Traya Success Story: How Traya Won The Hair Care Market?

Recently, on April 2nd, 2024, Traya the hair care wellness brand has raised Rs.75 crores in its latest funding round. In this article we’ll discuss the insights of the Traya success story and its strategy to win the hair care market in India. 

1. Traya Company Profile 

Traya, the hair care brand was launched in May 2019 by Altaf Saiyed and Saloni Anand, and is located at Interface, Off Link Road, Malad (West), Mumbai. Traya works on a mix  of principles to treat the cause of hair loss, which is Ayurveda, Dermatology, and Nutrition. It became a unique brand in the hair care industry.

Traya has disrupted the hair care market in India by following a holistic approach to determine the internal cause of hair loss in each individual. Then, it treats the patients accordingly.

For that, Traya has incorporated various ways- offering an online hair loss consultation & diagnosis via a free hair test. These are set by medical professionals and advanced AI technology.

Since then, the brand has more than 2,50,000 customers, and within that around 93% of the users have seen results positive results after using Traya for their hair fall solution. As of now, the brand has tie-ups with leading e-commerce brands like Flipkart, Amazon, etc. 

Key points: 

• Not only that, with this holistic as well as unique approach, Traya has itself been identified as a unique brand in the hair care industry. 
• Traya identifies the root cause of hair loss of each of their customers and then treats it accordingly. 
• For that, Traya has incorporated various ways like, offering an online hair loss consultation as well as diagnosis via a free hair test which is being set by the medical professionals and advanced AI technology.
• Since then, the brand has more than 2,50,000 customers, and within that around 93% of the users have seen results positive results after using Traya for their hair fall solution. 
• As of now, the brand developed tie-ups with leading e-commerce brands like Flipkart, Amazon, etc. 

2. Idea Behind Traya 

The brand was formed out of personal experience of Altaf Sayed, co-founder of Traya. Altaf before finding Traya, was leading another venture and was really dedicated and always working towards it, which all resulted in poor diet, poor health, increase of uric acid, thyroid, due to which he was facing hair loss issues.

After much consultation and medication he was not finding the right solution for it, and later on he came across one ayurvedic practitioner, which advised him to treat the root cause of his hair loss issue.

From there, both Altaf and Saloni decided to build the brand which’ll help any individual suffering from hair loss to treat it with a holistic approach and with a mix of allopathy, nutrition, and dermatology.

3. Business Model  

Traya works on a D2C (Direct-to-Consumer) business model. Traya directly interacts with their existing as well as new customers via its official website. It analyzes the root cause of their hair fall through an online AI-generated test. 

The test incorporates various questions about what an individual experiences about their hair fall on a daily basis, after which the individual is recommended the medication, products use, do’s & don’ts, consultation about their scalp health. 

The monthly treatment costs around Rs.1,800 to Rs.2,500 per month. By consulting and interacting directly with their customers, Traya has managed to address the market well  and also to become an effective name for hair care solutions. 

4. Products and Services  

Traya was formed on the idea of providing each customer with personalized hair care products and services. 

• Traya analyzes and acquires a deep understanding of hair related issues and concerns, instead of recommending quick services to them. 

• Traya combines Ayurvedic, Dermatology, and Nutrition principles to create its products. Its products can treat the causes like nutritional deficiencies, hormonal imbalances, stress, etc. that cause intense hair issues and hair fall. 
• Traya is also famous for its effective and efficient customer care services Through its online website, Traya offers its customers a free hair care test on its platform, and after which the service plan starts, mainly from Rs.1,800 to Rs.2,500. 

5. Traya Marketing Strategies 

(5.1) Analyzing the market: The brand was formed from the personal experience of the founder when he was suffering from hair loss issues, and there was no appropriate solution available in the market that would treat the root cause of his hair issue. After analyzing this issue, the brand was launched that would help anyone to treat their hair fall issues. 

(5.2) Brand Tie-Ups & Collaboration: Traya has collaborated with famous e-commerce sites like Amazon and Flipkart, which has helped them to make their products available in almost every region, as these e-commerce sites operate almost everywhere. 

(5.4) Collaborations with Celebrities and Influencers: Traya has collaborated with several influencers on social media platforms which would help them get a more strong presence on these platforms.  It collaborated with celebrities like Rajkumar Rao, Ayushmann Khurrana, for their marketing campaign. 

6. Traya’s Success and Growth 

Before raising Rs.75 crores from Xponentia Capital in its latest funding round, Traya had raised around $2 million from Fireside Ventures and other investors. 

Apart from that the operating scale of the company also grew from Rs.6.98 crores in FY22 to 8.2x to Rs.61.67 crores in FY23. The customer base of Traya has increased from 2.5 lakhs and is witnessing steady growth. Also the company workforce has also increased from 400 to 800+. 

7. Challenges 

(7.1) Lack of Knowledge about causes of hair loss: There are many misconceptions about the causes of hair loss, and mostly everyone uses the same product to treat the hair fall. This turned out to be a major challenge for the brands, as they want to make people understand that every scalp needs a different treatment. 

(7.2) To create awareness: In the big market of the hair care industry, Traya wanted to create awareness about the various causes of hairfall. For this the brand focussed on educating people about the internal causes which can lead to hair fall. 

(7.3) Not taking hair treatment on time: According to Traya, many people don’t take hair loss treatment on time, and keep on trying various remedies to treat it at home. Instead of that, people should take the right medication and consultation about their hair loss treatment on time. 

8. Summing Up 

Traya, with its innovative and holistic approach, became famous in the hair care industry. While the rest of players in this industry recommend nearly the same type of product for everyone to treat their hair fall issues, Traya analyzes the root cause of the hair fall problem, gets direct consultation from the hair expert and medical professionals, and then recommends customized products. With that the brand has witnessed a 13x growth in its business in FY 22-23.