Seniority Forays into Specialized Service Offerings for Senior Citizens

Vaishnavi Gupta
Vaishnavi Gupta Nov 12 2020 - 3 min read
Seniority Forays into Specialized Service Offerings for Senior Citizens
With this move, Seniority aims to become a one-stop holistic 'health and lifestyle platform' offering comprehensive solutions, products and services that cater to the needs and requirements of the seniors.

Seniority, India's largest shopping destination for senior citizens, has launched a bouquet of specialized services for the convenience of its elderly customers. The company has associated with well-known brands to provide a range of essential services like healthcare, senior care, assisted travel, etc.

With this move, Seniority aims to become a one-stop holistic ’health and lifestyle platform' offering comprehensive solutions, products, and services that cater to the needs and requirements of the seniors.

Renowned health service brands such as DocsApp & Dr. Lal Pathlabs are already onboard the platform. While Dr. Lal Pathlabs will offer comprehensive checks for any infections, conditions, or diseases related to various vital organs and systems of the body, DocsApp will offer unlimited access to doctor consultations 24x7 via chat, call, and video with additional benefits for 6 family members. The company is also in talks with Portea to launch their special services.

Speaking about the new service launch, Tapan Mishra, Co-Founder of Seniority, said, “At Seniority, our endeavor is to bring more ease and convenience to the lives of the elderly and their caregivers. With the launch of our bouquet of specialized essential services, we are evolving into a holistic platform where seniors can find both products and services to address their health and lifestyle needs.”

“We are delighted to collaborate with some of the best service providers in the industry to create a competitive advantage and provide differentiated offerings for our consumers,” he added.

Recently, Seniority has also unveiled its first-ever franchise store in Pune. With this store, the company has forayed into the franchise business model and is eyeing a stronger network of franchise-owned stores across the country over the next couple of years.

Seniority’s rationale for entering into a franchise business model

Venturing into the franchise business model is a part of Seniority’s offline expansion strategy. Over the last 3-4 years, the brand had received queries from plenty of entrepreneurs who were keen to start franchise operations of its products, due to the novelty of the business idea.

The senior care market has been largely untapped and under-explored, but over the last few years, brands have begun to identify seniors as a lucrative consumer segment with tremendous growth potential. As a company that aims to become the first port of call for the elderly and their caregivers, Seniority wants to establish a strong retail footprint across the country.

Mishra stated, “We have experimented with various retail formats through the 4 experience zones we currently have, and franchise business was the next obvious move for us to explore. We are looking forward to working with entrepreneurs across the country to help strengthen our position in the senior care industry.”

Franchise Model

The franchise model, as it typically works, involves the franchisee to invest in setting up the store, stocking products, introducing offers and generating revenues, etc. Seniority, in turn, would lend its marketing expertise, proprietary knowledge, operations processes, and similar support functions to the franchisee to help them scale the business.

“We are keen to onboard franchisee entrepreneurs who understand the sector we operate in, believe in our company, and are passionate about their business,” Mishra further said.

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