Ashok Paliwal, a visionary leader in India’s Salon industry and newly appointed President of HBO Rajasthan, shares his journey, insights, and aspirations. From uniting the sector during COVID to advocating for beauticians nationwide, his transformative vision highlights education, innovation, and unity, aiming to elevate India’s beauty industry to global heights.
Alisha: First of all, congratulations on your appointment as the President of HBO Rajasthan. How do you feel about this role?
AP: Thank you! I feel truly honoured. Taking on such a position naturally comes with increased responsibilities, and it changes the way we think and act. It requires constant adjustment to ensure we fulfil the expectations and responsibilities entrusted to us.
Alisha: Right—there’s joy, there’s happiness, and along with that comes a sense of responsibility that accompanies every role.
AP: Absolutely, Alisha. Some responsibilities are personal, while others are at the state or national level. In public life, we need to approach our work differently—thinking deeply about how we communicate, organize, and carry out our duties. Each responsibility calls for a unique perspective and approach.
Alisha: How do you intend to foster education and unity within the hair and beauty sector in Rajasthan?
AP: Education is already being disseminated effectively. Many entities, including cosmetic companies, event organizers, and academies like ours, are collectively contributing through seminars and workshops. However, I believe one critical element is missing—unity.
India has immense potential in the hair, beauty, wellness, and cosmetic industries, with over 10 million people involved. Despite this, we are unable to showcase our unity as a collective force. We come together occasionally, but we lack a united platform and a strong sense of cohesion. This sense of unity is something we need to foster.
Alisha: What do you think is the reason people aren’t coming together? Even with so many individuals, why is unity still not being achieved?
AP: There are several reasons—social, economic, and also the inherent nature of our business. Unlike industries such as factories or government sectors, where workers share similar challenges, our industry is highly individualized. Salon owners and beauty parlours operate independently, making decisions on everything from which cosmetics to use, pricing, rules, and even salary structures. This personalization creates a mindset where individuals feel self-sufficient and see no need for collective support.
That said, I truly believe the people in our industry are kind and cooperative. Many express a desire to unite, and this is evident in the existence of numerous associations working across India. While these associations work well together, the kind of visible unity that we need is still lacking. With concerted efforts, we can definitely bridge this gap.
Alisha: Specifically, how do you plan to achieve this in Rajasthan?
AP: Certainly. In Rajasthan, we’ve been working towards uniting the industry for decades—In my hometown, Udaipur, we established the ‘Lake City Beauty Club’ for women running salons and beauty parlours. This organization has been active since its inception around 2000 and continues to function effectively.
Additionally, we organized and strengthened associations for barbers and other professionals in the field. The Hair and Beauty Organization (HBO) of Rajasthan, which I currently preside over, was created to unite people across the state. Through this organization, we’ve conducted seminars, workshops, and both national- and international-level sessions. We’ve invited educators from India and abroad, organized campaigns, and worked diligently to foster unity and promote education.
As a result of these efforts, many salons in Udaipur and Rajasthan have witnessed rapid growth and development.
Alisha: How do you plan to engage with the beauty community and ensure their voices are heard in the decision-making process?
AP: I’m not the only one striving to unite the beauty industry. Many brilliant minds share this vision, believing that our industry must come together. However, no single individual can achieve this alone. Collective effort is essential for unity. It’s critical to listen to everyone’s ideas, understand their perspectives, and amplify the voices of those advocating for unity.
We need to bring like-minded individuals together on a common platform, have collective discussions, and work towards a shared goal. In fact, over a decade ago—more than 10-11 years ago—we established the All-India Hair and Beauty Association. As one of the founders, alongside individuals like Sangeeta Chauhan, Uday Takke, Harish Bhatia, and Shyam Bhatia , we laid the foundation for significant advancements. Through this association, we elevated our community to an international level, where we won numerous medals, showcasing the potential of the beauty industry.
