NEWS of Columbia Pacific Communities

Experts are now going by the government assurance that the Covid-19 vaccine has gone through rigorous efficacy checks, and is absolutely safe to take. Just as the country gets ready for the Covid-19 vaccine roll out, vaccinating a huge population in a diverse geography is a challenge. But India has a strong national Pediatric Immunization Programme in place, its amalgamation with a robust election process will help with the vaccine deployment, said Dr Rahul Pandit, director, critical care, Fortis Hospitals, Mumbai & Member of Maharashtra’s Covid-19 task force. Serum Institute of India and Oxford-AstraZeneca vaccine is a vector-based and gone through three significant trial stages with 70% efficacy rate. We can emphatically say that the vaccine has gone through rigorous trials, followed processes mandated for its manufacture and rolled out within a year. There is absolutely no cause for worry. However, people with severe drug allergies leading to anaphylaxis reaction and those with compromised immune systems need to seek doctors consent before they take the vaccine, he added. Also, making the vaccine available free of cost for Indians is a huge step taken by the government. Healthcare leaders such as Union minister of health & family welfare Dr. Harsh Vardhan strongly advocated for the vaccine, and assured people that the vaccine has gone through rigorous efficacy checks, and is absolutely safe to take, he added. For Dr Kanchan Sanyal, advisor, health and wellness, Columbia Pacific Communities, the Covid-19 vaccine is a primer for senior citizens. Some vaccines have passed the tests, and many are almost there, awaiting regulatory safeguards. The basis of a vaccine is that the body responds to the protein component of the virus and launches an immune response to fight the disease. This immune response must give adequate protection, both immediate and long term. Moderna and Pfizer vaccines employ a new technology using the viral RNA to stimulate an immune response whereas AstraZeneca’s Covishield), Sputnik, Johnson & Johnson are riding on the already used technology of the Zika and Ebola vaccines. From an India stand point, Indian Immunologicals and Bharat Serum Institute’s Covaxin are world leaders in vaccines for polio, cholera, chickenpox vaccines and are using this knowledge and technique for their vaccines. Any vaccine can have side effects, but they are miniscule compared to the good they do to the individual and society. Vaccination is voluntary. We already have successful experiences in vaccines, tried and tested in many diseases, she added.

India currently is growing towards becoming a country with more number of ageing people. The senior population in India is growing fast with over 20 million elders who stay alone, and the number is slated to rise further in the next two decades. However, when it comes to organized senior care and senior care services, India is still at a nascent stage. The Covid-19 pandemic and the consequent challenges have only brought the immediate need of senior living all the more. From inability to access basic necessities during the lockdown to losing out their personal space due to remote working, the pandemic presented many challenges to both seniors living alone as well those in mixed family environments. Not to forget the loneliness that came along with living in isolation during pandemic. Realty Buzz IN got an opportunity to speak to Mohit Nirula, CEO of the Columbia Pacific Communities (CPC), India’s largest senior living community operating in five cities and nine locations across south India, on the need of senior living in the country and other related aspects. Mohit Nirula, CEO of the Columbia Pacific Communities (CPC) Senior living always had a very negative connotation in Indian society. Please elaborate how and why is the perception changing now? Children serving and looking after the needs of parents in their old age is a cultural and social norm in India. Consequently, “old-age homes” gained a sometimes undeserved reputation of being the abode of those elderly who had been abandoned by their children. It is not surprising that both parents and children have balked at the idea of considering a community designed for seniors because of the societal impression associated with it. With the passage of time, the urban middle class India is now subject to many societal and sociological changes. These include better health care, longer life expectancy, a smaller family size, children empowered by education and free to pursue their careers and aspirations outside their home cities. As a consequence, an increasingly large number of parents are already living alone and independently. They are physically capable, financially independent and free from all their responsibilities. They now wish a solution that allows them to offload the responsibility of day to day chores to a single service provider while liberating themselves to pursue their passions and interests. Senior living communities now provide both the parents and the children the confidence of reliable support and the consequent peace of mind they need. What is the demand-supply mismatch you see in the senior living segment in India? The CII report of 2018 on Senior Living estimates a need for 200,000 homes in senior living communities in urban India. The current supply is 10,000 homes with another 10,000 in various stages of development. The long gestation period and construction time of such