(MENAFN- Muscat Daily) Kaya Skin Clinic is the largest skincare-clinic chain in the Middle East. With the biggest pool of dermatologists in the region Kaya takes care of over 150000 clients at 19 clinics across UAE Oman and Saudi Arabia.
In an interview with Muscat Daily Kaya's CEO for the Middle East Debashish Neogi talks about the company's presence and growth in the region and its operations and expansion plans in Oman.
Give us an overview of Kaya Skin Clinic's origins. What makes it special
Kaya Skin Clinic started off as a fully owned subsidiary of Marico Industries. Marico one of India's coveted FMCG companies identified a gap and opportunity in the market for organised and specialised skincare services and launched Kaya Skin Clinic in 2002.
Kaya Skin Clinic soon expanded and has been operating in the Middle East since 2003. It currently operates 19 clinics in the region with a presence in Oman UAE and Saudi Arabia. Backed by a pool of 28 dermatologists Kaya Skin Clinic has been providing expert skincare to over 150000 customers in the Middle East with varied skin tone texture and ethnicity.
Kaya's experienced dermatologists bring with them a blend of qualification and skill and then it all comes together as a unique brand attribute - personalised approach - be it a skin or hair concern or the quest for a more youthful look.
We choose every element with great care - from the intensive training of skin practitioners to the high degree of hygiene and safety to the best of medical care and supervision.
What we offer at Kaya Skin Clinic is a holistic approach combining dermatology with cosmetic care. The Kaya Skin Clinics administer a series of treatments that visibly improve the way the skin looks acts and feels.
What is your market share in the countries you operate and how do you plan to increase it Do you have plans to expand beyond your current markets
There is a lack of data in this region to determine the market size and therefore the share of each player. Also a big chunk of the players are unorganised or single players hence one will never be able to fully capture the data and revenues.
The success of Kaya Skin Clinic is evident from our geographical presence and the number of satisfied customers. In the last couple of years we have opened clinics in Oman UAE and Saudi Arabia which shows the demand for our services and the potential of the market.
The motivation for expansion in the Middle East is the encouraging response from our clients. I would like to reiterate that we will continue to expand aggressively in the region in the years to come. We see tremendous demand for skincare services in both our existing markets as well as around the region.
We are constantly looking at entering new markets depending on favourable market
demographics consumerism lifestyles and rising awareness on the importance of skincare among consumers. At Kaya Skin Clinic we are focussed also on expanding and strengthening our business in the region by expanding our product line and services in line with customer demands and preferences of the markets we operate in.
How do you view your Oman operations Where does the country fit in your future plans
Oman offers us a lot of opportunities for growth in the skincare and wellness industry. There is a lot of potential in this market. We definitely have plans to expand our footprint in Oman. This will be a major step towards accomplishing our vision to emerge as a dominant player in the regional skincare market.
How have new technology and social media helped with your marketing campaigns How has the business model evolved with changing times
New technology and social media are absolutely paramount in today's Internet savvy world. Customers' buying behaviour has changed with the onset of the Internet specifically social media. Decisions are made about brands based on reviews they read online from people they don't know. We have made it convenient for clients to find us and request an appointment engage with the brand know more about our latest offerings and give us feedback. We also have a dedicated call centre that is a central location where all queries regarding our services are answered and directed towards respective clinics.
An unsatisfied customer also has a platform to voice his/her bad experience very easily. Customer feedback is taken very seriously as word of mouth is extremely critical. We use certain platforms to help continuously monitor Kaya's mentions and address negative/positive reviews.
All of these have changed the marketing paradigm from one-way communication to two-way conversation. And Kaya has quickly adapted to that. Our key social media platforms are Facebook Instagram and YouTube. We have over 130000 fans on Facebook and over 1mn impressions across our social platforms.
Digital has also become a huge source of client acquisition for Kaya with close to one-fourth of our new clients being generated from the platform.
What segments of your business are seeing the biggest growth What do you plan to focus on to drive future growth
Age control and skincare are our fastest growing verticals. All our new launches are focussed on these verticals as they are aligned with our strategy of being experts in skincare and also emphasise the expertise of our dermatologists.
Are customer tastes changing in the region especially against the backdrop of the clamour for everything natural How does Kaya view such changes
We have not seen a decline in our clientele over the last few years in spite of the trend towards natural ingredients.
The clientele that comes to Kaya is looking for results and more so quick results which means they are open and willing to go for medical treatments that will definitely deliver. Kaya is about enhancing the natural beauty using the mix of the latest advancements in science and technology to deliver the best results to our clients.
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