Affinity Salon
Green Park is crowded with salons. You notice it the moment you step out—one after another, all competing for the same attention. It makes you look a little closer at where you choose to walk in.
I had an appointment at Affinity that day.
Siddhanth Dua, CEO of Affinity Salon, was there that day. He was on the floor, moving around, checking in. We spoke before the service started—about what I wanted, how it would grow out, what would work.
He then guided me to a stylist he trusted to take it forward.
From there, the appointment moved on its own. Sectioning, colour, styling—the whole process felt right from start to finish—it came out exactly how I wanted. By the end, I looked at it once and didn’t feel the need to keep checking—it just worked.
Established in 1992, Affinity Salon has built its name over three decades, balancing international standards with Indian warmth and familiarity that clients return for.
Since 2018, the brand has shifted into a more structured format—standardised systems, centralised training, and technology-led consultations, including AI-based scalp and skin diagnostics and app-driven processes. The shift has been towards building a system-driven, organised beauty business—one that relies less on individual dependency and more on process, training, and consistency across locations.
Under Vinit Dua, Chairman of the brand, this transition has been deliberate—bringing structure and discipline into how the business runs, while also investing in training ecosystems that focus on building skilled professionals across the network. For him, luxury is not just about how a space looks, but how reliably it delivers—every single time.
There are so many salons in Green Park—it’s a tough competition. Speaking about how they approach a location like this, Siddhanth Dua said,
“We believe in offering a certain kind of luxury—something that feels aesthetic but also attentive to the client. Affinity is a strong brand, but what separates us is our operations. Our consistency and our systems are what make the difference.”
Reflecting on the industry’s evolution, he said,
“It’s a very dynamic business. Things change every day. But having the right staff makes the difference. Training is important—but more than that, implementing that training properly. Building the right team and retaining that talent is what sustains a salon.”
While talking about his own journey, and how he came into the business—especially since the family was originally in real estate and he had been studying in New York—he said,
“I was studying in New York, and my father wanted me to come back and join. It took me about a year to really understand the operations and how things work on the ground. After that, the direction became clear.”
On expansion, he said,
“We earlier had around five locations. Now we are expanding, and by the end of 2026, we’re looking at close to 25.”
Currently, Affinity Salon operates 13 outlets across Delhi NCR, with 15 more planned across the country. The next phase extends into emerging markets beyond metros, where a new, aspirational customer is actively seeking organised, premium salon experiences backed by expertise and reliability. Part of this growth is also tied to structured franchise and entrepreneurial models, allowing the brand to expand without losing control over service standards.
Speaking about what matters most while scaling, he said,
“Everything in a salon has to be standardised. And your data has to be strong as well. Your backend matters as much as what the client sees. If your operations are structured and your data is solid, scaling becomes easier.”
Alongside this, his role has focused on strengthening technology and backend systems—from AI-powered diagnostics to digital consultation journeys and analytics-led performance tracking—ensuring service quality can be monitored consistently across locations.
As Vinit Dua puts it,
“India deserves salon spaces that are as global in standard as they are grounded in Indian hospitality. Our goal is not just to open more outlets, but to create more professionals, empower more entrepreneurs, and elevate beauty as a serious, respected industry across the country.”
What stayed with me was simple.
You don’t repeat yourself.
You’re not second-guessing what’s being done.
You don’t leave thinking you’ll need to correct it later.
– Seema Dhawan
