The transformation of India's salon business due to COVID-19 pandemic

India's salon industry

A 2019 report by the Indian Beauty & Hygiene Association (IBHA) forecast that India's beauty and wellness market is to reach Rs. 2,463.49 bn by 2024. Within this, the grooming segment has seen a surge owing to an increase in disposable income and an aspirational standard of living. But the pandemic has hit this industry hard although the business is trying to adjust to a new normal. Over one crore Indians are engaged in the salon business and the lockdown has come at a high cost for them

Pics: Rajwant Rawat

Salon: Looks, GK 1, New Delhi

Coronavirus impact on salon business

The 70 days lockdown has not spared the beauty and wellness industry, widely considered recession-proof. Most of the skilled professionals engaged in this sector hail from weaker sections of the society. Out of every three employees, two  would be women or migrant workers who have been the worst hit during this trying time. Salons have opened but not all branches of different brands are fully functional. Moreover, with the COVID numbers on the rise, consumers have been wary of visiting them, reducing the footfalls.Business owners have tried to adjust to the new way of life by training employees to function differently. Stringent hygiene and social distancing norms have been put in place in most of the outlets. Expenses have gone up for the salons leading to higher costs for the consumers.Once a safe service is ensured, most salons believe business will pick up.

As more people went online during lockdown, DIY grooming techniques became popular. Social platforms were flooded with videos on self-care in lockdown, with many clients having learnt the tricks of the trade. People started looking for ways to cut their own hair and style them. Not just this, due to COVID 19 lockdown, DIY beauty product sales witnessed a massive surge. This trend could well continue post pandemic, something the salon businesses are worrying about.

Safety measures post pandemic

After being in lockdown for two months, a majority of salons in the city opened up on the first day of lockdown 4.0. The government allowed salons and barber shops to open but with a slew of precautions and safety protocols. Salons in Delhi, Bhopal and Chennai have staff with PPE kits. Customers now mandatorily make an appointment in advance to maintain social distancing. Since salon professionals work in close proximity with customers, they need to provide a safe environment for both clients and employees.
The precautionary measures now include completely new rules like sanitisation of salons, one person at a time, only essential services to customers, no walk-in services, limited staff, preference for online payments, etc.

The 30,000-crore beauty services industry is staring at fewer  footfalls (down by 40 per cent) and higher costs in times to come. The need of the hour for customers is to have a safe salon experience. Single-use kits will now be more in demand besides enhanced sterilisation protocols, and contactless billing and payments.