Over the past decade, cosmetic beauty procedures have evolved from being a luxury indulgence to a mainstream lifestyle choice. What was once whispered about in hushed tones has become an open conversation — shared across social media feeds, beauty blogs, and wellness forums. From subtle enhancements to complete makeovers, the beauty industry is witnessing an unprecedented boom, driven by technological innovation, growing social acceptance, and the desire for self-expression.
In recent years, Hyderabad too has rapidly emerged as a hotspot for cosmetic and aesthetic enhancements — offering everything from non-surgical treatments like fillers and laser skincare to complex plastic surgeries. A mix of factors is propelling this transformation: changing social attitudes, advanced technology, medical tourism, and competitive pricing.
According to Dr K Kranthi Varma, consultant dermatologist, Renova Hospitals, Hyderabad’s rise as a cosmetic hub is the result of “a rare combination of affordability, world-class infrastructure, and skilled specialists.” This, he explains, has also fuelled a boom in medical tourism, attracting patients not just from across India but also from the Middle East, Africa, and Southeast Asia.
Dr Kranthi highlights several reasons behind the city’s growing prominence:
Significantly lower costs: Procedures in Hyderabad cost a fraction of what they do abroad, without compromising on quality.
World-class medical infrastructure: The city’s advanced hospitals feature cutting-edge technology such as robotic-assisted systems and high-precision imaging tools, ensuring global standards of safety and care.
Highly skilled surgeons: Hyderabad boasts a large pool of experienced cosmetic and plastic surgeons, many with international training and decades of expertise.
Wide range of procedure options: Clinics offer everything from rhinoplasty, liposuction, and breast augmentation to non-surgical treatments like botox, dermal fillers, laser therapy, and advanced anti-aging solutions. Hair transplants are among the most sought-after procedures.
Government support: The Telangana government actively promotes medical tourism through initiatives aligned with its long-term development vision, Telangana Rising 2047.
Digital and social influence: Social media, influencers, and filters have normalised aesthetic enhancements, particularly among the youth, creating demand for what’s often described as the ‘Instagram face’.
Changing social norms: Cosmetic procedures are now widely seen as a form of self-care and self-expression, transcending age and gender boundaries.
Dr Debraj Shome, co-founder and director of The Esthetic Clinics, shares a personal connection with the city’s growth story. “Hyderabad has a special place in my heart — my career started here in 2009. Back then, when we set up a top-class aesthetic surgery centre in Jubilee Hills, the city was just beginning to explore cosmetic treatments. Today, Hyderabad is firmly establishing itself as a hub for cosmetic and dermatology procedures, reflecting its commitment to clinical excellence, innovation, and patient-centred care.”
He adds, “Beyond procedural expertise, the city emphasises holistic patient experiences — prioritising safety, personalisation, and long-term outcomes. The medical tourism boom here isn’t surprising when you consider what patients receive. International clients access treatments comparable to those in Singapore or Dubai, but at a fraction of the cost. Plus, Hyderabad’s excellent connectivity allows patients to fly in easily, undergo procedures, and recover comfortably.”
Dr Debraj notes that patient expectations have also evolved significantly: “They want detailed consultations, ask informed questions about techniques and outcomes, and expect comprehensive aftercare. Practitioners can no longer rely on cookie-cutter approaches — everything must be tailored and transparent. The result is that Hyderabad is now competing with established aesthetic medicine centres globally.”
As the city continues to blend clinical expertise with innovation and a strong patient-first approach, Hyderabad is poised to solidify its position as one of the leading destinations for cosmetic and aesthetic procedures in the world.
How medical tourism works:
Seamless patient journey: Located at the heart of India, Hyderabad is well-connected nationally and internationally, making it convenient for patients to travel for procedures and follow-up appointments.
Specialised coordinators: Medical tourism providers and clinics often offer services that assist international patients throughout their journey.
Concierge services: Many hospitals and clinics provide tailored services, such as dedicated staff, private rooms, and personalised care, to ensure the comfort and privacy of medical tourists.
