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As gender identities tend to shift from being masculine and feminine to ‘Metrosexual identities. These, newly created identities in a way create new dynamics in business leading to emergence of new business models. One such prominent example visible in the beauty industry of India is, the newly witnessed and highly popular among youth the Unisex Beauty Salons. Beauty salon services that were earlier classified into two versions such as Barber Shops for men and Beauty Parlours for women were the only version witnessed in India. These were gender defined boundaries of beauty practices strictly catering to one single gender. However, with factors such as globalization, increased workforce participation by women, creation of Cosmo culture leading to free participation of men and women into public space, changing mindset of men towards beauty and deep media influence led to change the gender dynamics in India. Businesses have always revolved around the changing societal needs. As the society realizes a change, so do the business, in the form of new business models.
The researcher intends to explore Unisex Business Salon model in the contemporary modern Indian context. To do so the researcher engages into a primary data collection through structured questionnaire with the owners of unisex salons service providers in Pune city. The objective is to explore the unisex business model in light with value created and value captured. The findings of study make unisex salon a viable business option as the model is able to capture greater value by leading to effective distribution of fixed assets recovering larger contribution, thereby increasing the capacity of earn more profits per rupee. The research will enable the current traditional salon owner and potential entrepreneurs to analyse business opportunity in the unisex beauty salon in emerging markets