Ananda in the Himalayas: Crafting Luxury Wellness Experiences

Name: Ananda in the Himalayas: Crafting Luxury Wellness Experiences (English version)
SKU: W34481

Seema Khanvilkar, Veena Vohra

Product #:W34481

Supplier:Ivey

Discipline:General Management

Setting:India, 2023

Details:Case (PDF) • 12 pages • 2024-02-16

Subjects:

Management

Geography:

Asia India

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Aashica Khanna, the director of Ananda in the Himalayas, an internationally famed Indian luxury wellness resort, was mulling over her options to grow the luxury wellness brand. Could Ananda’s Indian tradition based wellness solutions, hospitality, and cuisine pillars be replicated? While Khanna and Ananda’s leadership team had constantly innovated and created a differentiation in the luxury wellness space, should the focus be on consistency in the Ananda luxury wellness experience or uniqueness? Would they be able to recreate the Ananda experience at another location while preserving the luxury wellness brand’s promise?

Learning Objectives

By working through the case and assignment questions, students will have the opportunity to do the following:

Evaluate what creates distinctiveness in luxury spa and wellness experiences.
Apply the concept of destination branding in evaluating a luxury wellness resort’s branding strategy.
Analyze the competitive advantage of a luxury wellness resort using the VRIO framework.
Appreciate and analyze the success factors and challenges related to establishing and growing luxury wellness brands of international standards in a developing economy.
Explore and analyze customers’ experiences and expectations of luxury wellness brands.