communities and the rapidly growing population in the 55 years + demographic implies this mismatch will only grow in the short to medium term. What are some of the basic amenities that are must in a senior living community? A well designed and well-served Senior Living Community should ensure that all day to day necessities of residents are fulfilled by the service team. Secondly, the service provider should have the expertise and knowledge to devise and conduct a wellness and wellbeing program that keep residents physically active, mentally alert and intellectually stimulated in a socially engaging environment. Finally, the medical and paramedical support should be able to address the current and evolving needs of the residents as they age over time. Why should someone choose Columbia Pacific Communities? What extra features or services does it offer? Residents at a Columbia Pacific community will benefit from its four-decade long experience and expertise in this field. This experience is reflected in the design of our communities, it is manifest in our philosophy of “Positive Ageing” that helps our residents to live healthier for longer by disconnecting age from ageing. Finally, our association with Columbia Asia Hospitals as our Healthcare partners brings to our residents the expertise of the best professionals in health care – in the communities and at their hospitals. In the current unprecedented times of the pandemic, do you see a surge in the demand for senior-centric living arrangements?   There is an unprecedented increase in demand – both for ready to move-in homes in the nine communities that we serve and at the communities under development. We have a waiting list of potential residents who are keen to rent or buy on resale homes at our existing communities. There is also a 4x increase in organic traffic to our website and a marked reduction in the age group of potential buyers for the communities under development. Increasingly, we see buyers in the age group of 50 – 60 approaching us individually and with friends in their pursuit of a lifestyle that liberates them and their children from worrying about each other. With the changing Indian demographic, do you suggest everyone to have a senior living plan well in place for the future? I do believe that “senior living plans” bring in an element of age and ageing that is quite unnecessary. In my opinion, a lifestyle that is liberating and an arrangement that allows residents to be the best of themselves is extremely desirable and something that should be on every person’s list of aspirations, irrespective of their age.

By – Dr. Kanchan Sanyal – Advisor, Health and Wellness, Columbia Pacific Communities As seniors grow older, the risk for a number of health concerns increases. While family history, lifestyle, social inequality and health history all play a role in determining which diseases and conditions might affect the seniors, gender can also be an indicator of what to expect and how to move towards positive ageing. Senior women are at greater risk than men for many conditions and are affected differently by many diseases that impact both sexes. Older women die of the same conditions as men, including heart diseases, cancer and cardiovascular diseases. However, women often face multiple chronic conditions that affect their daily lives such as diabetes, hypertension or arthritis. Women may, on average, live longer than men but that doesn’t necessarily mean they are healthier! The common health problems faced by senior women are – Heart Diseases – We all know that once the protection of the female hormones is removed after menopause, women are at as much risk of developing heart diseases as men. By age 70, women are at the same risk of heart diseases as men. Osteoporosis – About one in three women between the age of 75 and 85 years has osteoporosis. Cancer – Cancer is another leading cause of death among senior women. About half of the newly diagnosed breast cancer cases are in women over the age of 60, while the incidence of ovarian cancer peaks when women are in their 70s. Stroke – Stroke and its consequences are common in senior women. The sequels of stroke are devastating for a woman physically, mentally and socially Diabetes – Women with diabetes have a higher risk for heart diseases, blindness and depression than men do. Alzheimer’s disease – We do not have statistics in India yet, but we do know that women are twice as much likely to move towards this debilitating disease than men. Depression – Twice as many senior women are affected by depression than men. Arthritis – More than half of all seniors over the age of 65 have arthritis, and women are more prone to it than men. Obesity – A large per cent of women above the ages of 65 are considered obese, putting them at risk for several diseases. Much of this has to do with a lack of mobility and activity, and also their lifestyle. However, the gender dynamics of ageing are worrying. An older woman has to, at each step, face inequalities related to health, security and participation.  Stereotyping and misconceptions portray them as a burden or as invisible. On a daily basis, and around the world, older women make life better for their peers and succeeding generations, in both small and big ways. It is time to celebrate those contributions and provide ageing women with complete human rights; a positive quality of life, love, and care throughout their life course; and an environment that supports positive ageing.

