The concept of enhancing our beauty is not new , this concept has evolved its way through cultures , civilisations and centuries and has evolved beautifully. But the problem began when we started to feed this urge to meet the societal beauty standards. Kaya Clinics , founded by Mr.Harsh Mariwala, is one such brand that encourages people to define their own beauty , beyond the societal standards. Recently we had the opportunity to explore Kaya Clinics and the field of Aesthetic Dermatology, where beauty meets innovation. It was an incredible experience to participate in and win Saksham 2023. I would like to thank our honorable principal Dr.Sharique Nissar sir for providing us with this opportunity and our professor Debabrata Sengupta for his constant guidance and support. Our marketing objective was to Increase Revenue of Kaya clinics by 10% by maximizing customer lifetime value. Check out the article below to know more about Kaya Clinics. (For College Project Purpose Only). For more info contact aveshpinjari64@gmail.com

3. TABLE OF CONTENT
• Beauty And Grooming Industry
• Aesthetic Dermatology
• Kaya and It's Customer
• Marketing Objectives and Strategies

4. BEAUTY &
GROOMING
$26.6BN
HAIR/SKIN/BODY
$4.2BN
HOMEOPATHY
$0.275BN
DERMATOLOGY
$3.25BN
AYURVEDA
$0.67BN
AESTHETIC
DERMATOLOGY
$1.9BN
BEAUTY & GROOMING
$26.6BN
ORGANISED
25%
$6.65BN
UNORGANISED
75%
$19.95BN
MANUAL
TREATMENT
STATE OF ART
TECHNOLOGY
AESTHETICDERMATOLOGY
INDUSTRY
SEGMENTATION
SOURCE: ANNUAL REPORT FY‘23-24

5. • MARKET SIZE-$1.9 BN
1,473 1,657
1,914
2,244
2,660
3,224
0
500
1,000
1,500
2,000
2,500
3,000
3,500
2021 2022 2023 2024 2025 2026
AESTHETIC INDUSTRY MARKET
GROWTH IN MN $
KEY GROWTH DRIVERS
• Personalization.
• Use Of AI.
• Festive Grooming.
• Male Grooming.
• Non-invasive Treatment.
TRENDS
0
0.5
1
1.5
2
2.5
3
2014 2015 2016 2017 2018 2019 2020 2021 2022
DISPOSABLE INCOME
0%
10%
20%
30%
40%
50%
60%
2018 2019 2020 2021 2022
% OF INDIAN
POPULATION USING
SOCIAL MEDIA 2018-23
INDIA
▪ DISPOSABLE INCOME
▪ SOCIAL MEDIA USERS
▪ ADVANCETECHNOLOGY
▪ CULTURAL SHIFT
▪ AFFORDABLE PAYMENT
• CAGR-15.9 %
SOURCE: ANNUAL REPORT & STATISTA

6. kaya clinics
• 1Mn+ Customers.
• Net Promoter Score: 82.
• Average Ticket Size: ₹10,000.
• REVENUE:376 CR (Global FY’23)
• REVENUE:178 CR (India FY’23)
Guwahati (1)
Kolkata (5)
Jalandhar (1)
Ludhiana (1) Chandigarh (1)
Delhi + NCR (13)
Lucknow (2)
Jaipur (2)
Nagpur(1)
Vadodara (1)
Indore (1)
Ahmedabad (3)
Surat(2)
Mumbai(14)
Pune(4)
Bangaluru(10)
Vizag(1)
Hyderabad(5)
Cochin(1)
Coimbator(1)
Chennai(4)
Siligurii (1)
❑ 75 CLINICS IN
26 CITIES
SERVICE
81%
PRODUCT
19%
REVENUE
SERVICE PRODUCT

7. kaya clinics
West
35%
South
29%
North
26%
East
10%
26
20
22
7
• REVENUE:376 CR (Global FY’23)
• REVENUE:178 CR (India FY’23)
SOURCE: ANNUAL REPORT’FY 22-23
SERVICE
81%
PRODUCT
19%
REVENUE
SERVICE PRODUCT
• 1Mn+ Customers.
• Net Promoter Score: 82.
• Average Ticket Size: ₹10,000.

