A mutual aversion to joining the rat race prompted university pals Vanessa Keng and Lee Chang Xi to take the leap and start their own business.

No great surprise there: Lots of new graduates strike out on their own, but this pair, both 25, took an unusual step for such young people and targeted care for the elderly.

"We got the idea when we went on a university exchange programme to Denmark for six months," recounts Ms Keng.

"We saw that in Denmark the elderly had good quality of life and could get around on their own, and we realised that mobility aids really helped."

When they returned to Singapore, they began conducting market research on the kind of eldercare products available here, and once they graduated in 2011, they started work on turning the research into a company called The Golden Concepts.

At first, the pair considered taking the more traditional route of working in a "normal" job before setting up their dream company, but they eventually decided to plunge into entrepreneurship from the get go.

"We already had the idea, and we felt there was no point waiting," says Ms Keng.

"And we also figured that there were fewer opportunity costs doing it immediately, rather than having to give up a job four or five years down the road."

The two poured their own savings into the firm, without any funding from friends or family, and while they did face a few bumps along the way, the company is now profitable and doing well.

From just four products at the start, the company now offers 170 on its online store, from bath safety items to mobile phones.

It also distributes mobility aids and rehabilitation products to local hospitals.

The pair are also planning to start designing their own eldercare products.

"Most of our products are from Great Britain and the United States. They have good designs but we find that they can sometimes be a bit too big for Asian builds," says Ms Keng.

"So in the next few years we might design our own products that would be more ergonomic for Asian senior citizens."

Both of them have never regretted their decision to take the path less trodden, even as many of their friends have become lawyers, bankers and doctors.

"Our friends are pretty supportive. Everyone's trying to find something they love to do. For us, it was the love of creating our own business and we probably won't stop at one - we might start more companies in future," says Ms Keng.