StartupTalky presents Recap’24, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2024 and discuss their vision for the future.
The Indian hair care market is projected to reach a volume of $3.57 billion by 2029, growing at a rate of 3.02% between 2025 and 2029. One brand leading the charge in this space is Traya. By blending Ayurveda with modern dermatology and nutrition, Traya provides personalised solutions to address hair loss at its root causes.
In this edition of Recap’24, StartupTalky connects with Saloni Anand, Co-Founder of Traya. She shares the story behind Traya’s journey, the challenges she and her co-founder Altaf faced, and how they are building a brand focused on providing effective and reliable solutions. Anand discusses the brand’s unique approach, innovative strategies, and research that set Traya apart in the competitive hair care market. From introducing AI-powered diagnostics to conducting clinical studies, Anand explains how Traya delivers real results for over 8,00,000 customers.
StartupTalky: What is Traya, and what inspired you to start this brand focused on solving hair loss problems?
Ms. Saloni Anand: I used to be a regular employed professional with a stable position at a SaaS company while my husband, (& Co-Founder of Traya) Altaf, immersed himself in the startup world. His dedication was admirable, but it came at the cost of his health. Prioritizing work over nutrition and sleep took its toll, leading to elevated thyroid and uric acid levels, weight gain, and hair loss. Witnessing his struggle was challenging, but we remained determined to find a solution.
At that time everyone in the market was selling quick fixes such as shampoos, oils, and external products to combat hair fall. Many hair products made several claims of reversing hair loss in no time. None of these claims were effective. This created a significant gap in addressing the issue. Root causes of hair loss such as diet, stress, and overall health were overlooked in tackling the problem.
Exploring various remedies, from Ayurvedic treatments to dermatological therapies, yielded no desired results. Then, we encountered an Ayurvedic practitioner who suggested alternative solutions. Initially skeptical, Altaf decided to give it a chance. Incorporating allopathic, dermatological, and nutritional approaches, his health began to transform. Shedding extra pounds, normalizing thyroid and uric acid levels, and regrowing hair brought immense relief.
Witnessing Altaf’s remarkable transformation, we shared our journey with friends, sparking inquiries about his hair journey. Realizing that not everyone experienced identical results, we paused to reflect. This realization inspired us to launch Traya, initially attracting 50 customers. Transitioning into the role of hair coaches, we collaborated with experts to assist them closely and get on a call with them daily to track their progress.
Within just 5 months, 36 of our customers witnessed significant improvements, marking the inception of Traya. Our vision is clear: to help people grow their hair in a market full of products but with little success. We’ve experienced the struggle personally, driving our focus on delivering better results for our customers. This commitment has guided our evolution into what we are today.
Subham Kumar
StartupTalky: What products and services does Traya currently offer, and what unique features set them apart in the hair care market?
Ms. Saloni Anand: What sets Traya apart is our innovative and holistic approach to addressing hair loss. Rather than offering quick fixes, we focus on identifying and tackling the root causes of hair fall. Recognizing that hair loss is a highly individualized issue, we’ve developed a comprehensive approach by combining the expertise of Ayurveda, Dermatology, and Nutrition. This unique combination enables us to tailor treatments to each customer’s specific needs, understanding that the factors contributing to hair loss vary from person to person.
A cornerstone of our success is Traya’s hair test, a data-driven and AI-powered innovation developed during the pandemic by Altaf, our team of doctors, and myself. This diagnostic tool uncovers the underlying causes of hair fall, whether related to stress, hormonal imbalances, or nutritional deficiencies, allowing us to craft personalised and effective solutions.
Unlike many competitors, Traya prioritizes customer trust and data security by utilizing a robust in-house CRM system to securely store consumer data on our own servers. This commitment to safeguarding sensitive information reinforces our reliability and builds confidence among our customers. Our collaboration with healthcare experts, including dermatologists, nutritionists, and Ayurvedic practitioners, ensures that our approach is both effective and safe.
By combining diverse medical perspectives, we’ve developed a truly holistic solution that genuinely makes a difference, strand by strand. Understanding the challenge many people face with consistency, we’ve implemented a unique model featuring a vast network of dedicated hair coaches, Traya’s magic. Each customer is paired with a hair coach who guides and supports them throughout their personalised hair care journey, ensuring they stay motivated and on track. With an efficacy rate of 93%, this model has proven to be highly effective, helping over 8,00,000 customers achieve healthier, stronger hair.
StartupTalky: What new products, features, or initiatives have you introduced to improve customer experience and outcomes in 2024?
