In a refreshing departure from typical corporate perks, Rajat Grover, founder and CEO of Delhi-based marketing and PR firm Elite Marque, has introduced a heartfelt initiative that is winning hearts across social media. Ahead of Mother’s Day 2026, Grover announced that all employees will receive three additional days of paid leave along with a ₹10,000 reimbursement to take their parents on a short vacation.
The announcement came through a now-viral Instagram video where Grover reflected on the often-overlooked sacrifices parents make. “We keep saying ‘one day’ to the people who spent their whole lives saying ‘yes’ to us,” he said. He encouraged employees to reconnect with their parents by asking about their unfulfilled dreams, health, favorite memories, and simple joys that often get sidelined in the hustle of modern life.
The #PoochaKya Initiative
The program is part of the company’s #PoochaKya (“What did you ask?”) campaign. It aims to inspire employees to pause, reflect, and create meaningful memories with their aging parents. The extra paid leave is separate from regular PTO, ensuring the vacation adds no stress to existing leave balances. The ₹10,000 allowance covers expenses for a short family getaway.
Grover emphasized that the move is not merely a bonus or publicity stunt but a genuine reminder that “tomorrow is not promised.” He highlighted how parents often prioritize their children’s needs while setting aside their own aspirations, and urged his team to make time before it’s too late.
A Company Culture That Values People
This is not the first time Elite Marque has made headlines for employee-friendly policies. Last year, the company went viral for granting a surprise nine-day Diwali break, encouraging staff to “switch off, sleep, and come back human.” Grover’s leadership style consistently focuses on well-being, trust, and work-life balance in an industry often associated with high pressure and long hours.
Social Media Reaction
The initiative has sparked widespread appreciation online, with many calling Grover “Boss of the Year” and praising the human touch in corporate leadership. Professionals across India, particularly those in metros juggling careers and family responsibilities, have shared personal stories of guilt over limited time with parents. The video has resonated deeply in a society where nuclear families and demanding jobs often strain intergenerational bonds.
In an era where burnout and hustle culture dominate conversations, Rajat Grover’s gesture serves as a powerful reminder: true success includes nurturing the relationships that matter most. By giving his employees both time and resources, he has turned good intentions into meaningful action—one family vacation at a time.
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