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IN CONVERSATION

It's a three letter-word that spells rejuvenation and much more: spa. And as the de-stress mechanism of choice for India's urban elite now, Pareenita Sethi, director, Exposure Media Marketing, believes curiosity levels are high enough for an exhibition. Sethi speaks on Asia Spa and Wellness Asia that she has organised in association with Services International. It starts today and stretches through the weekend "" at Delhi's Hotel Taj Palace.

How big is the spa industry in India?

It is very difficult to quantify a figure for the spa industry in India, as it is mostly in the unorganised sector. But globally, the spa industry is worth an annual $10.7 billion.

The spa and wellness industry has been growing at an annual rate of 200 per cent in the Asia Pacific region alone for the last couple of years. It is among the fastest growing sectors in the world, and this is just the time to create India's image as a spa destination.

What was the idea behind having a spa and wellness exhibition? Do you think the market is big enough in India?

We want to make consumers aware of "the wellness lifestyle"... educate them on rejuvenation. This is not just about spas, but about wellness being inculcated as a lifestyle option like food, yoga, spirituality and so on. Spas come at the end of a wellness regime.

Also, contrary to an earlier belief that spas are just for the rich and famous, now their affordability has trickled down to the next level in India "" the upper middle-class.

So this would be a general exhibition for consumers...

This time, the exhibition would be a purely consumer exhibition. Apart from wellness, people are still not very educated about the concept of a spa, and that's the task. There are day spas, club spas, medical spas, residential spas, resort spas, ayurveda spas for rejuvenation and medical treatment, and so on.

The exhibition also has international participation from spas in Phuket, Champeneys from the UK, and Singapore Tourism. Even elite domestic spas from Kerala Tourism, Asian Roots etcetera are participating. There would be a lot of alternate therapies at Wellness Asia. Rejuvenation in a spa is not a luxury now, with some treatments "" like a simple body massage "" starting at Rs 500.

What about trade prospects at the exhibition? Aren't such events intended essentially as deal-fests?

Though it's not the focus, the trade element will be there. We would be having spa, health and skincare consultants, suppliers to the spa and wellness sector, and also various tourism boards "" to network.

There would also be product demos and live presentation areas to make the exhibition as interactive as possible. With 70-80 participants at the exhibition, our aim this time is to promote spa and wellness as a lifestyle. We have to be careful that spa centers in India do not mushroom in every nook and corner associated with sleaze, like it has already happened in some countries.

We have to maintain quality standards "" for which we are planning to start the India wing of the World Spa Association this year, and even institute spa awards.