Elder Relations Managers is a new, growing category of white-collar jobs After a three-decade career with an international hospitality group in different geographies, when Mohit Nirula decided to take the leadership mantle of a senior living community in India, his then prospective boss had one piece of advice for him: “India may not be culturally ready for the concept (of senior living) for a very long time but the country is circumstantially ready for it.” Three years down the line, as the CEO of the Columbia Pacific Communities (CPC) —- India’s largest senior living community operating in five cities and nine locations across south India — Nirula could not agree more. It is studying ways to extend affordable health insurance to the middle income group The Covid-19 pandemic and the consequent challenges have only increased that ‘circumstance’ for many households. From inability to access basic necessities during the lockdown to losing out their personal space due to remote working, the pandemic presented many challenges to both seniors living alone as well those in mixed family environments. Fear, anxiety and trauma increased. “Loneliness is the world’s fastest accelerator of aging. There needs to be a creation of communities where people remain socially engaged and when they do that, they will also remain physically fit, mentally alert and intellectually stimulated,” says Nirula. Demand rises Not surprisingly, the demand for both Columbia Pacific’s existing and ready to move communities went up by four times as compared to pre-Covid times. It was not the only one to witness this trend. Ashiana Housing, a pioneer in senior living communities in India, also saw the demand and enquiries for its properties going up manifold. “One large change that took place was that earlier the Next Of Kin (NOKs) were not excited about their parents moving into a senior living but now we saw lot of enquiries from the NOKs,” said Ankur Gupta, Joint Managing Director, Ashiana Housing. Ashiana currently has sprawling senior living communities in Maraimalai Nagar (Chennai), Bhiwadi (Delhi-NCR), Jaipur (Rajasthan) and Lavasa (Pune). It is planning to launch four more sizable projects with 500-1,000 units each over the next two years to cater to the growing demand. In a recent report, real estate services company ANAROCK said senior living homes are shedding the stigma of ‘old age homes’ to become a respectable real estate category, and this has accelerated in Covid-19 times. P-E investments Significantly, private equity firm Lumis Partners has identified age care as a segment of interest and invested in two start-ups in this space. One is Emoha (an anagram of at home), which offers care at their own homes for elders. Another is Epoch, which is setting up external care homes for senior citizens, especially those with dementia. Also, during the pandemic, Emoha hired over 50 Elder Relations Managers (ERMs) — a new category of white collar jobs that it expects to grow.  

While the post-pandemic era is expected to witness an exponential shift in the demand and consumption pattern of the real estate customers, the builders need to reimagine their communication and marketing strategies to build a long-lasting connection with their clients. The Indian real estate sector has been one of the strongest pillars that has fueled the growth of the Indian economy over several years. However, the coming one or two years seems to be challenging for the industry. In the wake of the current and upcoming challenges, real estate, as an industry, has been swift to adapt to digital transformation propelled by the COVID-19 pandemic. From launch events of projects to webinars, site visits, consultations and bookings–almost every step has been digitised in real estate in the past few months. Large real estate players of the country have already taken the lead in digitising the customer journey by accepting bookings online and using VR and 3D walkthroughs to help customers in making the purchase decision. As an industry, real estate relies heavily on ATL (Above the line) during the launch phase of a project. Post the launch, BTL (BTL) activities have been quite popular with the developers all throughout the life cycle of the project. For those who do not know, ATL involves using mass media methods, such as television, for targeting larger customers. BTL, on the other hand, is aimed towards targeting a smaller set of audiences. The methods include Search Engine Marketing (SEM) and PR agencies. The COVID-19 pandemic has resulted in a sharp decline in the BTL activities, including events, apartment activities and seminars. As a result, BTL budgets have been utilised towards digital marketing. Although a report by KPMG claimed that COVID-19 would not have a long-term impact on print advertising, real estate firms refrained from using print media to draw the attention of buyers, especially in the initial months of the pandemic. While the industry has again started to consider advertising on print media amid the changing scenario, there is an increased dependency on digital media for a full-funnel activity, i.e. from raising awareness to generating leads. Not only the way of advertising, but the new normal also digitised the sales process in real estate. Physical site visits have been replaced by virtual walkthroughs, VR, and in some cases, even WhatsApp and Google Hangout call. Unheard of until a few months ago, the companies have closed several transactions virtually. Expos and physical events have been replaced by virtual expos, where customers can get an unrivalled site experience through VR. They can chat real-time with brand representatives in order to get their queries addressed. Project launches have also started happening virtually, and real estate brands are increasingly using advanced 3D techniques to unveil the project and stream it live for prospective buyers. Marketing in real estate has become innovative as several brands are exploring influencer marketing, content marketing and engagement-driven initiatives, such as masterclasses with chefs and fireside chats to build brand salience. Needless to say, this is an exceptional time for real estate fraternity to strategise, re-analyse, and rely on digital offerings, unlike the non-digital routes in the pre-COVID-19 era.  

