Traya – A Tale of Problem-Solution
Arresting Hair Fall
Setting up successful businesses is about locating that gap in the market and filling it with right solutions that are scalable and can sell!
Saloni Anand, Co-founder Traya found a unique solution whilst researching her spouse’s premature hair fall situation. The approach entailed combining three sciences- Ayurveda, nutrition and dermatology . She created a health tech brand that claims to put together medically reviewed, research-based hair fall solutions, Traya .
Saloni is an Engineer plus MBA who has incubated and developed Traya as an offering for millions suffering hair fall issues in India. The brand has quickly grown a national presence and a distribution network that caters to over 2.5 lakh consumers over the last three years with a workforce of 250 employees nationwide.
Besides her role as a brand leader, this Mom-Entrepreneur excels as a devoted mother to her two-year-old. During her time off work, she finds joy in trekking and indulging in artisanal activities. In addition, she pursues her passion for spurring the aspirant start-up creators who resigned their dreams because they do not belong to heritage educational institutes.
Talking to Beauté Espace, Saloni shares the brand’s journey in great detail of and her hopes and her dreams for the brand too!!
How was Traya conceived?
I had a stable job at a SaaS company, and my husband, Altaf, was delving into the startup world. He was really passionate about it, but as things picked up, he started neglecting his health. Balanced nutrition took a back seat and sleep became a luxury for him. His thyroid and uric acid levels went off the charts, and he started gaining weight and losing his hair. It was tough to watch him deal with all the hair loss and emotional stress it brought into his life.
We were determined to find a solution, so we tried everything – Ayurvedic remedies, dermatological treatments, and even chemical therapies. Sadly, none of them gave us the desired results. Then we came across an Ayurvedic practitioner who suggested some solutions. At first, Altaf was skeptical, given our background in Allopathy, but he eventually gave it a shot. By religiously taking allopathic and Ayurvedic medicines, and following an improved diet, Altaf’s health gradually underwent a positive transformation. He began to lose weight, his thyroid and uric acid levels started returning to normal, and his hair started growing back. It was a relief. Seeing these dramatic changes in Altaf, our friends in the same age group started asking about his hair journey. We shared all the recommendations, but here’s the thing, not everyone noticed the same results. Reversing hair fall takes time, and many people find it difficult to stay consistent for 4-5 months.
This got Altaf and me thinking, and we decided to run a digital ad to start our own brand. We got 50 customers through that ad, after which we stopped advertising and focused entirely on helping them. Altaf and I became their hair coaches, and we worked with a team of doctors – a dermatologist, an Ayurvedic practitioner, and a nutritionist. In just 5 months, 36 of these customers saw real improvements. This progress marked the inception of Traya.
Given that it’s a complete holistic solution- what’s the research behind it?
Traya is all about revolutionizing the way we think about hair health. We’re not your typical quick-fix brand; we’re all about digging deep to find the root causes of hair fall and providing customized hair solutions. Traya offers a complete holistic solution with a three-fold approach that ensures the benefits of Ayurveda, Dermatology, and Nutrition with a scientifically backed strategy that addresses hair fall from multiple angles because we believe there’s no single solution to tackle the complexity of hair health.
Our personalized approach begins with our free online hair test, which helps us get to the root cause of people’s unique hair troubles. This online hair test has been designed to address key queries that a dermatologist, Ayurvedic practitioner, and nutritionist would typically inquire about. Traya’s hair test has been created by our team of doctors and its algorithm has been trademarked. It diagnoses exactly what’s causing your hair to fall out – whether it’s stress, hormones, not getting the right nutrients or any other concern. Also, since Traya does not depend on third-party sites, we have built an internal robust CRM (Customer Relationship Management) system that stores all consumer data in secure servers. This approach builds trust and instills confidence in our customers that their sensitive information is safe with us. We’ve collaborated closely with a team of healthcare specialists, including dermatologists, nutritionists, and Ayurvedic experts which ensures that our approach is not only effective but also safe and reliable.
Based on the consumer’s responses, the algorithm offers treatment recommendations with a high accuracy rate. Moreover, every kit at Traya is only shipped once our in-house doctor goes through the filled hair test and signs off on the prescription. We’re also big on results. Our success stories are proof that our approach works. We won’t promise instant miracles, but our customers consistently see significant improvements that have a lasting impact. In a nutshell, Traya is a combination of science, modern technology, personalized care, and a commitment to real, sustainable results.
Where are the products manufactured? Could you please elaborate on the ingredients?
Manufactured locally, our key manufacturing hubs are located in Mumbai, Ahmedabad, Indore, and Kolkata. What sets us apart is our unwavering commitment to quality and safety. All our products meet the highest quality standards, holding ISO and GMP certifications. In fact, some of our products go even further, with certifications from WHO and AYUSH, thereby delivering products that meet both international and Ayurvedic standards.
At Traya, we’re all about using authentic ingredients that deliver impressive and sustained results. Our extensive product range is packed with tried-and-tested ingredients that do wonders for your hair. We work on internal causes with the most unique solutions. For instance, take our Traya Hair Vitamin – it’s loaded with key ingredients like Biotin, Folic Acid, Vitamin C, and Zinc. These elements are responsible for repairing damaged hair and encouraging growth in hair follicles especially for those with nutritional deficiencies.
