunwar Devansh Bharadwaj, the great-grandson of Late Maharaj Jai Narayan Bharadwaj, have come together to launch “Eldercare”, a unique social startup dedicated to the well-being of senior citizens. The two met as college students in Lucknow three years ago — one carrying the dreams of rising above his circumstances, and the other inheriting a royal legacy but driven by a desire to serve society. Their unlikely friendship has now evolved into a business partnership that blends empathy with enterprise. Eldercare, set to officially launch by the end of November, offers a structured support system for elderly citizens whose children live away. Through a subscription model priced at ₹1,299, the company provides an array of services — from coordinating doctor visits and managing medicines to arranging electricians, plumbers, and even handling urgent assistance calls. Speaking to the media, Rajeev Roshan, now a 25% equity holder and co-founder, said, > “This startup is not about profits; it’s about purpose. We want every parent to feel that someone genuinely cares for them — even when their family is far away.” His co-founder, Kunwar Devansh Bharadwaj, added, > “Coming from a royal lineage gives me a sense of duty towards society. Through Eldercare and our initiative Helping Brother, which sponsors the education of thousands of children, I want to continue my ancestors’ tradition of serving the people.” Industry observers note that Eldercare stands out in India’s rapidly expanding care economy, valued for its blend of social impact and sustainable business design. What began as a heartfelt conversation between two friends is now turning into a professional structure with a clear mission — to provide dignity, safety, and happiness to the elderly. In a world where startups often chase valuations, Rajeev and Devansh’s partnership reminds us that some ventures are measured not by revenue, but by the number of smiles they create.
