BENGALURU, June 22 -- India's at-home beauty market is growing at an estimated 22% annually, exposing a widening gap between demand for home services and the ability of traditional salon chains to capture it.

The growth is forcing India's established salon operators to confront an uncomfortable reality: the fastest-growing segment in beauty services is moving from salons into customers' homes, while operating models built around fixed storefronts are struggling to adapt.

Unlike venture-backed platforms designed around logistics-heavy, on-demand systems, offline-first salon chains are finding that extending services into homes is not a simple expansion. It requires rebuilding scheduling, workforce deployment and quality control from the ...