DP - 1

TO UNDERSTAND THE FEASIBILITY
OF OPENING UP A BABY SPA IN

DELHI-NCR
Dissertation Project
Submitted to
Mr. Rajeesh Ravindran
Ms. Alka Gupta
School of Creative Business

Pearl Academy
In fulfillment of the
B.A. (Hons.) Degree in Fashion Marketing and Retail
Management
Submitted by
Jyotsna Dhawan
DFBM13078 (2013-2017)
Submitted on: 9th May 2017

DECLARATION
I hereby declare that this thesis is my own work and that, to the best of my knowledge
and belief, it reproduces no material previously published or written, nor material that
has been accepted for the award of any other degree or diploma, except where due
acknowledgement has been made in the text.
This report has been compiled and submitted in partial fulfillment for the Four Year
Degree in B.A. (Hons.) Fashion Marketing and Retail Management (2013-2017). I assure
that the same has not been submitted to any other university or institute for award of
any degree or diploma.
Name – Jyotsna Dhawan
Date – 9th May 2017
Signature –
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DEDICATION
I dedicate this project to the faculty of Fashion Marketing and Retail Management, who
brought the confidence in me, always motivated me to rise high and trusted on my
caliber. Without them, I wouldn’t have been what I am today. Most importantly, it is my
college Pearl Academy who nurtured and made me as close to being a professional, last
but not the least, this project is also dedicated to my parents who on every step
supported me to perform my best and helped me grow as an individual through all
these four years of my degree.
This dissertation is dedicated to my family and friends. All of them have been a
significantly integral part of this four years long journey through my graduation. They
have constantly supported me to keep learning and growing, and nurtured me to
become a fine professional and a humble individual. All my love, admiration and respect
for them.
Thanks
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ACKNOWLEDGEMENT
This has been the most crucial project in my four-year journey at Pearl. The journey I
have taken to complete my dissertation has not been unaccompanied. There are many
people who contributed to make it a fairly enjoyable process and a great learning
opportunity. I would like to express my gratitude to all those who have directly or
indirectly helped me in the compilation of this dissertation project. There are, however
a few individuals who deserve a special mention.
First and foremost, I would like to express my gratitude towards my teachers for their
tremendous contributions and feedbacks. I would especially like to thank my mentor
Ms. Alka Gupta who guided me in the whole process, always motivating to improve,
gave me constructive advice and direction throughout the study. Without whom the
project wouldn’t have come out to be in this shape.
I would like to thank Professor, Mr. Rajeesh Ravindran for guiding me through the
research procedures at every level, for deeply working upon and clarifying my line of
thought and rectifying varied aspects of my research. His feedbacks and valuable
suggestions have broadened my thinking from various angles and the advice provided
time and again, truly reshaped this project in a positive way. He is definitely an
extraordinary teacher and it is a pleasure to learn from him.
I would like to thank Dr. Sunita Konwar for guiding me in the area of research methods
and, for assisting me in the process of referencing.
I shall also take this opportunity to thank Mr. Piyush Pandey, for imparting knowledge
about various graphic software’s and for his input on report-formatting and Mr. Varun
Duggal who helped me with statistical analysis.
The valuable feedback and suggestions provided by Mr. Amitesh Singhal and Ms.
Deepmala Moorjani helped me improve the aesthetics of my info graph and logo. I
thank them for their constant inputs.
A sincere acknowledgement to Ms. Priya Mary Mathew, Head of School of Creative

Business, for her valuable insights and suggestions to improve the dissertation and
special thanks to all the respondents who gave their valuable time in filling
questionnaires and to all the industry experts who gave their views and gave their
precious time for interviews. Without the expert input, support and cooperation of all
the above-mentioned people, this project wouldn’t have commenced and acquired the
standard of work that it presently has.
I would also like to show my appreciation to my family and friends who motivated me
continuously and encouraged me to make this project see the light of the day. They have
been there like a backbone and supported me at each step.
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EXECUTIVE SUMMARY
The Spa industry is a new and growing phenomenon showing a clear increase during
the last decades. The customers are starting to realize how important the health and
wellness in today’s society. People of all ages are starting to have higher demands that
empower them to take part in new lifestyles such as spa visits. This allows the spa
establishments to develop new products and services to fulfill their desires. Over the
past decades, the growth of the spa industry has enhanced an awareness of its
significance to the hospitality industry.
Touch is the primary communication received by a newborn. Infant massage has been a
longstanding tradition. Being caressed and touched through massage also acts as
psychological food for your infant. It is the best form of touch therapy for infants.
As mental health and behavioral diagnoses and medical prescriptions are on the rise,
the desire for an alternative form of therapy is also present. Massage has psychological
benefits, primarily decreasing anxiety and depression, biological benefits, affecting
numerous body systems, and social benefits, creating alternatives in health care and
education to benefit the community at large. Massage is a beneficial form of
complementary and alternative medicine that is recommended to be incorporated into
a normal trajectory of childcare.
New moms have unending doubts and ideas running through their minds. These include
managing the pain and stress experienced by an infant during the initial stages of life.
Baby massage has been considered as one of the most effective techniques for
improving infant health. It not only relieves stress and various pains, it also supports
proper development of body organs and the limbs.
Evidently, only adults don’t need spa but the babies needs it too for health and growth.
In addition, by doing a baby spa will also have a good body immunity, to avoid digestive
problems and your baby sleep quality will improve.
For the execution of this project, first of all the spa industry of India was understood.,
then after understanding the industry, the customer acceptance for the idea had to be
analyzed. Once that was done then the business model had to be finalized for execution
of the project. After all the above things were completed then finally the business
planning was done. Here all the aspects of business starting from manpower planning to
marketing, financial planning etc. everything was done. Then future suggestions and
scope of the business proposition is stated to conclude the report.
The idea seems very promising for future because it bridges the gap between
unorganized malish-walis and organized baby spa. This is what the generation wants
because it solves their problem of finding a safe and hygienic place, which provides
trained therapists for baby massage. Also it has a huge scope of future expansion
through out India. Also, Market research companies for their research and analysis can
use this data.
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TABLE OF CONTENTS
Declaration i
Dedication ii
Acknowledgement iii
Executive Summary iv
Table of Contents v - vii
List of Charts viii
List of Tables ix
List of Graphs x
CHAPTER 1 – INTRODUCTION 1–9

1.1 Research Background 1–6
1.2 Research Rationale 7
1.3 Research Significance
1.4 Research Objectives
1.5 Research Methodology 8
1.6 Research Outline
1.7 Research Limitation
1.8 Future Scope 9
1.9 Research Process
CHAPTER 2 – LITERATURE REVIEW 10 – 56

2.1 Wellness Industry 10
2.1.1 Evolution of Wellness 11
2.1.2 Global Wellness Economy 12
2.1.3 Indian Wellness Economy 13
2.1.4 Growth Opportunities
2.1.5 Consumer Trends in Health and Wellness 14 – 15
2.1.6 Global Spa & Wellness Trends 16 – 17
2.2 Spa – The Lifestyle Builder 18
2.2.1 Defining Spa 19
2.2.2 Types of Spa 20
2.2.2.1 Spa Revenue by Type 21
2.2.3 Spa Trends 22
2.2.4 Types of Spa Consumers 23 – 24
2.2.5 Global Spa Scenario 25
2.2.5.1 The Spa Economy
2.2.5.2 Spa Facility by Region 26 – 27
2.2.5.3 Global Spa Industry Awards 28
2.2.5.4 Codes of Practice
2.2.6 Indian Spa Scenario 29
2.2.6.1 Growth of Spa
2.2.6.2 Accreditation of Spas 30
2.2.6.3 Spa Clients of The Future 31 – 32
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2.2.6.4 Types of Consumer in India 33 – 34
2.2.6.5 Negative Image of Spa in India 35
2.3 Baby Spa - The Happy Place 36
2.3.1 Baby Massage 37
2.3.1.1 Benefits of Baby Massage 38
2.3.1.2 Aspects of Baby Massage 39
2.3.1.3 Types of Massage For Babies 40
2.3.2 Water Therapy 41
2.3.2.1 Why Water
2.3.2.2 Benefits of Water Therapy 42
2.3.3 Global Scenario of Baby Spa 43
2.3.3.1 Baby Spas Around the World 44 – 45
2.3.4 Indian Scenario of Baby Spa 46
2.3.4.1 Services Offered in Delhi for Kids 47 – 48
2.3.4.2 Need for Baby Spa 49
2.3.4.3 Lifestyle Changes in India 50 – 51
2.3.4.4 Consumer Market 52 – 53
2.3.4.5 Competition 54
2.3.4.6 Challenges 55 – 56
CHAPTER 3 – RESEARCH METHODOLOGY 57 – 64

3.1 Methodology 57
3.2 Research Aim
3.3 Research Objectives
3.4 Research Model 58
3.5 Research Design 59
3.6 Research and Sampling Plan 60
3.6.1 Research Plan for Research Objective 1
3.6.1.1 Sampling Plan for Research Objective 1
3.6.2 Research Plan for Research Objective 2 61
3.7 Limitations 64
CHAPTER 4 - FINDINGS AND ANALYSIS 65 – 88

4.1 Analysis for Research Objective 1 65 – 68
4.1.1 Spa Market in India 65
4.1.2 Trends and Challenges Faced 66
4.1.3 Certification of Indian Spas 67
4.1.4 Indian Millennial Spa Family 68
4.1.5 Conclusion
4.2.1 Primary Data 69 – 71
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4.2.2 Questionnaire Analysis 72 – 74
4.2.3 Expert Interview Analysis 75
4.2.4 Conclusion
4.3.1 Customer Readiness 76 – 82
4.3.2 Doctor Advice 83
4.3.3 Conclusion
4.4.1 Questionnaire Analysis 84 – 85
4.4.2 Business Model Canvas 86 – 87
4.4.3 Conclusion 88
CHAPTER 5 - SUMMARY AND CONCLUSION 89 – 114

5.1 Research Summary 89 – 90
5.2 Recommendations 91
5.2.1 Business Plan
5.2.1.1 Business Concept Ideation 92 – 94
5.2.1.2 Market Opportunity Identification 95 – 96
5.2.1.3 Branding 97 – 100
5.2.1.4 Marketing 101 – 105
5.2.1.5 Human Resource Planning 106 – 107
5.2.1.6 Financial Planning 108 – 111
5.2.2 Go-To Market Strategy 112
5.2.2.1 Work Breakdown Structure
5.2.2.2 Gantt Chart 113
5.3 Conclusion 114
Referencing 115 – 119

Annexure 120 – 127
 Annexure 1: Questionnaire 120 – 123
 Annexure 2: Expert Interview 124
 Annexure 3: Brochure 125
 Annexure 4: Business Canvas 126
 Annexure 5: Info-graph 127
vii | Page
LIST OF CHARTS
Chart No. Page No.

Chart 1: Consumer Preference 22
Chart 2: Research Model 58
Chart 3: Research Planning for RO 1 60
Chart 7: Business Canvas of Baby Balneo 87
Chart 8: Business Concept Ideation 92
Chart 9: Need Gap 93
Chart 10: Market Size 95
Chart 11: SWOT Analysis 96
Chart 12: Organizational Structure 106
viii | Page
LIST OF TABLES
Table No. Page No.

Table 1: Reliability Test 81
Table 2: Stages of Business Planning 91
Table 3: Fixed Assets 107
Table 4: Average Price of Services 107
Table 5: Salaries 108
Table 6: Fixed Cost 108
Table 7: Sales (approx.) 109
Table 8: Preliminary Expense 109
Table 9: Balance Sheet 109
Table 10: Depreciation 110
Table 11: Variable Cost 110
Table 12: Production Cost 111
Table 13: Fixed Assets 111
Table 14: Work Breakdown Structure 112
Table 15: GANTT Chart 113
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LIST OF GRAPHS
Graph No. Page No.

Graph 1: Population of India (division) 5
Graph 2: Population of kids in India (division) 5
Graph 3: Services Used for a Baby 72
Graph 4: Used or Seen Anyone use Masseuse for babies 72
Graph 5: How Often Baby Massaged 73
Graph 6: Satisfied with Masseuse 74
Graph 7: Gender Analysis 76
Graph 8: Age Group Analysis 77
Graph 9: Income Group Analysis 77
Graph 10: Awareness of Water therapy and/or Baby massage 78
Graph 11: Services Used for Babies 78
Graph 12: Interested in Baby Spa 79
Graph 13: Important Factors while Choosing Spa 80
Graph 14: Recommend Baby Spa 82
Graph 15: Ready to Pay 84
Graph 16: Ready to Travel 85
Graph 17: Buy Additional Items 85
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TO UNDERSTAND THE FEASIBILITY OF OPENING UP A BABY SPA IN DELHI-NCR
CHAPTER 1 - INTRODUCTION
The research conducted looks into the existing spa industry in India and explores the
effectiveness of bringing in the new concept of Baby Spa in Delhi-NCR. The study comes up
with an in-depth analysis of opening up a baby spa, which can further be executed. This
chapter covers aspect like the research background, highlighting the rationale and
significance of the topic being studied. After mentioning the project goal and the research
objectives devised, it puts forth a concise flow of the research process and its limitations,
leaving the reader with an insight into the future scope of the study.
1.1 RESEARCH BACKGROUND
Spas are the third most accessed resource for enhancing or maintaining wellness
globally after exercise and eating better (Global Wellness Institute, 2010).
Today’s spa is a center for healing and nourishing mind, body, and spirit, or in another
word, the holistic beauty and health. People go to spas for fitness, stress management,
peace of mind, pampering and pleasure, and health and wellness.
Stress is no longer belonging to only older people or businessmen; anyone, young

generations; toddlers and adolescents, housewives, people with disabilities, as well as
men who was rarely became the target has now become the target market for spa
industry. It can be stated that every individual must be able to experience the spa, while
it is seemed to become the motto for spa industry nowadays. Thus, due to the expansion
of the target market, the spa entrepreneur might see the possibility and benefits of
providing the comfort and convenience of spa environments.
The fast moving lifestyle full of stress has resulted into booming business for those
involved in providing relaxation and rejuvenation therapy. Increasing emphasis on a
healthy and wholesome lifestyle has been a springboard for the industry (Hazarika,
2015). The sudden boom in Spas is changing the industry scenario. The spa industry
over the last 5 years has shown tremendous growth, not only in the number of spas, but
also in the diversity of spas and spa therapies available.
Health is Wealth is the new catchphrase, and nothing can be more beneficial for
unwinding and healing strained nerves than natural therapy of a spa. Consumers are
ready to pay a premium to pamper themselves with the spa services (Daedal
research.com, 2012). Hence, the health conscious class is consuming spa like never
before.
“Seventy one percent of people report they would be more likely to visit spas if they had
access to scientific studies demonstrating treatments deliver measurable health
benefits” (Global Wellness Institute, 2010).
JYOTSNA DHAWAN | DFBM13078 1 | Page

Spa
The ancient concept of a spa (literally, sanitus per aqua in Latin or “mineral spring”
revolves around the therapeutic powers of water fortified with the powers of minerals
(primarily zinc, magnesium and iron). Spas are the most frequented and sought-after
destination, thanks to the feel-good factor they engender.
Baby Spa
Baby Spa is a safe, relaxed environment where your baby can develop and be well
prepared for a lifetime of adventures. It is a place where parents can introduce their
babies to water. Spas for babies are springing up around the world. The concept
isn’t new It’s just new for India. There are baby spas in Malaysia, Singapore, USA and
UK. A lot of other countries have embraced this concept. There are now hundreds of
baby spas across the world fueling an $11 billion a year industry. The new services may
be expensive, but parents say the benefits far outweigh the costs, as do those who are
running the spas (Sreenivasan, 2016).
Baby Spa is made up of two concepts:

a. Hydrotherapy, which is a warm water-based method of strengthening and
stimulating babies to improve their physical growth and mental development.
Bobbing around in the water with the help of their bespoke baby floats not only
mimics the calming sensation of being in the womb, but it is also believed to have
several benefits: It helps strengthen their muscles and ligaments, the heart, and
lungs (Koh, 2016).
b. Massage Therapy, which is a purposeful and positive touch to promote

relaxation and well being of the baby. Being caressed and touched through
massage also acts as psychological food for your infant. It is the best form of
touch therapy for infants. It is a communicative approach and helps parents relax
the baby as well as connect in a positive way.
Benefits of Massage therapy

 Better sleep
 Reduces stress and cranky behavior
 Relief from flatulence/ Improves wind, colic
 Relieves digestion problems
 Strengthens the immune system
 Improves development & Coordination
 Relieves congestion
 Enhances emotions and improves mood (Parenting Healthy Babies, 2015)
Source: Babycity.co.uk, 2013

Benefits of Hydrotherapy/Water Therapy
 Boosts confidence
 Improve co-ordination
 Builds strength
 Enhances well-being
 Helps in digestion (Baby Spa Luxe, n.d.)
Philosophy: Born to Nurture. Inspired by Nature Source: Ifloatbabyspa, 2015
Long, hard days filled with the stress of sleeping, eating and answering nature's call can
wear down even the most mild-mannered of infants -- so even babies need time to relax
every now and again (Sreenivasan, 2016).
Because babies are precious, they deserve tender loving and developmental care. So one
should spoil them like little celebrities. Just like parents, baby’s health and wellness is
also important. So creation of a socially fun and nurturing environment that make
babies feel at home and free to explore gave birth to baby spa. Where babies are
pampered with love and encouragement through baby massage and water
therapy/swim.
"What we find is that the babies find the water very soothing and relaxing,” "The
newborns especially like it, we see them float and then have a little cat nap while they’re
floating. The older babies, they really like to kick around and splash and socialize." They
do seem pretty peaceful (Stampler, 2014).
Scientifically, there are so many benefits to attending the Baby Spa, but it must be added
that the caring staff and the warmth with which the babies are treated makes it a
fabulous experience for them, as well as their parents.
Spa Market in India
Source: Global Wellness Institute, 2017

"Growing disposable incomes, a rising affluent class and an increased emphasis on

preventive care has fuelled the wellness growth in India," A Nielsen survey estimates a
total of 2.5 million affluent households across 35 Indian cities with three in 10
individuals visiting a spa or a parlour every month.
The spa culture is growing among Indians. It all depends on exposure, awareness and
the spending power of the customers. Spending power of an Indian household has
increased. Indian women are prepared to maintain and groom themselves. Lot of
women is very much aware of the new treatments available, Same goes for the men. Lot
of gyms has popped up, as people are aware of the need of staying fit. Today the women
are keen in maintaining themselves like never before (Mirza, 2013).
The wellness industry in India is poised to touch INR 1 trillion by 2015, with a
compounded annual growth rate of 15-17%, from about INR 70,000 crore in 2012
(Mitra, 2013).
Population of Kids in India

The fact that India is one of the youngest nations in the world out of which 29% of its
1.2 billion population is under 14 years, according to the World Bank—makes it an
attractive market for fashion and lifestyle brands (Shah, 2016).

65 above
6%
below 15
29 %
15-65
65 %
Graph 1 – Population of India division

Source: Countrymeters.info, 2017
Age group of India’s Children

The figures show that the larger number of about 29% constitutes Children in the age
between 0-5 years (Childlineindia.org, 2012).
Graph 2 – Population of kids in India division

Source: Childlineindia.org, 2012
Baby massage is a practice said to be found in India thousands of years ago as a part of
Ayurvedic medicine. Ayurvedic texts cite using coconut oil and sesame oil to moisturize
the skin and promote circulation (Joy, 2014). Usually, a masseuse for babies is assigned
the task in Indian households (The Times of India, 2017).

Growing Lifestyle of Mothers and Babies

A new generation of women is redefining motherhood. Today’s mums are financially
more independent and independent-minded than ever before, forcing the industry to
look for ways to embrace this market and their newborns.
Also Factors like rising disposable income, fewer children per household, increase in
working women population, desire to provide superlative care to the children and
increased expenditure on baby care products, causing the educated and vigilant parents
acknowledge the importance of choosing the right product for their kids (Stevens,
2012). Giving more and more opportunity for baby spas to nurture this continually
rejuvenating market of new mums – and their babies.
For socially and environmentally conscious parents that are concerned not only with
physical beauty but also with mental well-being of their babies. Idea is to give the best
quality service of relaxation and to accommodate infants by well skilled workers that
will satisfy the needs and wants of both Parents and their babies.
A 4-year-old who insists on hair extension, a 6-year-old who digs specialized massages.
It's a sleepy Saturday afternoon and a perfect time for four-year-old Mehar to visit her
favorite salon where she'll first start off with a mini pedicure, follow it with a hair
massage and end up the indulgence with an oiling session. Although she can hardly spell
out the services that she has been enjoying for over a year now, she loves it when "aunty
massages my hair and makes my feet feel so much softer." Her indulgent mother quips
"she loves being pampered. It's fun time for both of us. We come here regularly and
share some happy moments together. What's the harm in indulging your child?" An
increasing number of parents are in ready agreement. At Bangalore's Kenko,
preschoolers as young as 3 sit on benches in the fish and reflexology spa, allowing the
fishes to nibble away the dead skin on their feet and hands. The 30-minute procedure,
which the staff insist isn't painful— only 'tickly' — costs upwards of Rs 300 and has
many takers. It's not just the parents. Often, the kids insist on a specific beauty
treatment. "Youngsters today are quite informed,"(Kashyap, 2011).

