Wella To Expand Exclusive Salons In India

Mumbai: | Updated: Oct 18 2002, 05:30am hrs
Wella India Pvt Ltd, a 100 per cent subsidiary of Wella AG (Germany), is planning to expand its existing range of exclusive Wella Esteemed hair and beauty salons from 8 to 50 within a year, informs Wella India Pvt Ltd marketing manager Kavita Nalawade.

In addition, the company has plans to partner with leading Indian hair dressers to provide them with back-up and support systems such as the latest techniques in hair colouring and straightening, among other things, adds Ms Nalawade. In the hair salon segment, Wella currently competes with LOreal.

On the companys plans for Wella Esteemed, says Ms Nalawade: We will do the entire branding of our salons and ensure that the team is trained as per international standards. We will also send our salon teams to international studios. In addition, the company will also offer Wella accessories such as Wellas blow driers, scissors, weighing scale, to these salons.

The company is also planning to set up its first hair dressing academy Wella Spratt in Bangalore in association with Rita Spratt (a leading hair dresser that owns Spratt the hair studio) in the first-half of 2003.

For the first time, the company is planning to launch fashion shows called Trend Vision in the first-half of 2003 in order to showcase varied styles in hair-dressing.

The company aims to spur the hair dressing market, which is currently growing at a rate of 25 per cent per annum, and is also targeting a double digit sales growth for next year, claims Ms Nalawade.

Ms Nalawade informs that the company is planning to unveil a new range of hair-care products such as perming, straightening, new shades of hair colours such as browns, blonds, and several other treatment products.

Comments Strat Caps Securities Pvt Ltd research analyst Prashant Mulay: The strategy which Wella India has adopted to have a strong foot-hold in the professional products segment is a positive development. However, the company should also see to it that appropriate knowledge is provided to the end-consumer in terms of the usage of premium hair colours so that the consumers can carry the products home and use it themselves for better application results.