“The craze for beauty care only increases,” agrees Devinder Chugh of Yours Beauty Parlour, a flourishing outlet on the elite Lawrence Road, Amritsar. Devinder, who runs the outlet with her sister Neelam Arora, says they have their hands full with business here.

What has kept the beauty industry on a high is that while its old money spinners like bridal make-up and hair-styling continue to generate a handsome revenue, new areas of growth like hair rebonding have taken the industry ahead. Hair rebonding, a process to get hair straightened, is now a must-have for all women, and can cost Rs 3,000 to Rs 10,000 depending on the length and quality of hair.

Dr Shobha Suri, Director of Ivy Lounge, a salon in Chandigarh, says recession is something women only talk about. “Our clients are willing to take economic beauty packages, but they don’t say no to it. They don’t stop calling or coming.” With such loyal patrons, no wonder business is booming.