Shantanu Naidu, an engineer, social entrepreneur, and author, rose to prominence not only as an executive assistant to Ratan Tata but also through his own entrepreneurial ventures. Shantanu is the founder of Goodfellows, a startup with a unique mission to provide companionship to senior citizens. This organization operates on the principles of empathy-driven social entrepreneurship by blending business with social welfare to tackle the isolation and loneliness experienced by elderly individuals in urban areas.

The idea for Goodfellows originated from Shantanu's own experiences of seeing elderly people struggle with loneliness. Inspired by the unconditional bond between grandparents and granddaughters, he wanted to create an organization that could provide genuine companionship for senior citizens. We chose the term goodfellow to represent a trusted friend or confidant who could enhance the lives of older adults by assisting with daily tasks, participating in meaningful conversations, and offering emotional support.

The venture attracted the attention of Ratan Tata, known for his philanthropic endeavors, who eventually became both an investor and a mentor to Shantanu. Tata’s endorsement added immense credibility and visibility to Goodfellows, which operates on a simple but impactful model: matching young, empathetic individuals with senior citizens seeking companionship. The focus is less on clinical care and more on fostering authentic human connections. 

Goodfellows provides trained companions who spend quality time with senior clients, assisting them with activities such as going for walks, running errands, or simply sharing a cup of tea while listening to their stories. Goodfellows selects companions based on their empathy and communication skills and trains them to meet the diverse needs of elderly clients. 

Goodfellows operates on a subscription-based model, where families or individuals can opt for different packages based on the level of interaction required. This model helps ensure a steady revenue stream while allowing for customization based on client needs.
Goodfellows is a social vision that aims to combat the epidemic of loneliness among the elderly. 

Studies show that social isolation can have detrimental effects on mental and physical health, making companionship crucial for improving the overall well-being of senior citizens. Shantanu’s approach goes beyond business, as he aims to build a community that values and respects older generations, reintegrating them into social spheres from which they may feel excluded. 

In an era where technological solutions often lack a human touch, Goodfellows stands out by fostering interpersonal relationships. The startup aims to expand its reach to various cities across India, scaling its impact by training more young people to become Goodfellows. 
The journey has not been without its challenges. Scaling a social enterprise while maintaining the personal touch that defines Goodfellows requires a careful balance. 

Furthermore, the stigma around loneliness in India means that many senior citizens hesitate to ask for help, making outreach efforts crucial for the startup’s growth. Shantanu remains undeterred, focusing on the long-term goal of building a nationwide network that connects generations and builds understanding.

Shantanu Naidu’s work with Goodfellows aligns with his larger ethos of using business as a tool for social change. He also co-founded Motopaws, an organisation that uses reflective collars to reduce road accidents involving stray animals, and he is passionate about multiple social causes.
With Goodfellows, Shantanu has set a benchmark in social entrepreneurship, demonstrating how compassion can form the backbone of a successful business model. 

The startup not only holds the potential to transform eldercare in India, but also exemplifies how profit and purpose can coexist harmoniously to achieve meaningful social impact.