2. Executive Summary
• The wellness industry in India
is at its growth stage and is
gradually gaining popularity
amongst the common people
• Spas have been working hard
to sustain and grow their
businesses, deploying a wide
range of approaches to connect
with and incentivize the
consumer
• The industry has a lot of scope
to flourish as the lifestyle of
people is demanding a bend
towards to wellness and fitness
sector
3. Limitations
The following are the limitations of our study:
In order to maintain their confidentiality, the
spas were unwilling to share their customer
database. Hence, the profile of customers
and customer details couldn’t be obtained
Due to monetary constraints, a number of
paid online reports could not be obtained
Lack of man power confined our study.
4. India is currently enjoying a surge in the wellness industry, with
international visitors attracted by quality and affordable medical
tourism, and the alluring traditions and benefits of Ayurveda and yoga
With the rising uptake of domestic low-cost airlines and the middle
class’ growing appetite for consumerism, the domestic demand for
wellness and spa activities is expected to expand in the coming years.
Introduction
5. Definition of the Word Spa
The word "spa" comes from the Latin expression for
health by water.
The term spa is associated with water treatment which is
also known as BALNEOTHERAPY.
Spa towns or spa resorts (including hot springs resorts) typically offer
various health treatments.
The belief in the curative powers of mineral waters goes
back to prehistoric times.
Such practices have been popular worldwide, but are especially widespread
in Europe and Japan.
Day spas are also quite popular, and offer various personal care treatments.
6. Defining Wellness
• The American Heritage Medical Dictionary
terms ‘wellness’ as a ‘condition of good
physical, mental and emotional health,
especially when maintained by an appropriate
diet, exercise and other lifestyle modifications.’
• In India, traditional medicine and preventive practices have
always stressed on ‘a healthy mind in a healthy body’.
Accordingly, Indian traditional practices of ayurveda, yoga and
meditation were aligned to deliver physical and internal well-
being, mental peace and happiness.
7. Wellness comprises the following
five segments-
• Beauty services and cosmetic
products
• Fitness and cosmetic products
• Nutrition
• Alternate therapy
• Rejuvenation Spas
8. Wellness Spa
Combines Spa services with Wellness Programs within
appropriate Day Spa facilities. Will need to provide evidence of:
Day Spa facilities.
Spa Therapy and Body Therapy
Wellbeing and lifestyle programs.
Offers Spa Cuisine
9. The Wellness Eco System
The wellness industry in India has evolved rapidly from its nascent unstructured
beginning in the early 90s to a comprehensive ecosystem today including consumers,
providers, adjacent industries, facilitators and Government.
• Consumers mainly comprise a young population with rising
income levels
• Providers offer wellness services and products to meet the hygiene, curative
and enhancement needs of the consumer
• Adjacent industries such as healthcare, media, retail, gaming, hospitality and
education are capitalizing on the growth of the wellness sector to generate
additional revenue streams, leverage existing competencies and offer a wider
array of services/products to customers
10. • Facilitators include employers, insurance companies and schools, who
are likely to play a key role in encouraging and inculcating pro-wellness
habits among consumers going forward
•The Government wears multiple hats in its roles as a provider, facilitator,
enabler and regulator in the industry
11. Consumers of the Wellness Industry
• The young population in India is the core target group
• India’s growing middle class
12. • Increase in discretionary spends is positive for the industry
• Growing number of lifestyle diseases makes wellness relevant today
13. SPAS
• The ancient concept of spa revolved around the therapeutic powers of water fortified
with the powers of minerals
• Mineral springs in ancient times were renowned for their therapeutic values ,especially
in Rome where hundreds of roman baths did double duty as bath houses and health
centres
• Over the time, resorts and accommodation mushroomed around these springs where
people congregated
• Where there were no natural springs, canny entrepreneurs built mind-body rejuvenation
centres and fitted them with modern gadgets
• In the modern day spa, people can detox, distress and rejuvenate themselves without
bothering to leave town.
16. The industry has attracted a number of domestic entrants and
international players. Established players are pursuing
revenue maximisation through product and service
diversification. They are also exploring newer geographies.
Franchising is emerging as a popular option for scaling up.
