Early this month, a spine-care centre was launched at Worli, Mumbai. Back Rx Spine Care aims to be an India-wide chain of one-stop non-surgical shops offering spine-care solutions.
Back Rx Spine Care CEO Suraj Choksey says, “We figured out that there is a lack of modern spine-care centres in India. Physiotherapy techniques here are still old.” According to Choksey, among the new machines at the centre is the 3D ActivTrac, an advanced traction and mobilization table, which could even eliminate the need for going in for decompression surgery (a common back problem is compression of the spine in the lumbar region for which surgery is often advised). Costs per treatment session will be Rs300, which Choksey says is in the mid-range.
With more and more people suffering from problems of the back (studies show that one of the most common reasons for absenteeism at the office is back pain and that 70% of the population suffers from back pain at least once in their lives), the business logic behind the launch of Back Rx Spine Care is sound.
As Choksey says, “By our estimates, an individual will spend no less than Rs10,000 on orthopaedic products and services in their lives. By this conservative figure, the market size is Rs4,200 crore.”
Back Rx Spine Care hopes to get a sizeable share of this pie by opening more such centres at Delhi, Hyderabad, Chennai, Bangalore, Kolkata, Surat and Ahmedabad, with multiple units in each major city. In all, the company will be investing Rs150 crore to set up 100 Back Rx Spine Care centres in India by 2010. The centres will not only offer physiotherapy and other spine-care treatment, but also retail ergonomic products such as office chairs, zero gravity position recliners (which reduce pressure on the spine as compared with sleeping horizontally), braces, cushions, ice packs, gel bags and so on.