“HANGING AROUND MORGUES IS A WAY OF LIFE NOW”
The challenges we faced started right from the ‘recce stage’. I was asked why I was hanging around a crematorium while gathering information. Many felt threatened that we were going to be a digital medium and that we would be in competition with them. Another challenge was reaching out to many closeknit business communities who felt that we would intrude during a private time. ‘You want to outsource our shraadh ceremonies?’ they’d ask us. My parents don’t understand it. Why would I quit working from home in the software industry earning a hefty sum to hang around in morgues and crematoriums?
While many hearse, AC van operators and freezer box providers were initially apprehensive, telling them that their business would still be theirs and that we would function only as the ‘Uber of funeral services’ helped. Our helpline is available 24x7 and, being a ‘bootstrap organisation’, there is no one to field calls at night but me. Death, after all, isn’t known to come at reasonable hours.”
When you decide to dedicate your life to a bigger cause, the small things take care of themselves.”