Now, Indians give the 'tooh' its share of attention

Kim Kardashian's keister may have broken the internet last week, but Navika Behl believes her posterior isn't too far behind. Before heading out on a cruise holiday, the 35-year-old businesswoman opted for a non-invasive procedure to trim her backside and rid it of dimples and dark spots. "The idea is to look like a Greek goddess on the beach," she says, adding, "It's high-time the ‘tooh' got its share of attention."
As Indians embrace beauty enhancement, many are opting to transform their tushies through a series of non-surgical procedures like butt sculpting and polishing as well as surgical augmentation, popularly known as butt lifts.Dr Reema Arora, senior consultant at Delhi's Reva clinic, says that the cool-sculpting treatment that Behl underwent is gaining ground. "It's a non-invasive procedure that freezes the fat cells using lasers. It's catching on because it's so comfortable — the patient can even watch a film while it's on, and get back to work immediately after," she says, revealing that even men are coming in to have their backsides sculpted and polished.
Dr Raghav Mantri, senior consultant at Max Super Speciality Hospital, says that it's not just fat reduction but even augmentation of the butt that is bringing people in. "Earlier it was the stomach, arms and breasts. Now, the demand is slowly increasing – about five to six people do come in every month – for well-shaped buttocks," he says.
While it's usually older women opting for butt lifts, those younger are keen to get rid of pigmentation spots and scars, and even correcting the depressed vaccine scars. "They read about procedures on the Internet and want to try them out too," says Dr Manoj Khanna, president of the Indian Association of Aesthetic Surgery. "We get a lot of enquiries especially before vacation time about spot-reductions, skin-toning through chemical peeling agents and micro-derma abrasions. And while we do carry out corrective procedures, we also speak to them about our more holistic approach to fitness." He claims that even foreigners opt for rear correction at a much reasonable cost in India.
Dr Khanna believes that celebrities like Kareena Kapoor Khan and Pippa Middleton (who has a 'Pippa Middleton Ass Appreciation Society') are often inspiration for those wanting to change different parts of their bodies. Designer Narresh Kukreja of swimsuit label Shivan & Narresh, says today's Indian woman is "obsessed" with looking good. "She is not content with just going under the knife to get into shape but will also spend a good amount on cosmetics like foundation for the hips and thighs — stuff that was not even heard of till recently," he says.
Manvi Kapoor's mother may testify to that. After Manvi, 20, read about butt facials on the net, she coaxed her mother to let her get exfoliation and body polish on her butt and back so she could show off her new Brazilian-cut swimsuit. "Sexy swimwear needs a sexy and shining body," says Kapoor, who's now debating whom to share her belfie with. "Can't put it on Facebook, a la Kim Kardashian. But never mind, it makes one feel great to have a designer derriere."