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Table of contents
Introduction
Executive summary
Key stakeholders in wellness
• Users | Defining wellness
• Providers | Exploring wellness
• Facilitators | Supporting wellness
Wellness economy
Challenges and issues
Way forward
Annexure
Dear reader,
In a country where the scholars and vaidyas conceptualized and We believe that this stakeholder based strategy can assist in
defined the field of ayurveda, wellness is a natural extension of fulfilling the aspiration of being a global leader in wellness:
the preventive approach.
• Enhance assurance on quality of service provided
Consumer lifestyles along with growing influence of global trends
• Through a focus on a business model which is dynamic and
are now changing the face of wellness and making wellness a
which can be sustained from a financial point of view
part of a consumer’s everyday life. While Indian players have
forayed in the wellness industry, the potential still remains largely • Alongwith the support from the facilitators to focus on
untapped. This is also attributable to the challenges that the enhancing quality, create awareness and promote India as a
players face, mainly due to the nascent stage of the industry. As wellness destination
the industry grows in an unorganized and uncoordinated fashion,
Wellness – Exploring the Untapped Potential’, a FICCI -
these challenges become even more cumbersome. Therefore,
Ernst & Young initiative, is a comprehensive study assessing the
it now becomes imperative for players to identify their potential
changing face of wellness, the current activity, challenges, and
and challenges, and derive solutions to tap the potential and
the way forward in this industry. This report presents
overcome the challenges.
Ernst & Young’s outlook to the ‘Wellness Economy’ model.
Given that wellness is a fundamental part of life; it would indeed The report suggests concerted and implementable strategies –
be a grave miss on part of policy makers and key stakeholders applicable to all the stakeholders of the wellness economy - the
not to accord wellness its due priority while India prepares itself users, the providers (core and the allied industries) and the
to become a global leader. facilitators – for achieving its untapped potential.
We believe that three key stakeholders define the wellness ‘We encourage you to explore, invest and partner in Indian
economy: wellness economy, which truly stands at its inflexion point.
In India, wellness is a concept which has been in vogue since In this report you can look for answers to questions related to –
ancient times. Traditional medicinal and health practices like
• The definition of wellness – considering
ayurveda and yoga have propounded the concept of mental
changing user dynamics, the products and
and physical wellness. Changes in society, individual lifestyles,
service covered in the wellness space
along with extraneous factors like globalization and greater
awareness are accelerating the need for wellness among • The potential of the wellness space – the business
individuals. The approach to that is being adopted by consumers proposition offered by the wellness space to providers
are proactive and preventive with focus towards improvement. and level of activity already undertaken in this space
This report concentrates on the new and emerging wellness
• The facilitators providing support to wellness – role
concepts to satiate their needs for social acceptance, exclusivity
of facilitators in the overall wellness economy
and individual and collective welfare. Although the allopathy
segment is of importance in the wellness of an individual, • The challenges being faced by these three stakeholders
this report does not concentrate on this curative aspect of
• The way forward – the possible solutions which these three
wellness since this segment has been extensively covered and
stakeholders can consider to address their challenges
supported by various government and private initiatives.
This report, an effort by Ernst & Young and FICCI, defines the
wellness economy as the combination of three key stakeholders.
Users
Wellness economy
Providers Facilitators
Service and product providers for Media, Education and Government
wellness and the allied industries who will support the providers
(Real estate, hospitals, hotels
and insurance companies)
This report highlights the opportunity to invest and partner in the wellness economy
and thereby explore the untapped potential offered by this economy.
explore the untapped potential • Substandard facilities and poor infrastructure, especially in
the unorganized sector
While users and providers form the core actors in the wellness
space, industries like media, education and the government form • Unresponsive staff and poor ambience
the support pillars to sustain this sector. The media industry,
• Doubts over the availability and skill of the service provider,
comprising of players in the TV, radio, newspapers and events
thereby hampering reliability
space has begun to take an active interest in the wellness space.
Media has facilitated proliferation of the wellness concept • Usage of sub standard, ineffective and harmful products by
through events and wellness specific program content. Alliances service providers with a view to regulate costs
with wellness providers for generating content and the launch of
• Over promise and under delivery by service providers leading
wellness specific TV channels and magazines has underscored
to unmet expectations of the clients
the importance of wellness as sector for media companies.
Educational institutes have also begun to consider the wellness Challenges faced by providers: Our focus on organized providers
education as a facilitator for a lucrative professional career. State in the wellness space reveals several key challenges, a few of
run ITI’s along with several private players have begun to offer which are influenced by the cost of providing the service, while
certificate courses in therapy, fitness training and other aspects the rest are independent of cost:
of the wellness space. With India being a hub for traditional
• Inherent cost and locational advantages of unorganized
wellness therapy, Government agencies have begun to support
players leading to strong competition
activities facilitating the development of wellness centers for
domestic users and lucrative international tourists. • Price sensitivity of the Indian customers, affected by the
limited knowledge of wellness service offerings
Coupled with wellness being a lucrative sector for tourism, the
Government has also taken an active interest in promoting • Significant Investment costs and long payback periods due to
wellness activities like yoga among people, with special classes a lag in creating brand credibility and loyalty
among school children for overall holistic development. On the
• Shortage of skilled manpower and rising costs of inputs,
regulatory side, the Government has also taken steps to ensure
rentals, advertising and promotions
quality standards in wellness offerings. Government agencies