Holistic improvement

By Cheranka Mendis

Every woman wants to feel beautiful. Whether you are skinny or fat, dark or fair has a sharp nose or a crooked one, every woman, or better- every human being has an urge to feel beautiful. It’s not so much as looking, but as many believe, feeling content with one’s self would bring in that glow and make one look beautiful it self.

Bringing in that extra touch to add beauty to life, VLCC- India’s largest health and beauty brand has made its way to Sri Lanka and is now here to stay. Famous for their slimming and wellness programs, VLCC has penetrated into the UAE, Oman, Bahrain, Al Ain, Nepal, and Bangladesh while a large proportion of the market still remains in India. With their latest entry into Sri Lanka, VLCC shows an outstanding record of going into eight markets in its 21 year operation span.

Speaking to Weekend FT VLCC Managing Director Sandeep Ahuja stated that the service provided by the Group will “modify” the customers by pursuing ethically and socially relevant practices to not only give them a physical work over by slimming them and giving proper beauty and health treatment but also by boosting confidence and enhancing their poise.

“VLCC is recognized as South Asia and Middle East’s largest chain of wellness service outlets and has three major lines of operations,” Ahuja said, “we are well integrated in wellness with our biggest market in the slimming and weight reduction aspect.” Expertise in the slimming solutions category has ensured the group to draw up a successful program which does not include crash diets, medicine, surgeries, hunger suppressions or food packets. “It’s based on a very scientific methodology which revolves around lifestyle and diet modification.”

To ensure that the customers get the best treatment there is, there are five persons working with the customer. Starting from a dietary consultant, doctor (to do a background check), psychotherapists and dermatologists to a therapist; the group works with the customer until both her inner and outer image is perfected. The success of their work lies in the seamless marriage of slimming solutions with beauty solutions, Ahuja expressed. “She comes here looking to lose weight but what is delivered is what we call a ‘360 degree’ program. It’s an overall change.” On a lighter note Ahuja stated that VLCC does 90, 000 kilos worth of weight loss per month. “We make earth lighter by 90, 000 kilos monthly,” he quipped.

VLCC has also marked its presence in two other lines of business- manufacturing and retailing of VLCC personal care products and VLCC institute for beauty and nutrition.  Under its personal care products a large number of “entirely herbal” skin, hair and body care products reaches a worldwide clientele. Ahuja added that the group also produces body shaping products. The VLCC Institute for beauty and nutrition is Asia’s largest chain of beauty vocation and has some 160 institutions in the region. The institute offers diploma courses and skill upgrading courses.

“Sri Lanka has been under our radar for some time now. It is virtually our home market. However we needed time for research to understand the lifestyles of the people of the country. The opportunity of entering the market was always there, we wanted to examine the market in depth before we enter,” Ahuja said. He and his team have visited Sri Lanka for four years on and off to test the market.

“With the statistics we have received up to now the issue of overweight is a serious concern for Sri Lanka. Simultaneously however, there is a growing awareness on self grooming.”  The company is looking at investing USD 3 billion within the next few months and hopes to close in USD 30 million worth investment within the South Asian region within the next five years. Ahuja assured that three forth of the USD 3 billion has already been utilized for business within Sri Lanka.

VLCC is currently offering its services at Pagoda Road, Nugegoda (next to Niromi) and will soon open another in Wijerama Mawatha, Colombo 7.

Pix by Upul Abayasekara