Alliance Medicorp, the 70:30 joint venture between Apollo Hospitals and Trivitron Technologies has rebranded its dental centres as ‘White’, while segmenting the centres under four brands for different economic classes. Alliance Dental Care, the wholly-owned subsidiary of Alliance Medicorp, proposes to have 100 clinics in the next two years, with plans to take the dentistry service to Southeast Asia, West Asia and Africa later on.

Among the four brands under White, Dental Spa targets the uber-rich and provides “seven-star” comfort within a 8,500 sq ft facility in a premium high-street location of the top cities. Among the planned 100 clinics, seven or eight will be Dental Spa, requiring an investment of Rs 7 crore to Rs 10 crore. It will have all high-end dental procedures along with other services like pick up and drop, pedicure, café and food court.

Dental Studio provides all multi-disciplinary procedures with a “five-star comfort’ and is meant for the upper middle class. “Dental Studios will also have cosmetic dentistry and we have planned to have 10 to 15 of these in two years,” said G S K Velu, managing director of Trivitron Technologies.

According to him, the Dental Clinics are value driven neighbourhood economy centres for the middle class and their pricing will be even lesser than the existing private dental clinics. The company plans to have 40 to 50 such clinics with an investment of Rs one crore each.

Dental Express clinics are for instant procedures like pain relief, smile enhancement or teeth whitening. These clinics could be located at select locations like airports and malls.

The JV partners have already invested Rs 30 crore of the required capex of Rs 100 to Rs 150 crore. For the remaining funds, the company would look at different options including private equity placement, other external funding, internal accruals and even an IPO at a later stage. “The 20 existing clinics will be re-branded as per the facilities available. In the last one year, the JV also has bought out the clinics run by franchisees. As Trivitron has operations in South Asia, West Asia and Africa, we would also look at expanding the brands in those markets. Further, the clinics will try to tap the dental tourism potential of the country,” said Pratap C Reddy, chairman, Apollo Hospitals.

Alliance Dental Care aims at garnering Rs 25 crore revenue in the first year and Rs 100 crore in three years and targets 10 per cent share of the dental care market which is poised to reach $1 billion by 2015.

sangeethag

@mydigitalfc.com