Traditionally, the hair of Indians is famous. Our hair is one of the healthiest in the world. If we think about why our hair is so important, it is because of the rich diet that has been practiced for centuries - cereals, millets, vegetables, oils, ghee, nuts and oil seeds are very helpful for the health and beauty of the hair.

However, it's been a while since Indian hair started losing its shine, thanks to the combination of rising stress levels, inadequate nutrition, and several other factors. While excessive stress is a direct cause of premature graying of hair, a diet low in protein can lead to hair loss. Also, common health issues like anemia and thyroid can make your hair thin and brittle, eventually leading to hair loss.

This is the primary reason why the hair care market in the country has grown to $3 billion in today's busy lifestyle. Till a few years ago, before the Covid-19 pandemic wreaked havoc, this market was ruled by big companies like Procter & Gamble, Unilever, L'Oreal, Vatika and Dabur.

However, as Indians moved into a more health-conscious post-Covid era, there was a wave of D2C brands including Pilgrim, Raval Care, Mars by GHC (Good Health Company) and Bayer Anatomy. Finally, markets like Amazon, Flipkart, and Nykaa were flooded with products related to hair oils, shampoos, serums, masks, and nutritional supplements for healthy hair.

Tria is a brand that stands out in the market with its comprehensive hair treatment solutions. Founded in 2019 by Saloni Anand and Altaf Syed, the D2C brand specializes in personalized hair care solutions that solve individual customer hair problems through innovative technology.

"While the market is flooded with hair care brands and countless products that claim to promote hair growth, none of them provide effective results. For us, Whitespace belongs to the entire hair care industry, "said cofounder Saloni Anand.

The startup works on integrating Ayurveda, dermatology and nutrition to treat hair loss. It works through major e-commerce platforms such as the app, website, Amazon, and Flipkart.

The founders claim to have served over 8 lakh customers, with 70% of the customer base residing in non-metro cities. According to the co-founders, the startup generated a revenue of Rs 61 crore in FY23.

The startup has received significant support from Xponentia Capital, Fireside Ventures, Kae Capital, Stride Ventures, and Whiteboard Capital, and has raised INR 165 Cr since inception.

In the competitive customised beauty and personal care market, Trai competes directly with brands such as Arata, Vedix, Skincraft and Raval Care.

The beginning of the trail

Cofounder Saloni Anand, a computer science engineer, was working with a small B2B start-up in 2015 when the idea of starting something of her own came up. Saloni learned more about managing a startup, including building a team, finding product and market compatibility, and getting the first clients.

On the contrary, Syed, Saloni's husband and TREA's second co-founder, was trying to sustain a food startup that was on the verge of failure. This tension not only led to weight gain, but also led to hair loss as the thyroid gland's levels became unmanageable.

The couple knew it was time to seek help. "We realised that allopathic medicine offered only limited solutions, which prompted us to get involved in the search for alternative treatments for his health problems," says Saloni.

Initially focused on solving thyroid problems rather than hair loss, the co-founders consulted with more than 12 Ayurvedic doctors in India. "Finally, Dr. We found Shailendra Chaubey, who helped Syed heal through dietary interventions, "says Saloni Anand. Choubey is currently the head of the Ayurveda department at Troy.

After following a special diet and taking medicines for three months, Syed saw an improvement in his health and his hair grew back. This led them to a realization of the fragmented nature of the health sector in the country.

"We have noticed that clinics are not integrating multiple sciences to address health issues, which has led to patients opting for Ayurveda and allopathy instead of benefiting from a combination of the two," Saloni Anand said. With this realization, they engaged in extensive research across various fields, and hair loss emerged as a field of study.

In 2019, the co-founders convened a team of seven doctors, including Choubey. They conducted a trial involving 55 individuals consisting of men and women of different ages. Over the course of five months, the trial produced remarkable results - 35 participants experienced significant hair growth. This success led the duo to officially establish TRAI in December 2019 and launch the website a year later in November 2020.

Troy's theory of evolution

One thing the co-founders were very sure of when they launched the start-up was their vision, which was to enter the market only if their formulation was able to grow hair better than other brands in the market. Trai started with a simple business model that featured a landing page where people suffering from hair loss could share their details. Cofounders will call them to understand their health status before providing a solution that has been certified by their team of doctors.

For most of 2019 and 2020, the founders purchased allopathic products directly from dermatologists and focused on manufacturing proprietary ayurvedic formulations. That's when the founders realized that their success was not in their formulas, but in streamlining the process of customizing and delivering everything in a box to the customer's doorstep. During the peak of the pandemic, the TREA founders found it beneficial when telemedicine was actively adopted by people confined to their homes. s

Despite this, this period proved to be challenging, as significant efforts were required to convince consumers to sell comprehensive hair treatment kits rather than buying a product on the platform.

"The first one-and-a-half years were challenging because even though we knew the advantages of our products, it was difficult to educate our customers. It took time for us to gain acceptance as a D2C startup that claims to grow hair, "Anand said.

During this time, the founders focused on technology, advanced diagnostic tools, and predictive models through close collaboration with medical experts. By early 2022, TRAI shifted to a fully digital revenue model, eliminating the need for phone calls altogether.

Currently, its business model requires you to visit the TRAI website and fill out a comprehensive online form. This test includes health history and other relevant details. Then, customers will get a month-long kit that includes a hair transformation kit, a customised treatment plan from doctors, an ayurvedic diet plan, and access to a personal hair coach. The entire process takes at least five months.

Started with 8 SKUs, Trai currently offers 30 SKUs, including Hair Vitamin, Hair Ras, Digest Boost, Iron Balance, PCOS Balance, Norish Hair Oil, and Recap Serum.

The Future of Troy

Currently, Trai differentiates itself by offering personalised treatments that prioritise efficiency over just selling products. According to Anand, competitors can customize products based on superficial preferences, such as shampoo essences or personal labeling, but TRAI provides each customer with prescriptions and treatments specifically designed to address their individual hair health needs.

It should be noted that TRAI operates in a highly competitive market with brands with similar offerings. At a time when there is a growing acceptance for a variety of hair care regimens, many companies have stepped into this growing market with organic shampoos, anti-aging hair serums, hair masks, supplements, and more.