Another unique product is our Traya Hair Ras. It’s a unique blend of Ayurvedic treasures such as Shatavari, Ashwagandha, Amalaki (amla), Guduchi, Shankha Bhasma, Bhringraj, Arjuna, Shankapushpi, and Tapyadi Lauh. These diverse Ayurvedic elements work together to balance your body’s Ayurvedic doshas (Vatta, Pitta and Kapha), effectively keeping hair loss in check. Similarly, our Nasal Drops with Shatavari for Nourishing Hair Follicles is a favourite amongst those with sleep problems.
Traya is a mix of Ayurveda, allopathy, and nutrition. Our Traya Gut Shuddhi is an Ayurvedic gem that’s all about boosting digestion and keeping the gut healthy. It’s loaded with Ashwagandha, Bhringraj, and Amla, who team up to detoxify the gut. And when the gut is in good shape, it can help reduce hair loss and thinning.
How has the market responded and what are the guarantees?
Hair loss is more than just a matter of looks; it’s a pretty complex issue that needs more than quick fixes. In India, we’ve noticed a shift, especially among young people who are actively seeking solutions to common hair problems like receding hairlines. This trend signals an increasing requirement for result-oriented products in the Indian market.
We at Traya, are all about understanding people’s challenges. We’re focused on reaching the right audiences and spreading awareness regarding how our products, backed by research, can help them with long-lasting results. This effectively resonates with the changing market.
With more than 150 million Indians dealing with hair fall, we’re shaking things up in the $12 billion hair solutions market. Our growth is steady because the Indian market is embracing effective solutions for this issue.
We also recently launched our first TV commercial featuring Rajkummar Rao, where we talked about the challenges young men face with hair loss due to their busy lifestyles and diets. We wanted to shed light on how modern life changes can lead to hair fall. At a larger scale, we understand the issue that prospective grooms may face due to hair fall concerns and how it might make them feel conscious. Through this story, we connected with our audience and showed them how Traya can really provide them with a solution.
In just 4 years, Traya has expanded all over the country and set up a strong network to serve more than 2.5 lakh customers. We keep customer satisfaction as our top priority and hence we have a 100% money-back guarantee for customers who may not notice visible results after the first 5 months of using our treatment.
What’s your customer profile and your ideal Client?
Anyone dealing with hair loss, regardless of age or gender, is our ideal client. Our treatment works for everyone, whether they are in Stage 1 or Stage 4 of hair loss. It’s only when one hits Stage 5 that things might get tricky and hair loss may become irreversible. That’s why we always stress on the importance of getting diagnosed and treated at the right time because it’s the key to getting best results from our treatment. Therefore, we always urge people to not wait too long before taking action. For people dealing with Stage 5 hair fall, we inform them right away that we won’t be able to reverse it because we believe in maintaining utmost transparency.
Is hair fall regulation a lifelong process?
Hair fall is not a cosmetic concern; it is a symptom of underlying health issues. Therefore, addressing hair fall by treating the root cause is crucial to ensure sustained results and overall well-being.
Delving into the root causes behind hair loss and offering tailored solutions is what Traya is all about. We provide a comprehensive approach that combines the best of Ayurveda, Dermatology, and Nutrition. Our scientifically backed strategy tackles hair fall caused by various problems because we understand that there’s no one-size-fits-all solution when it comes to maintaining healthy hair. Hair loss causes can differ quite a bit from one person to another, and it’s crucial to figure it out to determine the right treatment.
One of the most common causes of hair fall is genetics. People with a family history of male or female pattern baldness may be genetically more prone to hair loss. In such cases, hair loss tends to be a lifelong concern. Then there are hormonal shifts, like those during pregnancy, menopause, or conditions like PCOS – these can lead to temporary hair loss, but it’s usually reversible once the hormone levels are balanced. Medical issues also play a big role in hair loss – issues like thyroid problems, autoimmune diseases, or even scalp infections can lead to hair loss. By treating the underlying issue(s), hair fall can be reversed in these cases.
Diet tends to play a big role in the overall well-being of the hair. Lack of important nutrients, especially iron, biotin, and protein, can cause hair thinning and hair fall. Correcting these deficiencies through dietary changes or supplements can help with hair regrowth. So, there are various causes, but understanding them is the first step towards finding the right solution.
Through our free online Traya hair test, we identify the root causes of hair fall and prescribe a customized treatment plan for every customer based on their specific concerns. The treatment needs to be followed consistently for a period of 5 to 6 months for sustained and long-lasting results. What makes our approach effective is that we get to the root of the problem. For example – if you have an issue related to your gut health; treating it can certainly bring about positive changes. But maintaining that good gut health afterwards is important to keep hair fall under control in the long run.
What are your dreams & plans for Traya?
Hair loss is more than just a cosmetic concern, it can really affect people’s lives. We’ve got a solution that works, and we want more people to know about it. What makes Traya special is our culture of always innovating and experimenting. Traya is on a mission to spread the word about the importance of getting a deep analysis for hair loss and to protect people from misleading products and services currently available in the market. This year, our aim is to make our solution accessible to anyone dealing with hair loss. While we’ve established our expertise in tackling male hair loss, we’ve recently expanded into addressing female-specific hair loss with our Santulan range, which deals with specific root causes such as PCOS, Thyroid, etc. Our primary goal this year is to make Traya the go-to solution for hair loss. But as we grow, we also want to be a brand that people love. Hence, good customer relations and making sure our customers have a great experience is our number one priority.