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In short, even slightly upmarket beauty parlors and boutique clinics could be calling themselves spas. So, your USP has to be clear in order to carve a niche for yourselves.
R&D helpsThe spa USP is a rapidly evolving one, as other spas around you as well as customer tastes evolve. You may have started off with water lily root face packs. But if everyone around is also offering the same or if customer preferences have moved to lotus petal facials, then it is time that you innovated the next breakthrough. So, every spa worth its brand should run a basic R&D program to develop new products, programs and packages as well as to periodically audit existing products and treatments. Mystic Cures Spa, for example, claims to have their products and treatments, specially developed by their own research and development unit, as a mélange of Ayurvedic and Swedish techniques. As part of their expansion plans, they have developed around 20 new products including therapeutic oil, ayurvedic products etc. currently under trials or awaiting clinical approval. Ananda Spa, which has its own signature range, has its local supplier who blends the oils exclusively for them. Similarly, Srishti Khanna, General Manager of Amatrra Spa says, “We have our own range of exclusive products like bath gels, body lotions, face masks and massage oils that are developed and tested by our experts. Only certain products like aromas or scrubs are procured from outside.”
Sources
Many spas choose to develop their signature products in their own R&D units. Spa and gym equipment is mostly from Technogym or imported from countries like Italy, the US, the UK and Australia. Staff is recruited from training institutes abroad and India. Ayurvedic masseurs come from Kerala. Staff training, particularly in behavior and interaction is a key factor in developing the exclusiveness of your institution. Training period varies depending on the needs. The interiors of the spa, which need to be soothing and relaxing, is done by specialists. Interiors includes space design, color and décor as well as simple things like presentation. Like where are the oils placed? Where is the lit lamp placed? and what does the staff wear. Maintaining a spa is a meticulous process as the products, treatments, equipment, interiors and the staff needs to be well maintained and presented. There has to be regular inspections. There are third party management agencies that would take up the responsibility of running the show.
Pevonia Spa Care offers services ranging from financial analysis, concept and designing of your spa, to assisting you with spa equipment, products, and even staff training. Pevonia also assists in carrying out day to day operations. ESPA, which has been in this business for about ten years now, has been providing a combination of products, treatments and services, including development and redevelopment, as well as management solutions for spas all around the world. The Ananda Spa uses ESPA products for a small number of their treatments.
The big challenge
As of now, shortage of trained personnel is the biggest challenge that the Indian spa industry is facing. Acording to Dr Shaswat Chandra, Spa Manager, Radisson Plaza Resort & Spa, Kumarakom, “It is necessary to start a training department to fill the gap of trained personnel and to provide a ready pool.” Spas mostly hire certified trainers and managers from abroad and then conduct training for the rest of the staff internally. There is a lack of a standardized approach to training of the therapists and the government is yet to regulate the service quality in spas and establish health and safety standards.
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However, as more and more people are considering spa therapy as a potential career option, accredited spa training institutes that are in sync with global standards are gradually coming up. Also the Spa and Wellness Association of India was established last year.
Back-end opportunities
Other than the obvious opportunity of running a series of spas, there are a number of other backend opportunities that are opening up in this area.
Spa products
The Ayurvedic cosmetics and products industry is worth Rs 3,000 crore and is bound to grow, as more and more people are embracing spa treatments for stress reduction and pain relief. Also, botanical and marine ingredients are being preferred over factory made products as people are becoming more aware of the benefits of natural products.
Earlier only women used to engage in such treatments, but now even men are increasingly becoming concerned about their appearance and are embracing spa-like treatments to look and feel good. This, in turn, is boosting the demand for products and services that are designed for and cater especially to men.
Staff training
A shortage of skilled personnel is reason enough for entrepreneurs to keep an eye on this market. As spas are booming like never before, staff training institutes are the need of the hour. Staff training in India is usually done in spas, where they are trained in Ayurvedic and oriental therapies, managing clients and handling spa equipment. There are no exclusive and certified spa training institutes in the country as of now.
Spa interiors
The interior design and ambience of a spa is the very soul of a spa. A spa needs a third party to assist with space planning, color selection, concept design, selecting material like textiles and fabric, window, wall and flooring plans, accessorizing and furniture and equipment selection. If you are into interior designing, this one is for you!
Spa Publications
There are many few publications and even more websites abroad that cater to the spa industry and the spa audience. These include Body & Soul, Luxury Spa Finder Magazine and Spa Magazine. In India, however, there is only one magazine, AsiaSpa.
Spa Equipment & Supplies
Massage tables, gym equipment, facial tables and chairs, hydro therapy tubs, saunas, jacuzzi tubs, vichy showers— all these are standard equipment. As of now, most of these equipment are being imported from abroad and it is very costly ranging from $2,000 to as much as $15,000. Maintaining the equipment could also become an opportunity in itself.
Besides the regular spa equipment, there are also many other miscellaneous supplies that could be provided to spas. These include towels, spa garments, manicure/pedicure supplies, candles, bedding, brushes, gloves, healing stones etc. Technogym from Italy, SpaEquip and CosmoPro based in the United States, are some of the players in this field.
Spa Cuisine
Many spas are now looking to incorporate healthy cuisine as part of their wellness programs. They are looking for catering services that can provide them with a healthy menu that consists of dishes that are nutritious, high in fiber and low in calories and sodium. At the same time, the flavor and the essence of the food cannot be compromised upon.
Food has always been an integral part of the spa program in destination spas such as Ananda, but spas in hotels such as the Taj Spa and the Amatrra spa in hotel Ashok are also slowly becoming a part of this trend, making this a potential business to venture into.
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written by UTTARA REDDY, May 18, 2011
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