Aroma Treasures is a brand built and envisioned by Nirmal and Araadna Minawala nearly a decade and a half ago for the spa and beauty professionals when no similar brand in the country dared to. Boasts of being the pioneer in Aromatherapy in the country, Aroma Treasures has mastered the knack of cultivating exclusive products that suits perfectly a wide spectrum of Indian skin tones and complexions. Packed with the goodness of natural ingredient, each product is uniquely formulated to deliver the best results in skin & personal care and essential oils.

Over the years, the brand has gone beyond manufacturing remarkable products and has indoctrinated awareness among beauty and spa professionals on usage of essential oils for various common problems and beauty care across the nation through seminars. Amazed by the brand’s dedication to innovation and education; Spa Mantra discusses with Nirmal Minawala about the brand’s future, his new book and his views on the wellness industry.

THE BRAND

When did Aroma Treasures venture into the Indian market?

Aroma Treasures (AT) roots back  to the late 90’s and is considered as one of the pioneers of ‘Aromatherapy’, Cosmetic and wellness products in India. AT infuses the therapeutic properties of ancient science of Aromatherapy into daily use whether be wellness or body products. Aroma Treasures was one of the pioneering brands in shaping up the spa market in India. We have been servicing this industry since the inceptions of spas on Indian soil.

How has the brand been marketed in India?

We have not taken the stereotypical route of marketing and branding. Ever since inception AT has been offering extended educational seminars and workshops to beauticians, masseurs and professionals. The strategy has been clear to impart continuous hands-on training on aromatherapy- the alternative science of healing, wellbeing and beautifying.

Till date we have arranged close to 500 – 600 seminars giving hands on training to more than 20,000 professional and counting. We have not restricted our trainings to metros and mini – metros, but take keen interest in holding seminars in remote interiors of India like Karur, Rudrapur, Guwahati, Sangli, etc.

A serious approach of using the educational medium has strengthened the roots of Aroma Treasures in the Indian Market.

Why did you write a book?

I have written my learning in a book titled ‘Aromatherapy Made Easy’, simply to spread knowledge, awareness and educate professionals and others. This book has received several accolades and was accepted well in the industry. It is used as a textbook by many beauty institutes and professionals today.

What has been the key to success for Aroma Treasures?

There have been many factors put to together that accounts for Aroma Treasures success. We believe our core strength lies in ‘Quality’ and ‘Purity’ that engines of our efficiency. All our products have been carefully crafted with natural ingredients. As emphasized earlier, we have channelized our knowledge to create, educate, train and promote the concept of aromatherapy in India.

In the nascent stages of this industry, spas typically used only olive oil and few Ayurvedic oils for all the treatments. We’ve changed the mindset with our vision and efforts by introducing lifestyle treatment by categorizing them (treatments) through our offerings of message oils for relaxation, anti- stress, detox, pains and aches etc. 

Minawala’s small success anecdote…

This episode heads back to 8 years ago with one of our esteemed client – Renaissance, Powai, Mumbai. The hotel and convention center had organized a spa festival for their guests and took special interest to ensure it was a successful event. The event bought together spa professionals, Thai masseurs along with international brands. Unfortunately the products could not reach India on time. It was then that an opportunity and challenge was thrown at us to produce similar Thai products within the stipulated time frame of 48 hours before the event commenced.

To their surprise, we were successful in delivering with same quality products matching to Thai’s world known international standards within the stringent time lines. This was a turn around event for Aroma Treasures, the word spread and soon we were hit with recognition.

Our quality of products has spoken volumes for us. We say this, as we are one of the few Indian brands to achieve such high level of brand loyalty. Hence we measure our success with the abundant love amd recognition the industry and clients has showered us over the years.

Tell us a little about how the products are formulated?

I have been practicing the science of blending perfumes since more than 25 years now. This has been solely out of passion and love for the subject and excitement to create new and unique concepts.  ‘Aromatherapy’ according to me is an amalgamation of Art with Science. And I truly believe to be a successful aroma therapist, one needs to have same level of artistic skills as supposedly a potter or painter.

I was also pretty fortunate to work with many international spa managers who were sent to India to set up wellness centers here. I would definitely like to offer them credit for getting the best out of me and helping me create some beautiful international quality products.

To throw some light on this topic, we have had the opportunity to make products for one of the well-known USA brand called Veria. This tie-up further made me confident that an Indian Aromatherapy manufacture can make internationally acclaimed products.

