Former leaders from diverse advertising and consulting firms have launched Greytt, a novel product and platform centered around the elderly. The upcoming platform is a joint venture co-founded by Preethi Sanjeevi, former CEO of VMLY&R Singapore, entrepreneur Rajeev Lochan, and Song Ramakrishnan C.N. (Rama), who previously served as a partner and MD at Entropia and Accenture.
Greytt derives its name from a clever play on the word “grey,” symbolizing the aging process. However, its mission goes beyond this association, aiming to emphasize the potential for achieving greatness and new possibilities for individuals aged 50 and above.
The platform’s founding goal is to empower the expanding 50+ age demographic with a renewed sense of purpose and enthusiasm. Through the utilization of experts, artificial intelligence (AI), and data, Greytt seeks to develop tailored products and services specifically catering to this growing age group.
According to the co-founders’ statement, the platform’s inception stemmed from the recognition that the distinct requirements of the burgeoning 50+ age bracket remain largely unmet by current offerings, particularly within the Asian market.
As life expectancy rises, the 50+ age cohort is transforming into a demographic with amplified disposable incomes, heightened digital proficiency, and ample time for exploring new ventures. In response, Greytt’s platform is set to address the unique needs of this evolving demographic.
Sanjeevi departed VMLY&R Singapore in June 2022 after a 16-year tenure with the company, aiming to establish her independent digital venture. Her focus is on creating products and solutions beyond the marketing sphere to address global challenges. Before assuming the CEO role, she served as the managing director for Singapore starting in 2019.
Her co-founder in this endeavor, Lochan, also previously part of the same network, spent 16 years as VP for finance and consumer insights until 2022. He subsequently ventured into various entrepreneurial initiatives, including founding PremonAsia, a management consulting firm. Lochan also holds a board position at Click2View, a content marketing agency specializing in narrative-driven connections.
Meanwhile, Rama held the position of partner and managing director at Entropia, later acquired by Accenture Song (formerly Accenture Interactive) in 2021. Prior to this, he spent eight years at IPG Mediabrands Malaysia, serving as managing director from 2015 to 2016.
In a LinkedIn post introducing the platform, Rama expressed that Greytt stems from a deep desire to cater to the significantly underserved 50+ community.
Speaking about the vision of the newly lauched platform, Sanjeevi said, “Our mission is to empower the 50+ community with purpose and passion. It’s high time this demographic had a platform that truly caters to their needs, a mission seemingly overlooked by others.”
Rama emphasised the role of technology in the upcoming venture. “At this pivotal moment in technological evolution, Greytt is ideally positioned to harness AI and data analytics, offering tailored solutions that meet both the explicit and implicit needs of the 50+ age group,” he said.
Lochan added that Greytt seeks to make a tangible and meaningful impact on the 50+ cohort, identifying himself with the group. “There’s a clear gap in the market for services that resonate with our needs and aspirations,” he explained.
Further details about upcoming initiatives will be disclosed as Greytt gears up for a beta launch scheduled for later next year. However, a glimpse into a couple of offerings has been provided. For instance, “Greytt Gigs” is envisioned as a platform where seasoned skills can align with new opportunities, while “Greytt Journeys” aims to curate exceptional experiences for individuals with refined preferences.
