Antara Senior Care has joined hands with Star Union Dai-ichi Life Insurance (SUD Life) to enhance awareness and access to senior care services and financial planning solutions for India’s ageing population. The partnership aims to promote a more integrated approach to senior wellness and financial literacy, with plans to introduce specialised financial products tailored for senior citizens.

The collaboration comes at a time when awareness and coverage remain limited among the elderly. According to the government’s Longitudinal Ageing Study of India (LASI), only 28 percent of seniors are aware of available benefits or schemes, just 18 percent have health insurance coverage, and nearly 78 percent lack pension support. Additionally, around 70 percent depend heavily on family members for daily needs, underscoring the urgent need for improved access to structured care and financial security solutions.

Through this alliance, Antara will leverage its experience in senior living, assisted care, and wellness services to educate SUD Life’s customers and employees about holistic ageing. The company plans to roll out digital-first educational content, webinars, and on-ground initiatives to guide seniors and their families on healthcare, lifestyle, and financial preparedness.

Meanwhile, SUD Life will design and offer curated insurance and financial products specifically suited to the needs of older adults, helping them plan their retirement years with greater confidence and stability.

With India’s senior population projected to rise sharply — expected to more than double from 156.7 million in 2024 to 347 million by 2050 — the partnership aims to address both care and financial challenges through integrated, scalable solutions that go beyond traditional healthcare support.