1.2 RESEARCH RATIONALE
As the background study suggests Spas are the third most accessed resource for
enhancing or maintaining wellness globally (after exercise and eating better). Also,
India ranks 4th in the top ten spa markets of Asia Pacific. The fact that India is one of the
youngest nations in the world out of which 29% of its 1.2 billion population are children
under 14 years. Out of which the larger number of about 29% constitutes Children in
the age between 0-5 years gives rise to a vast target market and their needs, which the
market has to cater.
Ayurveda. The spa culture is growing among Indians. Spending power of an Indian
household has increased (Mirza, 2013). New generations of women are redefining
motherhood. Today’s mums are financially more independent and independent-minded
than ever before, forcing the industry to look for ways to embrace this market and their
newborns (Stevens, 2012). This in turn gives more and more opportunity for baby spas
to nurture this continually rejuvenating market of new mums – and their babies. There
are now hundreds of baby spas across the world fueling an $11 billion a year industry.
Various studies prove benefits of Water therapy & Massage therapy used in baby spa.
Combine these cognitive benefits with the sheer bliss of a relaxing day at the spa for
baby and the result is a booming business, guaranteed to keep parents sending their
children to get pampered.
Furthermore the study identifies that all these factors allow the spa establishments to
develop new products and services to fulfill their desires. The study is done in order to
create awareness of the benefits of baby spa, as well as giving suggestions on actions for
the spa producers to cope with the trends in today’s spa consuming society.
1.3 RESEARCH SIGNIFICANCE
This research aims to explore the existing spa market in Delhi. And coming up with
viable option for opening up of baby spa, which caters to Indian customer. It will
identify a valid reason to undertake the project and answer the question of “Is this a
viable business venture? Further help in enhancing the probability of success by
addressing and mitigating factors early on that could affect the project. The idea is to
make spa for babies more accessible and understanding about their benefits. It will
benefit in broadening spa industry and also aid for new entrepreneurs. The present
study is also valuable for doctors and gynecologists who can start their own baby spa or
collaborate with an existing one.
1.4 RESEARCH OBJECTIVES
RO 1: To explore the business ecosystem of Spa industry in India.
RO 2: To understand the current lifestyle scenario of infants and toddlers in India.
RO 3: To analyze customer acceptance towards the idea of a Baby Spa.
RO 4: To formulate a business plan for setting up a Baby Spa in Delhi-NCR.

1.5 RESEARCH METHODOLOGY
The most appropriate method of research design used to understand the research
objectives is exploratory research. It will help understand the insight of the Spa
business environment, how the spa industry works, what is the market scenario,
various challenges encountered by Indian spas. Thus, it will benefit in understanding
the concepts better and will help crystallize the defined gap. For the literature review,
Secondary research is used to gain knowledge about Baby Spa and its benefits and its
operation globally. This would also explain the scope of such startup in India. Secondary
Research would use Research Journals, Websites such as Journals of Marketing,
business of fashion, Books, White papers etc.
Further, Primary research may use Personal Interviews, Questionnaires, Focus-Group

discussion that would be used to add value to the secondary information. Qualitative
research would be used to understand whether baby spa could be accepted in Indian
market by conducting personal interviews of potential customers.
1.6 RESEARCH OUTLINE
This is the background study done to understand the feasibility of opening up a baby
spa in Delhi-NCR and formulate a business plan for the same. The chapters included in
the dissertation are in a chronological order. The outline constitutes of five main
aspects mentioned below:
Chapter 1 – introduction: A briefly summarized overview of the entire research

covering its aspects like background study, rationale, significance, aim, objectives,
 process, limitations and scope.  
Chapter 2 – Literature Review: An in-depth study of the main concepts in the research
like spa, baby spa, spa industry, how it evolved, market overview, challenges faced
based on relevant secondary data.
Chapter 3 – Research Methodology: An explanation of the research process indicating
the research design adopted and details of the research tools implemented to conduct
the same.  
Chapter 4 – Findings and Analysis: The chapter comprises the key findings of the
research and evaluation of the findings emerging out of the secondary and primary data
collected, relevant to analyzing and responding to the research objectives.  
Chapter 5 – Conclusion and recommendations: A derivative of all the data collected,
analyzed and discussed as a part of the research, providing recommendations for future
setup of baby spa in Delhi-NCR.
1.7 RESEARCH LIMITATION
Some of the limitation of the research reported here surround the nature of the
research design and sample. For instance, the limitation of sampling places restrictions,
though not necessarily on the applicability – of the findings. Another limitations is that
the findings derived from an exploratory study which adopted an interpretive approach
to study design, data collection and analysis; and this will also restrict any claims which
might be made about the findings. There were certain confinements within which this
research had to be conducted such as:

 Geographical and time limitations – the area of research is limited to Delhi-

NCR as the entire country cold not be covered in this research due to the
limited months provided for compilation of this research report.
 Limited sample size
 Limited information access – in India there is no authentic government body
that does category specific detailed customer research as happens in west.
1.8 FUTURE SCOPE
This area of study has immense scope for future scalability by providing sustainable
platforms for effective progress of the business organizations.
 The results of this study will provide a resource to improve understanding of
spa for babies and its benefits.
 Analyzing the Need gap will provide relevance to the industry’s various
stakeholders groups than can make it possible to operationalize the baby spa.
 The findings of the research can educate practitioners on the concept of baby
spa and how to incorporate products and services into a spa setting. Thus
they can differentiate themselves from the unorganized sector.
 Another researcher could utilize the format and flow of this study to delve
into exploring the subject matter in other parts of India, also highlighting the
regional differences that might emerge.
1.9 RESEARCH PROCESS
1) Research topic
2) Literature review
- Identify need gap
- Evaluate market and industry
- Develop research objectives
3) Research methodology
- Research design
- Data collection method and tool
- Sampling technique
4) Finding and analysis
- Interpretation
- Analysis
5) Conclusion and recommendations
SUMMARY: This chapter defines the overview of the whole dissertation, including
background study, rationale, significance, aim, objectives, process, limitations, scope and
research outline. The study of this dissertation is done in the above-mentioned process. The
further research is a build-up on the aspects covered in this chapter. The chapters that
follow deeply look into the concepts crucial to the study, establishing a strong analysis of
the resultant associations and recommending suggestions on the same.  

CHAPTER 2 – LITERATURE REVIEW

The first section of this chapter gives in-depth information about spa, why is it needed, the
benefits and uses of spa, types of spa available in the market, spa trends. The global and
Indian scenario is also discussed making it more comprehensive.
2.1 WELLNESS INDUSTRY
The Wellthy Mindset - Wellness, the “new black,” is now a status symbol among
consumers, who prioritize maintaining their well-balanced physical and mental health.
We are experiencing a phenomenon where health is creeping into all aspects of
consumer life and experience. The increase in wellness market size has brands taking
notice, adopting the health creep, or consumerization of health. More consumers are
gravitating towards products and services with embedded health benefits that are
actually well designed, desirable, accessible, fun, tasty, interesting or storied (Krom,
2016).
Source: Yukon Wellness, n.d.
Source: Wcc.mb.ca, 2016

2.1.1 THE EVOLUTION OF WELLNESS
Source: Global Wellness Institute, n.d.

2.1.2 GLOBAL

WELLNESS ECONOMY
Wellness is the active pursuit of activities, choices, and lifestyles that lead to a state of
holistic health. Globally, wellness sectors now represent a $3.7 trillion economy (Global
Wellness Institute, 2017).
Source: Global Wellness Institute, n.d.
In India, wellness is a concept, which has been in vogue since ancient times. As the
background study suggests Spas are the third most accessed resource for enhancing or
maintaining wellness globally (after exercise and eating better).
The wellness industry in India is poised to touch INR 1 trillion by 2015, with a
compounded annual growth rate of 15-17%, from about INR 70,000 crore in 2012
(Mitra, 2013).
The wellness industry in India has evolved rapidly from its nascent unstructured
beginning in the early 1990s to a comprehensive ecosystem today. This ecosystem
comprises consumers, providers, adjacent industries, facilitators and the Government.
While the Consumers mainly comprise a young population with rising income levels
and the increasing need to look good and feel good, which has led these young
consumers to seek wellness solutions to meet lifestyle challenges, the Providers offer
wellness services and products to meet the hygiene, curative and enhancement needs of
the consumer (FICCI, n.d.).

2.1.3 INDIAN WELLNESS ECONOMY
The Indian wellness industry was estimated at close to Rs 85,000 crore in financial year
2014-15 and is expected to grow at a compounded annual growth rate (CAGR) of nearly
12% for the next 5 years. The industry can achieve about INR 1.5 trillion by FY20,
according to a recent report by FICCI and EY. With the progress of time, wellness as a
concept has taken up a multi-dimensional definition, encompassing the individual’s
desire for one’s own well-being, uniqueness and collective welfare. Primarily influenced
by societal changes and individual’s lifestyle trends, this revolution has also been
enhanced by external factors such as globalization and a greater awareness of the need
for wellness among individuals.
Important facts
 India is the Second largest exporter of Ayurveda and alternative medicine in the
world.
 India has over INR 490 Billion wellness market.
 Having over 6,200 indigenous herbal plants.
 India will reach INR 1.5 trillion wellness market by 2020.
 The industry has Potential to generate three million job opportunities (Gaur,
2017)
Wellness players, in alignment with above trends, have responded by shifting their
focus from traditional offerings like curative health care and value-oriented mass
products to new-generation offerings like preventive health care, luxury products and
personalized services (Gaur, 2017). The wellness industry stands at an inflection point,
with high fragmentation, high market potential and healthy growth. New models for
aggregation are emerging to disrupt this sector.
2.1.4 GROWTH OPPORTUNITIES
Today, the Indian population is moving towards fitness and overall well-being as a
means to de-stress themselves from hectic work pressure, and combat unhealthy eating
habits and sedentary lifestyles. In India, people have realized the importance of staying
healthier. In the last couple of years, the industry has witnessed a major transformation,
with the age group of 20-44 trying out exciting things like Zumba, aerial yoga, Pilates,
MMA and kickboxing. The major drivers of the growth are sedentary lifestyles,
unhealthy eating habits and growing disposable income. With the profound changes in
the lifestyle and income levels of people, the wellness industry in India has become a
sunrise sector, and is set to grow by 20-30% year on year.
In India, the health and wellness market has been growing. The sector is fragmented
and there is a need for its consolidation into an organized one. Mom and pop shops are
giving way to organized retailing when it comes to gyms, and it is felt that this process
will accelerate in coming years. It is believed that wellness is the next frontier for tech-
led disruption. Startups that are using technology to attain scale in addressing a large
space like wellness will provide for great investment opportunities. Moreover, startups
that build a trusted brand for the masses can generate outsized profits and ROI
(Choudhury, 2015).

2.1.5 CONSUMER TRENDS IN HEALTH AND WELLNESS
According to Forbes (2015), Today’s consumers are very much proactive—and even
progressive—in their approach to health and wellness.
Progressive health and wellness consumers are increasingly influential in

redefining food culture –
While they might be a minority bunch as far as general numbers, the impact dynamic
health customers have over sustenance culture is unbalanced. Dynamic wellbeing
buyers are preparing, offering their excitement and information to standard buyers who
are ravenous for direction and heading. As customers, progressives are no longer
pondering condition administration (bringing down cholesterol or circulatory strain) or
consuming less calories (low fat, low carb) however are centered around genuine
quality nourishment, positive sustenance, new, less prepared nourishments and drinks
and fun. From a buy and utilize point of view, this implies moving far from items that
are without fat, count calories items and 100-calorie divide packs to kale, dim chocolate
and quality fats, for example, found in nuts, avocados and margarine.
The “new healthy” is a consumer journey of contradiction and discovery –

Dynamic wellbeing and health purchasers are looking for contrasting options to fear-
based data, a marvel that has been driving health sees for quite a long time. Sustenance
is the most critical social appearance that we have on the grounds that we need to eat.
Two present day ways to deal with eating that dynamic shoppers are using to stack the
deck for ideal outcomes are plant-based and paleo diets. Such eating styles flag the way
that how we consider and comprehend sustenance and our bodies is evolving. Each
eating style varies, but at last both are about health and human execution (Forbes,
2015).
Source: Forbes, 2015

Health, wellness and sustainability are starting to converge at the most

progressive food retail and food service outlets –
Shoppers see the merging similar to about care, uprightness and legitimacy.
Nourishment forward new businesses in QSR and quick easygoing eatery sections like
Epic Burger view their approach as more careful as far as fixings, menu and experience,
traits purchasers are progressively looking for in sustenance benefit. In a related social
setting, we are reexamining generation as art, not industry. Nearby grain economies
have turned out to be less commoditized, and from bread to brew, the present day grain
economy is about connectedness and building a group sustenance framework through
flavor.
Gen Z is already exerting its influence on the marketplace—and some haven’t

even been born yet –
This era moves flawlessly between computerized practices and genuine living. They are
now exceedingly proactive members in wellbeing and health: Gen Z knows a
considerable measure (or think they do), and they ponder being "adjusted." More so
than whatever other era, Gen Z hopes to practice as an approach to treat or avoid
ailment, and it is especially important for enthusiastic and stress-related issues. For Gen
Z, innovation is fun, engaging and valuable. These youthful shoppers are finding out
about what is sound from their folks and from school. They are drawing in with
innovation over all parts of regular day to day existence. Outside of direct family, Gen Z
is more probable than every other era to seek their online informal communities for
guidance on wellbeing and health.
Energy is a key component of contemporary health and wellness lifestyles across

all consumer age groups –
Reasonably, vitality is practically as vital as worries over weight administration and
physical wellness. This ascent in significance is a transform from the past. For the
greater part of customers, the very meaning of wellbeing and health is having the
vitality to carry on with a dynamic life. Just about 33% of purchasers view their vitality
levels as direly requiring change – this is outperformed in significance just by musings
about getting fit and shedding pounds. Shoppers see vitality administration as an
exercise in careful control that influences every single other part of health. They
consider this adjust in their wellbeing and health propensities and buying, including of
sustenance’s and refreshments. All shoppers recognize a certain association amongst
vitality and what they eat (Forbes, 2015).
Activating health and wellness at retail and in food service means more than
mere execution; it involves “strategic choices” –
In sustenance administration comprehend that cooking styles are among alternate ways
buyers use to explore wellbeing and health objectives while eating out. For instance,
Asian cooking styles, particularly sushi, are alternate ways to an apparent sound feast
out. Numerous purchasers create rules identifying with "adjusting decisions" to help
control menu decisions when eating out. They work to adjust liberal top picks with
sound decisions, for example, serving of mixed greens rather than fries with a burger or
skipping treat after a liberal entrée. At sustenance retail, customization is imperative to
customers; for instance, staple nourishment bars offering reasonable, naturally made
dinners that can be customized can aid wellbeing and health objectives.

Consumers managing diabetes look to food and beverage for solutions –

Forbes said those overseeing diabetes are forestalling or treating 14 wellbeing
conditions, which is almost twofold (8 wellbeing conditions) those not overseeing
diabetes. Rate of diabetes is developing a result of expanded rates of heftiness, bigger
sustenance divides, more noteworthy aggregate dietary admission and people utilizing
less vitality. Half of all shoppers say they utilize sustenance’s and refreshments to
straightforwardly address diabetes issues. Shoppers overseeing diabetes say they are
looking for entire sustenance arrangements: entire grains and fiber are looked for by
66% of purchasers overseeing diabetes.
Marketers can learn a lot from disruptive health and wellness brands –
Speed in the commercial center isn't everything with regards to winning as a
troublesome wellbeing and health nourishment and refreshment mark. Genuine
examples of overcoming adversity in developing wellbeing and health brands take
advantage of rising customer patterns and about dependably begin little and assemble
force step by step. Most new item stories in wellbeing and health brands originated
from littler, more entrepreneurial organizations that are taking a gander at where
nourishment culture is going, not where it is at this moment.
Progressive consumers are a window on to the future of health and wellness –

Suspect there will be clearer marking of nourishment and refreshment generation
techniques and additionally provenance and sustenance, making all of us astute buyers.
It will probably be compulsory to unveil how something is developed and whether
anything is added to that procedure, for example, pesticides, and the potential effect
they may have on human wellbeing. Suspect that a more complex comprehension of
absorption and irritation will spread to the standard (Forbes, 2015).
2.1.6 GLOBAL SPA & WELLNESS TRENDS
According to McCarthy (2017), there were some of the top wellness trends being
discussed by the field:
Mandatory Wellness
Business analyst Thierry Malleret, prime supporter and creator of the Monthly
Barometer, said the world must choose the option to concentrate on health. "Maturing,"
he stated, "is the single most prominent unsurprising worldwide issue of the 21st
Century." We can accordingly foresee that "unwellness" will keep on rising, even in the
most well to do countries, costing the worldwide economy billions of dollars. Financial
matters teacher Jan-Emmanuel de Neve concurred, demonstrating that administrations
are moving far from Gross Domestic Product and towards prosperity as a measure of
societal advance.
Mental Wellbeing
A considerable measure of the unwellness that the world should deliver in the years to
come is mental in nature. Numerous nations are revealing pandemics of dejection
especially in their more established populaces as the expanding pace of innovation
moves every era on to new correspondence stages. The individuals who don't rapidly
adjust to new advances can be let well enough alone for correspondence and can get
themselves cut off, even from their own particular relatives. It turns out depression is

similarly as awful (or more terrible) a hazard consider for early demise as heftiness or
coronary illness.
Wellness on the Rise

As indicated by the most recent figures from the Global Wellness Institute, the Global
Wellness Economy has developed by 10.6% since 2013 to $3.7 trillion, far outpacing
worldwide GDP. Wellbeing tourism developed at 14%, more than twice as quick as
general tourism at 6.9%. The worldwide spa advertise developed from $94 billion in
2013 to $99 billion in 2015 with 16,000 new spas and more than 2,30,000 new workers.
Wellness Communities
New wellbeing focused way of life groups are flying up in urban areas around the globe.
Cases incorporate Serenbe on the edges of Atlanta, a group worked around wellbeing,
prosperity, expressions, culture and submersion in nature. The advancement is
intended to urge individuals to stroll along nature-lined ways instead of drive, and to
mingle as opposed to separate from their neighbors. The National Health Service in the
UK has recognized 10 "sound new towns" intended to reconsider how groups can be
worked to cultivate positive wellbeing. Who wouldn't like to live in a group intended to
cultivate wellbeing and prosperity.
Wellness Design
The ascent of wellbeing groups is driving another pattern towards "health outline." New
confirmations, for example, the International WELL Building Institute's "WELL Building
Standard" take a gander at how fabricated conditions impact air quality, water
immaculateness, support, lighting, wellness, comfort and mental parts of health. These
new benchmarks for wellbeing configuration are being connected to both private and
work environment improvements. Mandarin Oriental London will consolidate biophilic
plan components into their new remodel and Six Senses has as of late declared their
first urban lodging coming to New York City will have a housetop natural garden and
will take after the same "hallowed geometry" outline rule that are utilized as a part of
their goal spas.
Silent Spa
A month ago, Mandarin Oriental Hotel Group offered second yearly "Quiet Night"
occasion, and an extraordinary night in spas where they praise the spa as a haven for
noiseless reflection. What's more, they aren't the main ones recognizing the
requirement for more quiet in the present day world. The spa (likewise outlined with
sacrosanct geometry) opened a week ago, giving visitors access to a portion of the
scarcest extravagances of the advanced age: space, hush, and time for examination.
Audiovisual Wellness
While a few spas are swinging to hush, others are utilizing sound waves to prompt
wellbeing states with a rising prominence of "sound showers" and other vibrational
medicines utilizing gongs and singing dishes. Certain examples of music are found to
prompt all the more unwinding or careful brainwave examples, (for example, "binaural
beats.") Visual examples can likewise help transport us to new states by utilizing
common symbolism, hallowed geometry (brilliant proportion, and so forth.), and fractal
designs. Louie Schwartzberg's astounding recordings are an extraordinary case of
bringing visual moving workmanship expected to have a wellbeing sway. Some goal

retreats, for example, Schloss Elmau, an "Extravagance Spa Retreat and Cultural
Hideaway" in the Bavarian Alps, are utilizing craftsmanship and music to help their
visitors have extraordinary encounters.
High Tech Wellness

With our "Advanced Wellness" activities, Mandarin Oriental Hotel Group has been
centered around peopling to take a break from innovation and to convey some adjust to
the hyper-efficiency that innovation can bring. Progressions, for example, computerized
reasoning, virtual reality, nanotechnology, undifferentiated organism investigate, huge
information, and applications that help drive conduct change are all ranges that may
have a positive change on wellbeing and prosperity into what's to come. The ascent of
innovation is the greatest hazard to human prosperity soon. In any case, innovation is
likewise our most noteworthy seek after taking care of these issues.
The Millennial Workforce

The changing desires of the up and coming era of specialists are an interesting issue in
all ventures, and wellbeing is no exemption. Irene Forte, Brand Manager of Rocco Forte
Hotels, and a self-depicted Millennial, has built up a "Guide my Future" application to
help their young workforce explore their vocation way. The application is being made
accessible to organizations outside of Rocco Forte also.
New Business Models, New Staffing Models

The most recent entrepreneurial upstarts to begin nipping at the heels of the spa
business are "back rub on-request" administrations, for example, Urban Massage in
Europe and Zeel n the U.S., regularly alluded to as the "Uber of back rub." Zeel shared at
the summit that the vast majority of their appointments happen a minute ago, inside 4
hours of the coveted time. Most extravagance spas would likely timid far from these
sorts of organizations refering to worries about preparing and risk (McCarthy, 2017).
2.2 SPA: THE LIFESTYLE BUILDER/RESTORER
Spas are the third most accessed resource for enhancing or maintaining wellness
globally after exercise and eating better (Global Wellness Institute, 2010).
Today’s spa is a center for healing and nourishing mind, body, and spirit, or in another
words; the holistic beauty and health. People go to spas for fitness, stress management,
peace of mind, pampering and pleasure, and health and wellness. Nevertheless, spas
offer a wide variety of techniques and services - traditional and modern, from the East
and from the West - to meet the diverse needs of their clients such as: Swedish,
Japanese Shiatsu, and Thai massage, European facials, acupuncture, Dead Sea salt
scrubs, Moor mud wraps, Thalassotherapy, Aromatherapy, Reflexology, Aura imaging,
Hypnotherapy, Classes in nutrition, Meditation, Journaling, Yoga and Tai Chi, state-of-
the-art fitness centers with personal trainers, and much more.
The practice of spa treatment also varies from time to time, different customers with
different kind of treatment, adjusting the need and time constrain an individual has. For
some, spa may be a form of relaxation and taking special time for themselves, while for
others spa may be used regularly to manage an illness or ailment.

