Saloni Anand of Traya on Building a Science-Backed Hair Health Brand, Personalised Treatment, and Redefining Long-Term Hair Loss Solutions

StartupTalky presents Recap'25, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2025 and discuss their vision for the future.

In this edition of Recap’25, StartupTalky speaks with Saloni Anand, Co-Founder of Traya, a personalised hair care brand addressing the root causes of hair loss. Anand shares how Traya was founded with the vision of combining Ayurveda, Dermatology, and Nutrition to create evidence-backed, personalised treatment plans that go beyond superficial solutions.

The conversation delves into how Traya has disrupted a $12 billion hair solutions market dominated by quick fixes, by focusing on diagnosis-led care, clinical validation, and adherence-driven results. Anand also discusses the company’s innovative AI-powered customer journey, strategic growth in Tier 2 and Tier 3 cities, women-focused solutions like the Santulan range, and the role of transparent education in building trust and long-term engagement with customers.

StartupTalky: What does Traya do? What was the motivation/vision with which you started?

Saloni Anand: At Traya, we help people address something millions struggle with, hair loss, in a way that actually gets to the ‘WHY’ behind it. Rather than offering quick-fix products like oils or shampoos, we diagnose and treat the root causes of hair loss by combining Ayurveda, Dermatology, and Nutrition into personalised plans for each individual. Traya’s journey starts with a detailed hair test that evaluates lifestyle, stress, gut health, hormonal imbalances and other internal factors, and then crafts a treatment plan that focuses on healing the internal imbalances to ensure good hair health. 

The motivation to start Traya came from seeing a huge gap in the way hair loss was being approached and the superficial, quick fixes that dominated the market, most solutions focused on surface-level fixes without addressing the underlying imbalances that actually trigger hair fall. We believed there was a better way: one that is transparent, honest, science-backed, evidence-led, and rooted in long-term health rather than temporary results. Today, that vision drives everything we do, from our personalised treatment plans to how we talk about hair health as part of overall wellness.

StartupTalky: What is/are the USP/s of your products?

Saloni Anand: No hair growth solution in the market today matches the level of efficacy Traya delivers. In fact, this is backed by a landmark clinical study published in the International Journal of Research in Dermatology, where Traya’s complete kit was directly compared with the most effective single molecule for hair regrowth. This single-blinded, parallely controlled, independently conducted study was designed to objectively test whether Traya’s core philosophy, integrating three sciences, could outperform even the gold standard molecule. And it did, our solution proved to be 3X more effective.

At the heart of Traya’s results is efficacy driven by diagnosis, not guesswork. We don’t rely on one science or one product. Instead, we combine the expertise of Ayurveda, Dermatology, and Nutrition, so every individual effectively receives insights from three specialists working together. This allows us to move beyond surface-level treatment and address the real root causes of hair loss, whether it’s stress, hormonal imbalance, gut health issues, nutritional deficiencies, or lifestyle-induced triggers. That’s why we’re not a product company selling generic shampoos or serums. We’re a diagnosis-led brand with proprietary formulations, built to personalise treatment for every individual.

This approach becomes even more powerful when it comes to women’s hair loss, which is often misunderstood and poorly addressed by the industry. Traya has developed an entire trademarked ‘Santulan range’, with specialised formulations for PCOS-induced hair fall, postpartum hair loss, and menopausal hair loss for women over 50. These aren’t marketing labels, they’re solutions designed around the actual biological and hormonal shifts that drive hair loss at different life stages for women. If you look at the broader hair loss industry, it’s hard to find products that even acknowledge these nuances, let alone create formulations around them. Traya stands apart not just because of what we sell, but how we sell it. We don’t offer a single product, we deliver a complete kit. From personalised formulations to diet plans and lifestyle guidance, we take ownership of the entire journey.

And finally, what truly differentiates Traya is our adherence engine. Hair regrowth is a long-term process, and results depend on consistency. Our systems are designed to ensure users stay on track, making us a deeply retention-focused brand. We don’t just start the journey, we see it through to results.

StartupTalky: How has the industry you are in changed in recent years and how has your company adapted to these changes?

Saloni Anand: When we entered the market, the category was crowded with exaggerated claims and quick fixes. Almost everyone was selling products that focused on superficial, external solutions. For Traya, hair loss was never about vanity. It was about disrupting one of the most competitive and frankly, most misleading categories in health and wellness: hair care. Our goal wasn’t to launch yet another product, but to create an entirely new category, science-backed hair treatment.

At the time, and even today, the industry largely treats hair fall as a cosmetic problem. But biologically, hair regrowth doesn’t work on shortcuts. It’s a 4–8 month process, varying from person to person, and no product can override that fundamental science. We saw a clear gap and a responsibility to break long-held myths, educate consumers, and rebuild trust in a space that had lost credibility.

That meant taking on the onus of simplifying the science, setting realistic expectations, and being transparent about outcomes. Traya’s communication focused on making complex concepts easy to understand, without diluting their authenticity. We chose proof over promises, data over drama. Today’s consumers are far more discerning, they demand evidence, not exaggeration. For new-age health and wellness brands, this kind of honesty and visibility is no longer optional. It’s the line that separates true efficacy from empty claims, and it’s where Traya has consistently chosen to stand.

StartupTalky: What key metrics do you track to check the Traya's growth and performance?

Saloni Anand: Our definition of success has never been revenue. It has always been about how many people begin their Traya journey and more importantly, how many see it through to the end and achieve visible results.

StartupTalky: What were the most significant challenges Traya faced in the past year and how did you overcome them?