Our approach has never been merely about talking; we’ve demonstrated our commitment through selfless actions. From the outset, we decided that our work wouldn’t serve personal interests. For instance, we resolved not to use the platform to excessively promote our academies, salons, or families. Instead, any promotion would be inclusive—highlighting others alongside us. This also involved supporting international talents and ensuring collective growth. It was never about just business; it was about championing the Indian beauty industry as a whole.
When I became the General Secretary of the AIHBA and Sangeeta Chauhan took on the role of President, we upheld this principle. We agreed not to focus solely on advancing our academies or our children. Of course, they can progress through their own abilities, but our organization was never intended for personal gain. Instead, it was formed for the youth and women across India who contribute to this industry.
If our efforts were purely self-centred, we could pursue them individually. However, with this inclusive mindset, we aim to serve the entire industry and our country. This collective approach is the only way to move forward. Otherwise, selfish interests would ultimately derail public interests, leading to setbacks, fragmentation, and the loss of our vision and purpose.
Alisha: Regarding the beauty industry in Rajasthan, what problems and challenges do you face? And how do you address them to move forward?
AP: Many of the challenges faced by people in Rajasthan mirror those across India. However, given India’s vast diversity—its cultures, languages, festivals, economic conditions, and historical contexts—Rajasthan has its own unique backdrop that influences these challenges.
Rajasthan’s historical and economic background brings specific hurdles. For instance, practices such as the veil system, caste discrimination, and even lingering superstitions like witch-hunting, although rare, still impact societal norms. Child marriage has decreased significantly but remains a factor in some areas. Traditions like death feasts, where sweets are served after funerals, reflect a deeply rooted cultural fabric we must navigate.
Working amidst these regressive practices poses challenges. Take the veil system, for instance—if a bride marries with her face covered by a veil, she may see no reason to opt for makeup, manicures, pedicures, waxing, or eyebrow shaping. In rural areas, we notice that despite beauty parlours reaching villages, the average number of women visiting these parlours is still quite low.
Even for men, grooming habits haven’t evolved much beyond shaving or haircuts, typically during weddings. Practices like body polishing, medical pedicures, or hair removal remain uncommon, and there’s often scepticism about treatments like facials.
So, our industry in Rajasthan and other Hindi-speaking areas faces significant challenges due to the lack of education, economic development, and unity. When we attempt to bring people together, a common question arises: “What’s the benefit?”
AP: The greatest benefit of unity is the sense of togetherness itself. When we unite, we think collectively—not just about ourselves but about our community, city, or state. For example, when the people of Udaipur unite, they consider how to contribute to their city. Similarly, when we unite as Indians, we contemplate actions at the national or global level. Unity transforms our mindset, approach, and the way we support each other—it fosters collaboration and mutual growth.
However, forming an organization doesn’t necessarily lead to financial benefits for individuals. We are common people coming together to progress collectively, and this effort has been demonstrated in Rajasthan. We’ve elevated the quality of our salons, increased service rates, and achieved remarkable growth.
Alisha: That’s impressive—50 awards, as you mentioned earlier.
AP: I’m actually underestimating the achievements. For example, we’ve won numerous international awards from organizations like OMC (Organisation Mondiale Coiffure), which conducts global competitions. There’s also CMC, another entity. Winning awards through OMC was a proud moment for our industry, accomplished through the collective efforts of people across India.
This success highlights the power of unity. When the All-India Hair and Beauty Association was formed, it was built on the foundation of the Hair and Beauty Organization. Through these associations, we linked our efforts to international platforms like OMC-CMC, taking young talent from India to global stages. This is the work of unity—not just for personal gain but to contribute to the progress of the nation and the industry as a whole.
Alisha: What further changes do you want to bring in to make this industry grow?
AP: Everything I’ve learned comes from my peers, my family, and the leaders of Udaipur who have worked tirelessly in the beauty industry. My knowledge has been shaped by my background, my father, and the invaluable lessons shared by those around me.
When I reached the national level, the celebrity artists and everyday people I met provided me with new energy and fresh ideas. Whether it’s through schools, universities, or stalwarts in our beauty industry—right down to the common workers—I’ve been inspired by and learned from them. Many have encouraged me by saying, “Come along with us; let’s work together.”