8. TARGET AUDIENCE OF KAYA
DEMOGRAPHIC
NCCS
CLASSIFICATION
Gender : Male-25%,Female-75%
Tier 1 &2 cities
❑ Age-18-45 Y/O
A1 , A2 , A3
TAM: 8 CRORES
AVERAGE INCOME ABOVE
10-15 + LAC
• ENHANCEMENT
• CORRECTION
• PREVENTION
• HIBAGs
NCCS
CLASSIFICATION
BEHAVIOURAL SEGMENTATION
SOURCE: ANNUAL REPORT’FY 22-23

9. CONSUMER BEHAVIOUR
“feeling more
confident”
“having a quality of
life”
“other people telling
me that I look good.”
“looking as young
as I feel”
I THINK BEAUTIFUL IS :

10. 35-45
•ACNE
•FACIALS
•HAIR TREATMENTS
•PIGMENTATION
•OIL CONTROL
•LHR
• BRIDAL
• COOL SCULPTING
• LHR
• OIL CONTROL
• PIGMENTATION
• BRIGHTENING
• FACIALS
• COOL SCULPTING
•ANTI-AGEING,
•HAIR TRANSPLANT,
•COOL SCULPTING,
•BRIGHTENING ,
FACIALS,LHR
SERVICES MAPPING ON DIFFERENT AGE GROUP
BEAUTY NEEDS
BEAUTY TREATMENTS
25-34
18-24

11. SEGMENTATION OF SERVICE
ENHANCEMENT
₹ 56.16 CR
CORRECTION
₹ 51.8 CR
PREVENTION
₹ 36 CR
LASER HAIR REMOVAL
(INR 2,499/SESSION)
PIGMENTATION
(INR 3,000-5,000)
ANTI-AGEING
(INR 2,000-10,000)
KAYA FACIALS
(INR 2,000-7,000)
HAIR TRANSPLANT
(INR 40,000)
OIL CONTROL
(Starting from INR
3,000)
KAYA BRIDAL
(INR 30,000-1,20,000)
HAIR THINNING & HAIR
LOSS
(from INR 5,000)
BRIGHTENING
(Starts from INR 2,000-
4,000)
ACNE ISSUES
(INR 4000-15,000)
ENHANCEMENT
39%
CORRECTION
36%
PREVENTION
25%
REVENUE
LHR
30%
OTHERS
27%
ANTI AGE
19%
PIGMENTATION
17%
HAIR CARE
5%
BODY
2%
SOURCE: ANNUAL REPORT’FY 22-23
REVENUE FROM SERVICES – INR 144 CR

12. KAYA SMILE
SILVER
₹ 3,000
GOLD
₹ 15,000
GOLD
ELITE
₹ 30,000
PLATINUM
₹ 60,000
KAYA’S
REVENUE
₹ 178CR
KAYA
SMILE
92%
1,42,000 Kaya Smile Members in FY 2023
SOURCE: ANNUALREPORT’FY22-23

13. INCREASE REVENUE BY 10% BY INCREASING CLV
35-45
AFFORDABILITY BEHAVIOUR
BRAND LOYALTY
EVOLVING
BEAUTY NEEDS
25-34
18-24
#BAREANDBEAUTY #BEATTHESTRESS #AGELESS_ALLURE
BRIDES OF KAYA
“How much am I
willing to spend on
beauty?”
“Is Kaya My First
Preference To Satisfy
my beauty needs?”
“What are the
behaviours that shape
my beauty needs?”
“Does Kaya fulfil all
my beauty needs at
every stage of life?”
FESTIVE RADIANCE
BEAUTY NOW PAY LATER

14. CUSTOMER ENGAGEMENTVIA:
➢ “ASK ALL YOU WANT” ,LIVE ON INSTAGRAM .
➢ NO FILTER CHALLENGE ON INSTAGRAM.
#BARE&BEAUTY
OBJECTIVE: Addressing The Issue Of
Social Media Beauty Standards And
Encouraging Them To Embrace Their
Bare & Natural Beauty.
esha_mukane21

15. • OBJECTIVE: Making Them Aware Of
The Affect If Stress On Hair And Skin,
And Solving This Problem By Giving
Them A Hassle Free Solution
• CUSTOMER ENGAGEMENT VIA:
➢KAYA SOCIAL
➢COMMUNITY GROUP
#BEATTHESTRESS

16. • OBJECTIVE: Addressing The Beauty Needs
Related To Aging And Encouraging A Factor
Of Timeless Beauty.
• CUSTOMER ENGAGEMENT VIA:
➢ KAYA’S WHATSAPP CHANNEL
➢WEBINARS AND WORKSHOP ON TOPICS LIKE
AGEING AND HEALTH ISSUES.
#AGELESS ALLURE

17. BRIDES OF KAYA
❖DAZZLING DULHAN – GET COMPLETE
BRIDAL GROOMING WITH KAYA X ENRICH.

18. #KAYASAFEHOLI #KAYADANDIYARAAS
FESTIVE
RADIANCE
KEY HIGHLIGHT
❖ A Festive Glow Package
❖ Uniquely Customized And
Tailored
❖ To Each Customer’s Needs.

