With a strengthened line-up of products, VLCC is looking for wider reach. In an exclusive interaction, Vandana Luthra, Founder, VLCC, shares her achievements and vision for expansion.
VLCC recently partnered with Ericson Laboratoire. How do you think this partnership will benefit VLCC?
We brought globally renowned skin care market leader, Ericson Laboratoire, to India for the most discerning customers. Ericson Laboratoire is the latest ‘cosme dermat’ offering in VLCC’s wide range of existing skincare treatment lines, including the BelleWave range from Switzerland. We have launched five of their 14 premium range of facial treatments and homecare products across VLCC centres in India.
Please elaborate on the recent achievements of VLCC?
All our businesses in India and overseas – wellness services, skill development and personal care products – have shown very healthy topline growth last year. In terms of contribution to total revenues, VLCC’s wellness centres in India and globally contributed about 60%, skill development institutes contributed about 10%, and the balance 30% was contributed by personal care products’ business.
How are you differentiating from the competition?
VLCC launched a slew of new products in the Ayurveda, sun-care, body-care and hair-care categories in 2018, which have been very well received. Besides, we strengthened our offering in the body-sculpting domain by being the first company to introduce ‘cool sculpting’ in India. This is a USFDA-approved single session fat-freezing procedure which targets specific areas to eliminate fat. Moreover, we introduced first-of-its-kind DNA Wellness Program where a new series of tests are performed to help the individual understand his or her body’s tendency towards weight, lifestyle diseases, and the changes to be made in diet, exercise and lifestyle.
What are your expansion plans?
We will continue to open new VLCC wellness centres and VLCC institutes to deepen our reach in the 14 countries across Asia and East Africa. We currently operate 330+ wellness centres across Southeast Asia, the GCC region and East Africa. We plan to double the number of franchise centres from 110 currently to over 230 in the next three years in India and oversees. Further, we operate 80+ VLCC institutes in India and Nepal, and plan to add 100 new institutes in the next three years, not just in India but also in overseas markets like the Middle East and Africa.
What is the opportunity you see from Tier II and III cities?
There is lot of opportunity for VLCC when it comes to Tier II and III cities. To leverage the rising trend of beauty services at home or ‘on-demand’ beauty services, VLCC acquired VanityCube to establish a pan-India presence, spanning not just metros but also smaller cities. We have already expanded its service coverage from two cities to four and will further scale up to cover 10 cities in the next 18-24 months.