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Jul, 12 2011

Mystically Refreshing, Clearly Profitable

While Mystic has established itself as a world class brand over the last decade, the chain of spas is poised to soar higher in the next five years. Apart from implying better and relaxed lifestyles for their customers, the brand has a boisterous growth pl

WITH lifestyles adopting a pace more hectic than ever before, the need to slow down and de-stress is at an all time high. As a result, spas have transformed to be the virgin retreats encouraging a healthy and happy lifestyle. India is no exception to this phenomenon, with the Spa market registering an annual growth of 20 per cent over the last few years.

Distinguishing itself from a bevy of spas in the industry, Mystic ever since its inception, has focused and played a pioneering role in developing spas as a lifestyle choice, rather than exorbitantly priced destinations and in the process has been shaping the Indian spa industry at large.

Adding sheen to the chain's distinctive approach, Mystic has taken on board, international consulting firms  to update the framework of operational systems and procedures, and audits. Besides, the brand continues to innovate fresh and new therapies and products with the help of a dedicated research team. With such invigorating measures, the spa chain has undoubtedly infused world class professionalism to the nascent spa concept in India. Adding to its strength, the chain is being promoted by Mystic Cures Limited, a name synonymous with therapeutic, wellness and health products of the highest standards.

Foraying ahead with franchisees

With Mystic seeking to reform lifestyles across India, reaching out to an increasing number of people is essential, quips Anupam, AVP Operations, Mystic, “We don't see ourselves in the business of offering just spa services, but actually helping people live balanced, better lives. The more people we help live better, the closer we are to our goal.” With a philosophy such as this, it was but natural that the chain graduated to the multi-unit franchise model to fuel its expansion. Today, five out of its six spas are franchisee owned. And in keeping with its higher standards, Mystic manages its franchise model with a remarkable sense of transparency.

In an industry where the franchisor-franchisee relations are largely strained, franchise owners for Mystic come across as fairly motivated and satisfied. “I have worked as a franchisee for Mystic for over three years now, and I am very impressed with their professionalism, best practices and most of all, their attitude. We all feel on the same side, working together to help each other grow”, comments, Vikram, one of the franchisees. Explains a top management personnel from Mystic, “Nothing works better than the old school principle They Win, We Win. With this value ingrained in our organizational culture, we are never 'controlling' our franchise owners; we are always encouraging them towards higher successes.”

 “They Win, We Win” with time, this seemingly simple but profound thought process has led to a spate of moves aimed at enabling better businesses for the franchise owners at Mystic. For instance, Mystic seeks the services from trainers of international repute on an ongoing basis for staff of its franchisees. These invigorating training sessions have also served to inculcate a healthy sense of belonging in every member of the team. Confirms Niva, a therapist at one of the Mystic franchise spa, “It feels great to keep learning from the best in industry. It is hugely motivating to know that the management is always interested in helping us grow.” Giving further impetus, Mystic delivers ongoing knowledge of operational best practices and measures to its franchise owners and most of them have displayed a remarkable improvement in managing their businesses.

In addition, periodic mystery audits carried out by one of the big four international audit firms ensure that any discrepancies and non conformances are identified and ironed out without delay.

Joining hands with Mystic

With Mystic emphasising on delivering lifestyle spa services, it has set realistic but firm requirements for one to become a Mystic Franchisee. Elaborates Siddharth Shankar, Founder, Mystic Cures Ltd, “Nothing is better than gaining association with a committed and customer oriented franchisee. However, a wrong relationship is totally undesired. Hence, we require all prospective franchisees to meet certain requirements.”

Reaching out to caress India

Cashing in on the recent spa boom, Mystic has chalked out extensive plans to expand from its existing six spas to a whopping 150 within the next five years. With the franchise model acting as the primary enabler to this growth, 20 out of the 150 are slated to be set within the span of one year. Likewise, the brand plans to spread its wings pan India during the next five years.

While this bodes well for a number of Indians who can expect to experience world class spa facilities at Mystic; it holds an equally alluring potential for franchise owners. With its spotless track record and assertive future plans, it is expected that franchisees shall benefit immensely from an association with Mystic, with those who join hands during the first year benefitting the most.

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