19. BEAUTY NOW PAY LATER
• Adding Buy Now Pay Later as a Payment Method.
• OBJECTIVE: INCREASE CONVERSION RATE BY PROVIDING
CUSTOMERS FLEXIBILITY IN PAYMENT.

20. CONTENT MARKETING
•Influencer Marketing.
•Podcasts.
•Customer Testimonials.

21. -
GO TO MARKET PLAN
• AGE:18-24 Y/O
• AGE: 25-34 Y/O
• AGE: 35-45 Y/O
• CUSTOMER BASE
FROM PAST 2 YEARS
• AGE:25-35 Y/O , NOT
MARRIED.
BARE&BEAUTY
#BEATTHESTRESS
#AGELESSALLURE
• FESTIVE
RADIANCE
• BRIDES OF KAYA
• BEAUTYNOW,
PAY LATER
• INFLUENCER
MARKETING
• KAYA’S CUSTOMERS
• KAYA SMILE-
PREMIUM TIER
• DROP THE FILTER
• BEAT THE STRESS
• BOOK AN APPOINTMENT
• GET MY OWN FESTIVE
PACKAGE
• ENQUIRE NOW
• KNOW MORE
• VISIT PAGE/ WATCH VIDEO
CAMPAIGN TARGET AGE GROUP CHANNEL
C T A
SUPPORTIVE
AGE
TAILORED
OCCASION

22. ~26KBY END
OF YEAR
72K+70K-
VISITING
70K+50K-
SLEEPING
AWARENESS
CONSIDERATION
CONVERSION
40%
20%
10%
~105K CUSTOMERS
SHOWED INTEREST
AND ENGAGE WITH
THE BRAND CONTENT
~53K CUSTOMERS
SHOWED INTEREST IN
BUYING
AUDIENCE POOL
2,62,000
BUDGET ALLOCATION 2023-24
ADS &
PROMOTION
CUSTOMER
ENGAGEMENT
CONTENT
MARKETING
INFLUENCER POST
GOOGLE ADS,
META ADS,
WHATSAPP,SMS
14.5 LAKH
GIFT & HAMPERS
EVENTS,
SEM & SEO
85 LAKH 15 LAKH
GOOGLEADS,META
ADS,WHATSAPP,SMS,
INSTOREPROMOTION
EMAIL
28 LAKH
WEBSITELANDING
PAGE
2.5 LAKH
INFLUENCERPODCAST,
CONTENT CREATION
AGENCY
35 LAKH
GOOGLEADS,META
ADS,WHATSAPP,SMS,
INSTOREPROMOTION
EMAIL
WEBSITELANDING
PAGE,
SEO & SEM
INFLUENCERPODCAST,
CONTENT CREATION
AGENCY
25 LAKH 2.5 LAKH 35 LAKH
TOTAL EXPENSE TOTAL EXPENSE TOTAL EXPENSE
67.5 LAKH 90 LAKH 85 LAKH
Source: mailchimp,meta
and google ads

23. REVENUE PROJECTION
0
50
100
150
200
250
2021-22 2022-23 2023-24
REVENUE PROJECTION
REVENUE PROJECTION
BARE &
BEAUTY
₹2.50
RADIANCE
FESTIVAL
₹5.25
BEAT THE
STRESS
₹4.70
AGELESS
ALLURE
₹3.50
BRIDES
OF KAYA
₹3.90
REVENUE(CR)
BRIDES
OF KAYA,
₹0.27 CR
BNPL,
₹0.3
AGELESS
ALLURE,
₹0.36
BEAT THE
STRESS, ₹0.45
RADIANCE
FESTIVAL,
₹0.8
BARE&BEAUTY,
₹ 0.3
BUDGET
197.85CR
178 CR
140 CR
BUDGET:2.48 CRORES REVENUE: 19.85 CRORES

24. EXPECTED OUTPUT
PLATINUM
6,300 Members
GOLD ELITE
16,100 Members
GOLD
26,600 Members
SILVER
21,000 Members
PLATINUM
6,700 Members
GOLD ELITE
17,400 Members
GOLD
28,700 Members
SILVER
23,100 Members
EXISTING KAYA SMILE MEMBERS- 70,000 Members
EXPECTED KAYA SMILE MEMBERS- 75,900 Members
SOURCE: ASSUMPTIONS

25. THANK YOU