For Piali Dasgupta, Senior Vice President – Marketing, Columbia Pacific Communities, one of India’s largest senior living facilities, the primary task is to portray the concept of senior living in the right context and make it gain acceptance in India. She is busy trying to find newer ways and means to engage with her audience, and plan activations like last year’s Senior Citizen’s Flash Mob that went viral, now with the help of digital platforms and technology. Technology to the rescue at all times Starting out as a journalist and then moving to marketing for fashion brands such as Myntra, Amazon and Aditya Birla Fashion Retail, and now marketing senior living at Columbia Pacific Communities, Dasgupta has had an interesting career. “When I crossed over to the brand side with Myntra, I had a video IP called the ‘Myntra Make-overs’ and curated conversations with celebrity fashion influencers, much before ‘influencers’ had become trendy,” recalls Dasgupta. “The make-overs gained massive popularity and taught me that if you go that extra mile to delight your customers, you earn their lifelong loyalty.” At Columbia Pacific Communities, the pandemic posed a massive challenge for Dasgupta, as the senior population of the country has been one of the worst hit by COVID-19. Strict anti-COVID protocols like barring visitors to the communities, ensuring frequent and thorough sanitization, doorstep delivery of goods and services – down to mobile ATM machines, maintaining social distancing, converting community events to the digital format, serving immunity-building diets, etc., helped them remain COVID-free to a large extent. To prevent the seniors from feeling lonely, anxious or isolated, they were socially engaged through technology. “From video calls with their loved ones to hosting digitally led inter-community talent hunt and quiz contests, we had a host of engagement activities. We also had counsellors on board for those that wanted to reach out. Brand initiatives such as The Living Room, a virtual chat show on Facebook, that invited luminaries and experts from different walks of life such as Nandita Das, Kabir Bedi, Charu Sharma, Prahlad Kakkar, Dolly Thakore, etc., ensured that the seniors were positively and meaningfully engaged while staying indoors,” explains Dasgupta.   Fighting the stigma around senior living The primary challenge before Dasgupta now is to fight the stigma around senior living as a concept. “Children fear that sending their parents to a senior living community would be seen as abandonment, when it is actually quite the opposite. There is tremendous guilt associated with this. Besides, ‘senior living’ as a concept, has often been likened to ‘old age homes’ and the dreary image of the latter. This is unfortunate, because senior living communities are a lifestyle choice; they are NOT old age homes, where people live more out of compulsion than out of choice,” says Dasgupta. She understands that there is lack of awareness around the product offering itself, given how new the category is, and says another challenge is seniors hesitating to invest in an asset like a senior living facility late in their lives. However, things seem to have changed in the past 3 to 4 years. “There is certainly better awareness today. But we still have a long way to go before the concept becomes truly mainstream. That would happen with robust government support, policy changes and support from the media to raise awareness around it,” comments Dasgupta. Taking to the experiential medium Events and experiential marketing are important for any growing, young brand to raise brand awareness, and all established brands to build salience, feels Dasgupta. “As a brand, we have not invested heavily in events, choosing a few marquee B2B events such as the CII Annual Conclave on Senior Care, ASLI Senior Care Conclave, and a few events focused on seniors,” she says, adding, “However, the experiential campaign that won us a number of awards as well widespread media coverage was our Christmas campaign last year. We organised South India’s first Senior Citizen’s Flash Mob during Christmas last year in Bangalore, where nine senior citizens performed a Christmas-themed flash mob on the busy streets of Bangalore.” In the post  COVID-era, Dasgupta is aware that on-ground events will take a backseat for some time, therefore she is taking the help of digital platforms and technology to build engagement strategies. Making ‘positive ageing’ mainstream  The key area of focus for Dasgupta is to strengthen the brand positioning by taking the narrative of “positive ageing” forward through story-telling, PR, advocacy and other consumer engagement initiatives. “Our aim is to popularise the concept of positive ageing in India and make it a part of mainstream conversations,” she says, even as she moves towards her personal goal of striking a better work life balance, prioritising mental wellbeing, reading 35-40 books every year and visiting at least one new country every year, provided the world opens up.

