Elder day-care centers are a relatively new concept in India and continue to face public resistance. The cultural norm of respecting and taking care of elders at home, combined with a lack of awareness and acceptance of such facilities, are significant reasons for this stigma. The elderly may find the notion of abandoning their residences and residing in a communal setting unsettling. Despite these barriers, Madhuri Akella has opened Second Innings House to overcome the stigma surrounding the need for daycare for the elderly in India. Through her endeavor, Madhuri seeks to educate individuals about the positives of elder day-care centers and increase their acceptance.

Madhuri Akella is a remarkable entrepreneur who has dedicated her efforts to serving the needs of senior citizens in India. As the Founder and Director of Second Innings House, she has created a unique facility that provides assisted living services, including customized day-care and weekend care. Through her passion for elderly care, Madhuri is making a significant difference in the lives of senior citizens and their families.

With an emphasis on personalized care, Second Innings House caters to the unique requirements of each senior citizen. Madhuri's vision is to create a comfortable and secure environment that allows seniors to maintain their dignity and independence. She understands that the elderly have different needs and requirements, and her facility is designed to address those needs with care and compassion.

Below is an excerpt of Madhuri Akella’s exclusive interaction with Women Entrepreneur magazine.

What are some important features of your expertise as a business leader?

As an entrepreneur, my journey began in 2006 in the education industry. Starting with a preschool, which I eventually expanded by offering franchise opportunities, allowing me to gain valuable experience in handling franchise businesses. Working with children aged two to five years old provided me with a solid foundation for my current venture, Second Innings House. Despite the obvious differences between young children and elderly adults, I found that handling both requires similar skills and attention. Both groups require patience, empathy, and care.

What led you to establish Second Innings House? Tell us about the underlying idea behind the venture and some of its most unique features.

In 2019, I sold my chain of preschools just before the COVID pandemic hit, which turned out to be a blessing in disguise. During the pandemic, I found myself with free time and started contemplating starting something of my own. It was then that a friend from the USA contacted me, looking for a place for her mother to spend her day while staying in India for six months of the year. She was used to going to a daycare center in the USA and wanted something similar in Hyderabad. When I couldn't find a suitable place, I decided to start something myself.

I began researching the needs and requirements of senior citizens and what kind of activities and facilities they would need during the day. After a thorough analysis, I found a suitable place in August 2021 and launched Second Innings House in October 2021. It has been a fulfilling experience to provide a safe and enjoyable space for senior citizens to spend their day while their families are at work or busy with other commitments. At Second Innings House, families can even leave their elders for a day, week, or month whenever they are going on a vacation, official trip, or holiday.

Tell us about the various challenges you encounter in terms of leading Second Innings House.

The idea of Second Innings House came to fruition during the second phase of the COVID pandemic when many seniors were left alone and lacked access to basic necessities like groceries and healthcare. It was then, the realization dawned on us that there was a pressing societal need for elder day-care that could provide not only essentials but also stimulating activities and companionship.

However, launching this service during the pandemic was not without its challenges, and the third phase of COVID hit hard. Initially, for five months, there was no business, and everything was spent from our pocket. It was only in March 2022 that our first enrollment came in, and we gradually picked up.

The primary challenge for us was to alter people's attitudes toward elder daycare services in Hyderabad and India. While it is standard practice to leave young children in the care of a daycare, many people find it unacceptable to do the same with their parents. The idea that daycare services can be a wonderful place for elders to spend the day, make new friends, and feel refreshed at the end of the day needs to be widely promoted. Though it is a taboo subject in society, sending elderly parents to daycare can provide them with the opportunity to be free of loneliness, spend time with their peers, and return home rejuvenated.

"The concept for Second Innings House came to me during the second phase of the COVID pandemic when I realized that helping the elderly was a pressing societal need"

Tell us about some of the key milestones you have achieved throughout your professional journey.

Embarking on the journey of starting my own business after having two children was a pivotal moment in my life. At that time, it was a decision that I never thought I would make, but I followed my instincts and did it anyway. After successfully establishing and operating a single-play school, I aimed higher and endeavored to create a chain of preschools, which was another milestone that I worked hard to achieve. It was a challenging but fulfilling experience I learned a lot from.

Deciding to start Second Innings, which provides elderly care, was another significant milestone for me. This decision came after the realization of the serious need for elderly care during the pandemic. Although it was a tough call to make, I believed it was an essential step. Furthermore, joining the AMPH program at ISB, which came after recognizing the critical role of healthcare in society, is like another feather to my hat of accomplishments. It is a decision that I am proud of.

My own way of achieving these milestones is by having faith in myself and following my drive, even if it means making mistakes. Each milestone that I have accomplished has taught me valuable lessons, and I am grateful for the experiences.

Drawing from your experience as a business leader, what advice/message would you live to aspiring women leaders and entrepreneurs?

Age should not be a constraint when it comes to starting a business. If you have an idea, you should pursue it without any hesitation. Trust your instincts, take risks, and learn from your mistakes. Each step you take will be a valuable experience that will help you understand what works and what does not. Moreover, don't let the fear of failure hold you back, instead, use it as a motivation to improve and grow. The most important thing is to keep moving forward and keep learning along the way. So, if you have a passion for something, go ahead and pursue it with all your heart.

Madhuri  Akella, Director, Second Innings House

Madhuri akella completed her pg diploma in business administration and human resources from symbiosis institute of management studies and is currently pursuing an advanced management program from isb. Having started her career in market research and advertising, madhuri has been part of various renowned companies like icici bank and ing vysya life insurance. Further, madhuri took up the role of an entrepreneur with the establishment of ventures such as smartkidz educare india, infinity consortium, and currently second innings house.