As the years progressed, so did the spas. During most of the 90’s, spas were still a
mysterious even for the rich. However, since the turn of the 21st century there has been
an explosion of spas, especially in Asia. In fact the growing interest for spas has
increased the variety of treatments as well as destinations of the actual spa. Thus, it
might be agreed that the most important factors in choosing one spa over another are
the spa treatments available and the atmosphere/surroundings of the spa.
2.2.1 DEFINING SPA
Currently the term ‘spa’ is defined in a variety of ways, often influenced by the context
in which it is to be used and by geographical location. The source of the linguistic word
spa is unknown. Just as the spa industry has evolved over the years so have the
definitions of spa. In many cultures spas are closely linked with water, health and
hygiene; the Oxford English Dictionary says a place where there is a curative mineral
spring definition to encompass additional aspects.
Over the last 10 years spa definitions have broadened to encompass virtually any place,
facility, product, treatment or solution that is connected, however loosely, with physical,
mental or spiritual health. Spa is a place whose purpose is facilitating whole human
health care, wellness and social wellbeing. Describes spas as establishments that
promote wellness through therapeutic and other professional services aimed at
renewing the body, mind and spirit. Similarly the view spa as places devoted to overall
well being through a variety of professional services that encourage the renewal of
mind, body and spirit. All three descriptions have moved away from the inclusion of
water and have aligned themselves more with the wellness industry by suggesting that
holistic wellbeing plays a key role in the spa setting (Smith, 2012).
What does Spa really mean and where does the word originated from
The word Spa itself was taken from the name of one famous mineral spring in an area
call Spa, Belgium, since the beginning of 16th. Another opinion proposes that the word
spa came from Latin expressions “Senare per Aqua” means health through water. Even
though spa has various meanings or translations, it is often translates as a place or a
resort that is providing health treatment such as therapeutic baths, massages, aromatic,
and a head to toe health treatment with mineral spring water as one definite ingredient.
Mineral spring that is the main products in spa has been used since ancient years to
cure illness such as rheumatism, skin problem, as well as poor digestion (Mielniczak
and Sinaga, 2005).
Spas are entities devoted to enhancing overall well-being through a variety of

professional services that encourage the renewal of mind, body and spirit. For the
purposes of reliable industry benchmarking, Intelligent Spas defines "spa" as: "A
business offering water-based treatments practiced by qualified personnel in a
professional, relaxing and healing environment". This definition was developed to
support the original meaning of spa being "healing through water". Water-based
treatments may include body wraps, body scrubs, baths, and so on. A relaxing and
healing environment distinguishes spas from standard beauty salons and clinical
medical Centre’s that are not promoted as spa businesses (Yusoff, 2010).

2.2.2 TYPES OF SPA
In this section we will be discussing how we interpret the spa market at the present
time, and what varieties of spas are available in today’s era (Global Spa & Wellness
Economy Monitor, 2014).

2.2.2.1 Spa revenue by type
In 2015 there were an estimated 1,21,595 spas operating around the world, including:
 64,262 day/club/salon spas

 30,180 hotel/resort spas
 2,374 destination spas and health resorts
 5,502 medical spas
 7,171 thermal/mineral springs spas
 12,106 other spas
Together, these spas generated an estimated $ 77.6 billion in revenues (Global Wellness
Institute, 2017).

2.2.3 SPA TRENDS
According to Mielniczak and Sinaga (2005), There are various kinds of trends in terms
of spa:
PRODUCT TRENDS
The Eastern/Asian influence continues to be very strong in the industry, influencing
products, services and spa designs. There is a strong trend towards “medical type”
products and services. Food- and plant-based treatments have also gained widespread
popularity.
CUSTOMERS TRENDS
Many people no longer see the spa as “pampering”, but as a requisite to stay healthy and
look good. These customers want simplicity in their spa experiences and are returning
to more traditional spa products. Customers limited free time means they have less time
available to spend at the spa, and the industry is designing its offering around this trend.
TECHNOLOGY TRENDS
The industry’s use of technology has advanced in the past two years. Spas have moved
beyond the use of Internet as a simple research or e-mail tool and now report major
investments in database management, integrated channel customer contact systems
and marketing products/services online (Mielniczak and Sinaga, 2005).
Spa visitors are preferring treatments that:
Help to
reduce
stress
Consumer
preference
Use
Cultural natural
flavor products
Chart 1 – Consumer Preference

Source: Self-curated

2.2.4 TYPES OF SPA CONSUMER
Four customer segments were identified: spa enthusiasts, high spenders, value seekers
and price-sensitive spa-goers. Spa enthusiasts were the largest segment among the four,
followed by value seekers, price-sensitive spa-goers and high spenders (Denizci, Guillet
and Kucukusta, 2016).
Identifying customer segments (attribute importance by segments)
This table below shows spa customers based on their preferences/importance for a set
of spa attributes.
The set of Attributes are:

1. Price
2. Product Branding
3. Therapist Qualification
4. Range of Spa Facilities
5. Levels of Privacy
Source: Denizci, Guillet and Kucukusta, 2016
Segment 1: Spa Enthusiasts (34.2%)

This was the biggest section among the four bunches. This gathering ascribed the most
significance to advisor capability. They looked for more security all through the
treatment this means respondents in this section truly esteems their protection and spa

encounter. In addition, they gave careful consideration to cost. Looking at the utility
scores of characteristic levels, this bunch favored medium spa evaluating, guaranteed
and experienced specialists, an abnormal state of protection in treatment rooms and
basic territories, a full scope of spa offices and marked items.
Segment 2: High Spenders (13.9%)

This group was the littlest it joined the most noteworthy significance incentive to cost
and is the most famous fragment among spa experts, as they for the most part favored
high costs. After value, this group considered specialist capability as the second most
essential component taken after by level of protection, item marking and scope of spa
offices. In spite of the fact that the respondents in this fragment favored high spa costs,
they were not exceptionally strict about alternate characteristics. They were eager to
acknowledge uncertified yet experienced advisors and low protection in like manner
regions however high in treatment rooms.
Segment 3: Value Seekers (30.0%)

This group contained 30.0 for every penny of all respondents. They ascribed the most
astounding significance to specialist capability. Considering trait levels, this sort of
client gave positive utility scores just for affirmed and experienced specialists, high
protection in treatment room and basic zones, the full scope of scope of spa offices and
marked items. They appended negative significance qualities to all other characteristic
levels, implying that they set an exclusive requirement for their spa encounter.
Nonetheless, despite the fact that they need higher specialist capability and esteem
protection, they are just ready to pay a medium cost.
Segment 4: Price-Sensitive Spa-Goers (21.9%)

This group involved 21.9 for each penny of the specimen and put accentuation on cost
as the essential conclusive variable. The relative significance of cost for this bunch
achieved very nearly one half. The utility scores for cost demonstrated a negative
relationship: as the cost expanded, utility scores diminished. They most favored low
costs. After value, they considered advisor capability the second most critical trait. In
correlation with different portions, this gathering set minimal significance on protection
(Denizci, Guillet and Kucukusta, 2016).

2.2.5 GLOBAL SPA SCENARIO
Spa services refer to a collective term assigned for various services such as facial, body
massage, manicure, pedicure, body treatment and others provided under expert
administrations that revitalizes the brain and body. These personalized services are
efficiently designed to deliver fitness, peace of mind, pleasure, health, and wellness to
its end users. Moreover, they are beneficial in managing stress, treating medical
ailments, detoxifying the body, reducing weight, and boosting the immune system. The
world spa services market is witnessing constant innovations such as use of hybrid spa
technology, which utilizes its gas generated hybrid system to keep the spa heated up.
The technology involves lesser usage of carbon and other chemicals, compared to other
such heating systems and is cost effective as well.
The market is driven by hectic lifestyle in urban areas, rising demand from emerging
markets, new developments in spa services, and rising demand from teenagers.
Lucrative opportunities prevail in the spa industry owing to rising percentage of
geriatric population and increasing demand from emerging markets. However, the
market growth is hindered by high cost of skilled therapy professionals and low
penetration in the underdeveloped countries.
Rising demand from emerging markets is expected to propel the demand for spa in
future owed to rising personal disposable income of the people. Moreover, developing
economies are also witnessing a rise in number of working population, which is
exhibiting high stress levels and unhealthy lifestyles. Thus, need for stress management
is contributing to the demand of spa in these countries. In order to meet the rising
demand for spa facilities, the trend for budget spas is getting prevalent in emerging
markets (Paul, 2016).
2.2.5.1 THE SPA ECONOMY
The state of the spa economy is strong. Positioned at the center of a dynamic and
growing global wellness economy, spas grew in numbers, revenues, and employment
from 2013 to 2015.

The spa industry grew 58 percent from $60 billion in 2007 to $94 billion in 2013, with
47 percent increase in spa locations from 71,762 to 1,05,591
Global Spa Industry (2015)

Number of Spas: 1,21,595
Spa Revenues: $77.6 billion
Spa Employment: 21,50,147
Asia-Pacific Spa Industry (2015)

Number of Spas: 38,819
Spa Revenues: $21.4 billion
Spa Employment: 7,22,588
Positioned at the center of a dynamic and growing global wellness economy, spas grew
in numbers, revenues, and employment from 2013 to 2015.
2.2.5.2 SPA FACILITY BY REGION
In 2015, there were spas located in 210 countries around the world. Asia-Pacific was
home to the largest number of spas and also added the greatest number of new spas
from 2013-2015. Europe led in total spa revenues in 2015 (Global Wellness Institute,
2017).
The majority of spas and their customers are concentrated in the key markets of Asia-
Pacific, Europe, and North America.

Spas employed more than 2.1 million people in 2015, including about 1.2 million spa
therapists and 2,15,000 spa managers and directors. Since 2013, spas added 2,37,424
jobs to the global economy. Comparing across regions, Asia added the largest number of
spa workers (over 1,00,000) from 2013- 2015. The projections for spa industry growth
over the next five years indicate that there will be an estimated 2.8 million persons
employed by spas in 2018. An additional 4,00,000 trained spa therapists and 70,000
experienced spa managers/ directors (above the current level) will be needed by the
industry in 2020.
The growth of spas drives a $98.6 billion global spa economy.

First unveiled in 2008, the term spa economy refers to spas and the related cluster of
sectors that support and enable spa businesses. The spa economy includes spa facilities
themselves, as well as the education, consulting, capital investment, associations, media,
and events sectors that promote spas and related businesses. The growth of the core
spa facilities sector drives the robust growth of the broader global spa economy.

2.2.5.3 GLOBAL SPA INDUSTRY AWARDS

Spa industry awards are currently used as a way to convey quality and recognize
standards. Many spa associations have developed industry awards (ASPA, ISPA, BISA,
BSWA). The aims of these awards are: to honor excellence; enable ongoing
improvement in standards within the industry; set benchmarking standards that guide
the consumer and to define indicators of excellence to drive the industry forward
(Smith, 2012).
2.2.5.4 CODES OF PRACTICE

Codes of practice contain verifiable, binding criteria that define a good quality spa. Many
spa Codes Of Practice documents include aspects covered by ISPA in their Codes Of
Practice: human resources, safety, guest relations, service and guest experience,
business practices, codes of conduct and ethics and sustainability. The Codes Of Practice
used by ISPA is widely accepted as being the internationally recognized benchmark.
Establishing Codes Of Practice as a tool for quality control is only effective if it is
monitored closely, not only by the business owner or manager but also by third parties.
Third party assessment is generally preferred as it provides confidence that specified
criteria is adequately met, following verifiable and impartial procedures (Smith, 2012).

2.2.6 INDIAN SPA SCENARIO
The spa culture is growing among Indians. It all depends on exposure, awareness and
the spending power of the customers. Spending power of an Indian household has
increased. Indian women are prepared to maintain and groom themselves. Lot of
women is very much aware of the new treatments available. Same goes for the men. Lot
of gyms has popped up, as people are aware of the need of staying fit. Today’s women
are keen in maintaining themselves like never before (Mirza, 2013).
2.2.6.1 GROWTH OF SPA

Region wise, north India is doing well with its stable rate of economic growth in
comparison to other regions. In west, Mumbai being a land of Bollywood and corporates
and an established land of tourism is contributing a big chunk to the economic
prosperity. In south, Tamil Nadu, Kerala and Karnataka complete the picture. Moreover,
Kerala has put India on the World economic map as a mecca for tourists and locals alike
because of its Ayurvedic flavor.
Interestingly, the booming industry is also attracting branded spa operators to India.
According to a recent piece of news, the American spa major, “The rate at which the
hospitality industry, specially the five-star hotels are growing, and increasing demand
for tourism, thousands of years of culture of well-being (Ayurveda), right demographics,
younger population (highly educated and affluent)—all contributed to the decision of
entering India”.
Some of the key industry trends in this sector, include:

 The growing wellness industry has attracted a large number of domestic
entrants and international players.
 Established players are pursuing revenue maximization through product and
service diversification and are exploring new global and domestic markets.
Franchising is emerging as a popular option for scaling up.
 Companies are actively seeking public and private equity investments to fuel
their growth.
 While there is strong optimism about future growth prospects, recovery of
investments may spread over a longer horizon than anticipated.
 There exists an opportunity for micro-segmentation to develop more targeted
value propositions for consumers and commercialization of traditional Indian
home remedies (FICCI, n.d.).
2.2.6.2 ACCREDITATION OF SPAS

Since, the sector is still largely unorganized, hygiene and quality is a matter of big
concern. Therefore, accreditation becomes important so that wheat can be separated
from chaff and people can know the category of the spa they are visiting. National
Accreditation Board for Hospitals and Health care providers (NABH) has launched a
programme for accreditation of wellness centres like gyms, spas, cosmetic and skin
treatment Centre’s in the country (Wellness India Bureau, 2015).
Starting a Spa is as easy as starting any Business in India. In India unfortunately the Spa
and Wellness Industry is highly unorganized. Currently there aren't any licenses
required to start a Spa business in India. You can take the ‘Shop and Establishment
License’, which is required for starting any business in India, and start the Spa Business.

Apart from this it is important to have a Service Tax registration as these services come
under the ambit of Service tax. If you intend to Retail Spa products from your Spa, it is
important to take a VAT/ Sales tax registration.
Goa is the only state, which really has any kind of Spa Registrations process, which is
with the Health Department of Goa State. This Registration is extremely tedious and is
more for putting off people from starting this business in Goa rather than encouraging.
But never the less there is some kind of Licensing/ Registration, which is required in
Goa. Apart from this, there isn't any other place where any such registration exists
(Patwardhan, 2016).
So, presently to start up a Spa in India, you require:
1. Shops and Establishment License

2. Service Tax Registration
3. VAT/ Sales Tax Registration.
Spa business is presently very disorganized. In time to come license from health
department will be required.
The challenges the Indian spa industry faces include:

 The lack of qualified staff at the required level, which substantially increases
wage claims for spa professionals who are already trained.
 The need to design strategies that increase the profit margins of a market with a
very high volume but a lower return.
 The need to implement certification systems and quality standards within the
Indian spa industry in order to strengthen and raise its international focus (Spa
Balance, 2013).
Source: Aurathaispa
http://www.aurathaispa.com/
Source: Aura Heritage Spa, 2017

2.2.6.3 SPA CLIENTS OF THE FUTURE
The future of the spa industry is in the hands of millennials; a look good, feel good
clientele who are used to getting what they want, when they want it and dropping it, if it
doesn’t rate. The millennial spa goers are different to others because if you don’t have a
slick website, they’ll never visit; if you don’t offer incentives, they’ll pass you by; and
even the act of going to the spa will be juggled within their already busy lifestyle, so
keeping them coming back is going to be challenging.
The trickiest aspect of the millennial conundrum, which spas need to crack, is knowing
their client well, what they want even if they’ve not had a particular treatment or
programme before. The future spa goers are made up of educated, busy individuals who
are tech savvy and cash rich, time poor. They want to use their latest smart phone to
find out all they need to know before arriving at the spa. The millennials already used 3
different apps to research, which treatments are trending; things are getting quick and
slick. Spas must be in front of the trend by using the right technology to interact with
their clients, set trends and offer the latest treatments available.
The use of plant based, organic ingredients is, however, still a continually trending
factor in the millennial consciousness. Baby boomers wanted everything to be
dermatologically tested, refined and lab proofed; but their children want to get back to
the roots of things. They want raw, cold-pressed, extracted ingredients that have a basis
in Mother Nature rather than Father Science.
Millennial clients are seeking out spa treatments that tackle a singular healthy hang up.
A luxurious spa weekend at the spa just doesn’t fit in with their lifestyles. It all seems far
too indulgent and out of tack with their ethical, conscious lifestyle. Instead they want to
utilize spas to achieve something, be it a stop-smoking detox or anti-ageing escape.
Pleasure isn’t the main factor anymore, but instead longevity.
Spa’s need to be able to offer treatments and deliver wellness programmes that play
into consumer needs, rather than respect traditional (even ancient) spa practices. A day
of thalassotherapy means nothing to the millennial, but a 45-minute hydro-stress-relief
session is exactly want they want and need. In reality, it’s just a condensed version of
the real thing, but with a modern name and more tangible time limit.
The Millennial Spa Family

The top tip is not to forget the kids. When a millennial has children, they’re going to be
coming with them, so spas need to be family friendly “Mini-Wellness” especially
designed for children’s well-being is going to be the in thing, just like babycinos in your
favorite coffee shop. Think mini-manicures and potty-pampers rather than telling little
kids to read a book in the waiting room whilst mummy has a facial.
Whilst established baby beauty contests are bordering on laughable, we all still want the
best for our children and the urge to include them in our activities is becoming more
common. It’s like shopping trolleys with baby seats; common place now, but in the first
half of the 1900’s it was a bold choice to even take your child around the supermarket,
let alone pick their own gluten free breakfast cereal. If spas are to survive, they need to
accommodate for the millennial, to update back to the roots, and use the latest

technology to make everything more accessible. Clients want value for money, this
means they are prepared to pay for luxury but they want to have the best spa
experience and benefits which money can buy (Joseph, 2016).
The aging baby boomers (born between 1943 and 1960) worldwide yearn for anti aging
wellness or spa products and services, healthy eating, and quality of lifestyle.
Generation Xers (born between 1965 and 1981) are tech savvy, knowledgeable about
spa trends and environmentally conscious. They are highly dependent on the Internet
and they blog review and comment about buying experiences. Social responsibility from
organizations becomes a vital influential attribute in their consumption decision-
making. The millennials (born between 1982 and 2000) are highly aware of trends,
technology and spas they are known as trendsetters. The millennials want almost
everything instantly they view spas as a necessity and expect immediate results. Among
all age groups, people within the brackets of 18 to 34 want the most support in living a
healthier lifestyle. Therefore the millennials will be the most important consumers in
this category (Camillo, 2015).
Source: Myamcat.com, 2017

2.2.6.4 TYPES OF CONSUMER IN INDIA
The Indian wellness consumer can be classified into four broad categories— ‘passives’,
‘beginners’, and ‘actives’ and ‘believers’ depending on factors such as intent and
extent of spend on wellness services and products, exposure to wellness concepts and
importance given to wellness in their daily lifestyle. The ‘passives’ represent the largest
volume opportunity; the ‘beginners’ are the fastest growing category, while the ‘actives’
and ‘believers’ together comprise only a small fraction of the population. These
categories offer varying levels of opportunity for health and wellness players (PwC
India, 2012).
Source: PwC India, 2012
Consumer Trends
Some of the key consumer trends in the industry include the following:
 While health and wellness has transitioned from being a platform targeting a
select few to a mainstream concept today; price considerations still continue to
determine the choice of products and services for most consumers.
 While Tier 2 and Tier 3 cities offer headroom for growth, these markets require
significant investment and a long-term focus.
 Many wellness segments are extending beyond traditional gender boundaries.
Society’s fascination with celebrities is increasing the involvement of celebrities
in the wellness industry.
 Traditional products and services continue to appeal to the Indian consumer, but
these now need to meet modern sensibilities.

