Abstract

Valued at 1,500-1,800 rupees crore, the beauty industry in India is continuously growing at almost 25% and is poised for a major take off. A number of corporations have sensed the opportunity and stepped in to fill the service gaps of the neighbourhood beauty parlours. Marico, one of the top ten FMCG (fast moving consumer goods) companies in India has also entered the beauty services market in 2002 by launching the chain of Kaya Skin Clinics across the country. Kaya attempts to differentiate itself from other players by emphasising its services rather than its products. The case describes how Kaya has grown from a couple of clinics in 2002 to around 40 clinics within a span of three years. The case highlights Kaya's future plans and the challenges that lie ahead.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• 0

Keywords

FMCG, fast moving consumer goods, companies, Beauty industry in India, Kaya Skin Clinic, Joint venture with Adil & Associates, On-line wedding resource, Print campaign for Kaya, Kaya services, Spas, Hindustan Lever, L'Oreal