Rejuvenating in luxury

Combining the traditional methods of Ayurveda with modern techniques of spa and wellness, the Shanaya Spa at Kempinski Ambience Hotel, Delhi, offers therapeutic measures to rewind and rejuvenate one’s senses By Archana Sharma

Combining the traditional methods of Ayurveda with modern techniques of spa and wellness, the Shanaya Spa at Kempinski Ambience Hotel, Delhi, offers therapeutic measures to rewind and rejuvenate one’s senses By Archana Sharma

Deriving itself from the phrase ‘First rays of the Sun’, Shanaya Spa at the Kempinski Ambience Hotel in Delhi, offers a wide selection of Asian, European and Ayurvedic therapies. Providing the guests with over 5000 year old Ayurveda treatments as well as international therapies and skin care with modern approach, Shanaya Spa is attracting not just the domestic clientele but also international travellers.

Jasmine Maan, director, Shanaya Spa, Kempinski Ambience Hotel, Delhi, stated that Shanaya Spa provides a calming ambience and therapeutic or relaxing body massages, wraps and scrubs, facials along with the Shanaya Signature Rituals, soothing to the core. “We have five therapy rooms including a couple suite and our highly trained masseurs provide the therapy best suited according to the requirement of each guest,” she adds. Boasting about the popularity of the spa, Maan states that the revenue depends upon the occupancy and season and the average booking goes from 8 to 10 guests per day.

From therapeutic massages for stubborn muscles to purely relaxing hot stone therapy, the spa offers massages that help to relax the body, mind and soul. Starting from the Traditional Balinese massage and the Classic Swedish massage, to Reflexology, Abhyangam, Marma massage, Elakkizhi, Shirodhara, Navrakkizhi, Padabyanga, Kadi Vasti, Shanaya Spa has a wide variety for its guests. Even while choosing the products, Maan prefers using Pevonia skin care products for body as well as face treatments as she believes that they unite the finest natural botanical and marine ingredients with advanced technology and delivery systems to ensure the products reach the deepest layers of the skin for maximum absorbency and truly phenomenal results. “We prefer organic essential oils, free from alcohol, Lanolin, Mineral Oil, PABA, Urea, and without any artificial colours, formaldehyde, or  Sodium Lauryl Sulfate. They also incorporate the latest proven-effective actives, advanced manufacturing technologies, natural green formulations and are extensive result-driven in-spa treatments,” she opines.

Industry trends

Maan believes that the consumer’s needs for wellness products and services are continuously evolving in India. The growing income levels and increasing awareness have also triggered a change in their aspirations and behaviour. “Health and wellness, which till recently was a relatively niche concept targeting a select few, has now gained mainstream audience. Consumers today want to take control of how they look and feel, which is driving purchase decisions across all categories such as food, beverages, personal care products and services,” she adds.

Classifying the Indian consumer into four categories of  ‘passives’, ‘beginners’, ‘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, Maan states, “The ‘passives’ represent the largest volume opportunity, the ‘beginners’ 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.” While the wellness industry continues to grow in India, Maan feels that it still remains a fraction, with less than four per cent of overall consumer expenditure in India. “Indian consumers display a wide spectrum of behaviour characteristics, right from ‘passives’ where demand for wellness products is still latent to ‘believers’ for whom wellness is an integral part of their regular schedule, ” mentions Maan.

Also talking about the younger generation, Maan believes that the evolving consumer base will provide the momentum for growth. “Today’s young consumers are increasingly driven by wellness choices and are likely to form the foundation for a more evolved and mature consumer base in a decade,” she states. Maan adds that as per her observations, more men are becoming inclined towards spa facilities and wellness then the women clientele.

Highlighting the industry trends, Maan points out that 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 the Tier II and Tier III 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,” she adds. She also feels that many traditional products and services continue to appeal to the Indian consumer, but these now need to meet modern sensibilities.

With growing interest around the world in changing the way people take care of themselves, Maan feels that these days wellness is not only about luxury rather it’s a need of time. “In addition to growing environmental concerns, today’s consumers are also suffering from the mounting pressures of our modern society like the increasingly hectic schedules, a lack of true leisure time, the pressures of being in constant contact with the office, family, and friends by email, mobile phone, or a constant barrage of information and external stimulation through multiple media. These kinds of pressures not only increase stress, but also contribute to unhealthy behaviours, such as poor eating habits, lack of sleep, and lack of exercise – ultimately contributing to the rise of chronic, preventable conditions,” she states. Keeping this in mind, Maan feels that consumers are responding by taking a step back, reassessing how they live their lives, looking for more inner fulfilment and deeper meaning in their lives and getting more concerned about wellness.

Talking about the future of Shanaya Spa, Maan informs that they will be incorporating new therapies and treatments which are in fashion and will focus on creating awareness among guests about the importance of wellness.

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