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India’s on-demand beauty services are poised to strike gold

By Ananya Bhattacharya

Indians aren’t too concerned about the bill anymore when it comes to booking online services.

Customers scouting for on-demand services on the internet are judging their value on various factors other than the price, research from Bengaluru-based RedSeer Consulting shows. Some of these factors include the range of services available on a platform, the skill of professional, and the quality of products.

For online beauty services, for instance, the professional’s skill is the top criteria.

When it comes to repairing and cleaning services, a higher proportion of Indians do care about price, but even then, the service range takes precedence.

As the on-demand industry matures further, customers will seek “greater personalisation” and consider the “trust of the brand (in case of appliances) and familiarity/speed of repair person,” RedSeer noted.

What’s more is that the industry is a potential money-spinner, as per experts.

“Online hyperlocal services makes one of the strongest cases (in the internet space) for differential pricing as several customer cohorts have high willingness to pay for a premium service,” RedSeer noted. “Thus the industry seems one of the best placed to drive revenue and eventually profitability growth in the future.”

That’s a respite for India’s tech startup industry, which has been struggling for profits over the recent years.