Marico Industries, owner of popular brands like Parachute, Mediker and Saffola, has entered into the beauty care market through its chain of beauty salons called Kaya Skin Clinic (Kaya). Kaya's goal is to provide long-lasting and result-oriented non-surgical skincare treatment.

Once an unorganized market mostly run by independent dermatologists and beauticians, Indian skincare treatment market is now attracting some of the leading personal care product manufacturers. Marico Industries,has entered into the beauty care market through its chain of beauty salons called Kaya Skin Clinic (Kaya) with 8 centers spread across India and 2 centers in Dubai. Kaya means 'body' or 'appearance' in Sanskrit. Kaya points out that a clear and flawless skin is the most attractive aspect of an individual's appearance and its clinics promise to enhance natural skin to make it look healthier, fresher, and younger and more glowing.

Services are bit costly and unconventional like hair removal and company is facing competition from unorganised beauty centres, organized salon chains and at home salon service like urban company

Questions for Discussion:

1. Marico, a product manufacturer, has entered the services segment. What challenges will Marico face while marketing its services?

2. With independent dermatologists and small beauty salons chains dominating the beauty care industry, Kaya clinics will find it difficult to capture the customer mind-share and market share. What tangible elements do Kaya clinics use to differentiate their services from the competition?