A Start-up aiming to de-stress the Indian consumer at an affordable price.

Founders Gopal Raman, Anil Kumar and Sumit Gupta believed that there was a
place in the market for a reliable spa brand that was a reasonable price
Spas were not generally considered socially acceptable
More research showed that Indians were beginning to view spa visits as an
aspiration
Focused on wellness market
Differentiation in spas based on benefits and designs offered
Interest in health and wellness practices
Shift in India provided great opportunity for spa industry
Industry confined in mainly urban cities and upcoming cities
People wanted services to help relieve stress from hard work and stressful lives
Global Wellness Market valued at US$2 trillion
International Spa Industry valued at approx US$60 billion
Large opportunities in India
Wellness market estimated at INR490 billion, growth of 20%
High competition in marketing, but also a lot of opportunity in spa segment
Power of:
Buyers - low
Suppliers - medium and low
New entrants medium
Substitutes medium and low
MARKET
Extremely varied
Active to reactive due to exposure to health concepts as well as their
acceptance of them
Growing interest in wellness services
Broad consumer segments
India had historically moved to preventative wellness
Viewed healthy living as an approach to a better physical state
Segments
Snails - Habit, convenience, affordability, unwilling to make major changes
Climbers - Mixed behaviour across age groups
Younger members show more aptitude to experiment- influenced by celebrities,
whom they want to emulate
Keen on fitness
Racers- Urban adults aged 25+
High brand affinity- inclined towards natural and organic products
Pay premium price for wellness
Sprinters - Extreme end of the spending spectrum- opinion leaders , Aged 2549
Sought not only the function of spa treatment, but also perceived spa visits as a
lifestyle
Positioning Concept
Affordable indulgence Pro: Greater access to a customer perceived good-feel experience
Con: It would be very challenging to convince customers a drop in price did not
constitute a drop in quality
Affordable Health
Pro: Has a large market loyal market that would be easy to communicate to
Con: Would be very difficult to provide noticeable benefits and credibility would
be crucial
A little Vacation-

Pro: Everyone wants a vacation, already established easy to reach market with
large groups
Con: Vacations are seasonal so would create inconsistent flow if not able to
change perception
Solution: Affordable Indulgence