New Delhi, 21th September 2022: Antara Senior Living, a part of the $4-bn Max Group and the wholly-owned subsidiary of Max India Limited – today announced the sale of over 300 units at its second senior living community in Sector-150, Noida. Launched in early 2020, the Residences for Seniors project in Noida is an integral part of Antara's vision to create an ecosystem to address the lifestyle and lifecare needs of seniors.
90% of the phase I inventory of Antara's Senior Living Community in Noida worth Rs 500+ crores in realisable revenue have been booked already. Antara is now shifting gears for the speedy launch of Phase II. This shows that the project has struck a chord with seniors and has been able to provide them a safe and secure environment by focusing on their needs. In fact, one-third of the Phase I of the community was sold during the pandemic, as seniors realised the importance and benefits of a senior living community and the comfort that comes with it.
Commenting on the milestone, Rajit Mehta, MD & CEO, Antara said,“At Antara, we are committed to understand and respond to the evolving needs of the elderly through a blend of lifestyle and lifecare offerings. During the pandemic, we witnessed a quick adoption of Antara Noida by seniors who had started to look for organized and specialized living spaces that can enable an independent, active, and hassle-free life. Antara Noida has seen cumulative net sales of over 300 units already and the continued momentum and heavy footfall at the community site give us the confidence that the interest will continue during the remaining part of the financial year as well.”
Antara's Noida community is focused on providing holistic wellness to seniors and is equipped to extend primary healthcare services as well. The residents will get access to trained nursing staff, caregivers, doctors, physiotherapy facilities and medical assistance during emergencies. Built on the tenets of senior-friendly architecture, the other wellness offerings include a club, a restaurant, and a wellness zone, which ensure a world-class living and ageing experience for seniors. The community facilitates an active, engaging lifestyle tailormade for its occupants through the resident engagement programs.
Spread over 16,500 sq. metres, Phase I of the community in Noida houses 340 apartments curated across three towers. Residents can choose from two or three-bedroom units ranging from 137 sq. metres to 280 sq. metres constructed in three different layouts. These apartments are available on a 90-year direct lease under the NOIDA authority and have all-inclusive pricing between Rs. 1.31 crore and Rs 2.93 crore. The first phase of the community at Sector-150 Noida will be ready for possession in 2025.
Spread across 14 acres, Antara's first senior living community came up in Dehradun. The community offers a wide range of services and recreational spaces that allow seniors to focus on their holistic well-being. The rousing response towards Antara Dehradun inspired Antara to expand its offerings and launch more such communities, starting with the one in Noida.
Launched in 2013, Antara is a wholly-owned subsidiary of Max India Limited, one of the three listed entities of the Max Group. It is an integrated service provider for all senior care needs, operating two main lines of businesses – Residences for Seniors and Assisted Care Services.
Antara's Assisted Care Services include 'Care Homes', 'Care at Home' and 'MedCare' products. This line of business caters to seniors above the age of 55, who need more immersive interventions in their daily lives due to medical or age-related issues. Starting with its first facility in Gurugram, the Care Homes provide long-term care to seniors who require constant medical and nursing supervision, and short-term care services for the recuperation of seniors. Antara plans to set up a chain of 35-40 Care Homes in the next three years. Its Care at Home services provides well-equipped, medically trained professionals offering care to seniors inside their home's comfort. The MedCare product services vertical is a one-stop platform for the daily medical equipment needs of seniors.
Recently, Antara conducted a first-of-its-kind survey 'State of Seniors'. It attempted to understand the elderly population better with a special focus on their aspirations, preferences, challenges, and opinions on today's socio-cultural and economic issues. The study, conducted in North (Delhi-NCR), South (Chennai, Bangalore & Hyderabad) and West (Mumbai & Pune) regions, covered 2,000 middle and upper-class elders aged 55 and above.
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