Max India , through its wholly owned subsidiary Antara Senior Care, has unveiled a compelling digital campaign featuring popular television actor Hiten Tejwani. The campaign, titled 'Expert Senior Care, Apno Jaisi,' aims to raise awareness about dignified care solutions for India's rapidly growing senior population.

Addressing the Challenges of an Aging Population

The five-part digital campaign highlights the emotional realities of aging and caregiving in contemporary India. As families become increasingly geographically dispersed, with children moving away for education or work, the campaign addresses the growing concerns about elderly care and well-being.

Ishaan Khanna, CEO of Antara Assisted Care Services, explained the rationale behind the campaign: "Social and family structures have changed vastly over the past few decades, weakening the traditional support systems that existed for seniors. The 'Expert Senior Care, Apno Jaisi' campaign is our way of starting an honest conversation about the anxieties of caregiving and the loneliness of aging, and to demonstrate how Antara can provide both health and emotional care."

Comprehensive Care Solutions

Antara Senior Care offers a range of services designed to meet the diverse needs of the elderly population, including:

• Stroke recovery
• Post-surgical rehabilitation
• Dementia care
• Assisted living
• 24x7 medical support

The company operates Care Homes and Memory Care Homes in key urban centers, including Noida, Gurugram, Bengaluru, and Chennai. These facilities provide both short-term and long-term residential care, along with specialized services such as rehabilitation and transition care.

Meeting a Growing Demand

The launch of this campaign comes at a critical juncture in India's demographic shift. According to the JLL-ASLI Senior Housing Report, India's senior population is projected to more than double from 156.7 million in 2024 to approximately 346 million by 2050. This demographic change, coupled with evolving family structures and migration patterns, underscores the increasing need for structured and compassionate senior care solutions.

A Holistic Approach to Senior Care

Antara's facilities are designed to provide a home-like environment with comprehensive medical support. The care homes offer:

• Customized care plans
• Round-the-clock doctor access
• Experienced nurses and staff
• Therapeutic services including physiotherapy, speech therapy, and occupational therapy
• In-house pharmacy and pathology services
• Curated engagement calendars
• Nutritionally assisted meals

Expanding Senior Living Options

As part of its commitment to senior care, Antara is expanding its presence in the senior living sector. The company operates a senior residential community in Dehradun and is set to open a second community in Noida's Sector-150. Furthermore, Antara will manage senior living residences and primary healthcare services at Estate 360, an intergenerational community being developed by Max Estates in Gurugram.

The 'Expert Senior Care, Apno Jaisi' campaign by Antara Senior Care not only highlights the company's range of services but also initiates an important dialogue about the future of elderly care in India. As the country's demographic landscape evolves, initiatives like this play a crucial role in preparing for the challenges and opportunities that lie ahead in senior care.

Max India Limited, a holding company with investments in various subsidiaries and a joint venture, has reported a standalone profit of Rs 5.71 crore for the quarter ended June 30. This marks a significant turnaround from the loss of Rs 3.39 crore reported in the previous quarter. The company's financial performance was bolstered by exceptional gains and strategic moves in the real estate sector.

Key Financial Highlights

• Revenue from operations declined to Rs 2.85 crore from Rs 3.30 crore in the prior quarter.
• The company recorded exceptional gains of Rs 7.88 crore, primarily from the sale of property.
• On a consolidated basis, Max India reported a loss of Rs 25.64 crore.

Property Sale Boosts Profits

A major contributor to the company's profitability this quarter was the sale of three floors at Max Towers, Noida. The transaction details include:

• Sold to Max Towers Private Limited, a subsidiary of Max Estates Limited.
• Total area sold: approximately 60,561 square feet.
• Sale consideration: Rs 105.08 crore.
• Profit generated: Rs 9.53 crore (net of transaction-related expenses).

This sale was classified as an exceptional item, significantly impacting the company's bottom line.

Rights Issue Completion

During the quarter, Max India successfully completed a rights issue, strengthening its capital base:

• 82,81,973 equity shares allotted at Rs 150 per share.
• Total amount raised: Rs 124.23 crore.
• Utilization of proceeds:
  • Rs 1.48 crore invested in Antara Assisted Care Services Limited for branding and marketing.
  • Rs 3.84 crore for working capital requirements of Antara Assisted Care Services Limited.
  • Rs 1.80 crore towards share issue expenses.

Other Notable Developments

• The company allotted 3,00,472 equity shares to employees under its ESOP plan.
• Max India subscribed to Compulsory Convertible Preference Shares (CCPS) of its wholly-owned subsidiary, Antara Assisted Care Services Limited, for Rs 41 crore.
• The Board approved raising up to Rs 80.35 crore through a preferential issue of convertible warrants.

Segment Performance

On a consolidated basis, the company's segment-wise performance was as follows:

Future Outlook

While Max India has shown improvement in its standalone results, the consolidated performance indicates ongoing challenges, particularly in the Assisted Care segment. The company's strategic property sale and successful rights issue have provided a financial boost, but sustained profitability across all segments remains a key focus area for the future.

The trading window for the company's securities will remain closed until August 7, following the announcement of these financial results.