Ms. Saloni Anand: In 2024, we have continued to enhance our customer experience and improve outcomes through innovative products, research-driven initiatives, and consumer awareness campaigns. Our product portfolio has expanded with carefully formulated solutions designed to address individualized needs. Highlights include serums, oils, and supplements like Traya Nourish Oil which targets hair fall and related concerns. A significant milestone was the launch of the Santulan range, featuring products such as Traya Meno Santulan, Traya PCOS Santulan, and Her Santulan, which cater to female-centric issues like PCOS, menopause, and postpartum care. This strategic expansion has allowed us to diversify our offerings and reach a broader customer base.
To foster holistic well-being, we launched the second season of India’s first health podcast, What The Health!, where we debunk myths and provide evidence-based insights on topics such as Ayurveda, gut health, postpartum care, mental wellness, and more. By engaging with industry experts and exploring a wide array of health-related topics, the podcast has become a trusted resource for individuals seeking informed guidance on health and fitness.
This year also marked a groundbreaking achievement in hair loss research. Traya conducted a six-month study with 135 male participants aged 18 to 45, comparing the efficacy of Traya’s Customised Hair Regimen against Minoxidil in managing male pattern hair loss. The study, conducted in collaboration with MS Clinical Research Pvt Ltd, revealed that Traya’s regimen was three times more effective in improving hair density, challenging the long-held belief that a single serum like Minoxidil is sufficient to treat hair loss.
In addition, our latest initiative, #QuestionTheClaim, focuses on consumer education and awareness by addressing misleading marketing narratives in the hair care industry. This campaign empowers consumers to understand hair science and identify exaggerated claims, such as those made by products that promise a 99% reduction in hair fall. With these developments, Traya has reinforced its commitment to providing transparent, research-backed, and customer-centric solutions.
StartupTalky: How has the hair care industry changed in recent years, and how has Traya adapted to these changes to stay ahead?
Ms. Saloni Anand: The hair care industry hasn’t seen much meaningful change in years, with many brands relying on marketing gimmicks instead of real solutions. Lots of brands promise one product wonders that claim to reverse hair loss in just 3-4 weeks. While these claims sound appealing, they fail to address the deeper problem. Hair loss isn’t something that can be fixed overnight, it takes time, typically 4-6 months, to see real results because the process involves tackling internal issues rather than offering quick, superficial fixes.
Many brands also use incomplete and misleading testing methods to support their claims. For instance, some focus on reducing hair breakage instead of hair fall from the roots, or they compare their products against non-conditioning shampoos to show better results. Claims like “reduce 99% hair breakage with every wash” often confuse consumers, making them think these products solve hair loss, when in reality, they don’t address the root causes. These tactics leave customers disappointed and without lasting solutions.
At Traya, we’ve always believed in challenging these outdated practices and offering something better. Our approach combines Ayurveda, nutrition, and dermatology to create personalised solutions that actually work. To back this up, as I mentioned above, we conducted a one-of-a-kind clinical study, something rarely seen outside the pharmaceutical world. Over six months, we worked with 135 participants and used advanced tools like Trichoscan® and CaseLite to ensure accurate and reliable results. The results were extraordinary. Traya’s 3X approach doesn’t just manage hair loss, it redefines it.
By addressing the root causes using a blend of ancient wisdom and modern science, we proved that lasting hair regrowth is possible, without shortcuts or quick fixes. This study not only validated our solutions but also put Ayurveda on the global map as a credible approach to hair care.
At Traya, we’ve stayed ahead by focusing on time-tested, research-backed solutions that are transparent and effective, proving that managing hair loss is about personalization, patience, and evidence, not marketing gimmicks.
StartupTalky: Can you share some of the key business strategies or growth hacks that have worked well for Traya over the years?
Ms. Saloni Anand: Over the years, Traya has implemented several innovative growth strategies that have significantly contributed to our success. To optimize our marketing efforts, we built robust attribution and measurement models that connect data from ad platforms, Google Analytics, and CRM sources. This allows us to track and evaluate the performance of various channels effectively. By activating new channels and measuring their incrementality, we’ve been able to identify high-performing platforms and allocate resources wisely.
We also use first-party data to create custom audience segments based on factors like gender, age, hair loss stage, and symptoms. This helps us tailor our messaging across multiple channels, including Google, Facebook, YouTube, WhatsApp, email, OTT platforms, and affiliates, ensuring our campaigns resonate with diverse audiences.
