Sama Beg: Entrenching An Age-Tech Care Industry Through Her Elder Care Brand Emoha
Sama Beg
Chief Product Officer
Emoha is India's most trusted senior care brand that gives seniors access to a healthier, hassle-free, and active life in the comfort of their own homes. Sama has been significantly instrumental in designing the impressive care product and process systems for senior citizens leveraging best global practices, specifically inducing the concept of aging-in-place. Sama has a Bachelor's in Science, Biology from Syracuse University with complete scholarship and was one of the top graduates and she also holds a Master’s in Healthcare Administration from Univ of North Florida.
Before blossoming as a successful leader and entrepreneur, Sama has gone through the rich journey of working in the eldercare industry herself. To know more about the meandering journey that led her to leave a well-directed professional career and return to India and venture into the eldercare industry as an entrepreneur, kindly glimpse through her exclusive interview with CEO Insights.
Tell us about Emoha Elder Care and what inspired you to establish the organization?
Founded in 2019, Emoha is an app that allows senior citizens to get access to a range of Health, Emergency, and Engagement activities, all in the comfort of their homes.The Emoha app is a one-stop solution for the needs of senior citizens.
I professionally started my career in senior living by doing a one-year training at Brooks Rehabilitation, one of the largest Rehabilitation Systems in the US. Later, I also joined them as their full-time Manager and managed two dementia-care (Alzheimer's) assisted living homes (each with a 12-bed capacity) in Jacksonville, Florida area. Having done this for several years, I realized that it was quite a struggle for me personally, as my parents were back home in Kashmir all alone (without my siblings) deprived of the same quality of senior care. It was then,
that I decided to quit and move back to India, and started Emoha ElderCare with some friends hat I met along the way, belonging to the same eldercare industry in India.
Hence, the motivation always starts with my parents, who have made me become who I am today, instilling me with the thought of giving back to society. Also, it is their conscientious teaching that has made me come this far, caring for the elderly by imbibing the science of Geriatrics and Gerontology (which many does not know about on this side of the world), through Emoha.
Could you tell us more about the unique services provided by Emoha and what makes it stand out from the rest of the market?
The core eldercare principle at Emoha is having a holistic approach to taking care of three core needs of an elder emergency & health, engagement and daily errands. I have learned this holistic approach all along my prior professional tenure at Brooks Rehabilitation and have adopted the same at Emoha. Hence, by far I would say it's the most trusted senior care brand in India provided with a range of products starting with an exclusively designed app for the elderly that they can download and avail 24/7 emergency elder care services, including some free elder care services.
Emergency& Health: Emoha is the first and only company that has designed an emergency response system specifically for senior citizens. We created this because we know that seniors are faced with a high risk of emergencies. Our combined knowledge in geospatial technology and elder care, enabled us to design a very robust emergency system that has saved the lives of more than 300 senior citizens since we started. We also help arrange for trained nurses and attendants for our members as this is a critical need for many seniors who struggle with healthcare issues.
Engagement: Another problem that the elderly face is loneliness. We're very familiar with the term pandemic now a days, but loneliness amongst the elderly has been a big pre-existing pandemic and challenge, world round. Hence, secondly, we've tried to resolve it by introducing some online fun activities like Antakshari and events Bollywood & Literary clubs through our app, where the elderly can come together, chat & interact and develop friendships with each other virtually. Before COVID we used to do it offline, but now again we're moving back to the offline mode as it’s more interactive.
Daily Errands: Thirdly, we've also helped them run daily life errands like buying groceries, plumbing,
Hence, the motivation always starts with my parents, who have made me become who I am today, instilling me with the thought of giving back to society. Also, it is their conscientious teaching that has made me come this far, caring for the elderly by imbibing the science of Geriatrics and Gerontology (which many does not know about on this side of the world), through Emoha.
Emoha is the first and only company that has designed an emergency response system specifically for senior citizens
Could you tell us more about the unique services provided by Emoha and what makes it stand out from the rest of the market?
The core eldercare principle at Emoha is having a holistic approach to taking care of three core needs of an elder emergency & health, engagement and daily errands. I have learned this holistic approach all along my prior professional tenure at Brooks Rehabilitation and have adopted the same at Emoha. Hence, by far I would say it's the most trusted senior care brand in India provided with a range of products starting with an exclusively designed app for the elderly that they can download and avail 24/7 emergency elder care services, including some free elder care services.
Emergency& Health: Emoha is the first and only company that has designed an emergency response system specifically for senior citizens. We created this because we know that seniors are faced with a high risk of emergencies. Our combined knowledge in geospatial technology and elder care, enabled us to design a very robust emergency system that has saved the lives of more than 300 senior citizens since we started. We also help arrange for trained nurses and attendants for our members as this is a critical need for many seniors who struggle with healthcare issues.
