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YLG – the making of a brand

Customers are at the heart of our organization. If you ask me what’s the one thing that makes me feel accomplished; it is a happy customer flaunting her new look while walking out the door of our salon. It was 10 years ago that we realised the need for revival in the country’s salon industry, hence, with YLG we aspired to bring the change that we wanted to see in this sector. YLG is our brainchild, Rahul and I have walked every extra mile to make it a pioneer in the South fraternity. Today, we stand 62 stores strong and plan to expand the chain further. With leading technological advancements like the personalized camera consultations, European light therapy facials and light therapy for hair, we are the only salon chain in the country that provides you with a scientifically defined camera skin consultation session prior to opting for the desired skincare service. The customer-centric approach that we take in our operations makes us the number one choice for all our patrons. There are testimonials by our clients which state that YLG is the ultimate stop for all of their beauty and wellness concerns. Happy customers will ultimately result in recurring visits and organic promotions through word-of-mouth and other sources. A pro tip here for all the entrepreneurs is – Know your customers, know what gives them the utmost satisfaction, as they have the power to make or break your organization.

Our journey commenced with the set-up of YLG Institut of beauty therapy, hairdressing, and makeup in 2008. It was then when our dream had just begun to transform into reality. Just a year later, in 2009, the first YLG store was inaugurated in the heart of the city of Bangalore. We witnessed a grand welcome by a lot of our customers, who have stayed with us since then. This led to the launch of about 17 stores in Bangalore within the next two consecutive years. After creating a successful establishment in Bangalore, we planned on expanding our services in other South Indian states; hence we inaugurated our first store in Chennai in the year 2013. It was later that we realised if all our customers can’t have access to us, we could bring the salon to their door with our exclusive services. This thought led to the launch of YLG@Home in the year 2015. It was probably the most efficient step that we had taken in our journey. Providing services at our customers’ doorstep was appreciated and adopted by a lot of our customers. It was in 2017 that we concurred the Hyderabad audience by launching our first store as well as YLG@Home in Hyderabad. We have recently achieved a milestone in our journey by completing 10 successful years in the industry with a portfolio of more than 60 stores across Bangalore, Chennai, and Hyderabad.

We are extremely grateful to our YLG family for their constant support and dedication throughout this journey. The most important asset of a successful organization is the human resource, the only asset that can differentiate you from your competitors or peers in the industry. We believe our staff is a part of our family and it is our responsibility to help them grow and better their skills. We have been successful in building a brigade of experts and professionals who are completely equipped and authorized to provide expert suggestions to our customers and help them take utmost care of their hair and beauty wellness. To enhance the staff’s growth, we have a practice at YLG, to take them for a training tour to a global destination that also transforms into a training vacation for all of us. After 9 successful trips, this 10th year’s destination is Singapore, where our staff would be learning under experts from the global industry. These training tours act as motivational boosters and also help us execute the international techniques here in India, accomplishing the goal of being on par with the global standards.

This journey hasn’t been all fun and games, we have had our peaks and troughs, but at every step in our journey, our numerous efforts were recognized and awarded. YLG has won various awards and accolades including the Indian Business Award 2018, Best Regional Salon Chain (South) for the past three consecutive years. YLG has also been bringing home the Lotus Beauty Superstar Contest

awards since 2014. These recognitions work as a motivational booster for us to serve our customers better. The 10 years have been a great learning and currently, we are just focusing on improvising on our services and skills as there always exists potential to tap on.