It was in Germany that the seeds were sown for my future business. I was
accompanying my father on his official trip to Germany where I met his friends
- a husband-wife duo running a health centre in that country. Theirs was a
great combination, with one being a nutritionist and the other a cosmetologist.
They had a great influence on my decision to enter into the business of
beauty
and wellness. From the start, I was clear in my mind that
whatever venture I get into should benefit society and be accessible to all
segments. VLCC is a manifestation of that dream. The reason why I started
VLCC was to make health and beauty accessible to all. So, my transformation
centre is open to everyone who needs any slimming, skin and hair related
solution. That's the reason why most of our centres are located just off the
high street, close to residential communities or in community centres within
residential colonies.
VLCC had very humble beginnings- starting from a garage. This itself
is a fascinating narrative. Along with this, what other challenges did you
face?
I started VLCC with a simple dream. I wanted to create an environment where
people felt supported and nurtured, where they would be encouraged to achieve
their full potential. I envisioned a place that inspired people to be the best
versions of themselves, for themselves.
Being an entrepreneur, that too in the late-eighties, was an uphill journey
for me. Not only was the beauty and wellness services industry in its infancy,
people were unwilling to take my work seriously as I was a woman. While people
were familiar with the ubiquitous 'beauty parlour', the idea of a holistic
wellness solutions provider which combined scientific weight management
programmes with advanced skin and hair treatments was new. Being in what was
largely an unorganised mom-and-pop shop kind of sector, I struggled to raise
capital - private equity was a relatively alien concept, and banks were wary of
something that was hardly deemed as scalable and sustainable.
Initially, how did people respond to VLCC and how is the reaction
different now.
I had to be persistent and assertive to convince people about the value
proposition of my business. It took a while to convince them that my venture
had a scalable, sustainable business model. We worked on developing a unique
business model for the company, one which is widely used today (especially in
the hospitality industry), called infrastructure facility management. That was
the turning point in the business. Finally, patience and hard work paid off.
From what age must we begin instilling the notions and importance of
wellness in our children? Specifically, what lifestyle habits must we
encourage/discourage?
Wellness is not a luxury, it is a necessity. A woman is the role model for her
children; if she does not know the importance of nutrition, improve her
children's eating habits and promote an active lifestyle, her children will
grow up to have various health problems. Diet and exercise are equally
important. But most importantly, people should be educated from childhood,
because it's all about habits. VLCC is a global knowledge brand for wellness.
VLCC has not only been involved in slimming but also transformation.
In layman terms, what is the difference between the two?
As an entrepreneur, the challenge during the initial stages was one of
perception. People were familiar with beauty parlours but the idea of a
Transformation Centre that provides a solution from head-to-toe was perceived
as futuristic. At VLCC, we are into complete transformation of people rather
than merely targeting slimming or beauty. Just exercising isn't enough. For me,
health equates to happiness, which is equal to being a confident person. And
slimming or, rather, looking good boosts confidence.
One of VLCC's biggest asset is the DNA Fit. How and why was this
brought about?
A study on weight management conducted by Stanford University found that people
who eat and exercise according to their genetic predisposition tend to lose
two-and-a-half times as much weight as compared to those who do not. So, while
a low-fat diet might work for some people, others might benefit more by
including fat in their diet but going slow on carbohydrates. This explains why
two individuals might obtain vastly different results by following a particular
diet or
weight loss plan even if their body mass index, or BMI,
metabolic rate, body composition, lifestyles and dietary habits are more or less
similar. This is why individuals on genotype-appropriate diets lose more body
weight compared to those on diets not matched to their genotype or on a
traditional, one-size-fits-all model. On this premise, VLCC started offering
'DNA Slim', a weight loss solution based on the genetic analysis of an
individual.
Currently, VLCC is about to launch the Thermage technique. This is brand new
for the Bangladeshi market. We want to know how this non-invasive procedure
would work.
Thermage is a non-invasive radiofrequency therapy that can address the look and
feel of aging skin on many areas of your body. Thermage treatments are
customised to your needs, and typically require minimal recovery time. It
restores the broken collagen.
How long would it take for the procedure to work?
The results appear only after two or three weeks; they are more permanent than
other procedures. It is a great solution if you want your skin to look sleeker,
smoother and younger, but can't afford a lot of time away from work or your social
life.
Why is this service going to be important in the long run in terms
of a person's health?
Aging affects us all the way we act, the way we feel, and definitely the way we
look. But with advancements in skin care, you can have a say in the way aging
affects your skin and maybe even get back to the way you looked not so long
ago.
Thermage is a proven, unique radio frequency treatment that can help improve
the appearance of sagging or loose skin, giving you a smoother, sleeker and
younger look and feel. Thermage works in just one treatment with little down
time and delivers a natural looking result. It helps one to look younger and
more confident.
With something like Thermage, can there be any negative
side-effects?
Cleared by the U.S. Food and Drug Administration (FDA), Thermage uses RF
technology to stimulate the production of collagen and elastin in the dermis as
well as to contour subcutaneous tissues. Side effects from Thermage are rare
and short lived.
If a person is deemed obese, is weight the only factor considered
into making this declaration?
We believe that Waist Height Ratio (WHtR) is a better public health screening
tool of assessment than BMI. It is a simple metric which even the general
population can use to keep track of their health. A Body Composition Analysis
which indicates the ratio of fat mass vis-à-vis muscle mass is more important.
At VLCC, we have a scientific approach to weight-loss, so our clients not only
have fitter bodies, but are also healthier medically. Therefore, timely
intervention by experts and sustained lifestyle modifications can bring you a
disease-free body for a happy, stress-free life.
Often, a person regains the weight lost through various slimming
programmes. How can one prevent that?
Obesity is a lifestyle-related disease which concerns almost everyone,
irrespective of age, gender or income group. Sedentary lifestyles, late nights,
high intake of calorie-rich fast foods and poor eating habits that include
eating late, coupled with a growing gadget addiction, which has led to a lack
of physical activity, are the main reasons leading to relapse of obesity. At
VLCC, we ensure that our team of nutritionists and fitness experts to work out
with laser like precision the most appropriate diet and exercise regime to
deliver the best solution for
weight loss, fat reduction that help you to retain
fitness levels.
What are VLCC's future plans in Bangladesh?
VLCC has lined up an ambitious expansion agenda for Bangladesh in line with our
mission of making preventive healthcare and wellness accessible to all sections
of local society.
Nearly one in five married women in Bangladesh is overweight and the
occurrence is much higher in urban areas than rural ones. Obesity is also
closely linked with diabetes and at present, one in every 11 people, or 8.3
percent of the adult population, is diabetic, putting Bangladesh at the fifth
position in global ranking.
Bangladesh is a top priority country for us. In recent years, Bangladesh has
been on a robust growth path. With a large middle-income group, the country
represents a huge opportunity for beauty and wellness brands like VLCC to
further expand its presence to reach a much larger customer base. VLCC will
partake in some exciting ventures in Dhaka in the coming days to expand its
operations in Bangladesh.
Given that the
beauty
and wellness sector has traditionally employed more women than
men, focusing on skill development in this arena will also contribute in a big
way to the cause of women empowerment.
After so many years in operation, how would you describe VLCC's
foray into the Bangladeshi market? Is it faring well?
VLCC is proud to say that we have received overwhelming response from
Bangladesh. Over the years, there has been an increasing number of people in
Dhaka who want to look good, feel better or maintain a healthy lifestyle. This
is great news because obesity is a rising problem everywhere, like an epidemic.
So, it is a positive sign that people are starting to address their weight
issues.
