In conversation with BW Retail World, Traya Co-founder Saloni Anand shares how a personal health journey sparked one of India’s most trusted hair treatment brands, and why science, trust, and a hybrid online-offline model are fuelling its next phase of growth
What was the defining insight or personal experience that led to Traya’s inception? How did you identify the gap in the market?
Honestly, the insight was deeply personal. My co-founder, Altaf, faced genetic hair loss for years. But when he developed thyroid issues in 2017, his focus shifted to health — and he started experimenting with Ayurveda, naturopathy, diets, and allopathy to manage it. Surprisingly, his hair began to regrow.
That’s when we realised that hair loss is an internal issue — linked to hormones, thyroid, gut health, sleep, and stress. Yet, the industry only offered external fixes like shampoos and masks. The gap between how the world treats hair and how it should be treated inspired Traya. Altaf was our first success story — and from there, the journey began.
In a crowded wellness and beauty market, Traya has built strong traction. What’s been the biggest growth driver — customer trust, scientific credibility, or digital engagement?
It began with scientific credibility and efficacy. When your product truly delivers results, word of mouth follows. For every Traya customer, nine referrals come organically — that’s the power of trust.
But hair loss is a low-belief, high-involvement category. People try countless things that don’t work, so we had to educate them about why Traya works. Transparency and education became key pillars — across content, ads, and our website.
Digital has amplified our reach. In just five years, we’ve built the kind of awareness some 20-year-old brands enjoy. We’ve treated more than 12 lakh Indians, from Jammu to Kanyakumari. But at the heart of it, it’s trust and efficacy that have fuelled our growth.
How has Traya performed in terms of sales growth over the last two years? Where does the brand stand in the haircare category today?
Traya is now among the top three hair loss treatments in India, alongside larger FMCG players like Indulekha and Kesh King. But we’re not just selling a product — we offer a complete solution with diagnosis, doctor prescription, and diet plans.
We’ve crossed Rs 500 crore in revenue, and the brand continues to grow beautifully. Around 70 per cent of our business comes from Traya Men, while Traya Women — launched just over a year ago — is scaling rapidly. We expect to reach Rs 1,000 crore soon, with men’s and women’s verticals contributing almost equally.
Beyond your current offerings, what new categories or services are on the horizon? Any plans to move into broader wellness?
Absolutely. Traya means three in Sanskrit — representing Ayurveda, allopathy, and nutrition — and this holistic approach can be applied to other chronic lifestyle issues too. While we’ll eventually expand into other health lines, hair itself is proving far bigger than we imagined.
We’re focused on becoming a household name in honest, effective hair treatments. Alongside digital, we’ve entered the offline space with Traya Clinics, designed to deliver a tech-driven diagnostic experience unlike any traditional dermatologist’s setup.
We currently have 20 clinics, and plan to scale to 40 by March. This hybrid model addresses one major consumer need — many want to talk to someone or show their scalp before committing. The offline channel helps us build deeper trust and penetrate new markets.
With India’s wellness market booming, what’s your roadmap for scaling Traya both domestically and globally?
Domestically, D2C will continue to be our backbone. Tier-2 and Tier-3 India — Bharat — is where the next big wave lies. Digital adoption here is unprecedented, and every brand will have to go digital soon.
Internationally, we’ve begun pilot operations. The long-term vision is to take Traya — and Ayurveda — global. Recently, our three-year clinical study was published in the International Journal of Dermatology (US), proving Traya delivers 3x better hair regrowth than Minoxidil alone, one of the world’s most efficacious molecules.
This opens doors to dermatologists worldwide who may not understand Ayurveda but value scientific evidence. It’s a proud moment — an Indian brand earning global clinical recognition.
Are you also planning live experiential centres where people can walk in for on-the-spot consultations?
Yes, we already have 20 experiential centres across Mumbai, Pune, and Hyderabad, with Lucknow in the pipeline for later this year. These centres combine hardware and software for precise hair diagnostics, offering a unique, tech-enabled experience.
The idea is to bridge online convenience with offline trust — because at Traya, solving hair loss is not just about treatment; it’s about restoring confidence, one scalp at a time.
