The Delhi-based CEO’s unique move caught the attention of netizens after a video of him announcing a special initiative encouraging employees to spend quality time with their parents ahead of Mother’s Day went viral.
Rajat Grover, founder and CEO of Delhi-based PR firm Elite Marque, announced in a viral Instagram video that his company’s employees will receive ₹10,000 as compensation along with three days of additional paid leave to take their parents on a short vacation.
The move drew widespread praise online, with many social media users calling it a rare example of empathetic corporate leadership at a time when the conversation about workplace stress and burnout continues to grow.
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Rajat Grover, CEO of Elite Marque, announced that employees will receive ₹10,000 in reimbursement and three additional days of paid leave to take their parents on vacation.
Grover initiated this to encourage employees to spend quality time with their parents, recognizing the sacrifices parents make and people’s tendency to put off spending time with them.
Employees are given ₹10,000 as compensation and three days of additional paid leave, separate from their regular paid time off.
The initiative isn’t a bonus or publicity stunt, but rather is meant to get employees to ask their parents what they’ve always wanted to do and help make it happen.
Mother’s Day is celebrated in the second week of May with gifts, cards and family meals to show love and gratitude. Its origins date back to ancient holidays honoring mother goddesses and later evolved into “Motherhood Sunday” in medieval Europe.
“One day” doesn’t come often, the CEO says
Sharing the announcement on Instagram, Grover reflected on how people often put off spending time with their parents despite realizing their sacrifices.
“We keep saying ‘one day’ to people who have been saying ‘yes’ to us all their lives,” he wrote.
Explaining the idea behind the initiative, he added: “Our parents gave us their time, dreams, energy and years… without asking for anything. Maybe it’s time we asked them one question: ‘What is something you’ve always wanted to do?’ And then quietly make it happen.”
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The entrepreneur also shared a video message in which he talked about the often-overlooked sacrifice parents make for their children throughout their lives.
Watch the video here:
He then announced that employees would receive financial support for a three-day trip with their parents. Importantly, he clarified that the holiday will be completely separate from employees’ normal paid time off, ensuring that workers do not have to sacrifice their personal leave days to escape.
Sparks Emotional Reactions Online Initiative
The announcement quickly gained traction across social media platforms, with users praising the idea as thoughtful and emotionally meaningful.
Many users described the gesture as a reminder that corporate politics doesn’t always revolve around productivity and profit. Others said the initiative highlighted the importance of recognizing emotional well-being and family relationships in modern workplaces.
Several commentators also pointed out that many working professionals, especially in fast-paced urban environments, often struggle to find time for their parents due to busy schedules and work pressures.
The initiative resonated strongly with users, who said the gesture encouraged staff to make memories with aging parents rather than postponing such moments indefinitely.
“It’s not about the bonus or visibility”
Grover later explained that the program was not intended to be a promotion or a conventional employee reward.
“The initiative is not about bonuses. It’s not about visibility,” he said.
“It’s about the one question most of us are too busy or too guilty to ask our parents: ‘What’s the one thing you’ve always wanted to do that we never made time for?’
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His comments further fueled online conversations about gratitude, work-life balance, and emotional responsibility, which people often overlook when focusing on career and financial goals.
The Internet is responding
One user wrote: “This is the first time I’ve heard anything like this… the company has announced a parental leave.”
Another user commented: “It’s rare to find people with this mindset in today’s corporate world. It’s really good to see initiatives like this.”
“If only the whole world would start thinking like this,” wrote a third user on Instagram.
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For many users, the story also served as a reminder of how quickly time passes and how relationships with parents can often become secondary in a hectic routine.
While some social media users described the move as “heartening” and “healthy”, others said it highlighted the growing need for workplaces to adopt more compassionate approaches to employees’ lives outside the office walls.
As Mother’s Day approaches, the initiative continues to gain traction online, with many users saying the gesture has inspired them to reconnect with their own parents and prioritize family time over constant work commitments.