Estimated Population Within Wellness Consumer Category

Passives and beginners represent the largest volume opportunity; actives and believers
together comprise only 2% of the population (PwC India, 2012).
Source: PwC India, 2012

2.2.6.5 NEGATIVE IMAGE/ASPECT OF SPA IN INDIA
Spa centers and nightclubs that offer sexual services on the side are fast turning the
Millennium City into the Capital's Bangkok. These center’s and clubs that operate from
various malls and luxury hotels and specialize in offering sensuous/erotic massages to
clients depending on their financial ability and preference. The sex business kicks off in
the night, usually after 9 pm, with club and spa operators deploying touts to solicit
potential customers. The conversation begins with negotiation over alcoholic products
before moving into 'hotter' stuff.
The modus operandi in spas is similar with women from the Northeast dominating the
sector. Thanks to their facial features, they are presented before unsuspecting
customers as "Thai girls" to offer "Thai massage" - a popular therapy on the menu of the
parlours along with services such as Tuscany, Thai, Burger, body to body, Swiss,
Ukrainian and Indian massages. Customers due to their fair skin and “soft touch” also
seek after women from the Northeast. Though women from other countries are also
involved in the business, they are mostly employed at high-end spas. They come to India
on short-term tourist visas, work here and get replaced after a month or two by a new
set of girls.
While an average massage starts at around Rs 1,000, it can be availed at half the rate if
one goes for a packaged deal. A high-end place can also offer massages up to Rs 10,000
per session. "The charges depend on the kind of facilities you are availing. A one-hour
package worth Rs 699 includes 40 minutes of massage and 20 minutes of shower. The
spas also solicit prospective customers through social networking sites such as
Facebook and WhatsApp by bombarding them with tariff plans, addresses, contact
numbers and information regarding the availability of female therapists.
The police on their part, express helplessness in cracking down on spas that allegedly
indulge in prostitution citing lack of evidence. The spa owners are constantly
monitoring activities outside their premises through CCTV cameras installed at the
gates. So whenever a raid happens, they quickly alert the prostitutes and change their
operational style (Kumar, 2015).
Myth: Spas are ‘shady escapades’.

Truth: The floating myth of spas as haunts of ‘shady occupations’, namely flesh trade
and sex rackets, has created a stereotypical imagery of the service industry, and not well
received by the masses. Indeed there are miscreants that spoil the reputation of any
occupation and industry, spas and wellness centers included, but such acts are not the
norm.

2.3 BABY SPA – THE HAPPY PLACE
Baby Spa is a safe, relaxed environment where your baby can develop and be well
prepared for a lifetime of adventures. It is a place where parents can introduce their
babies to water.
Baby Spa is made up of two concepts:
a. Hydrotherapy, which is a warm water-based method of strengthening and

stimulating babies to improve their physical growth and mental development.
Hydrotherapy (flotation and exercise in water) supports mental and physical
development so essential to your baby’s ability to move with control, and act
with purpose on land. The more your baby can use his/her brain and muscles,
the stronger they will grow. At Baby Spa, your baby will find the freedom and
space he/she needs to progress and, most importantly, have fun as they learn at
their own pace.
b. Massage Therapy, which is a purposeful and positive touch to promote

relaxation and well being of the baby. Being caressed and touched through
massage also acts as psychological food for your infant. It is the best form of
touch therapy for infants. It is a communicative approach and helps parents relax
the baby as well as connect in a positive way.
Long, hard days filled with the stress of sleeping, eating and answering nature's call can
wear down even the most mild-mannered of infants -- so even babies need time to relax
every now and again (Sreenivasan, 2016).
So for an hour you can have your baby set in a purified water pool for a session. Baby
will be outfitted with an inflatable ring around the neck so the limbs float freely in the
water. A swim diaper and warm towel are also provided. Following the water therapy,
babies will get a massage, under spa instruction. The body will be massaged in a safe
manner.
Source: Baby Center, 2015

THE TWO CONCEPTS OF BABY SPA

The two concepts of baby spa are described in brief below:
2.3.1 BABY MASSAGE OR TOUCH THERAPY
Baby massage is gentle, rhythmic stroking of your baby's body with your hands. You can
use oils or a moisturizer to help your hands to glide smoothly over your baby's skin. As
part of your massage routine, you can gently manipulate your baby's ankles, wrists and
fingers. You can talk softly, hum or sing to your baby while you are massaging, which
may make it more reassuring for your baby (Baby Center, 2014).
The term "massage therapy”, "touch therapy" or "bodywork" all refers to similar
therapies, though there are different types of massage. Massage can vary in pressure,
length of stroke, and focus of the area on the body. It can include manual pressure and
movements or the use of an aid (vibration, stones, etc.).
For the purpose of this review, massage covers a broad scope of touch, from a parent
lightly caressing a child's arm to full medical massage for a specific ailment (Lehner,
2010).
Source: Baby Center, 2015

2.3.1.1 BENEFITS OF BABY MASSAGE

The benefits of baby massage are the following:
1. Better sleep:
Infant massage helps in increasing serotonin levels in the body. This neurotransmitter is
known to regulate mood. High levels of serotonin provide a feeling of well-being. As a
result, it ensures better sleep that is deeper and more restful.
2. Reduces stress and cranky behavior:

It is regular for children to sob for different reasons. General reasons making your
infant cry or act crotchety incorporate inconvenience, torment in legs or belly, tiredness
or shameful rest. Consistent back rub can alleviate your newborn child from agonies
and inconveniences, accordingly giving better rest. This further decreases the crying
and grouchy conduct of the newborn child and lessens the anxiety hormone.
3. Relief from flatulence/ Improves wind, colic*:

Numerous newborn children encounter constant stomach torment because of intestinal
gas. Tummy rub builds the pace of waste expulsion from body. Along these lines, the
body likewise effortlessly discharges caught wind. Rub empowers end of waste from the
body, can soothe stomach twist inside minutes and paces a characteristic procedure of
the sensory system, which can help with reflux.
4. Relieves digestion problems:

Massage speeds up the natural progression of food along the digestive tract. This way,
the massage has proven to be helpful is eliminating problems like constipation and acid
reflux.
5. Strengthens the immune system:

Much the same as back rub benefits different physiological procedures in the body, it
likewise benefits the resistant framework. Standard back rub gives an infant's
invulnerable framework a lift, along these lines keeping regular sicknesses under
control.
6. Improves weight:
Some babies are underweight at the time of birth. Massage provides significant
improvement in the weight gain process, thus providing healthy weight to underweight
infants.
7. Improves development & Coordination:

Thinks about have demonstrated baby rub enhances left/right mind correspondence,
which has been proposed to enhance knowledge. Child knead animates the sensory
system. This makes the babies more mindful about their body's capacities amid the back
rub handle. Along these lines, newborn child knead enhances adaptability, co-
appointment and muscle control.
8. Relieves congestion:
Notwithstanding benefits like accelerating of sensory system and giving help from
absorption issues, infant knead additionally gives alleviation from clog. Rub helps

enhanced seepage of sinuses, hence averting liquid gathering in the sinuses and aviation
routes.
9. Enhances emotions and improves mood:

Massage increases dopamine levels which are believed to play an important role in
regulating anger, aggression, temperature, mood and appetite in addition to other body
functions (Parenting Healthy Babies, 2015).
2.3.1.2 OTHER ASPECTS OF BABY MASSAGE
Interaction in Infant Massage Include:

• Advancement of holding and secure connection
•Verbal/non-verbal correspondence
•Development of trust and certainty
•Using every one of the faculties
•Feelings of affection, regard, and being esteemed
Each Massage Stimulates:

• Circulatory and stomach related frameworks
•Hormonal and resistant frameworks
•Coordination and adjust
•Learning and focus
•Muscular advancement and development
•Mind and body mindfulness
Parents Find that Infant Massage Helps Relieve:

•Gas and colic
•Constipation and disposal
•Growing torments and strong strain
•Teething uneasiness
•Cramps
The Massage Promotes Relaxation which is Shown Through:

•Improved sleep patterns
•Increased adaptability and muscle tone
•Regulation of behavioral states
•Being quiet and having the capacity to quiet themselves
•Reduction in stress hormones (Baby Spa Luxe, n.d.)
*Definition of Colic
A few children cry ceaselessly for a considerable length of time, particularly in the
nighttime’s. They might experience the ill effects of colic. In basic dialect, this implies
the infant has gulped some air amid his sustain and has not been burped enough. The
air goes from the stomach into the digestive tract, offering ascend to agony and
uneasiness. This outcomes in colic (Maslekar, 2006).

2.3.1.3 Types of Massage for Babies

There are 5 different kinds of baby massages having different techniques:
1. Leg Massage
Gently but firmly wrap your hands around your baby's leg and glide your hands down
from thigh to ankle. Do this a few times; then repeat on the other leg.
2. Belly Massage
Place your hands at the level of your baby's navel. In a clockwise motion, rub your
fingertips firmly and gently over her tummy in a circular motion. Repeat.
3. Arm Massage
Gently roll your baby's arm between your hands, starting at his shoulder and moving
down to his wrist. Repeat two to three times, and then switch to his other arm.
4. Neck Massage
Bolster your baby's head and abdominal area with one hand. Put the thumb of your
other hand on one side of her neck and your initial two fingers on the opposite side. At
that point utilize your fingertips to delicately rub your child's neck in a roundabout
movement. Rehash these circles a couple times.
5. Colic-Relief Massage
First give your baby a belly massage. Then bend his knees up to his tummy and hold for
about 30 seconds before releasing. Repeat a few times. Then place the edge of one hand
on your baby's belly, gliding from the belly button down in a rhythmic pattern, to help
release pent-up gas. Repeat if needed (Gottesman, n.d.).
Source: Parentsneed.com, 2016

2.3.2 WATER THERAPY OR HYDROTHERAPY
Hydrotherapy is a warm water-based method of strengthening and stimulating babies

to improve their physical growth and mental development. “The benefit of allowing the
baby to have free range of all their limbs is what supports the early neurological
development of the baby" (Joy, 2014). It provides custom tubs with ozone-purified
water, handmade anti-microbial towels and a laundering system for swim diapers and
towels.
The reason for this unusual treatment - Proponents point to the benefits of Floating in
babies, includes the study done in 2010 by the Norwegian University of Science and
Technology, which found that babies who were taught floating had improved balance
and the ability to reach for items. Floating isn’t swimming, floating is freedom. As your
baby kicks around in the water, the small rocking waves he/she creates will help to
improve their balance and coordination and, ultimately, support their ability to crawl,
walk and swim. Even if your baby falls asleep in the water that rocking will continue
with his/her rhythmic breathing.
Source: NBC news, 2014
2.3.2.1 Why Water
A baby naturally loves water as he was developed in a water environment inside his
mother's womb. Water has always been considered healing or therapeutic and for good
reason. Water can be relaxing and stimulating at the same time. It's easier to learn to
move in the non-restrictive environment of the water than it is on land, plus water
therapy can be turned into a very playful time so that therapy doesn't feel like therapy.
Water activities strengthen muscles, bone structure and ultimately movement and help
increase determination as they progress (Wonder Baby Org, n.d.).

2.3.2.2 Benefits of Water therapy/Hydrotherapy

The sensation of floating in warm water puts babies completely at ease and can
promote a number of key benefits:
1. Boosts confidence:
Introducing children to water at a very young age helps prevent a fear of water
developing later. Exercises that involve moving independently in water and holding on
to the side are wonderful for your baby’s confidence.
2. Improve co-ordination:
Being in the water enhances co-appointment and adjust. Inborn swimming reflexes are
invigorated and co-appointment is created as they figure out how to control their
developments. For instance, a recent report by the Norwegian University of Science and
Technology found that infants who swim have better adjust and can get a handle on
items all the more effortlessly.
3. Builds strength:
Inconspicuous water weight on the trunk can expand lung limit by fortifying intercostal
muscles and the respiratory framework. Strong and skeletal quality is expanded
through the water's tender resistance. Lightness and water-resistance imply that infants
practice more muscles, all the more successfully, in water than ashore. Complete
research demonstrated that swimming children crept later yet strolled before, on
account of their incredible muscle control.
4. Enhances well being:

Warm water unwinds your infant, and coasting animates their craving; which thusly
enhances their dozing and eating designs. Standard visits can profit the cardiovascular
system.
5. Helps in digestion:
Development through the water positively affects the stomach related and circulatory
frameworks, which can diminish meconium levels and brings down the danger of
jaundice three or four days after birth (Baby Spa Luxe, n.d., Your Baby Spa, n.d.).
Source: Healthycanadians.gc.ca, 2015

2.3.3 GLOBAL SCENARIO OF BABY SPA
There are now hundreds of baby spas across the country fueling an $11 billion a year
industry. The new services may be expensive, but parents say the benefits far outweigh
the costs, as do those who are running the spas (Sreenivasan, 2016).
Parents are swinging to a similar spa and wellbeing treatments and methods they use to
enhance their own lives with a specific end goal to better their children's. They are
discovering that to bring sound youngsters up in the 21st century implies something
other than showing them to eat their vegetables or look both courses before
intersection the road.
Tuned-in guardians, equipped with more choices and assets than any time in recent
memory, are looking to a similar spa and health treatments and methods they've
depended upon to enhance their own lives to now support their children's. What's
more, there has been an acknowledgment that rolling out long haul way of life
improvements is exceedingly troublesome, and it would be substantially less
demanding if the requirement for these progressions had never created. In this manner,
guardians are progressively mindful that they can save their kids the hardship of rolling
out improvements later in their lives by ingraining solid propensities at an early age.
Also, numerous wellbeing professionals have, thusly, come to perceive youngsters'

health as an exacting development industry. Regardless of whether the sickness is
intense or endless, the condition physical or enthusiastic, the youngster pre-K or pre-
med, wellbeing rehearses help guarantee that the children are okay from sound cooking
classes to yoga and reflection, outlined in light of kids will be the greatest development
figure the spa and health industry for quite a long time to come (Global Wellness
Summit, 2016).
2.3.3.1 BABY SPAS AROUND THE WORLD
With famous people Kanye West and Kim Kardashian as guardians, flashbulbs
continually flying before her, and prying eyes on the meander to look at her most recent
outfit, the anxiety is genuine. An outing to one of the new child spas could be exactly
what they needs. These spoiling royal residences are the most recent pattern to hit the
worldwide spa industry, and mums with strollers are lining up to give their own little
whiz a joyful treatment or two. Child spas are turning into a quick most loved with
mums, on account of their capacity to cosset children and break newborn children to
rest. At these somewhat little spas, angels can encounter the calming advantages of
coasting around in water taken after by a back rub. Bouncing around in the water with
the assistance of their bespoke infant skims not just mirrors the quieting impression of
being in the womb, however it is additionally accepted to have a few advantages: It
reinforces their muscles and tendons, the heart, and lungs. It additionally helps in the
advancement of engine control, deftness, coordination and adjust; and improves the
faculties and the invulnerable framework. The newborn child rubs that take after the
"swim" session are likewise intended to advance rest, assuage wind and colic, and
lessen uneasiness (Koh, 2016).

Here are best picks from over the globe:
I. Singapore – Baby Spa

Like hydrotherapy, the Baby Spa framework enhances lung limit and reinforces hands,
fingers, legs, feet, and toes. Child Spa offers water preparing, infant back rub and infant
hairstyles. Its site additionally includes an online store where you can look for playpens,
child toys and different frill. Valued from $26 for a child rub; $49 for water preparing;
$50 for a first hairstyle. Participations accessible.
II. Malaysia – Hippopo Baby Spa & Wellness, Kuala Lumpur

The primary infant spa in Malaysia, Hippopo initiates prepared and ensured medical
caretakers and physiotherapists to take care of the requirements of your children and
babies. Understanding the significance of your infant's wellbeing and prosperity,
Hippopo spoils them through swim and infant knead sessions. Valued from $16 for a
swim and $13 for back rub utilizing grape seed oil.
III. USA – Float Baby, Houston

The first of its kind in the States, the Float Baby program enables babies to move their
bodies any bearing they get a kick out of the chance to help enhance muscle tone. Not
just giving help to obstruction, this advances water nature, and aids early left-mind or
right mental health. Consolidate this with its neonatal back rub and watch your child eat
increasingly and rest better after only one session. Evaluated from $92 for a solitary
gathering session of water buoyancy and delicate back rub classes.
IV. UK – Baby Spa by Laura Sevenus, London

The UK's initially infant spa is fueled by a specialist support of neonatal and pediatric
medical caretakers. Previous focused swimmer South African Laura Sevenus, who
concocted the Bubby, a licensed buoyancy gadget that gives your infant a chance to take
a plunge securely in the spa's scaled down pool, established it. And also swimming
lessons, the spa gives knead sessions to help manufacture babies adaptability and
quality. Valued from $120.
V. Australia – Tiny Touch Baby Massage, Sydney

Guaranteed newborn child knead educator and pediatric back rub specialist Marilyn
Wilson gives infant rub courses to guardians. Not exclusively do these help make a
unique bond between the two, they'll leave buddy settled, quiet, content, and
flourishing. Estimated from $220 (for two sessions) for a one-on-one full infant rub
course.
VI. Hong Kong – Baby Spa Luxe

The mission at Baby Spa Luxe is to make everybody leave with a grin all over. With four
individual pools and one vast pool, each tyke has an opportunity to make a sprinkle. The
group offers swimming classes to help support the advancement of your infant's heart
and lungs and back rub courses to invigorate your little one's dissemination framework.
The spa additionally stocks an assortment of natural child spa items so mums can
likewise rub their infants at home.

VII. Indonesia – Roi & Reine, Bali

An excellent salon spa for infants, mums, and children, Roi and Reine concentrates on
medicines, for example, natural back rub, infant hydrotherapy, and nail trims and
pedicures. Their "wellbeing through wellbeing" approach is gone for your valuable tot's
solace and prosperity. Contact roi.n.reine@gmail.com for points of interest.
VIII. Belgium – Thermes de Spa

This extravagance spa in Belgium gives mummy and infant a lot of time to bond with a
two-day spoiling program at its exceptional made Mother-Baby Institute. The spa
includes a reason fabricated parlor and crèche, in addition to a kitchen for when it's
nibble time. Mums can partake in workshops, while infant appreciates an air pocket
session in the pool. There are likewise rubs for both mum and infant to appreciate.
IX. Romania – Baby Spa, Bucharest

Everything at this spa was outlined and worked considering child: From the unique
swimming pool, to the showers and lockers. Furthermore, unmistakably wellbeing is a
need. Not exclusively do the pals get a wellbeing register before they get with the water,
mums do as well. Inside each 45-minute session, a gifted physiotherapist will treat your
infant to a back rub, exercise center and hydrotherapy session.
X. South Africa – Hydro Baby, Johannesburg

This South African infant spa trusts that a pool session can build an infant's quality and
certainty, and additionally help them wave farewell to early improvement issues, for
example, restlessness and colic. They can exercise in hydrotherapy pools that are kept
sterile with ozone and UV filtration frameworks, so mums don't need to stress over the
water disturbing touchy skin. Single session valued $35.
XI. Canada – IFloat Baby, Montreal

This chic child spa in Canada is popular to the point that mums even toss birthday
parties for their tots there. And in addition a spa room that is a consistent soothing 27
degrees, iFloat Baby Spa likewise hosts an indoor play area and get-together space. Also,
for a further personality, body and soul exercise, there are mummy and infant yoga
classes. Valued from $60 for 30 minutes of floatation treatment, 20-minute child rub
and a session in the play area.

2.3.4 INDIAN SCENARIO OF BABY SPA
Ayurvedic medicine. Ayurvedic texts cite using coconut oil and sesame oil to moisturize
the skin and promote circulation (Joy, 2014). Usually, a masseuse for babies is assigned
the task in Indian households (The Times of India, 2017).
Giving the baby a vigorous massage

Massage holds a very sacred position in traditional Indian families, but some mothers go
overboard with it. Others hire massage aunties or dais who would rub the baby’s body
with oil for an hour or more and the poor baby would be crying in pain all the while. A
soft, gentle massage is enough for you and your baby to strengthen the bond.
Source: Self-curated collage of Baby Massage in India (Images sourced from the Internet)

2.3.4.1 SERVICES OFFERED IN DELHI ESPECIALLY FOR KIDS
Flick is New Delhi’s first kid’s salon catering exclusively to grooming needs for children
aged 0-12. With a store located at Greater Kailash II, M-Block market, the salon promise
an unmatched fun experience for a child matched with the highest standards of quality,
which will satisfy the child and parent alike. The idea to launch Flick came from the dire
need for a child-friendly environment when it comes to salons. While as parents we
intend to provide the best to our children, however unintentionally, we compromise
when it comes to the one crucial thing we need to face every month with a certain level
of disdain – the haircut! From uncomfortable boost up seats, to unfriendly hairdressers
who don’t have any experience with children, to the boring & unattractive environment
of salons, the whole activity becomes an ordeal for the child and parent alike.
Flick changes the errand of a month to month hair style to even more a "treat" for little
tots who might love the bright insides, low and open to seating and a plenty of drawing
in exercises curated to guarantee they anticipate their following visit.
Source: Lbb.in, 2016
It additionally guarantees that the fun loving insides and intelligent corners don't help
the youngster to remember a Montessori situation of a school however more like a
carnival experience which enjoyments and guarantees fun with a dash of extravagance.
This fun spoiling background gets combined with hand-picked beauticians and
specialists will's identity suited to address each kid's need, and furthermore keep up
staunch benchmarks of cleanliness and quality.
Hair administrations, preparing of hands and feet, oil kneads for hair, and obviously all
the spoiling that every youngster merits on extraordinary days and reward days. It
additionally expands its exceptional experience for gatherings too. Subject gatherings,
demigod or bring your dolls gatherings will be a blessing from heaven party goal for
minimal ones on their uncommon day.

Understanding that mothers and fathers would need something to do while their
children are getting all the consideration. So they have pedicures and nail trims as an
exceptional administration for them also or they can appreciate the hold up at their
little bistro.
They we trust that everything should be uniquely designed only for children. They have
item run detailed uniquely for Children. Ideal from the shampoos, creams, body spread
and super fun cleansers, they have a characteristic, scope of in-house items to look over.
The nail cleans and make-up brands they source too are all uniquely made for
youngsters (New Delhi Times, 2016).
Source: Babychakra.com, n.d.
Also, Cutting-edge kids Is another only kids salon in Delhi. They have an interesting way
of learning alphabets for children such as A for army cut, B for blow dry, C for cuticles
this might just be the new way for tots to learn their alphabets. The salons are offering
facilities exclusively meant for children - specialized haircuts, hair braiding, nail-
varnishing, tan and dandruff removal hair beading, hair spa, foot spa and makeovers
and more.

