Established in 2019, Traya is a health-tech brand to treat hair fall internally by identifying the root cause of hair loss. This research-driven hair solution company was founded by the couple, Saloni Anand and Altaf Saiyed, after their close encounter dealing with hair loss. With a solution-based approach backed by the three sciences of Ayurveda, Nutrition, and Dermatology, Traya plans to disrupt the $12 billion market for hair solution brands, with over 150+ million Indian grappling with hair fall conditions.
This year its marketing initiatives will focus on empowering consumers with credible information, debunking misleading claims, and showcasing proven effectiveness.
It is working on expanding its product portfolio with carefully formulated solutions tailored to individual needs.
Medianews4u.com caught up with Saloni Anand, Co-Founder, Traya
Q. Traya has turned profitable. Could you talk about the journey to get there and the challenges faced?
Traya’s journey has been shaped by overcoming deep-seated misconceptions about hair loss and driving a shift toward science-backed treatments. One of our biggest challenges since inception was addressing the widespread belief that hair loss is either inevitable due to genetics or solely caused by stress.
This made it difficult to establish a conversation around a more scientific and holistic approach. Additionally, despite access to advanced research and technology, a significant portion of educated consumers in India continued to rely on traditional home remedies (ghar ke nuskhe) over clinically proven treatments. Convincing them to trust science-backed solutions over generational advice was a major hurdle.
Another challenge was behavioral, many individuals hesitated to prioritise their health and commit to consistent self-care routines. Delayed intervention often worsened their hair loss. In fact, an internal study revealed that a substantial number of young adults aged 21-25 progressed from Stage 1 to Stage 2 on the Norwood Hair Loss Scale simply because they didn’t seek timely treatment.
To overcome these challenges, we made educating consumers our priority. We simplified our messaging to help people understand not just the symptoms of hair loss but also its root causes and how our treatments work. Recognising that consistency is a common struggle, we built a unique support system, Traya’s magic, a vast network of dedicated hair coaches.
Each customer is paired with a coach who provides continuous guidance and motivation, ensuring they stay committed to their personalized hair care journey. With constant reminders and personalised support, this model has proven highly effective in ensuring adherence to routines. As a result, Traya has achieved a 93% efficacy rate, empowering over 800,000 customers to regain healthier, stronger hair.
In March 2024, we took this a step further by launching a community project with over 60,000 customers, creating an active support network available 10 hours a day. With community managers responding within 10 minutes, customers received near-instant expert guidance and 24/7 support. This initiative not only enhanced results but also strengthened trust in our solutions.
WhatsApp and email marketing enable us to maintain direct communication with our customers. Through personalized messages, updates, and exclusive offers, we enhance customer relationships and encourage repeat purchases.
Customer feedback played a vital role in refining our offerings. By tracking progress through structured feedback, we continuously improved our products and treatments to meet evolving needs.
One of the biggest misconceptions we addressed was about Minoxidil. While it is a well-researched treatment, it only provides a temporary fix by managing hair loss superficially rather than treating the root cause. We made it a priority to educate consumers about the limitations of one-size-fits-all solutions and emphasised the importance of holistic treatments tailored to individual health factors.
Many people mistakenly believe that Minoxidil can resolve hair loss regardless of its cause, which is simply not true. Another common myth is that every Traya customer receives Minoxidil as part of their treatment. In reality, our approach is fully customized based on each individual’s symptoms, and Minoxidil is prescribed only when necessary. At Traya, personalization isn’t just a claim, it’s the foundation of everything we do.
By combining Ayurveda with modern science, we created customised regimens based on lifestyle, diet, and gut health. This focus on education, personalisation, and ongoing support helped us build a loyal customer base that trusts Traya for real, lasting hair loss solutions. Ultimately, this commitment to science-backed care and consumer trust led us to profitability.
Q. The hair care industry faces challenges when it comes to consumer trust. How will Traya look to build consumer trust through marketing initiatives in 2025?
In 2025, we are planning to further strengthen consumer trust through transparency, science-backed solutions, and real results. Our marketing initiatives will focus on empowering consumers with credible information, debunking misleading claims, and showcasing proven effectiveness.
We are working on expanding our product portfolio with carefully formulated solutions tailored to individual needs. Following the success of Traya Nourish Oil and the Santulan range, designed for women’s health concerns like PCOS, menopause, and postpartum care, we are developing more targeted, research-backed products. Every new launch will be supported by clinical validation and customer trials to ensure effectiveness.
We are also working on new scientific research to reinforce trust. Our 2024 clinical study with MS Clinical Research Pvt Ltd showed that Traya’s Customized Hair Regimen was three times more effective than Minoxidil in improving hair density. In 2025, we plan to conduct more such independent studies to validate our treatments and provide consumers with transparent, data-driven results.
