A Glow Up In Vein: How IV Wellness Became India¡¯s Latest Obsession

Bengaluru-based event coordinator Jayashree was exhausted. It was a couple of days before a big shindig she was managing, and it had been particularly stressful. It didn¡¯t help that it was a particularly bad June with a delayed monsoon and unusually high temperatures. That¡¯s when a friend showed her an Instagram reel about intravenous or IV wellness to get an energy boost.

¡°I was very sceptical at first,¡± said Jayashree (name changed). ¡°But I felt so drained that I decided to give it a try.¡± A bit of research took her to the Bodycraft outlet in Koramangala, which came highly recommended. The first order of business was to meet with a doctor first. ¡°I asked so many questions, but everything was answered patiently. Convinced, I opted for an ¡®Energy Elixir¡¯¡±. Jayashree was ushered into a plush room on a comfortable sofa, and once she was at home, a needle connected to an IV bag was inserted into her forearm. ¡°I tensed up for a few moments, but then I plugged in my earphones and listened to soothing music.¡±

Jayashree recalled that the initial tension dissolved and she gradually grew relaxed. About 20¨C25 minutes later, once the bag was empty, she was gently made aware that the session had ended. ¡°I felt relaxed and was no longer exhausted, a bit like how you feel after a good spa session. It was invigorating, and I felt ready to tackle the coming event,¡± she said. The session cost her close to ?8,000 (inclusive of taxes), including the consultation. Since that first experience, she¡¯s gone back and plans to explore other offerings.

IV wellness - Courtesy Bodycraft

Jayashree is one of a growing band of Indians that have taken to IV wellness. At its simplest, IV therapy claims to deliver healthier skin, boost your immune system, or even cure a hangover through a cocktail of nutrients. It¡¯s gotten a stamp of approval from celebrities including Rihanna and Adele. According to experts, there is no limit to which vitamins can be infused via IV therapy, so long as they are tailored to your body. On the menu at wellness centres offering IV therapy, you¡¯ll likely see vitamin C and B, magnesium, and calcium, as well as glutathione, the hallowed ingredient that magically seems to be everywhere.

But does it really deliver on these supposed promises? Well, it depends on who you ask.

What Is IV Wellness?

IV for medicine administration is believed to have been begun by physicists and biologists of mid-17th-century England. IV therapy, particularly for wellness, is not new either. In 1954, Dr. John Myers of Baltimore developed a combination of micronutrients, subsequently called the Myers Cocktail, ¡°to help with chronic medical conditions such as asthma, fibromyalgia, fatigue, migraines, and more.¡±

But it was only a couple of years ago that IV therapy became a buzzword when video clips of young American celebrities Kylie Jenner and Hailey Bieber getting IV therapy went viral. It was only a matter of time before the trend arrived on India¡¯s shores. That time was earlier this year, when influencer Alanna Panday offered IV therapy to guests at her mehendi ceremony.

IV wellness - Courtesy Bodycraft

Since then, the trend has caught people¡¯s imagination. In late April, salon and spa chain Bodycraft introduced Elixir IV wellness drips across more than a dozen of its outlets in Bengaluru and one in Mumbai. ¡°We offer IV drips for various things¡ªto alleviate aches and pains, provide wellness and anti-ageing benefits, boost immunity, detoxify the body, and even get rid of a hangover,¡± said Preksha Prem, who heads the brand¡¯s marketing team.

Underpinning the concept is the fact that since nutrients are delivered directly to the bloodstream, the absorption rate is faster and more efficient; while a nutrient given orally travels to the stomach to be broken down and has a 50% absorption rate, it has up to a 90% absorption rate when given via IV. Brands use proprietary drips developed using a combination of nutrients for various conditions.

IV Wellness - Courtesy REVIV India

Krysh Bajaj, co-founder and director of Mumbai-based wellness brand REVIV, started operations in March 2021 to ¡°offer wellness IVs for maintenance and recovery IVs for recuperation¡±. REVIV currently has three outlets in Mumbai and one in Bengaluru and is eyeing other metros for expansion. Bajaj claimed that their therapies restore essential vitamins, minerals, fluids, electrolytes, and antioxidants that naturally deplete due to various factors. They cater to different concerns such as dehydration, immunity, anti-ageing, energy, and detoxification. The brand really got a boost when they organised IV shots for Alanna Panday.

A Shot In The Arm

IV wellness - Courtesy Bodycraft

You might have come across a bachelorette party where, instead of drinking, the bridesmaids are hooked up to an IV. Prem told me that it is now quite common for groups of friends to sign up together for sessions or before big events, especially weddings. ¡°IV therapy is helpful since it gives a boost and replenishes essential micronutrients. Also, when people party and drink before the wedding, the hangover cure IV improves hydration and replaces electrolytes,¡± she said.

Bajaj also agreed that it has become very trendy. ¡°We often receive requests for weddings, bachelorette parties, corporate events, and birthdays, for which we craft a personalised package for the attendees. We love how this is becoming a popular addition to people¡¯s special occasions,¡± he said.

But it is not just about boosting energy or improving hydration. There are IV drips to address a variety of situations. While drips for energy, wellness, immunity, and to cure hangovers are popular, there are those for anti-ageing, to burn fat, to reduce skin pigmentation, and to tackle hair fall. There¡¯s even a specific one for the sporty kind aimed at athletic recovery or post-workout. And then there are therapies for more serious conditions, like chronic migraines and polycystic ovarian syndrome.

Outlets follow a general procedure. It starts with an in-house doctor¡¯s consultation to assess requirements, rule out problems, and measure vitals like blood pressure and oxygen. A course of action is prescribed and can involve a single session or a series. Trained personnel oversee the session, which lasts about 20¨C60 minutes. All ingredients are FDA-approved and tested for safety by acclaimed laboratories. Therapies start at around ?3,000 per drip and vary depending on the type and number of sessions, as well as the brand.

What You Need To Know Before IV Therapy

IV wellness - Courtesy Bodycraft

While the exact cocktail of ingredients in each drip is proprietary, they contain a combination of glutathione, vitamins, minerals, and salts. Depending on the drip, people report a mood or energy boost soon after the session, but the therapies claim the full effects are felt over 24 hours after the end of the session.

Apart from an unforeseen emergency, for which both brands said they have medical professionals on hand and are prepared, the brands insist that there is no flipside to the therapies. Experts, however, caution against needle infections, vein inflammation, and overdoing the vitamins; not every nutrient is the same, and there can be too much of a good thing.

Still, like all wellness fads, IV therapy is a trend that is likely to stay. "Initially, people were a little hesitant because drips are associated with the treatment of a disease or hospitalisation. But once they get accustomed to the idea that it is for holistic wellness, it has gained popularity,¡± said Prem. From just a couple of people a day when the therapy was launched, she said they now cater to at least 10 people¡ªboth men and women¡ªon average each day in each of their outlets. So the next time you need a boost of energy or a glow before a big event, would you consider IV therapy?

Lead image courtesy: REVIV India