If you’re spending more time catching up on TV shows than catching up on your shut-eye, you might be hampering all your other wellness efforts, like eating right and taking the time to exercise. Experts say that a lack of rest—whether from overstimulation, anxiety or other sleep-related disorders—can manifest as issues with your memory, blood pressure, immunity and even your skin. We spoke to three experts about what can actually happen when you’re not allotting enough time for a restful sleep. 1. Sleep deprivation can heighten issues with stress Stress and sleep are looped. Most of the time chronic stress leads to insomnia, and lack of restorative sleep leads to poor response to stress. In fact, Dr Sibasish Dey, head, medical affairs, Asia and Latin America, ResMed, explains how insomnia is not a state of sleep loss, but a disorder of hyper-arousal present during both the night and the daytime. When we are stressed, the emotional control centre of our brain called amygdala gets activated. This can cause cortisol production, which can lead to reduced mental resilience and a longterm fight or flight syndrome. “At a more advanced level, sleep deprivation can over-stimulate parts of the brain and even lead to permanent brain damage. This is because of the brain’s ‘neural plasticity’—which means its ability to adapt to new situations alters,” adds Dr Dey. 2. A lack of sleep can lead to difficulties in decision-making “During sleep, the brain is relatively in a low metabolic state, and this helps the lymphatic system clear out toxins that have accumulated during the day. Memories are consolidated during sleep, and the different systems of the body are in a restful state,” explains Dr Lancelot Pinto, consultant respirologist, PD Hinduja Hospital Mumbai. It is this role of memory forming that regulates our emotions and our responses, and a continued state of sleep deprivation can alter our decision making. Lack of energy, difficulty concentrating, memory loss and loss of interest in hobbies or activities are the common symptoms. Studies have proved that those who have had a good night’s sleep are more likely to perform better at tasks that require concentration and memory. “REM sleep plays a big role in the learning process, cognition and synaptic cross linking. Between the stages of sleep, deep sleep helps in declarative learning and REM sleep helps in learning skills. There is increased focus, more attention span and good grasping capacity if one gets enough sleep. Hence, there is increased alertness and productivity,” says Dr. Karthiyayini Mahadevan, head of wellness and wellbeing, Columbia Pacific Communities. 3. It can hamper immunity While you have been stocking up on the healthy groceries and nutritional supplements, have you considered clocking another hour of sleep to increase immunity? “Research has proven that adequate sleep helps in the development of T cells which are immune cells that help fight intracellular pathogens such as virus infected cells, for example, flu, HIV, herpes, and cancer cells,” adds Dr Dey. Without sufficient sleep our bodies make fewer cytokines, a protein that fights infection and inflammation triggering an immune response. Plus,”the white cells which defend our immune system are not circulated to the regions called lymph nodes. This redistribution of the white cells happens only when we sleep well,” confirms Dr Mahadevan. 4. It can mess with your appetite “Ghrelin and leptin are two hormones that impact hunger, and how you sleep affects their production. Ghrelin’s role is to stimulate appetite, while leptin has the counterbalancing ability to decrease appetite. But, when there is sleep deprivation, there is an increase in the level of ghrelin, while the level of leptin falls, leading to an increase in hunger,” explains Dr Dey. 5. Getting too little sleep can cause heart and blood pressure disorders Sleep deprivation is a prominent cause of issues like hypertension, cardiovascular issues, blood pressure, and various other diseases. During sleep hours, blood pressure is low and balanced. Having sleep problems means your blood pressure stays higher for a longer amount of time, which can cause issues long-term. 6. It can cause dry, sallow skin If you haven’t slept a couple of days, your skin can be dull and your eyes puffy. But chronic sleep loss can cause cortisol production, which in excess amounts, can break down skin collagen, which is the protein that keeps it smooth and elastic. Plus, sleep loss also causes the body to release too little human growth hormone (HGH). HGH is important in the creation of muscle mass, which is needed to strengthen the skin’s scaffolding.