Additionally, we are expanding our #QuestionTheClaim campaign to continue addressing misleading marketing in the hair care industry. By breaking down exaggerated claims, like “99% hair fall reduction,” and highlighting the importance of holistic, personalized treatments, we aim to help consumers make informed choices.
One of our recently launched initiatives is an exciting collaboration with India’s OG rap artist, Baba Sehgal. Through this partnership, we are tackling hair loss head-on with a video that blends Baba Sehgal’s signature humour and witty lyrics to highlight the emotional challenges faced by men experiencing hair loss. The campaign promotes early intervention, urging men to take action before it’s too late.
Through initiatives like this, along with our continued focus on transparency, scientific validation, and customer-driven innovation, we are working to build trust and establish Traya as a reliable, research-driven brand in 2025.
Q. Educating consumers is the key focus area. What activities will Traya be doing in the coming months across the marketing funnel to educate consumers?
When Traya entered the market, we saw a fundamental gap in the hair fall industry, a lack of honesty and understanding about the real nature of hair loss. For years, consumers were misled into believing that shampoos, oils, or other external products could effectively combat hair fall, while many also turned to home remedies that offered little to no results.
The truth is that hair loss is a symptom of deeper health issues, requiring an internal, science-backed approach rather than superficial solutions. Recognizing this, we focused on educating people about the different stages of hair fall, its root causes, and the importance of a holistic treatment approach.
At the core of our solution is personalisation. Every individual’s body is unique, and so are the triggers behind their hair fall. To address this, we developed the Traya Hair Test, a doctor-backed algorithm designed to help customers identify the underlying causes of their hair loss.
This test guides us in creating customised treatments that combine Ayurveda, Nutrition, and Dermatology, ensuring that every customer receives a solution tailored to their specific needs
Educating consumers remains a key priority for us, and we are constantly working on new initiatives to drive awareness and trust. One of our most impactful projects has been What The Health!, India’s first health podcast that simplifies complex health topics with expert-backed insights on hair loss, Ayurveda, gut health, and overall wellness. With its growing credibility, we aim to expand its reach in 2025, engaging a wider audience and strengthening Traya’s position as a thought leader in holistic health.
Scientific credibility is another pillar of our approach. The hair loss industry has long been saturated with sweeping promises of quick fixes, but real, lasting results take time. While many brands claim their products work within a few weeks, the truth is that hair regrowth requires at least 4–6 months of consistent treatment. To challenge the industry’s outdated standards, we recently conducted a groundbreaking clinical study, one of the few of its kind outside the pharmaceutical world. With 135 participants, a placebo group, and advanced tools like Trichoscan® and CaseLite, we ran this study for six months to ensure accuracy and effectiveness.
The results were phenomenal, Traya’s 3X approach doesn’t just manage hair loss; it redefines it. By addressing root causes with Ayurveda and modern science, we’ve proven that lasting hair regrowth is possible with no quick fixes and no shortcuts. This study raises the bar and sparks a global conversation, putting Ayurveda firmly on the world map. Most importantly, it reaffirms what we’ve always believed: hair loss can be managed with time, personalization, and evidence-based solutions.
Beyond research and product innovation, our digital presence plays a crucial role in reshaping how people perceive hair loss. Our social media channels serve as educational platforms, where we debunk myths, share scientific insights, and guide consumers toward informed decisions. We also recognise the impact of collaborations but are selective in our approach. Unlike many brands that work with generic fashion or grooming influencers, whose endorsements often feel transactional, we choose to partner with thought leaders and infotainers who bring real knowledge and credibility to the conversation. Instead of traditional influencer marketing, we engage people in meaningful ways, encouraging them to experience our treatments over time before sharing their journeys.
This shift in strategy stemmed from our analysis of influencer-generated content, which often created more skepticism than trust. Most influencers don’t use a product like Traya for six months before reviewing it, leading to inauthentic endorsements. That’s why we decided to move away from generic sponsorships. A great example of our new approach was our collaboration with Abhi and Niyu, a content creator couple known for their educational and awareness-driven content.
We offered Abhi a six-month Traya treatment and asked him to document his journey. If he saw results and genuinely liked the treatment, he would share his experience. If not, we would still compensate him. This approach worked exceptionally well, not because it was scalable, but because it was authentic. His content was rooted in real results, making it far more impactful than traditional influencer marketing with discount codes and bio links.
As Traya continues to evolve, our marketing strategy remains deeply rooted in education. The hair care industry has long bombarded consumers with misleading promises, leading them to believe that hair loss is inevitable and irreversible.