One of our most significant achievements has been establishing an in-house content studio. This setup enables us to produce high-quality content for all our digital marketing needs, including celebrity films, podcasts, photoshoots, and YouTube videos, without relying on external agencies. To maintain consistent brand language, we follow an aggressive review mechanism with detailed checklists for every piece of content, even something as small as a thumbnail copy. This level of rigor has helped us reduce creative costs to less than 8% of our marketing spending while ensuring a unified brand voice across all platforms.
In 2022, we transitioned from an assisted sales model to direct sales, where users purchase directly from our website. To support this shift, we focused on creative experimentation, producing over 80 video assets for testing and optimization. Using insights from these experiments, we developed a strong content funnel strategy that effectively guides users through their journey.
A standout tactic was our “Instagram testing bed,” where we used our social media audience to gauge the effectiveness of content pieces. This approach helped us refine our messaging and contributed to a 130% increase in users. Doctor and coach videos also played a pivotal role in sustaining growth by leveraging trust figures that resonate with our audience.
In July 2022, we launched our first celebrity campaign, which resulted in a 120% revenue hike. Since then, we’ve partnered with various celebrities, including A-listers like Rajkummar Rao, Ayushmann Khurrana, Patralekha, and Neena Gupta. While hair loss is a sensitive topic in the industry, we cleverly positioned our campaigns to focus on the broader issue without implying that the celebrities themselves faced hair loss. This strategy not only opened doors for more collaborations but also strengthened our brand positioning, particularly among female audiences. Our growth has been rooted in understanding customer needs and adapting our strategies accordingly.
Subham Kumar
StartupTalky: What were your biggest 2024 challenges, and how did your team overcome them?
Ms. Saloni Anand: One of the biggest challenges we have faced since inception is addressing the widespread misconceptions about hair loss, especially those related to genetics and stress. Many people believe that hair loss is either inevitable or solely caused by stress, making it hard to shift the conversation toward a more scientific and holistic approach. Additionally, despite access to advanced research and technology, a large segment of the educated audience in India continued to prefer traditional home remedies (ghar ke nuskhe) over scientifically backed treatments. Convincing them to trust proven methods over these remedies was a significant hurdle.
Another challenge was the reluctance of individuals to prioritize their health and stick to consistent self-care routines. Many delayed starting treatments, worsening their hair loss over time. For instance, a study we conducted revealed that a significant portion of young adults aged 21-25 progressed from Stage 1 to Stage 2 of the Norwood Hair Loss Scale simply because they didn’t seek timely intervention.
To tackle these challenges, we focused on education as our primary tool. We made it a priority to simplify communication, explaining not only the symptoms of hair loss but also the root causes and how our treatments address them. We introduced a personalised approach through our hair coach framework, assigning every customer a medically trained coach. These coaches work closely with doctors to adjust treatment plans as needed, ensuring a smooth and tailored experience.
Gathering feedback also played a crucial role in overcoming these obstacles. By using feedback forms to track progress, we could adapt our products and treatments to meet evolving customer needs. This allowed us to stay aligned with what our consumers truly needed and expected from us.
Another common misconception we addressed was around Minoxidil, often regarded as the ultimate solution for hair loss. While it’s an effective and extensively tested molecule recommended for decades, Minoxidil only offers a temporary fix, managing hair loss superficially without addressing the root cause. We educated our customers about the limitations of one-size-fits-all solutions and emphasized the importance of holistic treatments that tackle the root causes of hair loss.
Our Traya treatment regimen, for example, combines Ayurveda and modern science, creating customised plans based on each consumer’s lifestyle, diet, gut health, and other factors. By focusing on education, personalization, and ongoing support, we not only overcame these challenges but also strengthened trust in Traya as a brand committed to delivering real and lasting solutions to hair loss.
StartupTalky: How do you keep your customers engaged to stop churn? Can you share specific customer retention initiatives or loyalty programs that have proven successful for your brand?
Ms. Saloni Anand: At Traya, customer engagement is at the heart of everything we do, ensuring that our customers feel supported and valued throughout their hair care journey. One of the ways we maintain this connection is through our personalised approach. Every customer is assigned a dedicated hair coach who provides ongoing guidance, helping them stay consistent with their routines and making adjustments as needed. This hands-on support builds trust and keeps customers engaged, reducing churn significantly.
Our innovative use of data has also played a crucial role. Traya’s revolutionary hair test uses data and AI to identify the root causes of hair fall, whether it be stress, hormonal imbalances, or nutritional deficiencies. This personalization ensures that customers see real results, increasing their loyalty to our brand.