Dr. Karthiyayini, Head of Wellness and Well-being at Columbia Pacific Communities Globally, the population of the elderly is growing rapidly. According to WHO (World Health Organisation) statistics, between 2015 and 2050, the proportion of the world population over 60 years will nearly double from 12% to 25%. Longer life spans, focusing more on the physical aspects of health while ignoring the emotional and mental aspects have brought to light more pertinent questions about well-being to the fore. Impact of Covid-19 on the mental health of seniors The current challenge has imposed a lot of changes in our ways of living. Elders with their pre-existing co-morbidities are exposed to greater risks. The most common mental health issues faced by seniors are anxiety, fear of death, and loneliness. All these are heightened exponentially in the present scenario. Moreover, those who already have mental health issues and are on medication for depression, bipolar disorders, or movement disorders are further pushed to experience severe forms of these illnesses during a pandemic How can we address this challenge? Any pandemic brings in a shift in the global consciousness. This is majorly due to the changes brought to one’s individuality. Any infectious illness is an outcome of a meeting between two agents, a host, and a microbial agent. This meeting with the virus can bring about either response as a series of symptoms or a reaction as a cascade of symptoms from the human body. Microbes are all around us. Responding to the virus as a foreign agent is different from reacting to the virus as an invader. The most important factor to consider is “the Individuality” of a person. This individuality, when exercised regularly at the physical, emotional, and mental realms in a balanced way, will make the meeting of the virus and triumphing over the illness easier. When the same individuality due to conditioning gets out of balance, the possibility of reacting to the situation with fear and anxiety occurs. This will bring out the worst in the illness affecting the physical and mental health of people. How can we balance this individuality? At the physical level: A balanced diet, nutrition, and regular exercises At the emotional level Artistic activities such as dance, music, art, and fun-filled games At the mental level New learnings to stimulate neurons through neurobics, mindful games, and mind-stimulating games Looking at life with a positive attitude turns the challenge into an opportunity. Impact of Covid-19 on people: Negative impacts Positive Impacts Isolation Given us all time to be with ourselves Hand hygiene – Our health in others’ hand We are now not only considerate towards ourselves but to others too. Personal Protective Equipment –Suffocation to oneself Preventing us from polluted environment Loneliness Time to introspect Social distancing – Distance at the physical Opened up a whole lot of possibilities to connect with people Time seems to have seized Has opened up more space Seeing the positive impact helps one respond to the challenges posed by the virus in a balanced way. This way one’s individuality is expressed and exercised to be in a balanced state of health. This is why community living plays an important evolutionary role in any global challenge and for a better future with a better quality of life. Conclusion According to WHO, mental and neurological disorders among older adults account for 6.6% of the total disability for this age group. Positive aging through appraisal towards holistic health is a way to improve the quality of life and address this emerging mental health problem. A healthy lifestyle with balanced nutrition, regular group physical activities, sharing and engaging the mind active with like-minded people are addressed at the individual level and at the community level in community living Hence, community living with supporting infrastructures should be encouraged by the public and private sectors to bring about a big change in turning any challenge into an opportunity.

In conversation with Dr. Karthiyayini, Head of Wellness and Well-being at Columbia Pacific Communities How can we reduce the risk of Alzheimer’s disease in senior citizens? A Census estimate from 2001-2011 revealed that in India, senior population had grown from 70 million to 104 million. In 2011, the population for people over 60 years of age was estimated to be 8.65 % of the total population. As life span increased, many geriatric issues were cropping up, leading to various illnesses. One of the most reported illnesses is dementia. One such form of dementia is Alzheimer’s Disease. It is a progressive disease that affects the memory and other important mental functions. Why is there a rise in this spectrum of illness? Modern medicine and technology have expanded the lifespan of human beings. In days of yore, most of the elders were holding the helm of their joint families and were given the pedestal of guiding their families to grow. This kept them mentally active and also engaged them in personal bonding with each member of their family. In the present day and age, this practice has eroded to an extent where elders have been relegated to a state of providing only affection. No advice is sought seriously, and in most cases, considering that elders will not understand, they don’t even get consulted. There are many other contributing factors such as change in lifestyle, exposure to pesticides and chemicals, lifestyle diseases like diabetes, cardiac illness, mental illnesses, stress-related illnesses and genetic predisposition. Early Markers of Symptoms for Alzheimer’s Disease There is an abnormal accumulation of protein called Amyloid, which gets deposited around the brain cells. Damage to the brain begins, even before symptoms appear. Commonly seen are the ones with