One of our biggest challenges was to change this perception and instill confidence that hair regrowth is possible with the right approach. In today’s digital world, where consumers are constantly exposed to sales-driven messaging, education-based marketing stands out as a breath of fresh air.
People are smart, when they are presented with real science, transparent information, and solutions that work, they understand the value. This is what sets Traya apart: we are not just selling products; we are transforming the way people think about hair loss.
Q. Which are the key markets in the country that Traya will focus on in 2025? Is the TG 15-45?
By 2025, Traya’s primary focus will be on expanding its reach into non-metro Tier two and Tier three markets across India, making our expert-backed hair loss solutions more accessible to a broader audience. While we have already built a strong presence in metro cities, our growth strategy emphasizes deeper penetration into regions where awareness of holistic, science-driven hair care is steadily increasing.
With our target demographic primarily consisting of adults aged 25 to 55, we are committed to reaching individuals who are not only concerned about hair loss but are also actively seeking reliable, expert-led solutions. To further strengthen our offerings, we plan to invest in research and development, ensuring our products continue to evolve in line with customer needs.
Beyond India, we recognise the vast potential for international expansion. Hair loss is a global concern that affects individuals across genders and age groups, making Traya’s holistic and personalised approach highly relevant worldwide. Our in-depth understanding of gender-specific hair loss patterns uniquely positions us to enter new markets and cater to a diverse customer base.
Ultimately, our vision for 2025 and beyond is to scale globally while continuing to educate and empower our customers with solutions that deliver real, lasting results. We aim to establish Traya as a trusted name in personalised hair care, known for delivering real, lasting results.
Q. The bulk of Traya’s marketing spend goes into digital. Could you talk about the digital media mix and the role of social media?
Traya’s marketing strategy is deeply rooted in digital, with a structured approach that ensures maximum impact across different stages of consumer engagement.
The first priority is brand visibility. At this stage, our goal is to reach those who are unaware of Traya’s existence. To create awareness and establish credibility, we target the right audience and make use of high-quality, engaging content. For instance, our collaboration with Rajkummar Rao helped drive mass appeal and recognition.
Once consumers become aware of Traya, the next step is education. At this stage, we focus on building trust by showcasing the science behind our brand and providing expert-backed knowledge on hair care. As I mentioned above, we launched What The Health!, India’s first health podcast, where we simplify complex health topics and position Traya as a thought leader in the industry.
Our digital content mix also includes a variety of engaging formats such as educational videos, influencer collaborations, and interactive social media campaigns, all designed to educate and engage our audience effectively.
The final stage is about conversion. After educating consumers, our focus shifts to demonstrating real results. Here, user-generated content (UGC) plays a critical role in reinforcing credibility. Testimonials, before-and-after stories, and community-driven content serve as powerful tools to assure potential customers that Traya delivers on its promise.
Social media is an integral part of our digital strategy across all these stages. We leverage platforms like Instagram and YouTube for educational content, influencer collaborations, and community engagement. Performance marketing, backed by data analytics, ensures we target the right audience at the right time, making our digital investments both strategic and effective.
Q. On Youtube Traya has a podcast called ‘What The Health.’ Are podcasts growing in importance as a brand building tool for brands for Traya and other advertisers?
Podcasts are becoming a powerful tool for brand building, offering a unique way to engage audiences with in-depth, credible content. Our YouTube channel, Traya Health, hosts What The Health!, a podcast designed to simplify complex health topics. With nearly six lakh subscribers, it has become a key platform for education and trust-building.
Unlike traditional ads, podcasts allow for meaningful, long-form discussions that make complex topics easier to understand. At Traya, we use What The Health! to bust common hair care myths and share expert-backed insights. We also collaborate with leading podcasts like The Ranveer Show and Nitish Rajput’s podcast to reach a wider audience.
Our approach is data-driven, each topic is chosen based on audience insights and health trends. To build credibility, we feature doctors, health specialists, and experts who simplify medical concepts into actionable advice.
We also partner with top content creators and influencers to make expert knowledge more relatable. This mix of expertise and accessibility has made podcasts a vital tool for Traya in building brand trust and awareness, a strategy that is proving valuable for advertisers across industries.
Q. At the first stage to build awareness Traya partners with celebrities like Rajkummar Rao . How effective are celebrities in cutting through clutter?
As I mentioned above, it was at our awareness stage where we were required to bring visibility to the brand for unknown audiences that we decided to partner with a high-impact celebrity.
Our strategic partnership with relevant celebrities like Rajkummar Rao have played a crucial role in helping Traya cut through the clutter and build awareness. With overwhelming marketing messages flooding the hair care industry, a credible and relatable face helps grab attention and reinforce trust.
