Back Rx Spine Care, a US-based company and the healthcare arm of Indiamco, opened its first spine care solution centre in Worli, Mumbai. The centre is with a progressive and innovative approach to spine care and its modern designed based on global practices with a focus on ergonomics. The company plans to invest Rs 150 crore for setting up 100 Back Rx spine care centres in India by year 2010.

Talking to Pharmabiz, Suraj Choksi, COO, Back Rx Spine Care, said, "We are planning to open 100 new centres in India within next three years. The location of the centres will be Delhi, Hyderabad, Chennai, Bangalore, Calcutta, Surat, and Ahmedabad with multiple units in each major city to service the needs of the masses in India. Initially, we are investing Rs 4 crore to set up three centres in Mumbai at Bandra, Nariman Point and Andheri."

To part finance the project cost, the company is planning to enter capital market after three years. The Back RX centres will be a mix of satellite units that focuses on services and larger units focusing on products and services. Back Rx offers the expertise of professional and reputed doctors, and hospitals, affiliated to the company to provide high quality physical therapy.

Almost 70 per cent of the population suffers from some kind of back injuries at least once in the lives. The middle class in the country, estimated to be about 300 million, can afford a reasonably comfortable lifestyle with expendable income. Of these nearly 210 mn individuals could face back problems at some point in their lives. The company has estimated an individual spending of Rs 10,000 on orthopaedic products and services in their lives. By this conservative figure of the market size worked out to Rs 4,200 crore.

The company has invested in manufacturing and R&D unit in Taiwan, and is looking to set-up a manufacturing and R&D plant in India in the near future.

Sabin Choksi, CEO, Back Rx, comments, "We are aiming for retail and a spa like feel which would make our customers more comfortable. We are sure we will be successful in achieving an environment that is unmatched by others, which does not have a "hospital" feel yet maintaining the professionalism. As the founder behind the Back Rx concept I would like people to look at us as a total non surgical spine care solution."

Offering a proven alternative to invasive surgery, Back Rx provides the best of mind and body medicine. At Back Rx the clinicians evaluate the conditions and aid patients back to good health. All Back Rx units are designed with a modern spa like feel for manual therapy and a simple yet smart environment where people can familiarize themselves with the products that range from ergonomic office chairs, massage chairs, zero gravity recliners, mattresses, braces, latex mattresses, ergonomic laptop stand, herbal supplement for spine, Memory foam pillow and water insert pillow, height adjustable tables, physiotherapy equipment and other support products.

"The future of Back Rx will involve one more major part of all great countries, sports. There are an increasing number of people following their passion to compete on a professional level. We are on our way to become a centre for sports medicine and performance enhancement", Choksi added.