Apart from that the company has formed a well-organized R & D department led by a team of dedicated professionals, which is the crest of ancient Indian knowledge and advanced international expertise. The team lays special emphasis on the careful selection of each and every ingredient and aroma oils to ensure 100% results. Moreover, the scientific process and production techniques help to preserve the integrity of ingredients used in all products. Needless to say each of our product have been formulated with extreme care, quality and most important of all love.

WINNING PRODUCTS

What is the brand’s over all philosophy with respect to their product range?

Aroma Treasures has been well respected brand solely cause of its philosophy of creating products with great purity and love. We wish to dwell on the same value systems for years to come.

What signature services do spas offer with Aroma Treasures products?

Our signature range undoubtedly would be our range called the ‘Invigorating Spicy’ range.

This range is designed to kindle an invigorating experience that will help rejuvenate the body, mind and soul. It will loosen up tense knotted tissue muscles, improving muscle tone and strength. Simply put: ‘This experience will spice up your life!’

What professional support do you offer to spas?

We offer regular product demos, training and seminars and also develop customized products as per specific needs of the spa. We provide literature on each treatment for the reference of the therapist; it carries end-to-end use of the products along with flow of treatment steps to be performed and caution to be taken.

INDUSTRY

How is the brand perceived by the Indian spa industry? /What has been the response to the brand? Scenario of Indian spa industry about 7-8 years ago was extremely different than perceived or seen now. Spas in India were in its most nascent stage and operated only in five star hotel properties. We have developed international quality body care products for respected properties like the Hyatt, Marriott, Renaissance, Lalit to name a few.

The effort did not only stop at creation of new products, but was widely extended with continuous educational training and support, that was offered to Spa masseurs /masseuse and spa managers in India.  With our constant effort and love to develop innovative therapeutic products set us as the pioneering – leaders in the industry.

Inception stage of spa market was well captured by our expertise and thus the industry perceives Aroma Treasures to be the nurturer and guardian shaping up their growing days. With the loads of love and support of the Industry & Experts; Brand Aroma Treasures has been synonymous with Indian Day and Resort Spas. 

What are biggest challenges today for Indian spa operators?

Currently there are two major areas of concern: Human Capital and Quality governance. Wellness service will require over 6 – 7 lakh skilled manpower in the next five years, although the availability of the same is still a question mark. There are not many training institute in India that are churning out required personnel to fulfill this demand.

Effective monitoring standards for quality governance are not well chalked out. There have been numerous attempts at quality accreditations that have gone unnoticed. It’s time for effective PPP (Public – private partnerships) to take up these challenges and come out with fruitful solutions.

Over the last few years FICCI in conjunction with the government and industry players has laid down the agenda for: Developing educational infrastructure and improving quality standards in the industry.

Why is successful retailing such a challenge for spa? What can spas do to improve retail?

The spas in India are only concentrating on two areas: Client acquisition and Servicing of treatments. Though there is another dimension that is been ignored by many players that is ‘Home care treatments’ or ‘Life Care treatment’

As part of their services, an expert at the spa should prescribe the clients with a ‘maintenance package’. The outlook of the SPA owners needs to be broadened and they should look at themselves as a ‘Wellness Doctors’.

True justice needs to be given to the term ‘Wellness’ which stands for ‘condition of good physical, mental and emotional health, especially when maintained by an appropriate diet, exercise and other lifestyle modifications.’

A client should be offered an end-to-end solution to improving lifestyle disorders apart from the usual spa treatments.

FUTURE PLANS

What does the future look like for Aroma Treasures in the India?

The future is indeed very bright and attractive for us in the coming years. With the tremendous boom in this industry we are up-scaling our business output and focusing on improving our products and services. With our expertise and research we would further like to make more accordable alternative therapies to ensure its penetration to majority of Indian population. We would like to maintain our legacy of doing pioneering work to improve the overall outlook of the industry and put India onto the Global map as the hot spot destination for Wellness & Care.

FACT FILE

Year of launch in India: 1999

Brand USP: Our USP is our expertise in the field of aromatherapy and thus developing products which are as “pure as nature”

Brand Philosophy: Aroma Treasures was incorporated to fulfill the endeavor of bestowing complete wellness and lasting beauty from within.

Most Innovative Product/Service: Invigorating Spicy range