The knowledge I’ve gained also comes from people like you, who provide platforms that elevate us. However, I see immense challenges that still hinder our progress. At the national level, one of the biggest issues is that, as inflation rises, salon rates do not increase proportionally.
This disparity stems from the economic structure of our country, which is stratified into various classes. Even within the middle class, there are subcategories such as upper-middle and lower-middle classes. Similarly, there are multiple levels among both the poor and the wealthy. This structure influences the economic landscape, which fluctuates and impacts how salons set their rates. Salons in different areas adjust their pricing so that their services remain affordable within these economic boundaries.
Additionally, our work isn’t merely a business—it is a service. We are not just laborers but also artists and creators. Our role is to help people feel clean, beautiful, and confident. This service nature fosters a familial bond with customers. Consequently, we cannot raise our rates every year, leading to significant price fluctuations.
For example, if I charge ₹500 for a haircut, customers often ask for discounts. Maintaining strong relationships with clients can lead to losses because they expect concessions, tea, coffee, and more—all while negotiating discounts. Post-COVID, you might have noticed beauty businesses advertising hefty discounts of 50%, or even 70%, across India. While enticing, this trend of heavy discounts is unsustainable and deeply harmful to our sector.
Consider this: I work from 10 AM to 9 PM. If there are no customers for three hours, that labour is wasted. Conversely, if ten customers come in at once, it becomes impossible to serve all of them properly. This reflects the unique nature of our business—better termed as a service.
Because of the service-oriented nature of our industry, many challenges arise. Our financial situation remains unstable as we must offer discounts, maintain customer relationships, and cope with inflation. Despite rising costs—particularly for cosmetics—our rates have stagnated as customers are unwilling to pay more. This issue has only worsened with the imposition of GST on larger and even some middle-class salons, further straining our finances.
Moreover, beauticians face indirect economic exploitation. Many of us work over 12-hour days, yet earn less than what we deserve. There are also serious occupational hazards, such as exposure to fumes from treatments, which take a toll on our health. Despite this, we receive no relief—whether in electricity bills, water charges, health insurance, or pensions.
What we need is government support. The government should guarantee health coverage, old-age pensions, and insurance for beauticians. Basic services like haircuts and waxing should not have GST imposed on them. We also need a dedicated board at the state and national levels to address the needs of workers in this field, particularly women.
To achieve these changes, unity is essential. Returning to your initial question—our strength lies in solidarity. Salons need to unite and approach the government collectively. When a million voices speak as one, they will have no choice but to listen. Together, we can create solutions and foster long-term benefits for this industry.
Due to the nature of this service-oriented industry, our financial stability remains weak. This leads to fluctuations in rates, as we often offer discounts and must maintain strong customer relationships. Inflation in the country is rising rapidly, yet our rates fail to keep pace—they simply don’t. Large salons with substantial incomes are now subject to GST, and even some middle-class salons have come under its ambit, adding to the financial strain.
Post-COVID, cosmetic product prices have surged, but our service rates have remained stagnant because customers are unwilling to pay more. They also resist paying GST and instead request discounts. This financial pressure affects countless beauticians, millions of women and men working in this sector, who face indirect economic exploitation. Their labour is undervalued, and their hard work is not adequately compensated.
This is not just a service; it demands substantial effort. Beauticians stand all day, working on clients, and are often exposed to hazardous fumes from certain treatments, which can have serious health implications. Despite their relentless efforts, this sector remains heavily underpaid. Salons, whether in cities or villages, operate long hours—from 7 AM to 9 PM—exceeding 12 hours daily, yet the earnings do not reflect the effort and time invested.
Additionally, there is no relief provided—not for electricity bills, water charges, health insurance., pensions. What we seek is government intervention. The government must ensure health coverage, old-age pensions, and insurance for beauticians. Basic services such as haircuts and waxing should be exempt from GST. These are just a few of the many demands we propose.