difficulty in remembering recent events or conversations, which generally makes a person not socialize with the world. These lead to further progression of the disease. How can we manage the risk of Alzheimer’s Disease? Alzheimer’s Disease is a progressive disorder with no definite cause factor. There is a possibility to delay the progression of the ongoing illness by understanding the stage of the disease. The disease majorly affects the cognitive behaviour  of the individual. Change of lifestyle to the most organic way, balanced nutrition with locally grown vegetables and fruits, along with adequate physical activities will bring down the risk of genetic predisposition. Many studies show that there can be delay in the progression of this disease with the right dosage of coconut oil and Omega 3 fatty acids.Human beings begin our life as pure willing beings, then develop independent feelings and finally develop independent thinking. From there on, we meet and engage in the world through our thinking, feeling and willing faculties. So, to address this disease, we need to engage the will of the person through physical, sensory stimulation and unusual activities in order to address the feelings and mental activities. Mental exercises to enhance brain performance and improve mental fitness is possible through Neurobics – propounded by neurobiologist, Late. Lawrence Katz. Neurobics involves unusual sensory stimulation and non-routine actions and thoughts that will produce neurochemicals and encourage the growth of new synapses. Brain empowering activities Fun-filled games as a part of a group activity will bring joy to seniors and push their body beyond their physical limits. Traditional games like mah-jong, chaturang, Chinese checkers, snake and ladder etc. will bring happiness as it will connect them to their childhood memories. Mind games such as chess, Sudoku, puzzles and solving riddles play a very important role in enhancing the memory. Rebuilding the learning pyramid is done through Activities such as brushing teeth, combing hair with the non-dominant hand, walking backwards, change in the route of walk and change in the task. Sensory processing and empowering the perception through blindfold and undertaking small physical and mental tasks. Activities such as antakshari and recollection of old songs. Activities such as looking at the mirror and guessing the time on the wristwatch, tambola etc.

Mohit Nirula, CEO, Columbia Pacific Communities There are a variety of reasons that give us the confidence that the growth prospects of senior living sector are at an inflexion point. There are several factors that are currently impacting the senior living sector in India and many more that will only accelerate the growth of this solution. Senior citizens will constitute a quarter of the country’s population in the next 5 years – 350 million people, of whom 125 million stay in urban areas. At this stage of their lives, they have fulfilled their responsibility to their children, their parents, to their careers and to society and nation. With improving health standards and longer life expectancy, this is a demographic that is financially independent and has the best years of their life ahead of them. Senior citizens are hence the only demographic that have both the financial capability and the time to pursue their interests. At the same time, smaller families and changing family structures have meant that the number of “empty-nesters” – parents staying on their own as their children travel to different cities and counties in pursuit of their careers, is growing exponentially over the last decade and will only accelerate in the coming years. Communities designed with seniors in mind offer a lifestyle that fulfils their needs while also addressing their concerns and worries of their children with regards to medical support – especially as their parent’s age over time. The COVID – 19 pandemic and the contrasting experiences of senior citizens residing on their own vis-à-vis those who were part of a senior living community has further enhanced the demand for this solution. The real estate industry is also seeing the senior living sector as a new vertical that helps them diversify their portfolio, add a distinct and non-competing demographic to the residential sector while also serving an important need in society. We will see greater collaboration between credible real estate developers and service providers to bring this solution to seniors across Tier 1 and Tier 2 cities in the country. While selecting a home and community, future residents should reassure themselves of both the credibility and track record of the developer and the pedigree and sincerity of the service provider. Without exception, residents of senior living communities are moving into their “forever homes” not for the physical asset but for the services, facilities and activities that will allow them to age positively – remain physically fit, mentally alert, intellectually engaged in a socially stimulating environment. There is a huge gap in the supply of homes in communities designed for seniors and the demand. There are approximately 10,000 homes in urban areas within such communities with a further 10,000 homes in various stages of development. The demand, today, is for over 200,000 homes – a 10x gap. With the factors in play already, the demand is only expected to grow exponentially. Senior citizens residing on their own or in mixed family condominiums and their children residing away from their parents are both increasingly aware of senior living communities being the desired and preferred solution. At the same time, end to end senior living solution providers and leading developers in all geographies within India are coming together to create international standard communities that fulfil this need.