The document summarizes research on the wellness and spa industry in India. It finds that the industry is growing rapidly as lifestyle habits shift towards wellness. Spas are working to connect with consumers and sustain growth. There is significant scope for the industry to flourish given growing demands for wellness and fitness services. The research aims to investigate market drivers, collect consumer data, identify partnership opportunities, and provide recommendations to help spas strategically position themselves to capitalize on wellness trends.

1. Study of Wellness and Spa Industry
Presented by:
Priyanshi Kukreja
Sanial Anand
Shruti Parasramka
Sohini Bhuwalka
Vardhini Krishna

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. To provide a rigorous investigation of the
market and consumer forces driving the
growth of wellness services and products.
To collect some of the first ever primary data
from consumers about their views on
wellness.
To highlight key areas of opportunity and
intersection where the spa industry can take
advantage of growth and partnership
opportunities in myriad wellness- related
sectors.
To provide recommendations on how spas –
both as a collective industry and as
individual business owners – can position
themselves strategically to capitalize on
growing wellness lifestyle trends.
Research purpose
and objectives

4. Research Methodology
The research was conducted in the
following manner:
Collection of Secondary data through an
extensive literature review of the major
studies, reports, data, and qualitative
assessments available on market trends
in key wellness lifestyle sectors (such as
health/medicine, beauty, fitness, etc.), as
well as on the broader wellness industry
and concept.

5. 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.

6. Historical Background

7. Introduction
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.

8. 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 wellbeing, mental peace and happiness.

9. Wellness comprises the following
five segments• Beauty services and cosmetic
products
• Fitness and cosmetic products
• Nutrition
• Alternate therapy
• Rejuvenation Spas

10. 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

11. • 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

12. Consumers of the Wellness Industry
• The young population in India is the core target group
• India‟s growing middle class

13. • Increase in discretionary spends is positive for the industry
• Growing number of lifestyle diseases makes wellness relevant today

14. 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. Activity Segmentation

17. 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. Key Trends

19. 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. Findings and observations

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. 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 “postop” recuperative holiday.
• Many hotel/resort spas will recognize
the new opportunity that medical
tourism
presents
and
market
themselves as ideal pre- and postoperation stays
Analysis

25. 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.

26. Thank You!