Furthermore, there should be a dedicated board at both the state and national levels to address the concerns of beauty parlour workers, particularly women in the industry. To realize these goals, unity is paramount. Revisiting your initial question—it is crucial for us to unite.
When we stand together, solutions will begin to emerge. Salons must not only understand their immediate business needs but also focus on long-term benefits. This collective mindset will enable us to approach the government as one voice—a powerful force representing millions of people. When we speak in unison, they will have no choice but to listen.
Alisha: What do you aim to achieve, not just for Rajasthan but for India as well?
AP: Our vision is clear. During the COVID pandemic, we took significant steps to unite the beauty industry, with immense support from stalwarts within the sector. We created a WhatsApp group called “Save Salon India” to bring the industry together. Through this platform, we held numerous meetings, sent emails to the government, and raised awareness by tweeting about our situation. We emphasized that our salons were clean, hygienic spaces, and COVID did not spread through them. These were the points we conveyed to the government.
Building on these efforts, we founded the Hair and Beauty Federation India (HBF), a national-level organization, which we launched in Delhi during the Professional Beauty Expo. The event was graced by many celebrities from across India, marking a pivotal moment for the industry.
Our executive committee was established shortly thereafter. I currently serve as the President of the federation, with Nirmal Randhawa from Delhi as the Secretary. The committee also includes prominent members such as Uday Takke, Indra Ahluwalia , Pinky Singh , Neeta Parikh , and Madhumita from Assam, among others. Together, we have built a strong foundation.
We have successfully connected over 60 associations from across India, forming a large, unified group. Our next major initiative is to organize a national-level conference. This event will bring together leading figures, celebrities from the cosmetic industry, beauty parlours and salons, and members of the media. The goal is to collaboratively draft a comprehensive document outlining the key issues faced by our industry and propose solutions that we can present to the government.
Following this conference, we plan to form a national committee. This committee will compile all the necessary documents detailing our objectives, goals, and demands. It will also outline actionable steps that we, as an industry, need to take to address these issues effectively.
Once this groundwork is complete, we will approach the government with a unified voice, presenting our concerns and seeking their support. The challenges I mentioned earlier are integral to this effort. Beyond this, our plans include organizing national and international workshops and launching education programs. These programs will provide opportunities for young talents who currently lack access to global platforms, enabling them to showcase their skills and represent India in international competitions, as we have done before.
This is the roadmap we have envisioned for the future—not just for Rajasthan, but for India as a whole. Now, it’s time for us to work on a larger scale, on a broader platform. We need to return to these platforms and bring more people along with us. During COVID, our industry faced significant setbacks, as all salons remained closed for one and a half to two, or even three years.
Even today, our industry and its people are grappling with challenges. In Maharashtra, many barbers tragically committed suicide due to mounting debt. The post-COVID period brought numerous problems—our organization and community endured economic crises, leaving us weaker.
But now, we are rebuilding. We are getting back on our feet, fighting our battles independently, and working hard to regain our strength. I believe we will soon rise again and launch impactful national campaigns. The beauty industry is eager to unite, and we are determined to bring everyone together.
Our people—whether they belong to the beauty industry, salon sector, or cosmetic companies—are incredibly sincere and dedicated. I truly believe that our work is honest and ethical. Our people do not resort to corruption; instead, they embrace the principles of hard work and dedication.
These individuals are true patriots, making sacrifices for the country. They purify and beautify the nation—keeping it clean, enhancing its beauty, and uplifting its citizens. What greater service could there be than this? Who could be better than individuals who devote themselves to such noble work?
This, without a doubt, is the greatest service. Yes, we earn money and run our households, but it is through serving others that we make a living. This dual purpose—earning and serving—defines the beauty of our industry.
Alisha: It was wonderful sharing these thoughts with you. Your admiration for uniting the industry at both international and national levels is deeply appreciated. This is no small feat, but I am confident it is achievable.
AP: Thank you for your kind words and encouragement. Unity is our strength—if we stand together, we will thrive. But if we continue to fight, argue, and divide, progress will remain out of reach. To move the country forward, we must unite. Thank you very much.
