To read this content please select one of the options below:

Parsana Health Centre: Nurturing a Healthy Lifestyle

Professor Sujo Thomas (Ahmedabad University, Ahmedabad)
Nidhi Titus (Independent Researcher, Ahmedabad)
Sushmita Suggala (L.J Institute of Management Studies, Ahmedabad)
Professor Piyush Kumar Sinha (Indian Institute of Management, Ahmedabad)

Publication date: 7 December 2017

Abstract

Parsana Health Centre Private Limited, a part of the INR 4,500 crore1 fitness industry, was a fitness centre established at Ahmedabad (Gujarat) in India in December 2002, as an integral part of the organized players of the fitness industry. It had been relentlessly working towards creating and nurturing a healthy lifestyle for the people of Ahmedabad over the previous two eventful decades. Under the able guidance of skilled trainers and dieticians, the fitness enthusiast could enjoy state of the art gym facilities, in the upcoming mega city of Ahmedabad. Parsana Health Centre Private Limited enjoyed the first mover advantage in Ahmedabad and tapped the fitness club2 market through its 13 franchises opened in select vantage locations of the city. It was started by the Parsana brothers: Vijay and Dinesh. They strived hard to inculcate the fitness regime in people and attempted to interweave the benefits of fitness with their occupations. However, the road undertaken threw challenges at them – sometimes from people who failed to underline the importance of fitness in their daily schedule, and sometimes from other fitness brands which emerged as strong competitors. The emergence of many individual and branded fitness chains started making inroads into the busy streets of Ahmedabad and they too worked hard to pull out fitness enthusiasts to these social fitness centres by providing personal health counseling, rejuvenation, yoga, etc. Sustaining competitive advantage became a tough task.

Keywords

Citation

Thomas, S., Titus, N., Suggala, S. and Sinha, P.K. (2017), "Parsana Health Centre: Nurturing a Healthy Lifestyle", . https://doi.org/10.1108/CASE.IIMA.2020.000116

Publisher

:

Indian Institute of Management Ahmedabad

Copyright © 2017 by the Indian Institute of Management, Ahmedabad

Related articles