Dr Sanjay Parashar, chief executive and director of the Cocoona Centre for Aesthetic Transformation, said high-pressure sales environments were putting a strain on doctors and managers to hard-sell nips and tucks in a drive to meet targets, while some plastic surgeons were promoting the kinds of offers or two-for-one deals one might expect to find in a supermarket or shopping mall.

When non-plastic surgeons own plastic-surgery businesses, corporate investors have expectations on the return for their -investments, Dr Parashar said.

“This puts a lot of pressure on the doctors and managers to achieve targets in a stipulated period of time. And targets lead to compromise on the ethics, quality and medical fundamentals,” he said.