Fight for mother's dementia care led me to set up business with a difference: Aqila Choudry

Love In Care has emerged as a beacon of hope, paving the way for work opportunities for the BAME community while ensuring culturally appropriate care.

My inspiration to establish Love In Care arose from a personal struggle I faced while searching for culturally sensitive care for my mother, Nazir Begum, who was diagnosed with dementia.

It was disheartening to find a shortage of care workers who could communicate with her in our native language and truly understand the intricacies of caring for someone from a BAME background.

I realised that this issue extended beyond my family and was a shared concern among many households within the BAME community.

Since our humble beginnings in 2015, Love In Care has experienced remarkable growth, doubling our support worker staff each year.

Today, I am proud to say that we employ over 60 men and women from diverse backgrounds. Our aim has been to create opportunities for individuals who may have faced difficulties securing employment through traditional channels due to limited experience and resources.

Love In Care’s approach has alleviated the burdens of the cost-of-living crisis, offering stability to households that might have otherwise endured severe economic hardships.

A remarkable aspect of our success lies in the predominance of women among our support workers.

Many of these women have first-hand experience providing loving care to their elderly family members, which translates into an exceptional level of care when placed in a professional environment. Recognising and valuing their experiences and skills, Love In Care has created a platform for these women to harness their nurturing qualities, benefiting both the clients we serve and the community at large.

I have always encouraged my staff members to express themselves fully in their work, fostering an environment where their contributions are celebrated and their personal growth is nurtured. This approach not only enhances the quality of care we provide but also empowers our employees to thrive in society.

Love In Care’s commitment to addressing the challenges faced by the BAME community in the field of domiciliary care serves as a testament to the transformative power of inclusive employment practices. By offering work opportunities to those who have been marginalised and overlooked, my team and I have not only changed individual lives but have also set a precedent for other businesses to follow.

Our efforts to create a more inclusive society through culturally appropriate care and work opportunities for the BAME community serve as a shining example of what can be achieved when compassion and determination converge.

By fostering an environment that values diversity and actively promotes equal opportunities, we can harness the full potential of our society.

Aqila Choudry MBE is Managing Director of Love In Care