Additionally, our in-house CRM system securely stores customer data, enabling us to offer seamless experiences while prioritizing data security, another factor that strengthens trust. Content marketing has been a game-changer for customer engagement. Sharing real-time customer testimonials and before-and-after transformations on social media has created a strong sense of community. Seeing real people achieve genuine results resonates deeply with our audience, inspiring them to stay committed to their own treatments. We also share valuable tips on hair health and educational content to keep our audience informed and invested in their hair care journey.
Collaborations with influencers and experts have further strengthened our engagement efforts. Campaigns like #HopeForHair with actor Rajkummar Rao helped us connect with diverse demographics, showcasing Traya as a brand that understands and addresses individual needs. We’ve also leveraged data-driven insights to create impactful initiatives. For instance, a study involving 2.8 lakh women across India revealed that 71.19% of them experience medium to advanced stages of hair loss. Using these insights, we’ve focused on raising awareness about timely intervention and holistic solutions, encouraging customers to prioritize their hair health.
Our digital-first approach ensures customers can easily access our services through a user-friendly website, complete with detailed information about our approach and proven results. We actively engage with customers via social media and performance marketing, transforming them into enthusiastic brand advocates by listening to their feedback and showcasing their success stories. Over time we have built a customer base of over 8,00,000 loyal consumers for Traya.
#HopeForHair Campaign | Rajkummar Rao X Traya
StartupTalky: What are some key metrics you track to measure Traya’s growth and performance, and how do they guide your decisions?
Ms. Saloni Anand: At Traya, our consumers are at the heart of everything we do. Our primary goal is to provide them with personalised treatment plans designed to reverse hair loss and kickstart their journey toward healthy hair growth. We measure our success by the satisfaction and happiness of our consumers, making their positive experiences the ultimate marker of our growth and performance. To achieve this, we dedicate significant time and resources to research, development, and innovation. This ensures that every solution we offer is tailored to address the unique needs of each individual, delivering the best possible outcomes.
StartupTalky: What opportunities do you see for growth in the hair care industry in India and globally, and how do you plan to scale Traya’s reach in the future?
Ms. Saloni Anand: The hair solutions market in India is a $12 billion industry, and Traya is poised to disrupt it. With only 12,000 licensed dermatologists to address the needs of over 150 million Indians facing hair loss, the demand for accessible, doctor-backed solutions is undeniable. Traya’s goal is to bridge this gap and offer scientifically proven treatments that deliver sustainable results.
By 2025, we envision Traya becoming synonymous with hair loss and hair fall solutions, offering comprehensive treatments for both men and women. Our mission is simple – to help fight hair fall with expert-backed solutions, empowering our customers to regain their confidence. We also aim to educate consumers to have the expertise to identify false claims and options for expert-backed solutions. While we have already established expertise in male hair loss, we have also expanded into female hair care with the launch of our Santulan range, as part of our sustained approach to address female-specific causes like PCOS, menopause, and postpartum hair loss.
A key focus in our growth strategy will be expanding into non-metro Tier 2 and Tier 3 markets, ensuring our solutions are accessible to a wider audience. We also plan to invest further in research and development to enhance our product offerings, ensuring they continue to meet the evolving needs of our customers.
Looking beyond India, we see immense potential for international expansion. Hair loss is a global issue that affects people across genders and age groups, making Traya’s holistic, personalised approach relevant worldwide. Our deep understanding of gender-specific hair loss behaviors uniquely positions us to tap into new markets and serve a diverse customer base.
Ultimately, our vision for 2025 and beyond is to scale globally, while continuing to educate our customers and provide effective solutions. We aim to establish Traya as a trusted name in personalised hair care, known for delivering real, lasting results.
StartupTalky: As a female D2C founder featured in the Hurun Report, what advice would you give to aspiring entrepreneurs looking to build impactful brands in the health and wellness sector?
Ms. Saloni Anand: As a female D2C founder, my advice to aspiring entrepreneurs in the health and wellness sector is simple: believe in yourself and your abilities. Don’t let gender stereotypes or societal expectations hold you back. When I started Traya, I had an MBA but no prior entrepreneurial experience, yet I trusted my instincts and focused on building something meaningful. Challenges will come your way, but resilience and adaptability are key, every setback is an opportunity to learn and grow. Invest in continuous learning, stay updated with industry trends, and seek guidance from mentors and advisors who can inspire and support you.
Also, building a brand in the health and wellness sector goes beyond just offering products; it’s about truly understanding your customer’s needs and providing solutions that can improve their well-being. It’s about building trust and offering a personalised, thoughtful approach that resonates with people’s lives. With determination, hard work, and a clear purpose, you can achieve incredible things.
