Many takers for body contouring beyond metros

Ever imagine fat loss without going to the gym or skin tightening without surgery? A growing number of people, including fitness enthusiasts, postpartum mothers, busy professionals, and ageing adults, are signing up for body contouring and skin tightening treatments, from major cities to emerging metropolitan areas.

Once considered luxury procedures limited to celebrities or urban elite, these treatments are now finding takers in tier 2 and 3 towns, due to rising disposable incomes and growing awareness of cosmetic science, those in the business say.

“Earlier, we mostly saw brides-to-be and rich city-based clients opting for inch-loss treatments. Now, even homemakers and young professionals from smaller towns come in with specific goals, such as reducing belly fat or toning their thighs. Moreover, they want visible results, minimal downtime, and a more holistic approach to toning,” said Dr. Amit Pathak, Head of Body Vertical at Kaya Limited.

Body contouring is a non-invasive treatment that helps to “reshape” the body. It targets fat, improves skin elasticity, and stimulates muscle activity. Unlike surgical procedures like liposuction, this technique typically uses technologies like radiofrequency, ultrasound, electrical muscle stimulation (EMS) or thermal therapy, Dr Pathak said.

Dr Pathak explained that with technological advancements, new body contouring treatments such as Kaya’s Artiqa, developed by Wavemed, a leading Italian innovator in aesthetic medicine, have made non-surgical body sculpting a reality. “The thermal shock technology non-surgically disrupts fat cells and improves lymphatic drainage, whereas electro muscle stimulation pulses simulate exercise to tone and tighten muscles. It also stimulates collagen growth for tighter, more elastic skin. Built-in heat sensors ensure precise, comfortable, and safe treatments, free from needles or surgery,” he said.

Dermatologists and cosmetic experts say the trend is neither restricted to a particular type of fat nor restricted to belly fat. From postpartum mothers to men looking for sharper jawlines, the demographic is widening. For some, it may be about aesthetic appeal, while for others it is part of a larger wellness journey.

Dr. Amit Bangia, Associate Director, Dermatology at Asian Hospital said “People are working more, sleeping less, and eating out frequently. Fat accumulates in stubborn areas. Due to time constraints and being safe, non-surgical options like these are appealing to people”.

He Said, the technology is not limited to just inch loss. It is also being used for skin firming, cellulite reduction, cryo-facials, and even postpartum muscle recovery. It is a “multipurpose tool for diverse body goals.”

However, experts warn that such treatments should always be done under qualified supervision. Dr. Bangia said, “These are not weight loss shortcuts”; “they are aesthetic aids that work best when combined with a healthy lifestyle.”