Engagement: Another problem that the elderly face is loneliness. We're very familiar with the term pandemic now a days, but loneliness amongst the elderly has been a big pre-existing pandemic and challenge, world round. Hence, secondly, we've tried to resolve it by introducing some online fun activities like Antakshari and events Bollywood & Literary clubs through our app, where the elderly can come together, chat & interact and develop friendships with each other virtually. Before COVID we used to do it offline, but now again we're moving back to the offline mode as it’s more interactive.
Daily Errands: Thirdly, we've also helped them run daily life errands like buying groceries, plumbing,
getting the doctor's appointment set, and more, using the app. So, it's a one-stop app solution for elder care, designed by taking the elderly’s feedback and convenience into account, regarding the font & card colour selection, vertical/ horizontal page scrolling, and more. Also, as they proceed further, they can avail Emoha's subscription plan as well opting for the monthly plans for similar services.
Many of our customers are children who worry about their parents health and wellbeing. A very unique solution that we provide is pre-paid membership plans that can help ensure 24/7 care for your parents. In our membership we provide personalized care and attention. Members get an Emoha Daughter a personalized caregiver who takes care of their specific needs and is reachable 24/7. The Emoha Daughter herself calls the member every day and asks about their well-being and needs. We’ve introduced this concept by analyzing the global research strata that majority of care giving is provided by daughters who're the core care givers in the family for both the parents and the in-laws.
Being the CPO, I thoroughly look after the major departments the product, technology, and marketing at Emoha, and strive to provide our best through our brand's service.
Being the CPO, I thoroughly look after the major departments the product, technology, and marketing at Emoha, and strive to provide our best through our brand's service.
I think no entrepreneur must have figured it out, yet. It's a struggle to figure out the balance between the personal and the professional life, but the only way to do it is I think to consciously make an effort for both. Positively, it's my hardcore passion that has helped me to swing through, and I'm able to take out time for myself too, doing some regular exercises and praying generously. Living my life as such, I genuinely feel grounded, and at ease while also maintaining my sanity.
Going forward, what are the changes in market behaviour that you anticipate, and what are the opportunities that you foresee? Delineate your future goals?
Eldercare is a seven trillion dollar industry globally, so there's tremendous potential if the complete focus is shifted towards providing home-based solutions and promoting the aging-in-place concept in the eldercare industry. We've already been innovating and experimenting with the eldercare solutions in India, but since the aged care problem is a global challenge, prevailing across countries, our objective is to transform the lives of the elderly all over the world by turning into a global elder care solution provider, post having served at least one million elders across PAN India.
Sama Bég, Chief Product Officer, Emoha Elder Care
A certified senior assisted living administrator and dementia care expert who has created an app that is designed as a one-stop solution for the needs of senior citizens.
Many of our customers are children who worry about their parents health and wellbeing. A very unique solution that we provide is pre-paid membership plans that can help ensure 24/7 care for your parents. In our membership we provide personalized care and attention. Members get an Emoha Daughter a personalized caregiver who takes care of their specific needs and is reachable 24/7. The Emoha Daughter herself calls the member every day and asks about their well-being and needs. We’ve introduced this concept by analyzing the global research strata that majority of care giving is provided by daughters who're the core care givers in the family for both the parents and the in-laws.
Being the CPO, I thoroughly look after the major departments the product, technology, and marketing at Emoha, and strive to provide our best through our brand's service.
Being the CPO, I thoroughly look after the major departments the product, technology, and marketing at Emoha, and strive to provide our best through our brand's service.
I think no entrepreneur must have figured it out, yet. It's a struggle to figure out the balance between the personal and the professional life, but the only way to do it is I think to consciously make an effort for both. Positively, it's my hardcore passion that has helped me to swing through, and I'm able to take out time for myself too, doing some regular exercises and praying generously. Living my life as such, I genuinely feel grounded, and at ease while also maintaining my sanity.
Going forward, what are the changes in market behaviour that you anticipate, and what are the opportunities that you foresee? Delineate your future goals?
Eldercare is a seven trillion dollar industry globally, so there's tremendous potential if the complete focus is shifted towards providing home-based solutions and promoting the aging-in-place concept in the eldercare industry. We've already been innovating and experimenting with the eldercare solutions in India, but since the aged care problem is a global challenge, prevailing across countries, our objective is to transform the lives of the elderly all over the world by turning into a global elder care solution provider, post having served at least one million elders across PAN India.
Sama Bég, Chief Product Officer, Emoha Elder Care
A certified senior assisted living administrator and dementia care expert who has created an app that is designed as a one-stop solution for the needs of senior citizens.