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Services Marketing, 2nd Edition by K. Mohana Rao

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Case 1

Beauty Care by Marico: Kaya Skin Clinics*

Once an unorganized market mostly run by independent dermatologists and beauticians, the Indian skincare treatment market is now attracting some of the leading personal care product manufacturers. Marico Industries, the owner of popular brands such as Parachute, Mediker and Saffola, has entered into the beauty care market through its chain of beauty salons called Kaya Skin Clinic (Kaya) with eight centres spread across India and two centres in Dubai. Kaya means “body” or “appearance” in Sanskrit. Kaya points out that a clear and flawless skin is the most attractive aspect of an individual's appearance and its clinics promise to enhance natural skin to make it look healthier, fresher, younger and ...

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