To start with, don't use this:
var now = DateTime.Parse(DateTime.Now.ToShortDateString());
Instead use this:
DateTime now = DateTime.Now.Date;
And don't change cell values to a string and then parse them back to DateTimes either: if they are DateTime values in the cell, then cast them:
DateTime cellendDate = (DateTime)row.Cells[5].Value;
If you want five days, then add 5 not 10...