OUR STORY

Built by caregivers,
Built for Indian families.

Maatra is shaped by lived caregiving
and designed
to make family health calm, connected, and private.

Our story began in hospital waiting rooms

Maatra was founded by
Shilpa and Rajdeep —
both caregivers in their own families.

Shilpa was 22 when her father had a heart attack. From that day on, she became the keeper of his reports, medicines, and appointments.

Rajdeep managed hospital visits for his parents, tracking paperwork and follow-ups so nothing slipped through.

The hardest part wasn't caregiving. It was the chaos.

Scattered documents. Forgotten details. The constant worry of not being prepared when it mattered most.

Maatra was born from a simple wish: to make care easier for families like theirs.

Over the past year, they interviewed more than 75 families across India managing care for parents, children, and themselves. Those conversations shaped Maatra into what it is today — not just a health app, but a system families can rely on.

75+
Family interviews shaped every feature,
flow, and decision in Maatra.
Not
assumptions — real caregiving stories
from families across India.
The team

Experienced professionals
building for families

Every decision, feature, and detail is shaped by lived experience and deep expertise.

Rajdeep Endow
Rajdeep Endow
Co-founder
"India has fantastic hospitals and dedicated doctors. But the burden of continuity falls on families — across hospitals, doctors, years. No one was building for that. We are."

Rajdeep has spent nearly three decades building and transforming digital businesses globally — from cofounding a services startup, leading 8,000+ people as India and APAC Managing Director at Publicis Sapient, to being a private equity advisor and operating executive. He's always been drawn to untangling chaos and making complicated systems simple. At Maatra, he leads company strategy, product vision, and go-to-market execution.

BE (Computer Science), NIT Nagpur · MBA, IIM Ahmedabad
LinkedIn
Shilpa Bhardwaj Endow
Shilpa Bhardwaj Endow
Co-founder
"When my father had a heart attack, I became a health coordinator. I learned that managing your family's health isn't only about the medical aspects. It's about remembering, coordinating, and carrying the emotional weight. That's what we've built for."

Shilpa brings two decades of leadership in human capital and organisational transformation — first at Publicis Sapient and later at Yum! Brands India — shaping culture and performance at scale. As an executive coach, she has worked closely with senior leaders navigating change and complexity. At Maatra, she shapes product experience, behavioural design, and trust architecture.

English Literature, Lady Shri Ram College · MBA, Fore School of Management
LinkedIn
Dax Abraham
Dax Abraham
Chief Technology Officer
"Families don't think about encryption or resilient architecture. They think about whether their father's records will be there when the doctor asks. Our job is to make sure the answer is always yes."

Dax has been CTO three times — at Recoup Health, Ordway, and SurePeople — building platforms that handle sensitive data at scale. Over 25 years, he's led technology across telecom, enterprise platforms, digital experience, and healthcare. At Maatra, he leads technology and platform architecture — building resilient infrastructure, AI-driven intelligence, and long-term platform capability.

BE (Computer Hardware & Software), PICT · US Patent Holder (Context Engine Architecture)
LinkedIn
Prasanna Venkatesh
Prasanna Venkatesh
Head of Engineering
"The best engineering is the kind families never notice. You upload a document and the right profile updates, the right reminder gets suggested, the right summary changes. It just works."

Prasanna is a versatile full-stack engineering leader. He's built and scaled engineering teams across healthtech, billing automation, and enterprise SaaS, leading engineering at Recoup Health and Ordway where he drove platform modernisation, operational reliability, and high-quality delivery at scale. At Maatra, he leads engineering execution — shaping development processes, strengthening system reliability, and ensuring product velocity.

BE (Mechanical Engineering), GCT Coimbatore
LinkedIn
Our partners

Built with
independent experts

Maatra works with specialists across medicine, privacy law, design, and
cybersecurity to ensure rigour in how the platform is built and governed.

Dr. Charu Khurana
Dr. Charu Khurana
Medical Advisor ·
Senior Consultant, Centre for Sight, Delhi

An award-winning cataract and glaucoma
specialist, Dr. Khurana advises on patient
communication, care workflows, and
clinical documentation standards —
ensuring the platform reflects real-world
healthcare practice.

Privacy & Compliance

Technology focused law and policy
firm renowned for expertise in data privacy
and cybersecurity.

ikigailaw.com →
CX & Design

A design agency based in Singapore and
Manila. CX strategy and design grounded in
real caregiving behaviour.

tuncarp.com →
Cybersecurity

A multi-award-winning global cybersecurity
firm. Independent security assessments and
platform resilience validation.

accorian.com →
Built for India

Designed for how
Indian families
actually
manage care

Not adapted global templates.
Local realities, first.

Every family has a Health CEO
One person manages health for the whole family — reports, appointments, coordination across generations. We built Maatra for them.
Distance doesn’t end responsibility
Children move to other cities and countries. Parents age at home. The responsibility of managing their care travels with you. So does Maatra.
Decades of records, scattered
Indian families hold years of medical history across paper files, WhatsApp threads, and hospital portals. Maatra changes that.
WhatsApp is our medical inbox
All data stored exclusively within India. DPDP compliant by architecture, not afterthought. Maatra connects directly to that habit.