One can mistake the salons for children's play areas given their vibrancy and bright
interiors. The walls are brightly coloured (some with cartoon characters painted on
them), toys are strewn around and televisions are tuned to popular cartoon networks.
Children can hop on to colourful seats for haircuts as they watch Shrek or Lion King.
Fuzzy Hare, in Delhi's Ambience Mall, goes a step further and offers coloring books and
an X-Box console to keep children occupied as stylists snip away their overgrown locks.
Very often, the staff needs to be supremely patient while dealing with the kids.
2.3.4.2 NEED FOR BABY SPA
A Baby’s brain and muscles grow with use so early and active learning will benefit for
future growth of the baby. Through active learning, the baby, toddler and young child
follow their personal interests and goals through first hand experiences of the world
around them, individually, in pairs, in groups, in families and in the community.
Learning is a continual process of meaning making; it is not a linear input/output
process. Active learning, physical and intellectual engagement with people (ideas) and
materials (experiences), self and group directed problem solving and repetition are at
the heart of learning and development.
The adult has a responsibility to provide rich environments where children are able to
explore, touch, manipulate and experiment with a variety of real life and diverse
materials and where children can ask questions, make hypothesis and develop their
thinking (French, 2007).
2.3.4.3 LIFESTYLE CHANGES IN INDIA OVER LAST 10 YEARS
From Chalk & Slate To Tablets

A six year old from Kerala knows how to associate the IPad to Wi-Fi. He knows how to
make a Gmail account as well. This overwhelmed me. Indeed it shook me from inside as
I reviewed my battle finding the Caps bolt catch at eleven years old. I couldn't make out
if this was advancement or his adolescent purity was being taken away. A few schools
crosswise over India have made a tablet necessary in school educational programs.
Every single such activity have made children in India more educated about the
advances yet in the meantime called attention to fingers on the instruction framework.
Source: Womennow.in, 2016

Changed Family Systems

Indian customary arrangement
of living in joint families from
two to twenty individuals is
very little picked today.
Indians are choosing atomic
arrangement of living. The
common convention of the
joint family framework or
unified family has seen a
switch over the previous
decade. The memorable
routine with regards to living
in joint families is however
present in many parts of the
nation yet the adolescents are
deciding for more flexibility
situated style of living common Source: Womennow.in, 2016
in atomic family ways of life.
Impossible’ Says I Am Possible

What used to be viewed as incomprehensible in India has now turned into a satisfying
reality. Ladies in India were viewed as just as homemakers and their capacities were
judged fit for performing family unit tasks. Despite the fact that these outlooks slack
back to sixty years prior and ladies' placing in the public arena, instruction, their
financial position has fundamentally changed after 1960s. The kitchen attendants have
significantly developed as country manufacturers and now the summoning individuals
in the family are ladies too. They have discovered space, voice and tremendous regard
in the male overwhelmed world and now they rub shoulders with men in different
fields. The new skylines for womanhood in India has been observed however a ton
should be done and the uplifting news is Indian ladies are relentless (Mohan, 2017).
Source: Womennow.in, 2016

This, alongside rising per capita wage realized an adjustment in the spending example
of the working class Indian, both in the country and urban zones. Network shows, which
had been blockbuster hits in the West, are observed to be broadcast in Indian homes in
their "desi" symbol. There has been a move towards the free streaming nature of way of
life, which is honed in the west. Metro urban areas are likewise the most open to
changing ways of life and more westernized and cosmopolitan in character than other
Indian urban communities.
Over the most recent two decades way of life of individuals has changed radically; from
slate to tablets, from housewives to working ladies, from joint families to atomic
families everything from economy, innovation, societal position, taste and inclinations
has changed. New open doors, items, ventures have developed. With the assistance of
Internet the web based business industry has developed boundlessly and furthermore
gave rise o versatile innovation and applications. The eras have turned out to be more
adequate to change as a result of mindfulness offering ascend to new companies and
business people. Clearing a path for new thoughts and USP in various businesses. This
way of life change can be useful in acknowledgment of child spa by the millennial’s.

2.3.4.4 CONSUMER MARKET
India has 23.6 million adults who qualified as middle class in 2015. There is no clear
definition of middle class in India, but the latest definition dramatically lowers the
number of Indians considered to fall in that category. In India, the estimated value of
wealth to be considered middle class must be more than or equal to Rs 7,37,748 (Salve,
2015). People in Delhi earn nearly three times more than the average Indian. A survey
shows that per capita income jumped an impressive 14 per cent to Rs 2.41 lakh in the
last fiscal year. It was Rs 2.12 lakh in 2012-13, when the national per capita income
stood at Rs 87,748 (Express news service, 2015).
Roughly half the country's crorepatis, or "super rich" families, which have an annual
household income of over Rs 1 crore, live in these two metros. But Delhi has around 15
per cent more crorepatis than Mumbai. Indeed, in terms of the population density, or
the number of crorepati households per million households in these cities, Delhi's
ascendancy increases dramatically. While one in 500 households in Delhi has an annual
household income of over Rs 1 crore, the figure is one in 800 for Mumbai. While Delhi's
average household income is 43 per cent higher than that of Mumbai, Delhites spend a
lot less. While the capital's citizenry saves a fourth of its income, Mumbaikars save just a
tad over 17 per cent of their annual income. While Delhites spend more of their income
on education and health, Mumbaikars spend more on clothes, entertainment and food
(Jain, 2010).
Target customer are parents who want to place their baby in good hands while they
have some personal time of their own. Tuned-in parents, armed with more options and
resources than ever before, are looking to the same spa and wellness therapies and
techniques they’ve relied upon to improve their own lives to now nurture their
children’s. The fact that India is one of the youngest nations in the world out of which
29% of its 1.2 billion population is under 14 years, according to the World Bank—
makes it an attractive market for fashion and lifestyle brands (Shah, 2016).
How many children are there in India (Countrymeters.info, 2017)
65 above
6%
below 15
29 %
15-65
65 %
Graph 1 – Population of India (division)

Source: Countrymeters.info, 2017

India with 1.21 billion people constitutes as the second most populous country in the
world, while children represents 29% of total population of the country.
In absolute figures (estimate):

 39,64,88,087 young people under 15 years old
 86,68,54,199 persons between 15 and 64 years old
 7,28,49,158 persons above 64 years old
Age group of India’s Children (Childlineindia.org, 2012)
Graph 2 – Population of kids in India (division)

The figures show that the larger number of about 29 percent constitutes Children in the
age between 0-5 years.
In absolute figures (estimate) there are 1,16,899 children between 0-5 years age
(Geoba, 2017).

2.3.4.5 COMPETITION
There is no direct competition in Delhi-NCR as of now but an indirect competition

which offers similar services as a baby spa is located in Mumbai which has recently
opened on 23rd November under the name of Baby’s castle - baby & mother wellness
center. It is considered to be India’s first and only Baby and Mother Wellness Centre –
Baby’s Castle. Baby’s Castle caters to nurturing, enhancing and advancing the
milestones every baby and mother would need to cover in the early stages of childhood
and pregnancy, respectively.
It is Registered with Freds Swimming Academy, the services offered at Baby’s Castle not
only helps cognitive development in new-born but also equally focuses on mothers
through the first year of motherhood with their luxury Ante-Natal & Post-Natal care.
Dr. Priyanka Bhoir – Founder and Managing Director, Baby’s Castle says, “Child care in
the formative years is the most important aspect in any parent’s life. Every parent
wants to give the best to their child’s growth.
Baby’s Castle provides its clients the option to choose from a variety of certified
products & find the most beneficial ones for their baby. All the products are chemical
free and meet the standards of certification from AAP (American Association of
Pediatric). Some of the baby products have organic certifications from USDA / follow
the NSF/ANSI 305 Standard and are appropriately labeled on the products.
Baby’s Castle aims to endow Expecting Mothers, New-Born & Infants with essential
“Health Wellness Therapies”, by blending traditional & contemporary practices to
nurture & enrich the mother-baby bonding under the guidance of experts in a luxurious
and ideal environment.
The services provided at Baby’s Castle for babies exclusively focus on Aqua fitness and
Aqua comfort, which broadly includes Active Spa Therapy, Splash For Toddlers, creative
movement and Zumba. For Mother’s the services include pregnancy Spa, post-partum
Spa, Zumba and Pre and Post- Natal Fitness classes. They have a soft play area if the
mother is opting for any packages (Manik, 2016).
Source: Babyscastle, 2017

2.3.4.6 CHALLENGES
There are various challenges faced by spa industry in Indian market from unorganized
sector to consumer mindset towards spa.
Conservative Approach
If you’ve ever visited or read about India, you might be aware of the number of cultural
taboos that exist within the country. Substance abuse like smoking, drugs and alcohol
consumption is considered against Indian culture and many Indian parents ensure that
their kids abstain from these habits all their life. Sex is another topic not openly
discussed in Indian households, especially with kids. Over the past couple of years,
however, many Indian schools have started to impart sex education to high school
students in the light of the ever-growing population and children’s lack of knowledge
(Mecking, 2015).
Touch has become more taboo in our culture as allegations of abuse and questions of
boundaries arise. There is a rise in anxiety around physical contact, increasing
regulations in terms of physical contact, and increased fear and confusion about the use
of touch in schools. This result in less physical contact between adults and children.
Social theorists suggest that the decline in touch is due to anxieties about the body in
modern society (Lehner, 2010).
Challenges faced by Users:

Users of wellness products and services face around the quality of the offerings,
primarily due to the following aspects:
 Substandard facilities and poor infrastructure, especially in the unorganized sector
 Unresponsive staff and poor ambience
 Doubts over the availability and skill of the service provider, thereby hampering
reliability
 Usage of sub standard, ineffective and harmful products by service providers with a
view to regulate costs
 Over promise and under delivery by service providers leading to unmet expectations
of the clients
Challenges faced by Providers:

Our focus on organized providers in the wellness space reveals several key challenges, a
few of which are influenced by the cost of providing the service, while the rest are
independent of cost:
 Inherent cost and locational advantages of unorganized players leading to strong
competition
 Price sensitivity of the Indian customers, affected by the limited knowledge of
wellness service offerings
 Significant Investment costs and long payback periods due to a lag in creating brand
credibility and loyalty
 Shortage of skilled manpower and rising costs of inputs, rentals, advertising and
promotions
 Regional differences in the expected wellness service offering, leading to a non
standardized approach for offerings

Challenges faced by the Government:

The Government faces challenges mainly due to the high extent of un-organization in
the various segments in wellness, in addition to the following aspects:
 Difficulty in application of control over unorganized sector
 Difficulty in implementing a control mechanism for regular monitoring and auditing
unorganized players
 Hurdles in creating awareness in the consumers around the benefits and safety of the
centers, which are compliant and accredited
Paucity of skilled and trained personnel is one of the biggest challenges in the industry
today. Wellness services, it is estimated, will require 600,000 additional skilled
personnel over the next five years. However, their availability is a concern. Effective
monitoring of the industry is a challenge and on hindsight it seems as though the initial
attempts at quality accreditation have not been impactful (FICCI, n.d.).
SUMMARY: The researcher not being from the field of wellness and health, therefore had
to go through an intensive study of the literature to understand the nature and benefits of
spa. Reviewing the existing literature gave the research a very strong foundation,
contributing significantly in the subject matters it deals with. The facts, figures and
informative text gathered with relevance to different aspects of spa, baby spa, need and
benefits, Indian and global spa industry was extremely insightful. The study of the inherent
relationship of massage and Indian culture, and that of the effects of using massage
therapy as a medium for holistic growth of babies, also generated meaningful results.
Many helpful findings have been derived from this secondary data, to build important links
between the variables that emerged in the study. These links further helped develop the
responses to the research objectives. Growing disposable incomes, rising affluent class and
increased emphasis on preventive care has fuelled the wellness growth in India. India
ranks 4 amongst the top ten spa markets in Asia-pacific. If Indian spas have to survive,
they need to accommodate for the millennial. Clients want value for money, this means
they are prepared to pay for luxury but they want to have the best spa experience and
benefits which money can buy. Spa business is presently very disorganized. In time to come
license from health department will be required. The lack of qualified staff at the required
level, which substantially increases wage claims for spa professionals who are already
trained. The negative image of spas as shady escapades often creates disinclination among
people who want to use spa for mental peace and rejuvenation. From the literature
review the foundation of the idea of baby spa is build and a clear picture of things to be
kept in mind while market research, business plan was established. Secondary data not
only does help in backing up the idea but also gives an in depth information about the spa
industry, its working, challenges, government policies etc. which helped in future to create
a viable business plan for opening up first exclusive baby spa in Delhi-NCR. The problems
and need gap was identified for which further recommendations were proposed in the
coming chapters. The target market for survey was also finalized after the intensive
research done in literature review.

CHAPTER 3 – RESEARCH METHODOLOGY

The chapter describes and justifies the research method and tools, which are used in the
research project. Research methodology is a way to systematically solve the research
problem. The system of collecting data for research project is explained in detail in this
chapter. This also includes various steps in studying the research problem along with the
logic behind them.
3.1 RESEARCH METHODOLOGY

It is a way to find out the result of a given problem on a specific matter or problem that
is also referred as research problem. In Methodology, researcher uses different criteria
for solving/searching the given research problem. Different sources use different type
of methods for solving the problem. If we think about the word “Methodology”, it is the
way of searching or solving the research problem. (Industrial Research Institute, 2010).
A research method is a systematic plan for conducting research. Sociologists draw on a
variety of both qualitative and quantitative research methods, including experiments,
survey research, participant observation, and secondary data. Quantitative methods aim
to classify features, count them, and create statistical models to test hypotheses and
explain observations. Qualitative methods aim for a complete, detailed description of
observations, including the context of events and circumstances.
3.2 RESEARCH AIM

This research aims to explore the existing spa market in Delhi. And coming up with
viable options for opening up of baby spa, which caters to Indian audience. It will
identify a valid reason to undertake the project. Further help in enhancing the
probability of success by addressing and mitigating factors early on that could affect the
project. The main objective of the study is to understand the feasibility of the plan for
which we need to analyze reaction of consumers to the new idea of a spa especially for
babies. For this we also need to have an in-depth market research to explore the
demand of baby spa in Delhi-NCR. The aim is to objectively evaluate the pros and cons
of new concept of baby spa. Thereafter we need to visualize concept in terms of market
availability, organizational, operational, and financial feasibility and then come up with
a execution plan that is profitable and can attract customers easily.
3.3 RESEARCH OBJECTIVES

The background study conducted to get a deeper understanding of the prevalent issues
within the topic, led to the emergence of the following research objectives, which
structured the flow of the analysis –
RO 1: To explore the business ecosystem of Spa industry in India.
RO 2: To understand the current lifestyle scenario of infants and toddlers in India.
RO 3: To analyze customer acceptance towards the idea of a Baby Spa.
RO 4: To formulate a business plan for setting up a Baby Spa in Delhi-NCR.

3.4 RESEARCH APPROACH/MODEL

Based on the topic studied so far, the researcher designed a research model outlining
the step-by-step process, which commenced in lieu of its conduction.
TO UNDERSTAND THE FEASABILITY OF OPENING UP A BABY SPA IN

DELHI-NCR
The Spa Industry in India Feasibility of Baby Spa in Delhi-NCR
RO 2 RO 3
RO 1 RO 4
To understand the To analyze the
To explore the To formulate a
current lifestyle customer
business business plan for
scenario of infants acceptance
ecosystem of Spa setting up a Baby
and toddlers in towards the idea
industry in India. Spa in Delhi-NCR.
India. of a Baby Spa.
PRIMARY AND SECONDARY RESEARCH
DATA COLLECTION
DATA ANALYSIS
BUSINESS MODEL
CONCLUSION
Chart 2 – Research Model


3.5 RESEARCH DESIGN

A research design is a framework or blueprint for conducting any research project. It
details the procedures necessary for obtaining the information needed to structure or
solve the prevailing research problems (Malhotra, 2010). An overall strategy that the
researcher chooses to integrate the different components of the study in a coherent and
logical way, thereby ensuring effective solution finding to the research objectives.
Exploratory Research Design

This approach is principally used to gain a deeper understanding of aspects in an area of
research. The design is far more flexible and dynamic than that of Conclusive Research.
An Exploratory Research Project attempts to lay the groundwork that will lead to future
studies. It is usually adopted in a scenario where the problem is subjective and has not
been clearly defined (Malhotra, 2010).
Descriptive Research Design

This approach is typically concerned with determining the frequency with which an
even occurs or the relationship between two variable. To make predictions of market
and consumer behavior, to describe characteristics of a certain groups, descriptive
research design focuses on description however such studies should not be conducted
as fact gathering expeditions (Shukla, 2008)
The most appropriate method of research design used to understand the first and
second research objective is Exploratory Research and for the third and forth objective
is Descriptive Research.
Exploratory research will help understand research objectives, the insight of business
ecosystem of spa industry in India, how the spa industry works, what is the market
scenario, various challenges encountered by Indian spas in running a business. Thus, it
will help understanding the concepts better and will help curate a business plan. It is
used when the researcher has an idea or has observed something and seeks to
understand more about it. It is a systematic, but a flexible method of research design
that allows the researcher to investigate through various sources like qualitative
techniques, secondary research and expert’s opinions. For example, the researcher from
previous information can use books, syndicated research, case studies, expert
interviews and survey techniques to conduct exploratory research. To achieve the
research objectives, a major chunk of data was collected from secondary sources like
market research reports, blogs, websites, journal articles, previous dissertations,
articles in periodicals, and books – all of which dealt with people’s views, practices and
thought processes.
Descriptive research will help understand taste and preference of the market, and find
out its acceptance towards the new concept of baby spa. It will also help to establish a
need gap and future demand for baby spa and come up with a business plan to set up a
baby spa, decide location, price for its services. To achieve these objectives, both
qualitative and quantitative research is conducted in which observations, expert
interview, netnography is used. Also, a survey is conducted to analyze the need gap and
acceptance of consumers helping the researcher for further study and development of a
business plan for the same.

3.6 RESEARCH AND SAMPLING PLAN
3.6.1 RESEARCH PLAN FOR RESEARCH OBJECTIVE 1
RO 1
To explore the business ecosystem of Spa industry in
India
EXPLORATORY RESEARCH DESIGN
SECONDARY RESEARCH
Market Research Reports

Websites
Journal Articles
Dissertation Thesis
Books
Research Articles
Research Papers
Blogs
Chart 3 – Research Planning for RO 1
Source: Self
3.6.1.1. SAMPLING PLAN FOR RESEARCH OBJECTIVE 1

second research objective is Exploratory Research.
Exploratory research will help understand research objective the insight of the business
ecosystem of spa industry in India and the current lifestyle of infants and toddlers in
India. Thus, it will help understanding the concepts better and will help crystallize the
defined gap.
Data Collection Method used is Secondary Research. The secondary data is collected
through articles, research papers, journals and current information on the websites, the
secondary data helped to identify the need gap in the industry. The data helped in
getting clarity about the market scenario, scope of baby spa, and statistics of the target
market. It has helped build a structure and understanding for the primary research.


RO 2
To understand the current lifestyle scenario of infants and toddlers in
India
EXPLORATORY RESEARCH DESIGN
PRIMARY RESEARCH SECONDARY RESEARCH
Market Research Report

QUANTITATIVE RESEARCH
Websites
Journal Articles
Dissertation Thesis
Books
Questionnaire Research Articles
Research Papers
Blogs
Close Ended Question
Sample Size - 200
Sample Unit - Females (18-40)
Purposive Sampling
Scaling Method – Likert Scale
Sample Frame – Delhi-NCR Chart 4 – Research Planning for RO 2
Source: Self
3.6.2.1. SAMPLING PLAN FOR RESEARCH OBJECTIVE 1

second research objective is Exploratory Research.
Data Collection Method used is both Primary and Secondary Research.
The secondary data is collected through articles, research papers, journals and current
information on the websites, the secondary data helped to identify the current lifestyle
of babies in India and the primary data is collected through Quantitative research
comprising of a Questionnaire.
Sampling Technique: Noting that the study is focused on understanding the lifestyle of
infants – Purposive Sampling Technique is used best suited for the sample selection
process, since the intent and target group, both are specific in this research.
Sample Unit, Size and Frame: when using Purposive Sampling, one must ensure that
the chosen sample is representative of the target population. To confirm the validity of
the research finding, the researcher conducted a survey of 200 females between the age
of 18-40 comprising of both present target and future target in Delhi-NCR.

RO 3
To analyze the customer acceptance towards the idea of a Baby Spa
DESCRIPTIVE RESEARCH DESIGN
PRIMARY RESEARCH
QUALITATIVE RESEARCH QUANTITATIVE RESEARCH
Expert Interview
Observations Questionnaire
Netnography - Instagram,
Facebook, Blogs

Sample Size - 200
Purposive Sampling
Scaling Method - Likert Scale
Chart 5 – Research Planning for RO 3 Sample Frame - Delhi-NCR
Source: Self
3.6.3.1 SAMPLING PLAN FOR RESEARCH OBJECTIVE 3

The research design used to understand the third objective is Descriptive Research.
Primary data is collected through both Qualitative comprising of Expert Interview,
Observations, Netnography and Quantitative research comprising of a Questionnaire.
Sampling Technique: Noting that the study is focused on analyzing the consumers
acceptance when exposed to the idea of baby spa – Purposive Sampling Technique, which
comes under Judgmental sampling best suited for the sample selection process, since
the intent and target group, both are specific in this research.
of 18-40 comprising of both present target and future target. The research focuses on
consumers in Delhi-NCR only, as its Sample frame.

