Proptech platform NoBroker has launched Zivora, a new brand offering at-home beauty services in Bengaluru. This move aims to increase customer repeat rates by expanding beyond home maintenance into the high-frequency beauty sector, where it will compete with established players like Urban Company.
NoBroker, traditionally known as a real estate and property services platform, has officially expanded into the beauty and wellness sector with the launch of its new brand, Zivora. Currently active in Bengaluru, this move signals the company's intent to diversify its revenue streams by tapping into a category that offers higher repeat usage than conventional home repair services.
Strategic Shift Toward High-Frequency Services
For home services platforms, the primary challenge is often the low frequency of customer visits for tasks like electrical or plumbing repairs. By introducing beauty services, platforms look to drive higher engagement and customer retention. Unlike home maintenance, which is often reactive, personal grooming services typically follow a recurring demand pattern. This allows companies to build long-term relationships with customers, potentially leading to cross-selling opportunities across their existing ecosystem of home services, which currently includes painting and professional cleaning.
NoBroker has indicated that its home services division currently manages approximately 200,000 service jobs every month. To support the Zivora launch, the company has trained over 200 beauty professionals. The business model relies on the ability to standardize training, pricing, and quality—areas that are often easier to manage in beauty services compared to the variable nature of home repair and maintenance.
Market Competition and Growth Potential
The at-home beauty segment is becoming increasingly crowded. NoBroker will face direct competition from Urban Company, which has established a significant presence in the sector, as well as newer entrants like Snabbit. While the competition is intensifying, the market remains largely unorganized. Estimates suggest that organized at-home beauty services currently capture less than 10% of the total potential market in India.
Company data suggests that only about 7-8% of apartment residents have utilized home salon services to date, highlighting a significant untapped customer base. As consumer behavior shifts toward prioritizing convenience and time-saving solutions—similar to the trend observed in the quick commerce sector—the demand for at-home services is expected to grow. Success in this category will depend heavily on service execution, as consistent quality is a major factor in retaining customers in a competitive landscape.
Investors may monitor how this new brand affects NoBroker's overall margins, as beauty services typically involve different operational costs, such as supply chain management for beauty products and the training of skilled staff. The company's ability to maintain high service quality while expanding Zivora's footprint across more cities will be a key performance indicator for the business in the coming quarters.