EBG Group, an Indian conglomerate with diversified interests spanning Mobility, Health, Realty, Lifestyle, Food, Services, Technology, and Education, recently announced the onboarding of Indian actor Mrunal Thakur as Brand Ambassador for its project, Carlton Wellness. The association marks a key milestone in EBG Group’s vision to build India’s most credible, regulated, and premium wellness-hospitality ecosystem.
Effective from FY 2025–26, the partnership will see Mrunal Thakur headline Carlton Wellness’s brand films, digital storytelling initiatives, experiential wellness campaigns, flagship property launches, and brand programmes, to be rolled out in a phased manner across India.
Medianews4u.com caught up with Dr. Irfan Khan, Chairman, Founder, EBG Group
Q. EBG Group’s vision to build India’s most credible, regulated, and premium wellness-hospitality ecosystem. What is the gameplan to get there and what is the big challenge going to be?
EBG Group, through Carlton Wellness Group, aims to build a structured and regulated wellness ecosystem in India. The strategy is to scale three formats in parallel: urban wellness spas anchored in memberships and outcome-led programmes; destination retreats and boutique resorts for longer, immersive wellness stays; and wellness-led residential and vacation homes where daily living supports long-term wellbeing.
The biggest challenge is maintaining consistency at scale across therapist quality, hygiene, safety, consent, and service delivery. Carlton is therefore being built as a regulated service platform, with defined protocols, a therapist academy, audits, documentation, and strict controls on claims.
Q. The target for Carlton Wellness is Rs 250 Crores revenue by FY27. What are going to be the key markets being targeted?
The initial focus is on high-income urban markets where wellness spending is already mature, including Mumbai, Delhi NCR, Bengaluru, Hyderabad, Chennai, and Pune. The next phase includes Kolkata and select Tier-1 cities.
Destination growth will come from established wellness travel hubs such as Kerala, Goa, Himalayan circuits, and heritage locations. By FY27, revenues are expected to be driven primarily by urban memberships and programs, followed by destination retreats, with a smaller contribution from wellness living projects.
Q. Is predictive analytics going to play an increasingly important role in 2026?
Yes. In 2026, predictive analytics becomes an operating tool rather than a concept. It will guide therapist staffing, time-slot optimisation, and city-wise demand planning, while also helping improve member retention and program adherence.
Q. From a marketing perspective what are going to be the priorities and focus areas in 2026 for Carlton Wellness?
Marketing in 2026 will prioritise trust, clarity, and proof of delivery. The focus will be on communicating outcomes and consistency rather than promises. Carlton’s approach is to speak calmly and precisely, reinforcing that its wellness offerings are structured, safe, and repeatable.
Q. What does actress Mrunal Thakur bring to the table as Brand Ambassador for Carlton Wellness?
Mrunal Thakur brings pan-India relevance and contemporary credibility. She aligns naturally with Carlton’s emphasis on discipline, consistency, and self-care without excess. She also strengthens the brand’s ability to communicate across regions and languages as it scales nationally.
Q. What marketing campaigns can we expect in the coming months? Will an omnichannel strategy be adopted?
Carlton will follow a fully omnichannel approach, combining strong digital performance with selective premium offline presence. Upcoming campaigns include Carlton Golden Age, Sleep and Stress Reset, Metabolic Reset, and Couples and Family Wellness Weekends.
Digital channels will lead spend, supported by outdoor, experiential formats, partnerships, and PR.
Q. How will AI help drive the expansion of 20–30 wellness spas and destination projects by 2026?
AI will be used to improve speed and consistency, not replace human care. It will support site selection, standardise service delivery, personalise member journeys, optimise operations, and improve marketing efficiency.
Q. What do consumers in this category expect? Are Gen Z and Gen Alpha different from older audiences?
Consumers expect safety, credibility, visible outcomes, and simple personalisation. Gen Z views wellness as part of everyday life rather than an occasional luxury, and looks for transparency, progress tracking, and social proof.
Older consumers prioritise trust, comfort, and consistent therapist quality. Millennials and Gen Z are driving category growth and engagement.
Q. What will Carlton Wellness’ social media strategy look like in 2026? Are weekends better than weekdays?
The strategy will be always-on and outcome-led, showcasing therapist expertise, member journeys, and destination storytelling.
Posting and media timing will be data-driven by city and audience behaviour. Weekdays perform better for booking and planning intent, while weekends work better for discovery and destination content.
Q. Is AI search reshaping how consumers discover wellness brands? Does this reduce reliance on Google?
Discovery is shifting towards social platforms, creator content, and AI-led interfaces, especially among younger consumers.
Carlton’s approach is to expand beyond Google, not replace it, by creating question-led content, strengthening creator ecosystems, improving local discovery, and structuring content for AI search. Google remains a key conversion channel.
Q. How will AR, MR, and VR strengthen digital storytelling in 2026?
Immersive technologies will be used to reduce hesitation and support decision-making. This includes virtual spa and retreat walkthroughs, program previews, and destination experiences, as well as internal training simulations to maintain service standards.
Q. What role will experiential wellness campaigns play in 2026?
Experiential campaigns will be a key trust-building lever. Carlton will expand pop-up wellness lounges, corporate stress and sleep labs, retreat previews, and small-format community events that allow consumers to experience the brand before committing.
Q. How will Carlton Wellness’ loyalty programmes evolve in 2026?
The loyalty programme will move away from discounts and focus on access and continuity.
Members will receive priority bookings, upgrades, concierge-style planning, and access to invite-only retreats, expert sessions, and curated partner experiences. Loyalty is positioned as long-term engagement, not transactional rewards.