RO 4
To formulate a business plan for setting up a Baby Spa in
Delhi-NCR
DESCRIPTIVE RESEARCH DESIGN
PRIMARY RESEARCH SECONDARY RESEARCH
QUALITATIVE QUANTITATIVE Market Research Report

RESEARCH RESEARCH Websites
Journal Articles
Dissertation Thesis
Books
Expert Interview Research Articles
Observations Questionnaire Research Papers
Netnography – Instagram, Blogs
Facebook, Blogs

Sample Size - 200
Purposive Sampling
Scaling Method - Likert Scale
Sample Frame – Delhi-NCR
Chart 6 – Research Planning for RO 4

Source: Self
3.6.4.1 SAMPLING PLAN FOR RESEARCH OBJECTIVE 4

The most appropriate method of research design used to understand the forth research
objective is Descriptive Research.
Data Collection Method used is both Primary and Secondary Research.

The secondary data is collected through articles, research papers, journals and current
information on the websites, the secondary data helped to identify the need gap in the
industry. The data helped in getting clarity about the market scenario, scope of baby
spa, and statistics of the target market. It has helped build a structure and
understanding for the primary research.

And the primary data is collected through both Qualitative and Quantitative Research.
The Qualitative data comprises of Expert Interviews, Observations and Netnography
whereas, the Quantitative data is collected through a Questionnaire/Survey.
Sampling Technique: Noting that the study is formulating a business plan for setting
up a baby spa in Delhi-NCR – Purposive Sampling Technique, which comes under
Judgmental sampling best suited for the sample selection process, since the intent and
target group, both are specific in this research.
of 18-40 comprising of both present target and future target. The research focuses on
opening a store in Delhi-NCR therefore; consumers in Delhi-NCR are only considered, as
its Sample frame.
3.7 LIMITATIONS
 Some of the respondents were reluctant to answer the questions of the
questionnaire.
 Lack of resources for data collection - quantitative research methodology usually
requires a large sample size. However due to the lack of resources this large-
scale research becomes impossible.
 Inability to control the environment where the respondents provide answers to
the questions in the survey.
 Quantitative research method involves structured questionnaire with close-
ended questions. It led to limited outcomes outlined in the research proposal.
Also, the respondents have limited options of responses, based on the selection
made by the researcher.
 Expensive and time consuming - research is difficult, expensive and requires a
lot of time to be perform the analysis.
SUMMARY: The chapter on Research methodology displays the framework for this
research reports, outlining the complete process from ideation, background study,
formation of the research objectives, process of data analysis and conclusion. As explained
in the chapter in details, the research approach is both Exploratory and Descriptive,
dealing with collection and evaluation of data, which is qualitative and quantitative in
nature, which shall be seen in the chapters ahead.

CHAPTER 4 – FINDINGS AND ANALYSIS

This chapter presents analysis of the data collected for the purpose of this study, through
secondary and primary sources. The researcher presents relevant results by correlating
the data that emerged from the literature review and the survey conducted, as per the
flow of the research objectives considered to study the subject areas.
4.1 ANALYSIS FOR RESEARCH OBJECTIVE 1
To explore the business ecosystem of Spa industry in India
An intensive background study of the Indian spa market has been done to understand
how spa industry emerged to its current scenario. The growth that has been observed
and what the future trends show have all been analyzed in the literature review. Now
for research objective one, we will use secondary data collection method to understand
the entire spa industry in India, evolution, market share.
4.1.1 SPA MARKET IN INDIA
Growing disposable incomes, rising affluent class and increased emphasis on preventive
care has fuelled the wellness growth in India. Spa industry of India has seen a boom and
gained popularity in the world as a health and wellness centric nation. The spa culture
is growing among Indians. It all depends on exposure, awareness and increasing
spending power of Indian. Indian women spend a lot to maintain and groom
themselves. They are very much aware of the new treatments available and same goes
for men. Lot of gyms has popped up, as people are more aware of the need of staying fit
these days. Today the women are keen in maintaining themselves like never before
(Mirza, 2013). All this has given rise to the spa economy to reach $99 Billion. It is
estimated that a total of 2.5 million affluent households across 35 Indian cities with
three in 10 individuals visiting a spa or a parlour every month.
The wellness industry in

India was poised to touch INR
1 trillion by 2015, with a
compounded annual growth
rate of 15-17%, from about
INR 70,000 crore in 2012
(Mitra, 2013). Out of which
the spa economy alone has
reached $99 billion industry.
India ranks 4 amongst the
top ten spa markets in Asia-
pacific giving rise to more
and more inventors and new
trends coming up. Source: Global Wellness Institute, 2017

4.1.2 TRENDS AND CHALLENGES FACED
Some of the key industry trends in this sector, include:

 The growing wellness industry has attracted a large number of domestic
entrants and international players.
 Established players are pursuing revenue maximization through product and
service diversification and are exploring new global and domestic markets.
Franchising is emerging as a popular option for scaling up.
 Companies are actively seeking public and private equity investments to fuel
their growth.
 There exists an opportunity for micro-segmentation to develop more targeted
value propositions for consumers and commercialization of traditional Indian
home remedies (FICCI, n.d.).
The challenges the Indian spa industry faces include: (Spa Balance, 2013)
 The lack of qualified staff at the required level, which substantially increases
wage claims for spa professionals who are already trained.
 The need to design strategies that increase the profit margins of a market with a
very high volume but a lower return.
 The need to implement certification systems and quality standards within the
Indian spa industry in order to strengthen and raise its international focus.
 The negative image of Indian unorganized spas that create hesitancy among a lot
of consumers.

Negative aspect
Spa centers that offer sexual services are hampering the spa industry image. There are
center’s that operate from various malls and luxury hotels specialize in offering
sensuous/erotic massages to clients depending on their financial ability and preference.
While an average massage starts at around Rs 1,000, it can be availed at half the rate if
one goes for a packaged deal. A high-end place can also offer massages up to Rs 10,000
per session. "The charges depend on the kind of facilities you are availing. A one-hour
package worth Rs 699 includes 40 minutes of massage and 20 minutes of shower. The
police on their part, express helplessness in cracking down on spas that allegedly
indulge in prostitution citing lack of evidence. All this often creates disinclination among
people who want to use spa for mental peace and rejuvenation.
Myth: Spas are ‘shady escapades’.

Truth: The floating myth of spas as haunts of ‘shady occupations’, namely flesh trade
and sex rackets, has created a stereotypical imagery of the service industry, and not well
received by the masses. Indeed there are miscreants that spoil the reputation of any
occupation and industry, spas and wellness centers included, but such acts are not the
norm of spas.
4.1.3 CERTIFICATION OF INDIAN SPAS
Starting a Spa is as easy as starting any Business in India. In India unfortunately the Spa
and Wellness Industry is highly unorganized. Currently there aren't any licenses
required to start a Spa business in India. You can take the ‘Shop and Establishment
License’, which is required for starting any business in India, and start the Spa Business.
Apart from this it is important to have a Service Tax registration as these services come
under the ambit of Service tax. If you intend to Retail Spa products from your Spa, it is
important to take a VAT/ Sales tax registration.
Goa is the only state, which really has any kind of Spa Registrations process, which is
with the Health Department of Goa State. This Registration is extremely tedious and is
more for putting off people from starting this business in Goa rather than encouraging.
But never the less there is some kind of Licensing/ Registration, which is required in
Goa. Apart from this, there isn't any other place where any such registration exists
(Patwardhan, 2016).
Spa business is presently very disorganized. In time to come license from health
department will be required.
4.1.4 THE INDIAN MILLENNIAL SPA FAMILY
The future of the spa industry is in the hands of millennials; a look good, feel good
clientele who are used to getting what they want, when they want and dropping it, if it
doesn’t level. The millennial spa goers are different to others because if you don’t have a
slick website, they’ll never visit; if you don’t offer incentives, they’ll pass you by; and
even the act of going to the spa will be juggled within their already busy lifestyle, so
keeping them coming back is going to be challenging. The use of plant based, organic
ingredients is, however, still a continually trending factor in the millennial
consciousness.

The future spa goers are made up of educated, busy individuals who are tech savvy and
cash rich, time poor. They want to use their latest smart phone to find out all they need
to know before arriving at the spa. The millennials already used 3 different apps to
research, which treatments are trending; things are getting quick and slick. Spas must
be in front of the trend by using the right technology to interact with their clients, set
trends and offer the latest treatments available.
The new angle is not to forget the kids. When a millennial has children, they’re going to
be coming with them, so spas need to be family friendly. “Mini-Wellness” especially
designed for children’s well being is going to be the in thing. Think of mini-manicures and
potty-pampers rather than telling little kids to read a book in the waiting room whilst
mummy has a facial. Whilst established baby beauty contests are bordering on
laughable, parents still want the best for their children and the urge to include them in
every activity is becoming more common.
4.1.5 CONCLUSION
Growing disposable incomes, rising affluent class and increased emphasis on preventive
care has fuelled the wellness growth in India. India ranks 4 amongst the top ten spa
markets in Asia-pacific. If Indian spas have to survive, they need to accommodate for the
millennial. Clients want value for money, this means they are prepared to pay for luxury
but they want to have the best spa experience and benefits which money can buy. Spa
business is presently very disorganized. In time to come license from health department
will be required. The lack of qualified staff at the required level, which substantially
increases wage claims for spa professionals who are already trained. The negative
image of spas as shady escapades often creates disinclination among people who want
to use spa for mental peace and rejuvenation.

To understand the current lifestyle scenario of infants and toddlers in India
The second research objective has been analyzed with the help of primary data, expert
interview as well as questionnaire.
4.2.1 SECONDARY DATA
Growing Lifestyle of infants and toddlers

To understand the current lifestyle scenario of infants and toddlers we first found out
what share of population constitutes the children between the age of 0-5 years.
Graph 2 – Population of kids in India (division)

It was found that India is one of the youngest nations in the world out of which 29% of
its 1.2 billion population is under 14 years out of which larger number of about 29
percent constitutes children in the age between 0-5 years. The huge market share of
kids gave rise to all lot of new markets and opportunities for babies. The lifestyle of kids
has changed it shape, from using chalk & slate to tablets, iPhones they have also evolved
themselves like technology. Time has changed and so have kids they know how to
connect the IPad to Wi-Fi. It is shocking how prompt and smart kids of this generation
are whereas in our times we had no clue of how to use a phone also. With technology
everything has altered, several schools across India have made a tablet compulsory in
school curriculum. All such actions have made kids in India more informed about the
technologies and have replaced the traditional education system.

Source: Lbb.in, 2016
A 4-year-old who insists on hair extension, a 6-year-old who digs specialized massages
you name it and the kids want it just like the grownups. Don’t be surprised they even
have their favorite salon where kids first start off with a mini pedicure, followed by hair
massage and end up the indulgence with an oiling session. Although they can hardly
spell out the services that they have been enjoying. Mothers admit that their little ones
love being pampered. Also preschoolers as young as 3 sit on benches in the fish and
reflexology spa, allowing the fishes to nibble away the dead skin on their feet and hands.
The 30-minute procedure is not just for parents nowadays. Often, the kids insist on a
specific beauty treatment. "Youngsters today are quite informed,"(Kashyap, 2011).
Lifestyle changes gave rise to new set of products and services for kids. Some of the new
establishments are child-friendly salons providing comfortable seats, friendly
hairdressers, attractive playful interiors and much more. They aim to transform the
chore of a monthly haircut to more of a ‘treat’ for little tikes with a dash of luxury. This
fun pampering experience is coupled with promising standards of hygiene and quality.
These salons offer various services for offspring such as Hair services, grooming of hands
and feet, oil massages for hair. They also provide Theme party destination for little ones
on their special day.
The reason for these changes in lifestyle of

kids is new generation of women who are
redefining motherhood. Today’s mums are
financially more independent and strong-
willed than ever before, forcing the
industry to look for ways to embrace this
market and their newborns. Also Factors
like rising disposable income, fewer
children per household, increase in
working women population, desire to
provide superlative care to the children
and increased expenditure on baby care
products, have caused the educated and Source: Babychakra.com, n.d.

vigilant parents acknowledge the importance of choosing the right and best product for
their kids.
Ayurvedic medicine. But when it comes to baby massage the trend is still the same
wherein a masseuse for babies are assigned popularly known as massage aunties
or dais who would rub the baby’s body with oil for an hour or more and the poor baby
would be crying in pain all the while. Massage holds a very sacred position in traditional
Indian families, but some mothers go overboard with it. A soft, gentle massage is all that
a baby needs. A new trend also came in notice these days where well of parents are
calling trained masseuse from Kerala on monthly basis. In which they stay in their
house and do massage for babies. This is something not all parents can afford and there
has to be an alternative for it.
The target customer are mothers who want to place their baby in good hands while they
have some personal time of their own. Tuned-in parents, armed with more options and
resources than ever before, are looking to the same spa and wellness therapies and
techniques they’ve relied upon to improve their own lives to now nurture their
children’s. These lifestyle changes can be helpful in acceptance of baby spa by the
millennials. Giving more and more opportunity for baby spas to nurture this continually
rejuvenating market of new mums – and their babies. There are now hundreds of baby
spas across the world fueling an $11 billion a year industry.

4.2.2 QUESTIONNAIRE ANALYSIS

For this research objective to understand the current lifestyle scenario of infants and
toddlers the target customers were asked a few questions regarding the services used
by parents for their kids currently.
Question 1 – It was important to understand the different kinds of services used by

mothers for their babies now days to understand their current lifestyle.
Services used
91
67
37
30
9
2
Graph 3 – Services used for a baby

Source: Self (Based on questionnaire)
Analysis – as per the survey conducted 91% of people use or would like to use baby
massage service for kids followed by water therapy, which comes out to be 67%. Also
37% and 30% of people use swimming and hair treatments for babies respectively.
Lastly 9% people also use or would like to use manicure/pedicure. Some people even
quoted the use of physiotherapy for babies.
Question 2 – In this question it is found that how many people use a masseuse or
malish wali at home for babies.
Used or seen someone use

Masseuse
27%
Yes
No
73%
Graph 4 – Used or seen anyone use Masseuse for baby


Analysis – From the survey it is observed that 72% of people have used malish wali at
home for babies proving the need for massage as a service in a baby spa.
Question 3 – In order to find the frequency of baby massage that is needed the people
were asked how often they get or should get the babies massaged.
How often massaged

-1% 2%
3%
6% Everyday
Every alternate day
9% 35% 2 times a week
Once a week
11%
Every 15 days
Once a month
Every couple of months
34% Never
Graph 5 – How often baby massaged

Analysis – According to the survey conducted there were two set of people mainly one
with 34% who said the baby should be massaged everyday and second set with 33%
who said the baby should be massaged every alternative day starting from 3 months of
age. Also, 10% people said the baby should be massaged 2 times a week.
Question 4 - There are various reasons why mothers were satisfied or dissatisfied with
the baby massage provided by masseuse at home so to find their satisfaction level these
factors were given to rate. Now the major reasons of dissatisfaction are analyzed below.
Accessibility/Availabilit Massage
y of masseuse technique/Therapist
64 qualification
42 62
33 49
22
15 22 26
12
Highly not Not Neutral Satisfied Highly Highly not Not Neutral Satisfied Highly
satisfied satisfied satisfied satisfied satisfied satisfied
Graph 6 – Satisfied with Availability Graph 6 – Satisfied with Massage Technique

Source: Self (Based on questionnaire) Source: Self (Based on questionnaire)

Duration of massage Hygiene

61 59
44
40 39
27 27
20
15 14
Graph 6 – Satisfied with Duration Graph 6 – Satisfied with Hygiene

Price Overall service

64 experience
56
41 44
36 40
19
14 14
11
Graph 6 – Satisfied with Price Graph 6 – Satisfied with Overall Experience

Analysis: Above graphs show various factors that are responsible for dissatisfaction
with massage by mothers, it is clear that hygiene of masseuse is the main reason for
dissatisfaction with massage which gives rise to need of a hygienic environment for the
massage of babies. It is seen that a lot of people were not satisfied with the massage
technique used, the time provided for massage and their availability on time. All these
factors create overall dissatisfaction of the massage service provided for babies.

4.2.3 EXPERT INTERVIEW

Now that the lifestyle of infants is understood properly, it is crucial to understand the
perspective of a child specialist doctor popularly known as a pediatrician. The major
things to understand is what parents are currently doing for their babies in terms of
massage and baby swim when spa is not available in Delhi. For this interview was
conducted with senior pediatrician’s for their valuable advice and point of views for
Baby Spa.
Analysis of the interview:

From the interview various things were found which are being stated below:
Japa bai’s
The age-old tradition of massaging a baby is being conducted in every household and
the woman who massages the baby people call them japa bais but they are basically
maids with no training
Malish-wali from Kerala

During the interview, it was discovered that well-off parents these days opt for trained
malish-walis who are called specially from Kerala for the baby and they stay with them
as maids for the baby. They are quite expensive to hire and maintain. They charge a
good amount, which includes security deposit, salary, food and living expense. But
because of being hard to find and expensive it is not affordable for everyone.
Oil used
The changing lifestyle has even changed the preference of oils that are being used for
baby massage, in winters olive oil is being used because is considered to be warm
whereas in summers virgin coconut oil is used because of being cold in nature. Not only
this parents also use cold pressed oils, natural organic oil for newly born for healthy
bones.
4.2.4 CONCLUSION
Lifestyle changes have given rise to new set of products and services for kids. Various
establishments like child-friendly salons with comfortable seats; friendly hairdressers,
attractive playful interiors and much more are in trend nowadays. These salons offer
various services for offspring such as Hair services, grooming of hands and feet, oil
massages for hair. They also provide Theme party destination for little ones on their
special days. According to the survey mostly parent’s use malish-wali or maids at home
for baby massage using olive oil, 100% natural oil for healthy bones; have hair
treatments for them at child friendly salons. They also look for a safe and hygienic place
for baby swim and water therapy. Not only parents but kids also like to have manicure
and pedicure to get pampered and enhance their looks. But the most important thing
that came out is that most of the parents are not satisfied with the massage provided by
aaya’s in terms of hygiene, technique and availability. It is an unorganized sector, which
needs an organized alternative for the comfort of parents and their babies. Well off
Parents these days often call trained malish- walis especially from Kerala to massage
the baby on a monthly basis. However it is not affordable and accessible to everyone, all
these things create a gap that needs to be filled with a platform that provides a safe,
hygienic and pleasant experience for both parents and babies.

To analyze the customer acceptance towards the idea of a Baby Spa
The third research objective has been analyzed through a questionnaire to understand
the customer acceptability of the business proposition. Once the customer gives thumbs
up to the business idea, the potential of the plan would be seen. Through various
questions of the questionnaire, it would be depicted if the customers actually want a
baby spa that provides baby massage and water therapy in Delhi-NCR. Also interviews
are done with pediatricians to understand the doctor’s acceptance of the new concept of
baby spa.
4.3.1 CUSTOMER READINESS 
4.3.1.1 Questionnaire analysis

For this research objective to understand the customer point of view a questionnaire
was designed. This questionnaire was then given to specific potential customers to
understand their acceptability of the idea.  
Demographics  
For any research it is necessary to begin with the demographics of the population that
has been surveyed. The study of the population is based upon factors such as gender,
age, and family household income.
Gender
As per the understanding of the main target market for baby spa only women were
surveyed.
Gender
100%
Female
Graph 7 – Gender analysis

Age
For the survey all age groups from 18 to about 40 years were surveyed. as per the
analysis, the age group of the target population studied is as follows

Age Group
12%
17% 18
19 - 22
21% 22 - 26
22% 27 - 30
31 -34
35 or above
28%
Graph 8 – Age group analysis

Analysis – The survey done for all the age groups especially mothers depending on the
accessibility covering both present target customers and future target customers in
Delhi-NCR. We will relate the age to various factors to understand the preferences of
each group. Once the age is linked to different factors it will be easier to understand the
feasibility based on perceptions of women of each age group.
Income
People of various income groups were surveyed keeping in mind the target market is
upper middle class with a disposable income of more than 1lakh/month. As per the
analysis, the average monthly household income of the target population is studied as
follows:
Monthly Household Income
15%
22%
Less than 2 lakhs
2 - 4 lakhs
4 - 6 lakhs
25% 15% 6 - 8 lakhs
More than 8 lakhs
23%
Graph 9 – Income group analysis

Analysis – based upon the results of the survey, 25% of people fall under the income
group of Rs 6-8 lakhs per month. 22% falls under Rs 4-6 lakhs per month and followed
by less than Rs 2 lakhs with 21%. Also, both income groups 2-4 lakhs and more than 8
lakhs had the same 15% people.

Psychographics
For any research it is also necessary to understand the psychographics of the
population for classification of people according to their attitudes, aspirations, and
other psychological criteria, especially in market research.
Awareness
In order to find out the awareness of services offered in a baby spa this question was
asked to all.
Awareness of Baby Massage &

Water Therapy
23%
Yes
No
77%
Graph 10 – Awareness of Baby massage and/or Water therapy
Graph 10 – Awareness
Analysis – according to the survey, 76% of people were aware of baby massage and
water therapy which gives a sign for their acceptance of the new concept of baby spa
because awareness also creates acceptability of people.
Services used
It was important to understand the different kinds of services used by mothers for their
babies now days to understand their current lifestyle.
Services used
91
67
37
30
9
2
Graph 11 – Services used for babies


Analysis – as per the survey conducted 91 people use or would like to use baby massage
service for kids followed by water therapy, which comes out to be 67. Also 36% and 29
people use swimming and hair treatments for babies respectively. Lastly 8 people also
use or would like to use manicure/pedicure. Some people even quoted the use of
physiotherapy for babies.
Interest
To understand how interested is the population in taking babies to a spa for massage
than getting it done at home.
Interested in Baby Spa
8%
7%
Extremely not interested
31%
Not interested
18% Neutral
Interested
Very interested
Graph 12 – Interested in Baby Spa
36%
Graph 12 – Interested in Baby Spa

Analysis – According to the survey, 36% of people said that they are interested in taking
their babies to spa for massage in the future followed by 31% who said they are very
interested in taking their babies to a spa. This definitely proves the acceptability to the
new concept of baby spa in Delhi-NCR.

