'Kailash Colony Goop': Internet roasts Mira Rajput’s wellness centre for costly services. Rs 1.5 lakh for...

Despite the backlash, the brand appears to be marketing itself towards a high-end clientele.

Mira Rajput, wife of Bollywood actor Shahid Kapoor, unveiled her new venture, Dhun Wellness, in Mumbai’s upscale Bandra neighbourhood, promising an immersive experience of Ayurvedic therapies, chakra scans, and other luxury healing treatments. While the wellness space aimed to offer clients deep rejuvenation and personalised care, the staggering price tags attached to its services have drawn intense scrutiny and mockery across the internet.

Set across a 6,000 sq ft area in the bylanes of Bandra, Dhun Wellness features a serene ambience, boasting marble flooring, earthy tones, and soft, mood-enhancing lighting. The space is designed to promote relaxation and healing, and offers a blend of traditional and modern therapies. In addition to Ayurvedic treatments and chakra scanning, Dhun also provides services like cryotherapy, red light bed therapy, and bespoke oil treatments customised according to one’s dosha.

However, it was the rates for these services that ignited widespread criticism and amusement on social media, particularly on Reddit. According to Condé Nast Traveller, Dhun Wellness offers a 90-minute Tulya session priced at Rs 12,500, while a 60-minute Ethera facial – a Japanese lymphatic massage – is listed at Rs 12,000. A 30-minute EFT (Emotional Freedom Technique) session, which claims to help alleviate anxiety, costs Rs 10,000. The centre also offers a 7-day personalised wellness programme for Rs 1.5 lakh.

While the branding and location suggest a premium offering, many online users took issue with what they perceived as unjustifiable pricing.

One Redditor reacted sharply: “So apparently our darling Mira Kapoor has launched yet another wellness business called Dhun Wellness. This fancy-ass place is tucked into the posh bylanes of Bandra, and ma'am has been giving interviews about its ancient-meets-advanced therapies. But cut to the rate card — nothing under Rs 12K an hour! A 7-day programme? Rs 1.5 lakh. Are you serious?!”

Others took a more humorous approach. One user quipped, “For merely Rs 1.75 lakh, Mira will personally reset your sleep.”

Another joked: “I’ll do that for less than Rs 500 myself. All you need is some mild muscle relaxants and vodka. You aren’t special, Mira — stop trying to be the Kailash Colony version of Gwyneth Paltrow.”

A third comment added: “Sorry if this is a repetitive post but these prices have me laughing hard.”

Critics compared the pricing and concept to that of actress and entrepreneur Gwyneth Paltrow’s controversial wellness brand Goop, known for its pseudoscientific claims and luxury wellness offerings that often attract scepticism.

Rajput, who previously launched the skincare brand Akind, positioned Dhun Wellness as a natural extension of her interests in holistic health, Ayurveda, and self-care. She has spoken in various interviews about the retreat’s intention to offer "ancient-meets-advanced" therapies in a tranquil and curated setting.

Despite the backlash, the brand appears to be marketing itself towards a high-end clientele seeking tailored wellness experiences.