Beauty beckons both -- men and women. Yet, there are fewer men's exclusive beauty parlours. With the growing willingness among men to look gorgeous, starting a men's beauty parlour can be a good business. Saloons can no longer cope with the demands of westernised Indians; it requires ultra-modern equipment and techniques to satiate the upwardly-mobile Indian.

Daily earnings from beauty parlours can easily cross Rs 3,000 mark, even with a fair customer response. Actually, one need not worry too much on this count. It is only on start-up that you may have to resort to a publicity blitzkrieg. Use all possible media, from word of the mouth (by far the best and most durable) to print (pamphlets and newspapers) and electronic (cable TV). Once you get into the limelight, ensure only satisfied customer go out of your portals; it is he and he alone who would be your best salesman and opinion-maker. Don't forget beauty-care is not a one-time affair; a satisfied customer becomes a regular one.

The premises you choose for locating your beauty parlour should be easily accessible and should have ample space for parking. A commercial or shopping complex is an ideal location. If rental and acquisition costs make your project unviable, give it a try at home though you'll have a tough time convincing the authorities. A word of caution: never do anything illegal or violate municipal laws.

Equipping your parlour with the correct gadgetry should not pose a problem. With economic liberalisation and easing of import controls, you have access to the world's best equipment. Air-conditioning and music is a must along with cable TV as is an appealing decor. Always keep fresh flowers and potted plants, never artificial ones. Install a small fountain. All these won't cost you more than Rs 10 lakh. Keeping the returns in mind, initial cost is no stumbling block. You may even avail of a loan.

Dexterous beauty surgeons are easily available. You may tap the talent from scores of institutes, who are training students on the intricacies of beauty care treatment. You must ensure that your graduate-surgeons from beauty parlour institutes possess an amiable demeanour.

As an owner, you must present a plethora of choices before your customers. There are numerous hair-styles in fashion besides facials, hair-conditioning, dyeing and other various treatments for common skin ailments. Be prepared to cater to customer-specific demands. Here, you must show your initiative, drive and marketing skills.

You may use your premises as a retail outlet too. Display the best brands and the latest products, domestic and foreign. The profit margins are quite attractive, ranging between 15 and 35 per cent.

CREW-CUT, one such men's exclusive beauty parlour in Laxmi Nagar, has recently thrown open its doors. "The customer response is very good," says Kamal, the smart beauty surgeon of the parlour.

CREW-CUT charges Rs 200 for facials, Rs 250-400 for hair-curling, Rs 55 for hair-cutting and Rs 20 for hair-conditioning. The elegantly decorated parlour can cater to any customer-specific demand. Above all, CREW-CUT's hospitality is remarkable. The customer is offered a glass of cold water as and when he enters the parlour. Cold-drinks, tea, coffee follow. There are no extra charges.

CREW-CUT also takes specific care to sterilise all apparatus before use. "We sterilise all the instruments every night to get rid of the danger of spreading contagious disease," says Kamal. With all types of herbal solutions around, there is no need to worry about applying risky chemicals.

Marriage season is boom-time for this business. Modern dulhas go for ultra-modern beauty care. One can earn a hefty sum from these prospective customers. For they readily pay well, if they are satisfied. Ever-growing pollution in the metros is a blessing in disguise for beauty parlours.

"Recently, I had to apply beauty treatment thrice to one of the bridegrooms within three days as pollution destroys the treatment very quickly," Kamal said enthusiastically.

Wait, don't stop there. Get a video camera. Hire a photographer and offer your services to your bridegroom client. Record his wedding for posterity. Photography business can be a convenient add on. The equipment is affordable, the latest is attainable through the import route.

Naturopathy could be another money-raking outlet. Here, it would be better you personally acquire the expertise from reputed professional before you plunge in. After all, it is a question of health of your beloved clients.If all this clicks, start thinking about franchising your expertise. That's the surest and fastest route to growth. Begin with your own city; if the competition is too hot, get into neighbouring towns.

For those, who want a steadily rising income, this business is the right choice. Tap the outflow of rising middle class incomes by catering to their growing willingness to appear glamourous and healthy. And, in the process, you deserve to make it big.

Copyright © 1997 Indian Express Newspapers (Bombay) Ltd.