Choosing spa
There are various factors that determine whether you initially choose or decide to
return to a baby spa in terms of how important they are to every individual. Now the
major factors for choosing a baby spa are analyzed below.
Therapist Health benefits for

qualification baby
78 87 123
16 17 23 41
8 9 11
Graph 13 – Importance of Therapist Qualification Graph 13 – Importance of Health Benefits

Hygiene Quality of service

139
115
50
33 22
11 9 15 10 9
Graph 13 – Importance of Hygiene Graph 13 – Importance of Safety

Safety Atmosphere
141
75 83
29
20 29
14 4 10 7
Graph 13 – Importance of Atmosphere Graph 13 – Importance of Hygiene


Price Location
74
80
66 52
38
36 31
8 14 8
Graph 13 – Importance Of Special Offers Graph 13 – Importance of Location

Special offers
66
48
36 32
20
Graph 13 – Importance of Price

Analysis – Above graphs show various factors that are important for choosing a baby
spa or returning, it is evident that safety for babies and hygiene are most important
whilst opting for a baby spa, which shows that acceptability of spa, depend on both
these factors majorly. Also quality of service provided, the qualification of therapist and
atmosphere are equally important for returning customers.
Reliability Test
Reliability test refers to the degree to which a test is consistent and stable in measuring
what it is intended to measure. Most simply put, a test is reliable if it is consistent within
itself and across time.
Table 1 – Reliability Test

With this test we came to know that the data collected through questionnaire is fully
reliable as the Cronbach’s Alpha shows 0.94 result which states that it very reliable
source for any information.

Endorsement
To understand how likely is the population to recommend baby spa to others or suggest
it to friends and family they were asked this question. This is also known as word of
mouth promotion.
Likely Recommend
2% 3%
13%
Extremely not likely

Not Likely
50%
Neutral
Likely
Very likely
32%
Graph 14 – Recommend Baby Spa

Analysis – The survey shows that 50% people are very likely to recommend the new
baby spa to their friends, family and colleages. Followed by 32% people who say that
they are likely to endorse the baby spa.
4.3.2 DOCTOR OPINION
Now that the acceptance of target audience is analyzed through questionnaire, it is

essential to understand the perspective of a child specialist doctor popularly known as a
pediatrician. The major thing to understand is what parents want and need for better
understanding of how to fill the gap. For this interview was conducted with senior
pediatrician’s to acquire for their valuable opinions and point of views for Baby Spa.
Analysis and conclusion of the interview:

From the interview various things were found which are being stated below:
Newly born babies

It is advised by the pediatrician not to massage the baby for the first 25-30 days as the
skin of the baby is very tender and is peeling off in the beginning. So to avoid any
problems the parents should start the baby massage after one month of age when the
skin is more stable. Whereas, with water therapy the doctor recommended that the
baby should be at least 3 months of age to start baby swim only when the baby is able to
control the head and has some stability for safety reasons.

Benefits of massage
During the interview, it was found that there are various benefits linked with massage
of the baby in his/her early years it is very good for blood circulation, better sleep,
digestive system and many more because one thing adds to another in terms of benefits
for the baby like weight, colic etc. in India massage is essentially an indirect follow up as
soon as the baby is born.
Parent’s responsibility
Another thing that came out was that first time parents often feel a lot of responsibility
on themselves as parents. Even after being prepared and aware of everything when it
actually comes to life they need extra help to handle and take care of the baby. A lot of
parents these days appoint aaya’s exclusively for the baby and his chores. Parents are
ready to spend extra when it involves the baby and his health.
Acceptance of the idea

The doctor feels it can surely work in Delhi-NCR as well as India because of the new
requirements and changing lifestyle of parents as well as kids. It can give a shape to the
unorganized masseuses also known as malish-walis and bridges the gap however, the
only thing to keep in mind is the safety, hygiene and constant supervision being
provided for the babies in such a baby spa to attract more customers.
4.3.3 CONCLUSION
The key to understand the acceptance of any idea is to find out whether is solving an
existing problem faced or bridging an existing gap in the market. Here it is found that no
such spa service for babies is currently available for parents in the changing market and
parents are looking for a safe and hygienic option for health benefits and pampering of
kids which gives an indication that the idea has potential and will be accepted by the
millennial health conscious consumers who follow new trends and are keen in living a
healthy and luxurious life furthermore providing the same to their children as well for
which they are ready to spend but want to have the best spa experience and benefits
which money can buy.

To formulate a business plan for setting up a Baby Spa in Delhi-NCR
To analyze this objective, a business model canvas is made after analyzing the data
found in questionnaire.
4.4.1 QUESTIONNAIRE
For this research objective, which is to formulate a viable business plan, some questions
were asked to the target customers in order to decide or a get a better idea of price,
location and products.
Pricing
This was important to understand how much the consumers are willing to pay for the
use of water therapy and baby massage being offered at a spa.
Willing to Pay
3%
5%
6%
Less than 3k
43% 3k - 4k
4k - 5k
5k - 6k
Graph 15 – Ready to Pay
43%
Source: Self (Based on questionnaire) More than 6k
Graph 15 – Willingness to Pay

Analysis – The results of the survey
show a tie between two price brackets one being less than 3000 Rs and second being
3000 – 4000 Rs with 42%. This data helped us in deciding the price for both water
therapy and massage therapy used together.
Place
To understand the consumer preference for the distance they would be willing to travel
for attaining the services of a baby spa.

Willing to Travel for Baby Spa

Less than 2 km
2 - 5 km
26%
38% 5 - 10 km
10 - 15 km
More than 15 km
23%
1% 8% Any distance as long as

4% they are good
Graph 16 – Ready to Travel

Analysis – The results clearly show that 37% of people feel that they can travel any
distance for a baby spa as long as they are good.
Products
In order analyze what all additional products can be sold at a baby spa the sample was
given a few choices like baby food, baby care products, massage oil etc.
Buy Additional Items

161 160
85
30
11
1
Baby food Baby drinks Massage oils Baby care None of the Others
products above
Graph 17 – Buy Additional Items

Analysis – As per the survey, 76% of people said that they would like to buy massage
oils and baby care products at a baby spa. Followed by baby food with 40% and baby
drinks with 15%. This gives us an idea for keeping these products in store for sale.

4.4.2 BUSINESS MODEL CANVAS

In order to suggest a viable business plan for setting up a Baby Spa in Delhi-NCR, a
business model canvas is made. This business model canvas is used in the next chapter
to make a business plan. The business model canvas has the following 9 attributes:
Source: Slidemodel.com, 2013
1. Value proposition
It focuses on what is the aim of the business. What value it ads to the society, customers
and industry and what is the product that the business is offering which is different
from what is already existing in the market.  
2. Key partners
This refers to the major partners or the people who would help the business to provide
value or function.  
3. Key resources
Key resources focuses on what are the resources that the business needs to do the key
activities to provide value to the customers, society and industry.  
4. Key activities
The key activities focus on what are the main activities of the business or what are the
activities that the business has to do to provide value.  
5. Distribution channel
It refers to the channels to reach the customer segment.  

6. Customer segment
It refers to the customer segment that the business is targeting.  
7. Customer relationship
How the business reacts with the customers is very important. Any business works
merely on good customer relationship as bad customer handling can completely ruin
the image of the business.  
8. Revenue streams
Business operates to make profits and money. If the business is not profitable it will not
sustain in the long run. So the revenue streams for the business are very crucial.
9. Cost structure
In order to make profits it is essential that the money the business is making must be
more than the costs that the business is incurring. So the cost structure is very crucial.
Chart 7 – Business Canvas of Baby Balneo


4.4.3 CONCLUSION
The business canvas clearly shows the nine attributes of the business. The value
proposition for the business is that it aims at providing premium services to the
customers focusing on value creation. The target customers are mainly mothers of
newly born babies wanting to pamper their little ones. Each service is done with a
motive to build customer’s trust and enrich their experience. The key partners are
suppliers of baby spa products, doctors and recruiting agencies. Trained therapist and
qualified pediatrician are the key resources performing key activities such as baby
massage and baby swim. Distribution channel is designed to create awareness for the
new brand, it also involves evaluation, purchase, delivery and after sales services. The
revenue is made from the sale of services through cash/card. The expenditure would
happen in the form of preliminary cost, fixed cost and variable cost. The above business
model shows the main aspects of business in one model. The detailed business model is
given the recommendations in next chapter.
SUMMARY: The secondary and primary data collected, contributed immensely in gaining
meaningful insights relevant to this study. Each of the research objectives undertaken for
the purpose of this research, have been analyzed in details to identify the need gap existing
in the current market for babies. The results discussed in this chapter have contributed in
formulation and development of a business plan keeping in mind the target customer and
their requirements, which the researcher puts forth in the last chapter on Summary and
Conclusion.

CHAPTER 5 – SUMMARY AND CONCLUSION

This chapter leaves the reader with summary of the entire research after extensive
readings, review and analysis of data collected through secondary and primary sources.
These have been based on the understanding of the target market in the study and the
links that emerged while doing analysis. The researcher discusses all the stages of the
business plan in depth. This chapter also lays the foundation of all the verticals required in
launching baby spa as a brand in the market.
5.1 RESEARCH SUMMARY 
The target customers are mainly mothers of newly born babies wanting to pamper their
little ones. There are various factors that have given rise to the target market such as
growing disposable incomes, rising affluent class and increased emphasis on preventive
care has fuelled the wellness growth in India. India ranks 4 amongst the top
ten spa markets in Asia-pacific. If Indian spas have to survive, they need to
accommodate for the millennial. they want value for money, this means they are
prepared to pay for luxury but they want to have the best spa experience and benefits
which money can buy. Spa business is presently very disorganized. In time to come
license from health department will be required. The lack of qualified staff at the
required level, which substantially increases wage claims for spa professionals who are
already trained. The disapproving image of spas as shady escapades often creates
disinclination among people who want to use spa for mental peace and rejuvenation.
Lifestyle changes have given rise to new set of products and services for kids. Various
establishments like child-friendly salons with comfortable seats; friendly hairdressers,
attractive playful interiors and much more are in trend nowadays. These salons offer
various services for offspring such as Hair services, grooming of hands and feet, oil
massages for hair. They also provide Theme party destination for little ones on their
special days. According to the survey mostly parent’s use malish-wali or maids at home
for baby massage using olive oil, 100% natural oil for healthy bones; have hair
treatments for them at child friendly salons. They also look for a safe and hygienic place
for baby swim and water therapy. Not only parents but kids also like to have manicure
and pedicure to get pampered and enhance their looks. But the most important thing
that came out is that most of the parents are not satisfied with the massage provided by
aaya’s in terms of hygiene, technique and availability. It is an unorganized sector, which
needs an organized alternative for the comfort of parents and their babies. Well off
Parents these days often call trained malish- walis especially from Kerala to massage
the baby on a monthly basis. However it is not affordable and accessible to everyone, all
these things create a gap that needs to be filled with a platform that provides a safe,
hygienic and pleasant experience for both parents and babies.
The key to understand the acceptance of any idea is to find out whether is solving an
existing problem faced or bridging an existing gap in the market. Here it is found that no
such spa service for babies is currently available for parents in the changing market and
parents are looking for a safe and hygienic option for health benefits and pampering of
kids which gives an indication that the idea has potential and will be accepted by the
millennial health conscious consumers who follow new trends and are keen in living

healthy and luxurious life furthermore providing the same to their children as well for
which they are ready to spend but want to have the best spa experience and benefits
which money can buy.
The business canvas clearly shows the nine attributes of the business. The value
proposition for the business is that it aims at providing premium services to the
customers focusing on value creation. The target customers are mainly mothers of
newly born babies wanting to pamper their little ones. Each service is done with a
motive to build customer’s trust and enrich their experience. The key partners are
suppliers of baby spa products, doctors and recruiting agencies. Trained therapist and
qualified pediatrician are the key resources performing key activities such as baby
massage and baby swim. Distribution channel is designed to create awareness for the
new brand, it also involves evaluation, purchase, delivery and after sales services. The
revenue is made from the sale of services through cash/card. The expenditure would
happen in the form of preliminary cost, fixed cost and variable cost. The above business
model shows the main aspects of business in one model. The detailed business model is
given the recommendations in next chapter.
Health is an essential part of everyone’s life. So to analyze the gap in the market four
research objectives are made. Research objective one is about finding out the spa
industry in India. Since there is a need to develop a baby spa business plan for the
Indian market, it is important to understand the current scenario and the challenges
faced. To analyze this research objective, secondary data like articles, journals, reports
etc. were used. Then the second research objective was to understand the lifestyle
changes of mothers and babies. For understanding the current trends, it was important
to understand the customer adaptability to new trends and changes in the society. So to
understand the current trends, questionnaires were given to potential customers and
interviews were done with the child specialist of Delhi-NCR. Then the third and the
most important research objective was to understand the potential of the idea. For
understanding the potential, it was important to understand the customer acceptance
towards the new idea of a baby spa. So to analyze the customer’s readiness,
questionnaires were given to potential customers to understand their point of view and
interviews were done. Now that the spa industry of India was understood and the
customer readiness and current lifestyle was analyzed, then finally the fourth research
objective dealt with coming up with a viable business model canvas which highlighted
the key aspects of the business like value proposition, key resources, key partners,
customer segments, customer relationship, cost structure, revenue streams and
distribution channels.
From the above analysis, it is clear that the business proposition of opening a baby spa
that facilitates mothers with baby massage and water therapy of Delhi-NCR definitely
has potential and can do very well in future. To take this study further a detailed
business plan is given in the recommendations along with the go-to market strategy
where clearly the launch of the idea is shown. A prototype website is also created. This
dissertation document would therefore act as a backbone for launching a baby spa that
would provide an organized sector for services offered in a baby spa with combine
benefits.

5.2 RECOMMENDATIONS
 After analyzing various aspects of the research, it is seen that the business proposition
of setting up a baby spa offering baby massage and water therapy in Delhi-NCR has
huge potential. Therefore various recommendations are given that would help in launch
of the baby spa. This includes an intensive business plan, go-to market strategy, which
gives a detailed Work Breakdown Structure and GANTT chart.
5.2.1 BUSINESS PLAN
Understanding various aspects of the business and thereby coming up with a viable
business plan for launch of a baby spa that provides premium services for customers in
Delhi is very important. For this, proper sequence of activities is followed. The sequence
of activities is as follows:
S.No Stages
1. Business Concept Ideation
 Need gap identification
 Unique selling proposition
 Customer identification
2. Marketing Opportunity
 Market size Brand
 SWOT analysis
3. Branding
 Brand name
 Logo
 Tagline
4. Marketing
 Mission and Vision
 Marketing mix
5. Human Resource Planning

 Management team
 Organizational structure
6. Financial Projections
 Income statement
 Balance sheet
 Sales
Table 2 – Stages Of Business Planning

Source: Self

5.2.1.1 STAGE 1 - BUSINESS CONCEPT IDEATION
First of all the business concept is well understood. The concept and the idea has to be
strong and should fulfill the need gap currently existing. After that the unique selling
proposition of the business has to be identified which differentiates it from existing
players in the market. The business must add some value to the society, customers and
vendors for it to be successful. After that the customer identification is done followed by
branding. Hence the flow of activities in the business conceptualization stage is as
follows:
Source:
Chart 8 – Business Concept Ideation


Need gap identification

The aim is to provide an organized platform, which is easily accessible to the mothers
who want their babies to be massaged and float in water. Also would help people find a
safe and hygienic environment, which is very essential for toddlers. Major problems
that the families are facing are that the local masseuse as not easily accessible, have no
professional training for baby massage, and are unhygienic and unsafe for babies. They
don’t know where to find such services in an organized and safe platform with high
quality standards. Also there is no other spa for babies giving us first movers advantage.
The need of the hour is to come up with a perfect atmosphere for baby’s relaxation and
pampering.
Chart 9 – Need Gap

Unique selling proposition

Every business entity must have a unique selling point that differentiates it from its
competitors. For the business model that is being proposed here the USP is exclusive
water therapy services for babies that is new in the market offered by no one else. Being
the first and only spa for babies in Delhi/NCR offering massage and float also gives first
movers advantage with no direct competitor. Also benefits of both massage and water
therapy for health and wellbeing of the babies creates value for consumers making it a
USP.

Customer identification  
Customer is the heart and soul of any business. Without the customer, the business
cannot sustain. Hence identifying the right customer is key to any successful business.
Once the customer is identified, the product, marketing strategies, promotions etc. are
all centered towards the kind of customer the company is targeting.  For customer
identification we have done demographics and psychographics analysis after which the
DILO is made for clarity about the customer.
Source: Self-curated collage of Target Market (Images sourced from the Internet)

5.2.1.2 STAGE 2: MARKET OPPORTUNITY IDENTIFICATION
The third stage is to identify the market opportunity. Here market size and addressable
market is identified. Then the SWOT analysis is done for identifying and analyzing the
internal and external factors that can have an impact on the viability of the brand.
Market size
To analyze the market size data is required about the population, children, and spa
industry in India, market share etc.
Chart 10 – Market Size Info-graphic

Source: Self-curated (using data from Current population of India, Child line India org (2012), Country meters
information, Global Wellness Institute, Indian wellness industry, Parenting Healthy Babies, Spa business)
The above info graphic shows that the total population of India is approximately around
1.2 billion. Out of which there are 100.9 million kids between the age of 0 – 5 years. As
per the Global Wellness Industry the spa economy is roughly around $99 billion. The
Indian wellness industry today is more than Rs 1 trillion with a ranking of 4th among the
top ten spa market in Asia-pacific. Asia-pacific also has the maximum number of spas in
the world.

SWOT Analysis
It is basically done to find out the strengths and weakness of the business so that the
threats can be taken care of and opportunities can be explored. SWOT analysis is a very
crucial part of business planning. It helps in future predictions and giving a direction to
business. The SWOT analysis is as follows:
STRENGTH
* The only Baby Spa in Delhi-NCR

* Premium services include Water
therapy and Baby massage WEAKNESS
* First mover's advantage
* Health benefits of Spa services for * Since it is a new concept,
babies people might take time to
* Safe, Hygienic and Pleasant S accept it
atmosphere * Lack of awareness
W * Difficult to explain it to
traditional Grandmothers
OPPORTUNITY
O
* Can expand across all Metro cities
and capture all the big markets in
T
India
* It can provide a new dimension to
existing spas and prove to change the
face of spa industry in India THREAT
* A breakthrough idea if executed

* People can copy the idea of Baby Spa
properly.
* Unorganized sector can pose a threat
* The negative perception for spas
Chart 11 – SWOT Analysis Info-graphic


5.2.1.3 STAGE 3: BRANDING
Once the need gap is established and value proposition is decided after that the
customer is identified. Once that stage is done the next stage is branding. In this stage
brand name, logo and tagline is created.
Source: 123rf.com, n.d.
Brand name
The name of the brand is very important as it leaves a long lasting impression in the
minds of the audience. The name of the baby spa is BABY BALNEO. The word Balneo
means’ healing bath and was used as a synonym of spa in medieval period.
Brand name – Baby Balneo
Logo
The logo is a recognizable graphic design
element, often including a name, symbol or
trademark, representing an organization or
product.
Tagline
Tagline is a short catchphrase used by a business or brand to summarize its mission and
the products or services it offers. Tag lines are designed to be catchy, clever or even
controversial to distinguish them.
Tagline – SPArkling World

Visiting Card or Business Card

A printed Card that displays contact information for an individual, company,
organization or any business. Business cards typically include a company’s name, logo
e-mail address, phone number, website, and person’s name etc. which helps in
identification, recognition and recall of the brand.

Letterhead
A letterhead is the heading at the top of a sheet of letter paper (stationery). That
heading usually consists of a name and an address, and a logo or corporate design and
sometimes a background pattern. The term "letterhead" is often used to refer to the
whole sheet imprinted with such a heading.

