The Hindu Business Line : Weight and watch

Obesity is an epidemic. One cannot lose weight at home. People need to go to professional slimming centres that are equipped to handle weight-loss in a scientific manner. Very few people are aware that counselling is a very important ingredient of any weight loss programme," says Vandana Luthra. Her VLCC Health Care Ltd has over 100 centres spread across 46 cities nationwide. Started in 1989, the company offers complete lifestyle management with a strong emphasis on fitness and beauty.

VLCC has doctors, dermatologists, gynaecologists, cardiologists, psychologists, endocrinologists and cosmetologists among others, on its panel of experts.

Vandana says the average Indian diet comprises adequate amounts of proteins, vitamins and carbohydrates. One could well choose to have a high fibre, low fat-content and balanced diet to maintain the desired body mass index. "The desire to possess a good body has always been there among individuals. Only, the scope to do so in a scientific and affordable manner was lacking. We at VLCC filled the demand-supply gap. Today, we cater to the masses, with a 5-kg weight loss programme costing Rs 3,750."

VLCC has established such "scientific and technology-driven centres" in even the smaller cities and towns. And the response has been quite unexpected. "We wish to remain a value brand and a volume brand," she says.

The onus of expanding the VLCC brand is on her husband, Mukesh, who is the CMD of the VLCC group of companies which includes the VLCC Institute, VLCC Personal Care range of products, VLCC Workout Factory and VLCC Nail Studio & Spa. In the last five years, VLCC has recorded a compounded average annual growth of 30-40 per cent.

Mukesh is clear about the roadmap ahead. The idea is to notch a turnover of Rs 1,000 crore by 2010-11, up from Rs 140 crore in 2004-05 and increase the number of VLCC centres to 220. The company expects 20 per cent of its revenue to come from its planned international operations.

"We have firmed up plans to go international. By March 2006, we shall open VLCC centres in London, Lahore and Dubai," says Mukesh. On the anvil are four centres in Dubai, one in London and two in Lahore. This will be followed by rollouts in West Asia and SAARC countries.

With a Rs 50-crore corpus, the company plans to set up 30 new centres, including seven overseas, this fiscal. Long-term growth plans entail investment of around Rs 300 crore, which will be generated through an initial public offering some time in 2007-08.

In the short term, the number of VLCC institutes would be doubled to 18 by March 2006. Eventually the group's personal care products business is expected to account for around 25 per cent of turnover. VLCC also plans to set up "holistic residential spas" in metros and mini metros in a phased manner. The first, in Delhi is slated to become operational by 2007-08 and 60 acres of land have been acquired for it.

Picture by A. Roy Chowdhury

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