Pune: Paranjape Schemes (Construction) Ltd (PSCL) has announced that they have signed up former cricketer Sunil Gavaskar as the brand ambassador for their ‘Athashri’ projects.
The “Little Master” will be endorsing the ‘Athashri Valley Projects’, an integrated township project exclusively for senior citizens that is being developed by PSCL.
The announcement was made by PSCL Managing Director Shashank Paranjape in the presence of Gavaskar at a press conference in Pune Yesterday.
He said the company was now poised to create Athashri Valley, a 35-acre comprehensive, integrated township exclusively for senior citizens, under its project, ‘Forest Trails’.
Gavaskar said, “I too have a senior citizen to look after at home. My mother is 91-year-old. Fortunately, I can take care of her and can fulfill her daily requirements. However, there are many people in our society who are unable to do so. Thus, ‘Athashri’ is an ideal concept of providing a well-suited home to our senior citizens.
“I feel that our country needs more such ‘Athashri’ homes instead of old age homes in today’s date; So that even senior citizens can live their own life without being dependent on anyone.”
Paranjape said Athashri is an integrated township being developed for the first time in India for senior citizens.
“We intended to create a complete township keeping in mind the needs and expectations of senior citizens. We have earlier developed many senior living projects in the last decade or so, and more than 1500 senior citizens are dwelling in these projects as of today,” he said.
The township is a part of Forest Trails project at Bhugaon near Pune. PSCL also has plans to develop Athashri project in Hayward, a city in California, USA.