Website
A website is a set of web pages joined together to give information about anything and
everything. In today’s world a slick website is must for every business because it is the
first thing that people like to see from their smart phones or laptops even before
investing into any king of time or money. Website is a must for customers nowadays. So,
to create a buzz we created a coming soon website for Baby Balneo so that even before
existence people get an idea and awareness of the brand.
Source: Self-curated (https://dhawanjyotsna94.wixsite.com/mysite)

5.2.1.4 STAGE 4: MARKETING
This stage is very crucial for the business. Here the marketing mix is analyzed after that
detailed study is done on vendor on-boarding along with deciding the fulfillment model
along with sales channel development.
Mission of the business is to provide premium quality of services to its consumers

within a safe, hygienic and pleasant atmosphere.
Vision of the business firm is to successfully provide baby spa service in Delhi-NCR with
global standards.
Objectives
 To introduce benefits of spa for babies among the Indian audience.
 To achieve revenue growth increase year by year.
 To expand the business throughout India.
Marketing mix
Marketing mix comprises of the four most crucial aspects of business that is product,
price, place and promotion. The marketing mix analysis is as follows:
Source: Relativemarketing.co.uk, 2015

Product or Service
The services provided at Baby Balneo are Baby Massage and Water Therapy also known
as baby swim. These services will be directly bought in store through cash or card,
which is also known as B2C sales.
Source: Self-curated collage of Services Provided (Images sourced from the Internet)
Price
Premium price is charged for the premium services provided by Baby Balneo, keeping
in mind the niche target segment. Premium price but Priceless Joy
 Baby massage (half an hour) = Rs 2000
 Water therapy (half an hour) = Rs 2000
 Both Baby massage & water therapy (1 hour) = Rs 3500

Place
The chosen location of the store is Defence colony market.
Source: Self-curated collage for Location (Images sourced from the Internet)
Promotion
Promotions are very important part of marketing. Right promotions can lead to brand
popularity and the brand creating a forever mark in the minds of the people.
The promotions would include:
 Blog collaborations
Collaborating with known bloggers who would talk about Baby Balneo and its new spa
concept. For each blogger collaborations, different blogging activities will be done so as
to get more visibility for the brand.
 Print ads magazine ads

Magazine ads are very influential in creating a buzz about the brand. It would help in
creating brand awareness. Magazines mostly read by married women would be chosen.
 PR Release statement
Baby Balneo ignites a new era of baby spa with its
services baby massage and water therapy, the first of
its kind to hit the Delhi-NCR market in May.
 Encourage Word-of-Mouth Promotion

To create a buzz and viral about the new baby spa
extensive promotion needs to be done in order to
make people talk about it and recommend it to friends
and family or whosoever is having a new born baby.

 Promotional Offers
Keeping in contact with customers through the use of an e-mail list, promotional cards
or a monthly newsletter is a way to ensure customers remember your location.
Incentives for repeat business, including discounts for subsequent visits or free service
after 10 visits, is good ways to keep people coming back. Gift cards for birthdays and
occasions with special discounts can also increase sales.
 Collaboration and Tie-ups

Collaborations with private hospitals within 5 – 7 km of baby spa and even play schools
can increase awareness and market share. Other businesses in the hospitality industry,
including restaurants, fitness and community centers might also have a bulletin board
with advertising from local businesses. Tie-ups with pediatricians and doctors for
promoting the brand and access to the new parents database can provide advantage.

 Winning Contests
Winning competition for mothers to engage them and the babies to increase followers
and create a buzz in the market. One such contest is uploading the favorite picture of
your baby and collecting likes from friends to win gift cards for pampering your baby.

5.2.1.5 STAGE 5: HUMAN RESOURCE PLANNING
Human resource is the biggest asset for the organization. The human resource planning
is done as follows:
Organizational structure
The organizational structure of Baby Balneo is shown below:
ORGANIZATIONAL STRUCTURE
Pediatrician Manager
Therapist Nurse Helper Cleaner
Chart 12 – Organizational Structure

The above structure clearly shows the departments in the organization. There would be
one general manager that would be overall operations being performed properly. Also
there would be a child specialist doctor or pediatrician to look after all the babies under
whose guidance and observation all the services will be performed. Under her therapist
and nurse are two major employees who would perform baby massage therapy and
water therapy. The workforce has to be highly trained and professional to take up good
care of the babies. Also a helper and cleaner would be hired for full time. The duties of
the organization would be as follows:
Pediatrician: An onsite child specialist who is well equipped to handle all situations
arising related to the babies in order to maintain safety of all the services and
treatments provided for the babies. Guidance of a pediatrician is very important for a
baby spa.
Manager: The person who will handle all the operations involved in functioning of any
firm from billing to inventory, management of staff, customer relations etc.
Therapists: Professional massages therapists who are trained to give baby massage.
They are not  regular masseuse; they have to know all techniques of massaging a baby
to extract maximum benefits from the massage service.

Nurses: The nurses have to be trained to take gentle care of the babies, to change
nappies and cleaning them. Also knowing the fundamentals of water therapy and baby
moods.  
Helper and cleaner: for entire store one cleaner and helper is needed for proper
functioning of the store and services.
5.2.1.6 STAGE 6: FINANCIAL PLANNING
Financial planning is very critical for any business proposition. A financial plan is a
comprehensive evaluation of an investor's current and future financial state by using
currently known variables to predict future cash flows, asset values and
withdrawal plans. It is an ongoing process to help make sensible decisions about money
that can help you achieve company goals.
1. Fixed assets
Assets that are purchased for long-term use and are not likely to be converted quickly
into cash, such as land, buildings, and equipment. Fixed assets are fundamental
requirement for every business. The planning for fixed assets is as follows:
S.no Items Quantity Price per unit Total price (INR)

1 Computer/Laptop 1 30,000 30,000
2 Air conditioner 4 30,000 1,20,000
3 Furniture and fixtures 6,00,000 6,00,000
4 Equipment
Big pool 1 80,000 80,000
Small pool 2 60,000 1,20,000
6 Water filter 1 1,50,000 1,50,000
Total Rs 11,00,000
Table 3 – Fixed Assets for Baby Balneo
2. Average price
The average price of all the services being offered in Baby Balneo are listed below.
S.no Categories Price charged (INR)

1 Water therapy/baby swim Rs 2000
2 Massage therapy/ baby massage Rs 2000
3 Baby swim + massage Rs 3500
Table 4 – Average Price for services offered


3. Salaries
A salary is a form of periodic payment from an employer to an employee, which may be
specified in an employment contract. The salaries of all the people employed in Baby
Balneo will be as follows:
S.no Employer Monthly salary (INR) Yearly salary (INR)

1 Child specialist Doctor 50,000 6,00,000
2 Therapist
Therapist 1 25,000 3,00,000
Therapist 2 25,000 3,00,000
3 Nurse
Nurse 1 15,000 1,80,000
Nurse 2 15,000 1,80,000
4 Manager 30,000 3,60,000
5 Helper 9000 1,08,000
6 Cleaner 8000 96,000
Total Rs 1,77,000 Rs 21,24,000
Table 5 – Salaries of Employees
4. Fixed Cost
Fixed cost is a periodic cost that remains more or less unchanged irrespective of the
output level or sales revenue of a company.
S.no Cost Monthly cost (INR) Yearly cost (INR)

1 Electricity/Utility bill 50,000 6,00,000
2 Average monthly cost 50,000 6,00,000
3 Salaries 1,77,000 21,24,000
4 Insurance 5,000 60,000
Total Rs 2,82,000 Rs 33,84,000
Table 6 – Fixed Cost
*The property is pre-owned and there is no need to include in the financial calculation.
5. Sales
A sale is the exchange of a commodity or money as the price of a good or a service. The
total expected sales of Baby Balneo are stated below:
If the number of working day per month is 26 days,

The amount of output per day is:
= 416 times/26 days
= 16 times of services per day

S.no Sales Monthly Yearly

1 Average price per unit sold Rs 3500 Rs 3500
2 Total unit sold (expected) 416 4992
Total sales Rs 14,56,000 Rs 1,74,72,000
Table 7 – Sales (approx.)
Source: Self (financial planning)
6. Preliminary expenses
Pre-operative expenses are those expenses incurred by a company before
commencement of commercial operations; or before starting to earn income.
S.no Expense Cost (INR)

1 Registration cost 50,000
2 Marketing cost and launch 17,50,000
3 Other preliminary expenses 20,000
4 Website making cost 1,00,000
Total RS 19,20,000
Table 8 – Preliminary Expenses
7. Working capital
It is the capital of a business, which is used, in its day-to-day trading operations. Here,
working capital is assumed to be 10% of the annual sales turnover.
Working capital = 10% of Rs 1,74,72,000

= Rs 17,47,200
8. Balance sheet
Balance sheet is a statement of the assets, liabilities, and capital of a business or other
organization at a particular point in time, detailing the balance of income and
expenditure over the preceding period. The balance sheet is shown below:
Liabilities (INR) Assets (INR)

Equity 47,67,200 Fixed assets 11,00,000
Debt 0 Preliminary expenses 19,20,000
Working capital 17,47,200
Total Rs 47,67,200 Total Rs 47,67,200
Table 9 – Balance Sheet


9. Depreciation
Depreciation is the process by which a company allocates an asset's cost over the
duration of its useful life. The depreciation is as follows:
S.no Items Depreciation (INR)

1 Computer = Rs 30,000 6000
Average life expectancy = 5 years
Total depreciation = 30,000/6
2 Air conditioner = Rs 1,20,000 17,500
Total depreciation = 1,20,000/7
3 Pools = 2,00,000 33,500
4 Furniture & fixtures = 6,00,000 60,000
Average life expectancy = 10
years
Water filter = 1,50,000
5 Total depreciation = 1,50,000 50,000
Total depreciation Rs 1,67,000
Table 10 – Depreciation
10. Material requirement

Material requirements’ planning is a production planning, scheduling, and inventory
control system used to manage manufacturing processes. Most MRP systems are
software-based, but it is possible to conduct MRP by hand as well.
S.no Material Quantity Quantity Safety stock Total material Price/unit Total price
416 times 10% (INR) (INR)
1 Massage oil 1 (500ml) 13 2 15 bottles 5000 75,000
2 Swim diaper 1 416 41 457 100 45,700
Floatation
3 device 1 8 2 10 2500 10,000
4 Towel 1 48 10 58 350 20,300
Moisturizing
5 body lotion 1 (100ml) 5 2 7 1000 7000
6 Sanitizer 1 (100ml) 4 1 6 500 3500
1 pkt (50
7 Baby wipes pieces) 9 1 10 500 5000
Total 1,66,500
Table 11 – Material Required/ Variable Cost


11. Production Budget/Cost

Production cost refers to the cost incurred by a business when manufacturing a good or
providing a service. Production costs include a variety of expenses including, but not
limited to, labor, raw materials, consumable manufacturing supplies and general
overhead.
S.no Items Monthly expense (INR) Yearly expense (INR)

1 Raw material 1,66,500 19,98,000
2 Fixed cost 2,82,000 33,84,000
3 Marketing cost 1,45,000 17,40,000
4 Total Rs 5,93,500 Rs 71,22,000
Table 12 – Production Cost
12. Projected Income statement

Projected income is an estimate of the financial results you'll see from your business in
a future period of time. The projected income statement is shown below:
Projected Income Statement Amount (INR)

Revenue generated 1,74,72,000
(Less) Direct cost (variable cost) (-) 37,38,000
Gross profit 1,37,34,000
(Less) Operating expenses (fixed cost) (-) 33,84,000
Operating profit (EBDIT) 1,03,50,000
Less depreciation (-) 1,67,000
EBIT 1,01,83,000
Less Interest
EBT 1,01,83,000
Less Tax (20%) (-) 20,36,600
Net profit (PAT) Rs 81,46,400
Table 13 – Fixed Assets
13. Break even point

The break-even point is the production level where total revenues equals total
expenses. In other words, the break-even point is where a company produces the same
amount of revenues as expenses either during a manufacturing process or an
accounting period.
Break even point = 33,84,000/ 0.47

= Rs 72,00,000
14. Assumptions
List of assumptions used are as follows:
 Price per person (average) = Rs 3500

 Number of working days per month = 26 days
 Number of services done per day = 15 times

5.2.2 GO-TO MARKET STRATEGY
Once all the aspects of business are understood well, then exact timelines are important
for launch of any business. For this a Work breakdown structure and Gantt chart is
made.
5.2.2.1 Work breakdown structure

This structure shows the exact sequence of activities from finding the need gap in the
market to the final launch of the brand.
Activity Description Time Type Month

A Finding the need gap 1 month October
B Finalizing the idea 1 month Parallel October
Deciding the services
C 1 month Parallel October
provided
Finding vendors and
D 2 months Parallel November - December
suppliers
E Finalizing a location 20 days Parallel November
F Finalizing name, logo, tagline 1 month Sequential December
Preparing business plan
G including marketing and 1 month Sequential January
financial plan
H Making the website 1 month Sequential February
I Hiring employees 2 months Parallel February - march
J Designing of the store 2 months Parallel March - April
Buying of equipment’s and
K 1 month Parallel April
supplies
L Pre-marketing activities 2 months Sequential April - may
M Launching event 10 days Sequential June
N Inauguration 5 days Sequential June
Table 14 – Work Breakdown Structure

5.2.2.2 GANTT chart

Gantt chart is a representation of work breakdown structure. It shows the activities and
the timelines for launch of the brand.
Activities October November December January February March April May June
Finding the
need gap
Finalizing
the idea
Deciding the
services
provided
Finding
vendors and
suppliers
Finalizing a
location
Finalizing
name, logo,
tagline
Preparing
business
plan
including
marketing
and financial
plan
Making the
website
Hiring
employees
Designing of
the store
Buying of
equipment’s
and supplies
Pre -
marketing
activities
Launching
event
Inauguration
Table 15 – GANTT Chart


5.3 CONCLUSION
Pampering and healthy baby spa that treat babies as precious as stars and give them all
the care and nurture needed for them to stimulate and improve strength in their early
years of growth and development are something that is now required in the market for
all the new moms and their babies to relax from their hectic lives of playing, For
customers it makes things more accessible, safe and hygienic and it gives a new vertical
for Indian spa industry. There is a lot of future scope in terms of research and expanding
the still untouched Baby Spa industry in the entire country. Hence the project is feasible,
scalable and viable.
SUMMARY: A derivative of all the data collected, analyzed and discussed as a part of the
research – this chapter provides summary for future progress in terms of the topic chosen
to study the feasibility of setting up a baby spa with conclusion. This chapter also provides
a detailed business plan formulated after appropriate understanding of the need gap and
market for baby spa in Delhi-NCR.

REFERENCING
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ANNEXURE
Annexure 1 – Questionnaire
This Questionnaire is only for Academic purpose and all! Your information will strictly
be kept confidential and would be used only for analysis purposes only.
Q1. Please specify your gender?

 Male
 Female
Q2. What age group do you fall in?

 18
 19 – 22
 23 – 26
 27 – 30
 31 – 34
 35 or above
Q3. What is your monthly average family income?

 Less than 2 lakhs
 2 – 4 lakhs
 4 – 6 lakhs
 6 – 8 lakhs
 More than 8 lakhs
Q4. Are you aware of Baby Massage and/or Water Therapy?

 Yes
 No
Q5. What all services do you use or would like to use for your babies?
 Baby Massage
 Hair Treatments
 Water Therapy
 Swimming
 Manicure/Pedicure
 Others
Q6. Have you ever used or seen anyone use a masseuse at home for babies?
If no, move to Q8 if yes, please answer Q7
 Yes
 No

Q7. How satisfied were you with the massage on the following parameters?
Highly not Highly

S.no Parameters satisfied Not satisfied Neutral Satisfied satisfied
Accessibility/availability
1 of masseuse
Massage
technique/therapist
2 qualification
3 Duration of massage
4 Hygiene
5 Price
Overall service
6 experience
Q8. How often do you think you should get your baby massaged or how often do you get
your baby massaged? (Age – 3 months to 3 years)
 Everyday
 Every alternate day
 2 times a week
 Once a week
 Every 15 days
 Once a month
 Every couple of months
 Never
Q9. How likely are you interested in taking your baby to a spa for massage in the future?
Not Likely 1 2 3 4 5 Very Likely
Q10. On the scale of 5, what factors would ideally determine whether you initially
choose or decide to return to a Baby spa?
Least Not Very

S.no Factors important important
Neutral Important important
1 Therapist qualification
2 Health benefits for baby
3 Quality of service
4 Hygiene
5 Safety
6 Atmosphere
7 Price
8 Location
9 Special offers
Q11. Rate the following benefits of massage on how important they are to you?

Least Not Very

S.no Benefits Important Important Neutral Important Important
Improves sleep
1 patterns
2 Relieves colic and gas
Stimulates circulatory
3 & respiratory system
Increases flexibility
4 and muscle tone
Strengthens the
5 immune system
6 Improves weight
Q12. Rate the following benefits of water therapy on how important they are to you?
Least Not Very

S.no Benefits Important Important Neutral Important Important
Muscle strength and
1 growth
Development &
2 coordination
3 Helps in digestion
4 Increases confidence
5 Promotes wellbeing
Q13. For the use of baby spa including water therapy and massage therapy, how much
would you be prepared to pay? (1 session)
 Less than 3k
 3k – 4k
 4k – 5k
 5k – 6k
 More than 6k
Q14. How far would you travel to use a baby spa?

 Less than 2 km
 2 – 5 km
 5 – 10 km
 10 – 15 km
 More than 15 km
 Any distance as long as they are good
Q15. What, if any, of the following additional items would you buy at a spa for your
babies?

 Baby food
 Baby drinks
 Massage oils
 Baby care products
 None of the above
 Others
Q16. How likely is it that you would recommend the new Baby spa to a friend or
colleague?
Not Likely 1 2 3 4 5 Very Likely

Annexure 2 – Expert Interview
Details of Expert Interviews conducted for Primary Research are mentioned below.
1. Dr. Suresh Kumar Kasana

MBBS, MD - Pediatrics
32 Years Experience
Dr. Suresh Kumar Kasana is a Pediatrician in East Of Kailash, Delhi and has an
experience of 32 years in this field. Dr. Suresh Kumar Kasana practices at Paras Bliss
Hospital in East Of Kailash, Delhi. Dr. Suresh Kumar Kasana has extensive experience of
more than 30 years in the area of Pediatrics and Neonatology. He has done his Graduate
& Post Graduate Degree from the prestigious Banaras University. Over the years he has
been associated with various hospitals of repute. He also has expertise in managing
preterm babies and precious babies. He has also planned well-detailed clinical protocols
to address the needs of the babies and their immunization schedules.
2. Dr. Sadiya Jinjani

MBBS, DCH - Pediatrician
25 Years Experience
Dr. Sadiya Jinjani is a Pediatrician in Jamia Nagar, Delhi and has an experience of 25
years in this field. Dr. Sadiya practices at her own clinic “Sadiya clinic” in Jamia Nagar,
South Delhi. She is a member of Indian Academy of Pediatrics’ (IAP), National
Neonatology Forum, Pediatrics’ Infections Disease Chapter and Indian Medical
Association (IMA).
Questions asked to the above-mentioned pediatricians were as follows:
Q1. Do you recommend baby massage and water therapy for babies?
Q2. What is the right time or right age to start these therapies for a baby?
Q3. What are parents currently doing in terms of getting their baby’s massaged
Q4. Are there any problems faced with the massage done at home by untrained aaya’s?
Q5. What oil is being used for massage by most parents?
Q6. What are the benefits of massage for the baby?
Q7. Are you familiar with baby spa or any such thing existing?
Q8. Do you think the idea is going to work?
Q9. What all things are there to keep in mind while opening a baby spa?
Q10. Will the parents today accept this idea?

Annexure 3 – Brochure

Annexure 4 – Business Canvas

Annexure 5 – Info-graph

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TO UNDERSTAND THE FEASIBILITY

OF OPENING UP A BABY SPA IN

School of Creative Business

Submitted on: 9th May 2017

Name – Jyotsna Dhawan

Date – 9th May 2017

A sincere acknowledgement to Ms. Priya Mary Mathew, Head of School of Creative

CHAPTER 1 – INTRODUCTION 1–9

CHAPTER 2 – LITERATURE REVIEW 10 – 56

CHAPTER 3 – RESEARCH METHODOLOGY 57 – 64

CHAPTER 4 - FINDINGS AND ANALYSIS 65 – 88

CHAPTER 5 - SUMMARY AND CONCLUSION 89 – 114

Referencing 115 – 119

Chart No. Page No.

Table No. Page No.

Graph No. Page No.

1.1 RESEARCH BACKGROUND

Stress is no longer belonging to only older people or businessmen; anyone, young

JYOTSNA DHAWAN | DFBM13078 1 | Page

Baby Spa is made up of two concepts:

b. Massage Therapy, which is a purposeful and positive touch to promote

Benefits of Massage therapy

Source: Babycity.co.uk, 2013

JYOTSNA DHAWAN | DFBM13078 2 | Page

Benefits of Hydrotherapy/Water Therapy

Philosophy: Born to Nurture. Inspired by Nature Source: Ifloatbabyspa, 2015

Spa Market in India

Source: Global Wellness Institute, 2017

JYOTSNA DHAWAN | DFBM13078 3 | Page

Source: Global Wellness Institute, 2017

"Growing disposable incomes, a rising affluent class and an increased emphasis on

Population of Kids in India

JYOTSNA DHAWAN | DFBM13078 4 | Page

Graph 1 – Population of India division

Age group of India’s Children

Graph 2 – Population of kids in India division

JYOTSNA DHAWAN | DFBM13078 5 | Page

Growing Lifestyle of Mothers and Babies

JYOTSNA DHAWAN | DFBM13078 6 | Page

1.2 RESEARCH RATIONALE

1.3 RESEARCH SIGNIFICANCE

1.4 RESEARCH OBJECTIVES

RO 1: To explore the business ecosystem of Spa industry in India.

RO 2: To understand the current lifestyle scenario of infants and toddlers in India.

RO 3: To analyze customer acceptance towards the idea of a Baby Spa.

RO 4: To formulate a business plan for setting up a Baby Spa in Delhi-NCR.

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1.5 RESEARCH METHODOLOGY

Further, Primary research may use Personal Interviews, Questionnaires, Focus-Group

1.6 RESEARCH OUTLINE

Chapter 1 – introduction: A briefly summarized overview of the entire research

1.7 RESEARCH LIMITATION

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 Geographical and time limitations – the area of research is limited to Delhi-

1.8 FUTURE SCOPE

1.9 RESEARCH PROCESS

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CHAPTER 2 – LITERATURE REVIEW

2.1 WELLNESS INDUSTRY

Source: Yukon Wellness, n.d.

Source: Wcc.mb.ca, 2016

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2.1.1 THE EVOLUTION OF WELLNESS