India’s leading salon chains are reassessing their growth strategies as demand for at-home beauty and grooming services continues to rise, creating fresh competition from digital-first platforms built around doorstep convenience.
The shift comes at a time when the organised salon industry is expected to expand significantly. Estimates from the India Brand Equity Foundation indicate the market could grow from USD 11 billion in 2024 to USD 34 billion by 2032. Meanwhile, Redseer projects the broader home-services sector, which includes beauty and grooming offerings, to reach ₹8,800 crore by FY30, supported by a 22% CAGR.
Despite the opportunity, salon operators say delivering professional services outside a controlled salon environment presents operational hurdles. Unlike technology-driven platforms that were designed for on-demand fulfilment, at-home salon businesses must contend with workforce allocation, appointment management, travel logistics and maintaining service standards across multiple locations.
Companies such as Naturals Salon, YLG Salon and Looks Salon have explored home-service models, but remain cautious about aggressive expansion. Rahul Balachandra, Chief Executive Officer and Co-founder of YLG Salon, indicated that factors such as product control, operating procedures and overall customer experience are easier to manage within a salon setting than in customers’ homes. As a result, home services continue to represent only a small share of YLG’s revenue.
Naturals Salon currently handles roughly 100 home-service bookings daily in Bengaluru, with average billing between ₹1,800 and ₹2,000. However, challenges including travel time, route planning and reluctance among experienced beauty professionals to work outside salons continue to affect scalability.
The category has attracted strong investor and industry interest. Urban Company has emerged as a major player by building systems around standardisation, logistics and pricing. Its services business generated operating revenue of ₹1,060 crore in FY26, accounting for nearly 70% of total company revenue. Yes Madam, another at-home beauty platform, secured ₹50 crore from Info Edge and reported revenue of ₹92.5 crore in FY25, nearly double the previous year while remaining profitable. Home-services provider Snabbit has also expanded into beauty offerings.
According to Ambit Capital, digital platforms are contributing to greater formalisation within the sector by improving pricing transparency and providing professionals with clearer earning visibility. These platforms are increasingly influencing how beauty services are discovered, booked and delivered.
The industry’s interest in home services is not new. In 2016, salon chain Enrich acquired on-demand beauty startup Belita as part of its push into the segment. However, the initiative was eventually discontinued after the business encountered scaling difficulties.
For Naturals Salon, adoption required overcoming concerns among franchise partners who feared home services could reduce in-salon visits. The company spent nearly a year testing different approaches before implementing a hybrid revenue-sharing structure.
As consumer preferences continue to evolve, salon brands are entering a new phase of experimentation, seeking ways to balance convenience-led demand with operational efficiency and service consistency.
