Get Wellness Soon!

Consumer experience is evolving at every moment. With the advent of this evolution, the consumer market has got better in terms of quality, technology and in terms of providing exhilarating consumer experience. As a result, wellness as a category spawned in the process of making “the experience” better for people. Spas and resorts form a major part of wellness sector in India.

The International Spa Association (ISPA) defines Spas as “places devoted to overall well-being through a variety of professional services that encourage the renewal of mind, body and spirit”.

The ISPA further categorizes spas as:

Day Spa: A spa offering a variety of professionally administered spa services to clients on a day-use basis.

Destination Spa: A destination spa is a facility with the primary purpose of guiding individual spa-goers to develop healthy habits.

Resort/Hotel Spa: A spa located within a resort or hotel providing professionally administered spa services, fitness and wellness components.

Club Spa: A facility whose primary purpose is fitness and which offers a variety of professionally administered spa services on a day-use basis.

India, with its deep-rooted traditions, is known for being a hub for alternative treatments dominated by ancient healing –Ayurveda & spirituality. In recent years, enormous growth has been identified in the Indian spa industry. With over 2,300 spas, the industry makes around $400 million annually.

According to a report release by Associated Chambers of Commerce and Industry of India, the Ayurveda and yoga segments, alone, were expected to earn a business of 600 Cr and revenues prospects for medical tourism predicted to be around 400 Cr.

Despite these numbers the wellness sector is largely underdeveloped in India especially because it is unorganized & there is less awareness about the services offered by this sector. There are a very few wellness brands which have succeeded in positioning themselves in line with the modern consumer’s need for a wellness experience. The core problem which one can identify is right branding in the right place.                                          
A lot of upcoming wellness brands entering this segment position themselves as rejuvenation destinations which offer authentic traditional treatments. India’s destination resorts, wellness retreats and spas address body, mind and spiritual wellness through the traditions of yoga, ayurveda and numerous other healing practices. Their branding is also strategically done. Ananda in the Himalayas is one of the examples. Have one look at the website and you will realize how strongly it represents the essence of India and its traditions.  The font style used in creating the identity also has a certain feel of ethnicity.


Vivanta by Taj is another example. Their spa brand is identified as ‘Jiva Spa’ which is in line with the spirit of India. Major components of Branding like the attire of the staff inside, the aroma; the products used, strengthen the essence of India and create a unique experience for the customer.                                                                                                              
Subtle branding as one can understand is the key to create the right awareness by wellness brands among their target audience which still has a long way to go. Once, the power of branding is realized by the wellness sector, there should be no looking back as the consumer waits for “the experience”.

As this category is growing, the players are growing stronger with their branding, and there certainly is a lot more for us to observe.

Avani Bapat,
Integrated Corporate Practice,
DY Works

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