In an ageist world where toddlers, teens and adults dominate the consumer graph, a trio in Chennai are thinking about growing needs of the rapidly greying—and largely ignored—section of the population. Faced with parents suffering geriatric ailments and few products to assist in their care, a trio of Chennaiites—Sanjay Dattatri and founder couple Jayashree and Prithvirajan—set up the Old is Gold store in Adyar, a Chennai suburb over a year ago. Since then, the store has been profitable, and plans are afoot to open another branch in Chennai and stores across south India. “It’s a shame that we are the only store exclusively catering to the needs of senior citizens,” says Sanjay Dattatri.