"The number of people in the age group above 60 years is growing and this group needs to be seen as not only continuing to contribute to the economic development of the country but also needs to be provided a favorable ecosystem for living with respect and dignity,” stated Ratan Tata, chairman of the Tata Trusts in a press release announcing a toll-free national helpline, 14567, for senior citizens. Named Elder Line (EL) it will also "hope to pass a clear message that senior citizens can lead an independent, respectful and dignified life, and be cared for in their twilight years,” the former Tata Sons chairman noted.
Unveiled in New Delhi on October 1, 2021, International Day of Older Persons, by vice president M. Venkaiah Naidu, EL has been conceptualized and operationalized by the ministry of social justice and empowerment in collaboration with the National Institute of Social Defence, state governments and implementing partners. Tata Trusts is the technical partner for the EL initiative. Commenting on the vulnerability of senior citizens, in his address Naidu stated: "the Trusts (are) known for very dignified and dedicated service. I’m happy this will really help the people.”
The intent of the helpline is to "provide senior citizens, or their well-wishers, one national platform to connect and share their concerns, get information and guidance on problems that they face on a day-to-day basis, without having to struggle for it,” stated the press note. Envisaged to be a one-stop shop for "all concerns of the elderlies — mental, emotional, financial, legal and physical,” EL is active in 15 states including Maharashtra on all days of the week from 8 a.m. to 8 p.m. After a call is registered, based on the needs of the person calling, solutions are offered along with follow-up calls. "In some cases, which require on-ground intervention, on-field teams are deployed to settle disputes,” detailed the press communique.
During the trial run before the official launch, over 30,000 seniors have already been serviced, noted the communication. The helpline has its roots in a pilot project initiated by the Tata Trusts and the Government of Telangana in 2017, to assist senior citizens in Hyderabad (see "Tata’s senior support,” Events and Personalities, Parsiana, December 7-20, 2019).