Saloni Anand: India is a $12 billion hair solutions market with over 150+ million Indians looking for a hair fall solution. When Traya first entered the market, we noticed a lot of dishonesty in the hair fall industry. There are many misconceptions persist about hair loss, particularly those attributed to genetics or stress, and addressing them remained a challenge. A substantial portion of the educated audience in India continued to rely on traditional remedies over scientifically proven solutions. Educating customers about hair health has been a cornerstone of Traya's success. Content marketing, real-time customer testimonials, performance marketing, and customer engagement have played crucial roles in building trust. It’s a mix of storytelling, real results, digital presence, collaborations, and customer trials that have helped us flourish in the market.

In our recent study that we conducted, we found that a significant proportion of respondents aged 21-25 in Stage 1 (28.61%) progressed to Stage 2(38.04%) of the Norwood Hair Loss Scale due to a lack of treatment during Stage 1 which proves that there is a delay in adoption of the treatment. Our focus shifted to content marketing on social media, aiming to reach our audience effectively. Sharing real-time customer testimonials on social platforms played a key role in building trust. Witnessing real people with genuine results proved to be a game-changer. Recognizing the potential of performance marketing, we engaged with customers actively, gathered feedback, and turned them into enthusiastic brand advocates. 

StartupTalky: What are the different strategies you use for marketing? Tell us about any growth hack that you pulled off.

Saloni Anand: Our marketing has always been anchored in education and honesty rather than traditional growth hacks. From day one, we focused on breaking myths, being transparent about timelines and outcomes, and building a community where real results speak louder than claims. Platforms like our What the Health podcast have played a key role in demystifying health and hair loss through credible, expert-led conversations, while founder-led communication has helped build authenticity and trust at scale. Even our brand campaigns are designed to inform, challenging long-standing misconceptions and clearly explaining the process behind hair regrowth. If there’s one “growth hack” that’s worked consistently, it’s this: telling the truth, backing it with science, and letting customer outcomes drive advocacy and organic growth.

StartupTalky: What are the important tools and software you use to run your business smoothly?

Saloni Anand: Technology plays a foundational role in how we operate and scale efficiently. We use a robust CRM system like Starfleet to manage customer journeys, data security, and doctor-led consultations seamlessly. Performance and growth are driven through platforms like Meta and Google tools, while analytics and user behaviour insights are strengthened using tools such as Microsoft Clarity. AI is integrated across multiple touchpoints, from diagnostics and automation to improving customer experience and internal workflows. Together, these tools help us stay agile, data-driven, and deeply focused on delivering personalised outcomes at scale.

StartupTalky: How are you integrating AI into your product, whether in features, personalisation, or backend optimisation, and what measurable impact has it created for users?

Saloni Anand: Technology sits at the heart of everything we do at Traya. Our AI integrations are woven into the entire journey right from recommending personalised treatment plans, which are then reviewed and approved by doctors, to building a comprehensive customer profile that includes health history, scalp images (Scalpie), and progress tracking. Using this data, we’re able to create predictive prescriptions with clear treatment timelines, outlining the months required for meaningful and sustained results. This not only enhances clinical accuracy but also significantly improves doctor efficiency.

AI also powers our adherence engine, one of Traya’s biggest differentiators. It helps us understand how each customer prefers to engage, identifying the right communication channel and the most effective time of day to reach them, ensuring higher consistency and better outcomes. Our diet plans, too, are AI-generated and personalised, taking into account individual food preferences and lifestyles so the recommendations are practical, sustainable, and easy to follow.

Beyond the customer experience, AI drives operational excellence across the organisation. From finance and marketing to logistics and accounts, every function is supported by automation and intelligent systems. This end-to-end use of technology improves accuracy, boosts productivity, and allows our teams to focus on what truly matters, delivering better health outcomes at scale.

StartupTalky: What opportunities do you see for future growth in your industry in India and the world? 

Saloni Anand: Hair loss is more than just about looks, it affects confidence, mental health and changes the daily approach to life; it is a rather complex issue demanding more than quick fixes. The Indian market reflects this shift, as young individuals have been increasingly seeking solutions for common concerns like receding hairlines and other concerns. This trend signals a pivot towards result-oriented products.

Traya is all about understanding the challenges young people face. We focus on reaching the right audience and letting them know how our products, backed by research, can help them see sustainable results and regain their lost confidence. This resonates with the changing market.  Through our offerings, we're shaking up the $12 billion hair solution market, given that more than 150 million Indians deal with hair fall. Our growth is steady as the Indian market embraces effective solutions for this issue.

StartupTalky: How do you plan to expand the Customers, product, and team base in the future?

Saloni Anand: Over the last year, we’ve experienced remarkable growth, with a steady increase in our customer base. This expansion has been particularly significant in non-metro cities, especially in Tier 2 and Tier 3 markets, where 70% of our customers are from. It's important to note that our customers in these Tier 2 and Tier 3 cities are tech-savvy. Despite preferring to communicate in Hindi, they are comfortable using our English-language app. 

Looking ahead, Traya envisions substantial growth potential, not only within the Indian market but also on the international stage, over the next 3-5 years. As hair loss is a problem that is seen across genders, irrespective of age groups, countries, and other contributing factors, our deep understanding of gender-specific hair loss behaviors, positions us to capture new markets and serve a diverse customer base. We see a potential to scale up because we have a solution that has time and again shown desired results.  As we continue to educate and provide effective solutions to our customers, we aim to build our impact globally, establishing Traya as a trusted name in the personalized hair care space.

StartupTalky: One tip that you would like to share with people reading this article who want to get into entrepreneurship?

Saloni Anand: Stop chasing external validation. Instead, question the why behind every decision you make. As long as that why is rooted in purpose rather than social approval, you can be confident you’re on the right path.

Explore more Recap'25 interviews here.