Why Indian aestheticians are hesitant to expand

Keeping a low profile for years, brands like Aayna clinic in Delhi, Yavana clinic in Mumbai and similar others have been enjoying their single outlet presence for couple of years. Even after gaining adequate attention for their premium quality services, these brands are anxious of flexing arms beyond their current horizon.

What’s the pull back?

Often, Indian aestheticians complain of lack of qualified and skilled professionals available on the ground to maintain the replica clinics or address the client’s query as precisely as the original one do.

“The reason why I have a single outlet is that Aayna is a beauty couture kind of place. There is so much happening under one roof at Aayna that it is hard to replicate. And, if it’s been done, again, it has to be done with the same precision, the same passion and the same quality that went into making Aayna what it is today,” Dr Simal Soin, Medical Director, Aayna Clinic, New Delhi.

Expecting an elaborate growth of 55 per cent in the current fiscal, Aayna’s year-on-year progress is significant in the national capital market. The chic aesthetic brand is the darling of elite consumers, especially women across the city, however, they find it difficult to attend repeat procedures as and when required.

“Flying back and forth to Delhi from Mumbai or Bengaluru is difficult. I am a business woman and my company is based in Pune. Whenever I visit Delhi for personal or professional purpose, I get the required services from Aayna. However, it would be great if the brand extends its offerings in at least big cities like Mumbai, Bengaluru or Chennai,” said a loyal consumer of Aayna, who opted not to disclose her identity here.

Similarly, Yavana clinic in Mumbai has created niche in the Mumbai market with its standalone clinic in span of 10 years. Still, it does not incur elaborate revenue. The brand sees high footfall and continuous demand from their clients to increase its physical presence.

“Yavana Aesthetic Clinic is currently a standalone aesthetic clinic in Mulund (West), Mumbai. However, looking at the increased flow of patients and growing popularity amongst patients from all corners of Mumbai, Yavana is poised to expand its presence in other areas of Mumbai. Plans are underway,” said Dr. Madhuri Agarwal, Founder and Medical Director, Yavana Asthetics Clinic.

Using and implementing high end internationally certified exquisite technology has placed Yavana in the forefront of aesthetics care in India.

Room for high margin

The current medical aesthetic market is worth $52,405 million for both service and product revenue, which over the next five years will grow at 5.5 per cent CAGR and is expected to hit $69,786 million in 2021. The invasive aesthetic procedures are set to grow at a CAGR of 4.3 per cent, while non-invasive procedures will grow at a CAGR of 4.5 per cent over the coming five years.

Cosmetic surgery products generated $7,824.0 million in 2015 and have the potential to reach $13,934.0 million in 2021.

Highly influenced with the word-of-mouth-publicity, somewhere down the line, the standalone aesthetics clinics of the country are losing perspective premium consumers due to lack of significant presence. And, the only way to fetch these potential clients is to increase the market presence.

“Technology has evolved to deliver great results; Built-in safety measures and user friendliness is encouraging more doctors and spas to embark on these machines to treat their clients. You must indulge in activities that build your credibility in the market first. People have to trust your expertise and your safety protocols to be able to start treatments with you,” suggested a United States Board Certified Cosmetologist, Roopa Ambekar who is the Founder and Managing Director of Uber Medspa & Salon.

Two-times national award winner, Ambekar, is the Dean of Paul Mitchell Cosmetology School, Washington DC; Education Director Graham Webb International, Washington DC; Master Trainer, Aveda Institute, Philadelphia and Senior Style Consultant Le Shoppe, Virginia. Recently, the industry expert has launched her education institute - the Roopa Ambekar International Institute of Cosmetology (RAIIC)

Strengthen the loose ends

Factors such as the increasing inclination towards minimally invasive and non-invasive aesthetic procedures, technological advancements in energy based devices and rapid growth in number of cosmetic procedures are driving the growth of the global medical aesthetics market.

However, still certain challenges remain as to how much training is enough really in safety protocols when using aesthetic laser machines and other anti-aging products. It’s the responsibility of the well trained and experienced aestheticians to increase their market presence and ensure adequate training of not just the distributors or sellers of products and equipment, but also to train the product manufacturers.

To take the experience to the next level, continuous training in med aesthetics machines, latest technologies and skill updating is essential.

The improved industry standards will surely give a ray of hope to consumers who look for international level of expertise in India and end up getting disappointed due to lack availability of resources.