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“Think inches, not pounds” is the mantra of new-age women. They can now aim at that perfect figure without slogging for hours in a gym, or avoiding that extra dose of butter or cheese.
Austria-based health and wellness studio Hypoxi has plans for Indian women who tend to put on those extra pounds easily. The company, which entered the country recently through the Polad Group as its distributor, plans to open 75 studios. It has launched its first outlet in Juhu, Mumbai.
Hypoxi is meant to work by burning off stubborn fat deposits that cause cellulite, without actually going for rigorous workouts in the gym. In this method, one needs to wear a suit, made for problematic areas such as tummy and thighs, that triggers rapid blood circulation in those areas resulting in cellulite reduction, claims the company. The method was founded in 1998 by renowned sport scientist Dr Norbert Egger and is a unique concept in the field of targeted-body shaping.
“We have successfully diversified into the fast growing Indian wellness industry. The vision of the Polad group is to establish 20 Hypoxi studios in the first year of operations, at an investment of Rs 1 crore per studio of 1,200 square feet. We will be opening in Chandigarh, Pune, Bangalore and Navi Mumbai,” said Mr Ashok Vithlani, Promoter of the Polad Group.
Hypoxi is present in 40 countries with over 2,000 studios. Seen as one of the fastest growing treatments in the world, it is used by many celebrities. The innovative treatment is set to stir a hornet’s nest in the highly competitive wellness and fitness market that has established players such as Talwalkars, Goldy’s Gym, True Fitness and Fitness First.
Growing disposable income coupled with rising awareness of the need for a healthy body augurs well for the industry, which is valued at $0.78 billion and is slated to reach $2.4 billion by 2015, according to industry experts. Significant change in lifestyles, especially lack of physical activity and increased consumption of fast food among both the affluent and the working class, is also helping grow the market.
The Polad group also has franchise agreements for the Bangladesh and Egypt markets and will be soon opening stores there.
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