For Indian men, no ifs when it comes to butts

Having realised that more and more women are looking at their behinds, Indian men are now giving their bottoms top-of-the-line treatment.

“Men want their butts to be free of unwanted hair and scars,” says Rajesh Singh of Dermatech Clinic. For every seven women, there are two men coming for butt treatment, he says.

Six months before his wedding, when Vikaspuri resident Sidhant Mehra, 29, turned up at a cosmetic surgery clinic for firming up the gluteal — muscles that form buttocks — he wasn’t doing anything unusual. “Two of my friends also underwent butt therapy,” he says. Dr Vivek Kumar, consultant in cosmetic surgery at Ganga Ram Hospital, says even 50-year-olds come to him for hip reduction, which costs around Rs 40,000 to 50,000 (£500 - £600). “But unlike women, not many men want hip implants. Not yet,” he says.

Inch loss, which includes fat reduction, toning and firming of the hips, is another sought-after therapy. The package costs around Rs 8,000 (£100). “Men also come asking for permanent hair removal from the buttocks through laser treatment,” says Seema Goel, director, Berkowits Hair and Skin Clinic. The price: Rs 20,000 (£250). Goel gets 10 to 12 men a month aged 20 and above for such treatment.

Chicken pox scars are also unacceptable. “A 38-year-old man came from Uttranchal to get these scars on his butt removed,” says Dr P.K. Talwar of Cosmetic Laser Surgery.

Singh sums it up: “Bottoms define a person’s sex appeal.”