Micro segmentation to develop better targeted value
propositions for consumers and commercialisation of
traditional Indian home remedies are other emerging trends
in this industry
Industry Trends
18. Competition in the Indian
Spa Industry:
• The Indian spa industry is highly fragmented with spas across the country.
• As of now, around 70 per cent of the spa business is run by local brands, while
the rest is taken over by international spa firms
• The industry is expected to witness exponential growth in the times to come and
many domestic and international are setting up expansion plans
• International brands like MSpa international from Thailand, Aman resorts from
Singapore and express spa from us are establishing a presence and planning to
scale up
20. S.W.O.T.
S
TRENGTHS
W
EAKNESSES
T
HREATS
O
PPORTUNITIES
• International background
• Reliability
• Newness in the Hungarian market
• Desired services and products
• Narrow target group
• Loyalty of the customers
• Solvency
• High price
• False location
• Wrong target group definition
• Inadequate services and
treatments
• Inadequate communication strategy
• Coverage of the Italian lifestyle
• Italian products
• Costumers are not loyal yet
21. The main problems are as follows:
Lack of Standards – there are no organisations currently.
Lack of Accredited Training Institutes.
Lack of Accredited Spa’s.
Lack of Uniformity in Traditional Treatments - Every Spa one visits in India do the Traditional Treatments
differently, simple therapy like Ayurvedic Massage is done in different manner in different places, for example,
Shirodhara is done at any time of the day, where as it is strictly contra indicated in the afternoons.
No Association to Address Issues & Grievances of the Industry.
Lack of Government support in promotion of industry except in few cases.
Lack of Awareness in all strata’s of the society.
22. Shady places working under the name of Massage joints giving a bad name to the profession &
Industry.
People not choosing the Spa Industry as a profession as they would choose any other off course due to
the bad name acquired by the Industry due to wrong doings by few.
Non-sharing, discreet & Orthodox attitude of some Ayurvedic Practitioners not wanting Ayurveda to be
used in Spa Industry.
Many Practitioners looking at Ayurveda as a Therapeutic Modality rather than Lifestyle Management
Modality.
The Indian spa industry, which is growing at around 20-30 per cent annually due to increased affluence
of people and lifestyle related ailments, is still unregulated and lacks trained therapists. India needs
20,000 trained therapists and there are over 2300 spas, and there are only 1000 trained therapists in
India.
Use of Non-Standardized products.
23. Analysis
The new spa trends that will drive the
Indian market are:
• Medical Tourism – The Truth of an
Affordable Health Destination -
Medical wellness and cosmetic med
spas is a booming business as it fills
certain critical gaps in the traditional
health care system. Spas tie in with
medical tourism as part of the “post-
op” recuperative holiday.
• Many hotel/resort spas will recognize
the new opportunity that medical
tourism presents and market
themselves as ideal pre- and post-
operation stays
24.
25. Why do people visit a spa?
(advantages of visiting SPA)
Get healthy
Relax
Lose weight
Detox
Take a hike
Conquer your fear
Do yoga
Eat well
Reconnect with people you love
Get inspired
26. Managing Your Day Spa Business
Develop effective systems for running your spa business on a
daily basis
Set your spa's hours of operation
Working with spa employees
Determine the staffing needs of your spa business
Find employees who are qualified to work at your spa
Set sales goals and keep spa employees motivated
27. Managing Your Day Spa Business
Establish a maintenance schedule for equipment
Set prices for your spa's service and develop packages to encourage
clients to buy more
Spa products
Identify suppliers for the products you will use and retail
Set retail markup margins
Keep track of inventory
Create in-store displays to market products
28. Managing Your Day Spa Business
Create your image on and off paper
Develop promotional materials to market your spa
business (including LOGO, a menu of services,
website, brochures, etc.)
Advertising and publicity
Stimulate repeat business from your spa clients
29. Conclusion India’s fast-evolving wellness world
presents many opportunities for spa
developers, owners and operators. The
time is ripe to take advantage of the
growing attraction of India as a centre of
wellness and medical tourism for both
domestic and international spa-goers,
however these activities should not just
be limited to Kerala or the Himalayas,
but also in urban areas where day spas
can be promoted as oases of peace and
relaxation.
