Bengaluru, May 15, 2025: Axis Bank, one of the largest private sector banks in India, has joined hands with Antara Senior Care, India’s only integrated senior care ecosystem and a wholly owned subsidiary of Max India Limited, to enhance the well-being and quality of life of India’s senior population. Through this collaboration, Antara offers its comprehensive suite of products and services, including Care Homes, Care at Home, and AGEasy (a distinctive online and offline marketplace with solutions for chronic health condition management). These services will be available to over 20 lakh customers of Axis Bank’s Silver Linings Program, an initiative specially designed to address diverse needs of customers above 60 years of age.

Axis Bank’s Silver Linings Program is an exclusive initiative that supports seniors by offering them enhanced banking solutions and curated benefits to address their wellness, lifestyle and travel needs. This program is designed to empower senior citizens to manage their money with confidence and enjoy a more fulfilling life. Through this partnership, Antara Senior Care extends its comprehensive senior care ecosystem to Axis Bank customers. This alliance equips senior citizens with convenient, dignified and personalized care solutions rooted in excellence and ‘Sevabhav’. Antara’s vision is to positively impact quality of life of seniors by offering a blend of lifecare and lifestyle solutions enabling the seniors to age with ease and joy.

In India, the demographic shift toward an aging population is creating increasing demand for comprehensive senior-centric care solutions. The country’s senior care industry is poised for rapid growth, driven by an aging population projected to more than double from the current ~150 million to ~350 million by 2050, according to estimates presented in a 2024 JLL-ASLI report. This trajectory is driven by changing family structures, increased financial independence among seniors, and a rising preference for holistic wellness and active aging solutions. The partnership between Axis Bank and Antara Senior Care underscores a shared commitment to empower India’s seniors with access to reliable, and comprehensive care services. It’s a pioneering model for senior care that seamlessly combines financial infrastructure with a robust ecosystem to support seniors.

Speaking on the partnership, Munish Sharda, Executive Director, Axis Bank said, “We are delighted to partner with Antara Senior Care with whom we share a common goal of serving the senior citizens of our country with best-in-class experience during their golden years. This partnership will enable the Bank to serve its customers beyond financial solutions and offer them much more in terms of care and support. Through this collaboration, we aim to provide a holistic approach to address the needs of the elderly, ensuring that they have access to a comprehensive ecosystem ranging from personalised banking to trusted home care services.”

Rajit Mehta, MD and CEO, Antara Senior Care, said, “We value Axis Bank’s dedication to creating a bouquet of innovative offerings for senior care through its Silver Linings Program, and partner organizations. Together with Axis Bank, we are building comprehensive solutions that enhance quality of life and promote well-being for India’s senior citizens.”

Ishaan Khanna, CEO, Antara Assisted Care Services Limited, said, “At Antara, we remain committed to ensuring our elders are supported with dignity, attentiveness, and solutions they can depend on without hesitation. The Silver Linings Program creates a pathway for seniors to discover and engage with Antara’s higher level of care when they need it the most. Through the Silver Linings Program, seniors will be able to explore our services and solutions with ease, ensuring they feel supported.”

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The simple act of buttoning one’s clothes represents independence, and its loss can be an early indicator of the onset of dementia. The Blue Button carries profound symbolism for those impacted and signifies the pivotal moment when caregivers transition to care receivers. The interconnected threads in the button symbolise the alliance, coming together to offer hope and support.

“DIA is dedicated to improving the lives of individuals living with dementia and their families. The partnership between Antara Senior Care and DIA gives life to The Blue Button Movement that symbolises our commitment to raising awareness, fostering empathy, and building a society that offers compassion and support to those affected by the condition. We invite each one of you to join us in making a meaningful impact,” said Rajit Mehta, Founder Member, Dementia India Alliance, and MD and CEO, Antara Senior Care.

Commenting further on the association, he added, “Antara is honoured to stand alongside Dementia India Alliance as we are deeply committed to cultivating environments that prioritize the well-being and care of our seniors and together, we are confident in our ability to bring about a meaningful change in the lives of individuals affected by dementia.”

During the event, seniors joined together to create a human chain in the shape of the letter ‘D.’ This ‘D’ symbolizes dementia and serves as a powerful emblem, resembling a protective shield. It urges society to recognize the effects of dementia, encourages empathy, and promotes active support for those affected by the condition. The volunteers held informative placards and pamphlets about Dementia, not only to raise awareness but also lay the groundwork for compassionate action. This endeavour by DIA will span five other major cities in India including Bangalore, Hyderabad, Chennai, Vizag, and Kochi.

About Dementia India Alliance:

Dementia India Alliance (DIA) is a not-for-profit organization with a mission to connect, inspire, support, and empower individuals, organizations, and governments in enhancing the well-being of those living with dementia and their families.

About Antara Senior Care:

Launched in 2013, Antara is a wholly-owned subsidiary of the 4.2B$ Max India Limited. It is an integrated service provider for all senior care needs, operating two main lines of businesses – Residences for Seniors and Assisted Care Services. Taking inspiration from the parent Max Group strong ethos of ‘sevabhav’, credibility and excellence and unique endowment of healthcare, insurance, hospitality and real estate encouraged Antara to broaden its vision – to become a platform with a host of lifecare, lifestyle and hospitality offerings, tailored to improve and enrich the quality of life for seniors.

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