For the Hope for Hair campaign, featuring Rajkummar Rao was not just about visibility, it was about instilling confidence in potential consumers. The campaign challenged traditional beliefs around hair loss, emphasizing that external solutions like shampoos and oils were not enough. By leveraging Rajkummar’s influence, Traya effectively conveyed the message that hair regrowth was possible with the right approach.
We recently also partnered with Baba Sehgal to create a music video to raise awareness about the importance of taking action early on hair loss. Hair loss can be a difficult subject for many men to talk about, and we felt Baba’s own experience with the issue made him a great fit for this campaign. His trademark humor and witty lyrics helped ease the tension around such a sensitive topic, while still delivering the crucial message that, with timely action, hair loss can be reversible.
The rap video candidly guided listeners through the emotional rollercoaster of hair loss, from denial and stress to eventual acceptance. It tackled common pain points such as loss of confidence, feelings of isolation, and the relentless pressure of unrealistic beauty standards, all delivered in Baba Sehgal’s signature catchy rap style.
Celebrity-led campaigns help Traya build trust and establish us as a reliable solution provider. In an industry focussed on instant results, Traya stands apart by prioritising education, patience, and long-term solutions. A trusted celebrity helps spread this message to the right audience effectively.
Q. On the influencer marketing front Traya has partnered with people who have suffered hair loss. How has that strategy helped build brand authenticity?
Our strategy of partnering with people who have personally experienced hair loss has been key in building brand authenticity. Instead of relying on generic endorsements, coupon codes, or affiliate links, we focus on real experiences that ensure authentic storytelling and genuine trust.
Traditional influencer marketing is losing impact in the skincare, wellness, and health space. We avoid working with generic fashion or grooming influencers, as promoting multiple hair brands can dilute credibility. Instead, we collaborate with thought leaders and infotainers who can truly educate their audience about hair loss and its solutions.
This approach has helped us build stronger consumer trust. Real stories from real people make our message more relatable and reinforce our commitment to science-backed, effective solutions.
Q. Last year Traya’s new campaign films aimed at redefining perceptions around hair loss. How were they received?
In 2024, we launched two impactful campaign films to further our mission of educating consumers about the root causes of hair loss and the importance of consistent treatment. The first film, starring Rajkummar Rao, reinforced our presence in the Hindi-speaking market.
It drew parallels between fitness and hair health, emphasising that just as achieving fitness requires consistent effort under professional guidance, addressing hair loss demands a structured and holistic approach.
The film highlighted Traya’s Hair Coach offering, positioning it akin to a gym trainer who provides continuous support, ensuring adherence to the treatment plan for optimal results.
The second film, featuring Neena Gupta, was designed to drive awareness among women about the real causes of hair fall. Set at a wedding, the film challenged the traditional approach of concealing hair loss and instead advocated for identifying and addressing the root cause. Neena Gupta guided the audience through our diagnostic hair test and customised treatment, reinforcing our philosophy, hair loss solutions must go beyond superficial fixes like shampoos and serums to focus on internal health.
Our 2024 campaigns resonated deeply with audiences, successfully shifting consumer perceptions. The relatable narratives and strong messaging around holistic, science-backed solutions garnered a highly positive reception, especially among those struggling with persistent hair issues. The films drove significant engagement, increasing awareness and trust in Traya’s expertise while strengthening our foothold in key markets.
Q. Will traditional media play a role for Traya?
It isn’t traditional versus digital. While an ideal media mix will have a healthy balance between digital and traditional media, brands create their media mix basis their target audiences media consumption pattern and budgets.
Traya will choose traditional media platforms for communications that we feel warrant those channels.
Q. How is Traya leveraging AI from product innovation to marketing?
Traya is a tech-enabled hair solutions brand and AI is very quickly becoming an integral part of every brand’s journey and it stands true for us as well. We have started using AI tools across data driven-product innovation, diagnostics, customer experience, and marketing strategies.
The possibilities of hyper personalisation and customisation that AI offers is changing the data analytics game and the way brands consume customer data.
Q. Could you talk about the new Question the claim.initiative?
Traya’s #QuestionTheClaim initiative was born out of the need to help consumers see through exaggerated marketing claims and make smarter choices. It’s about understanding marketing gimmicks, research loopholes, and reading labels to assess product quality.
We’re not here to defame any brand, every brand works hard to deliver great products. Instead, this campaign empowers consumers to avoid falling for unrealistic promises, like a shampoo claiming 99% reduction in hair fall. It is not possible, and we are here to educate and create awareness for the consumers. By involving journalists, doctors, and influencers, we’re spreading awareness about these traps and encouraging people to question what they’re being sold.
The response so far has been incredible. Customers appreciate the transparency and feel more confident now when choosing products that truly work for them.
