Saloni Anand's Tech Brand Is Revolutionising Hair Care In India

Through this unique model and by harnessing the power of three sciences—Ayurveda, Nutrition, and Dermatology—more than 800,000 customers have chosen Traya, with 93% of users seeing results. The brand also maintains strong partnerships with leading e-commerce platforms such as Nykaa, Flipkart, and Amazon to expand its market presence. Anand spoke with SheThePeople about her journey, challenges in the Indian market, and what lies ahead with respect to her vision. 

Excerpts from the Interview

What role do you play at Traya, and what drives you toward this goal?

I am the Co-founder of Traya, transitioning from an Engineer-cum-MBA postgraduate to an entrepreneur after devising a unique solution for my husband's premature hair loss. Combining Ayurveda, Nutrition, and Dermatology with the help of doctors and Altaf, I developed Traya, India's first health-tech brand offering research-based hair fall solutions.

My educational background and marketing expertise fueled Traya's rapid growth, establishing it as a leading start-up in the hair loss solutions space. Over three years, Traya has served over 800,000 consumers with a robust distribution network and a workforce of 760 employees, providing effective, research-driven treatments for hair loss.

How did you use digital platforms and tools to build your business?

Technology and digital platforms have been instrumental in Traya's growth, transforming hair health solutions. We developed an AI-powered Hair Test to diagnose causes of hair fall, including stress and hormonal imbalances. Leveraging social media, SEO, and influencer collaborations, we build meaningful connections and craft targeted, data-driven content.

Videos and online communities on Instagram, YouTube, and WhatsApp strengthen customer loyalty. Personalized support through chatbots enhances engagement, while the Traya mobile app, launched in March 2023, quickly ranked 7th in the health category on the Play Store. Traya’s digital innovation ensures impactful customer experiences and adaptability in a fast-evolving world.

How do you envision your future with Traya?

“The hair solutions market in India faces a critical gap, with only 12,000 dermatologists serving 150 million individuals with hair loss concerns. Traya aims to redefine this space with accessible, doctor-backed solutions that deliver sustainable results. Our vision is to become synonymous with effective hair fall solutions, empowering young India to regain confidence.

Having established expertise in male hair loss, we’ve expanded into female hair care with the Santulan range, addressing causes like PCOS, menopause, and postpartum hair loss. Her Santulan, a herbal formulation, supports hormonal balance, reproductive health, and mental well-being for women over 30.

Traya focuses on expanding into non-metro markets, investing in research and development, and eventually entering international markets. With a commitment to accessible and innovative care, Traya strives to transform the hair solutions industry while building confidence and improving lives.

What does your business model look like?

Traya stands out by addressing the root causes of hair issues with a unique blend of Ayurveda, Dermatology, and Nutrition. During the pandemic, we developed an AI-powered hair test to diagnose factors like stress, hormonal imbalances, and nutritional deficiencies, ensuring personalized care.

Unlike others, Traya uses a secure in-house CRM to protect customer data, fostering trust. Collaborating with dermatologists, nutritionists, and Ayurvedic experts, we offer effective, safe solutions. To tackle consistency, each patient is assigned a dedicated hair coach, to guide their journey. With a 93% efficacy rate, Traya has transformed hair health for over 800,000 customers.

What are the key challenges you faced in this journey?

Misconceptions about genetic or stress-related hair loss persist, making these issues difficult to address. Despite technological advancements, many educated individuals in India still favour traditional remedies over scientifically proven solutions. Additionally, this demographic often struggles to prioritize health, showing reluctance to follow self-improvement regimens.

A recent study revealed significant delays in treatment adoption, with respondents aged 21-25 progressing from Stage 1 (28.61%) to Stage 2 (38.04%) on the Norwood Hair Loss Scale due to neglect in the early stages.

To combat these challenges, Traya focuses on clear communication and consumer education to build trust. Our hair coach framework assigns dedicated coaches to guide patients, ensuring timely adjustments and adherence to personalized hair growth plans for effective results.