Anushruti Singh
Balancing motherhood and entrepreneurship is no easy feat, but Saloni Anand, Co-Founder of Traya, has mastered the art of doing both with grace and determination. Traya, a revolutionary brand blending Ayurveda, dermatology, and nutrition, is challenging hair care industry norms with its science-backed approach. In this candid conversation, Saloni talks about overcoming self-doubt, breaking stereotypes, and scaling Traya into a trusted name in hair care.
Edited excerpts:
What was the biggest “oh no!” moment in your journey, and how did you turn it into an “oh wow!” moment?
When I started as a founder, it was nerve-wracking and exciting. There were so many ‘oh no!’ moments where I’d catch myself thinking, “How do I do this?” Self-doubt often crept in, but I knew I had to push through. What helped me turn those ‘oh no!’ moments into ‘oh wow!’ ones was my passion and curiosity. I just kept showing up, working hard, and learning every day. Now, when I look back, I can proudly say, “Oh wow, I’ve made it this far!” Of course, there’s still a long, exciting journey ahead, but I’m so grateful for every step that brought me here.
They say, “Behind every successful woman is herself.” What’s one tough decision you had to make that shaped your business?
I think what you are saying is absolutely right.
I have always had this entrepreneurial bug. Even while working a corporate job, I would travel for an hour on weekends to attend long entrepreneurial workshops, only to return to my weekday routine as an employee. That hustle, that constant desire to learn and better myself, was always there. I would read, educate myself, and push to gain more knowledge. It wasn’t always easy, but it laid the foundation of my entrepreneurial journey.
The most significant and toughest decision that I ever made came when Altaf and I became parents to a newborn. Starting Traya during that phase meant juggling two major responsibilities—parenthood and entrepreneurship. Balancing the care of our little one while working tirelessly to build something from the ground up was incredibly challenging. There were moments of self-doubt when I questioned whether I was doing enough—whether I was being a good mother while also managing the business.
I had to make difficult choices, learn to prioritise, delegate, and accept that not everything would always go as planned. There were days when exhaustion took over, but my unwavering belief in what we were building kept me going.
Choosing to push forward—despite the struggles, sleepless nights, and overwhelming challenges—is what ultimately shaped Traya.
What’s the secret ingredient or a person that keeps you motivated on tough days?
My 5-year-old son is my greatest source of motivation. His love, trust, and unwavering belief in me fuel my passion every day. For example, whenever I make mistakes at home, he always defends me with childlike wisdom, saying, “Mumma had a reason for that” or “It’s okay, Mumma. I know you’re the best.” He sees me as his superhero, and that pure, innocent belief fills me with warmth and purpose.
It keeps me going at work too. His trust pushes me to strive for more—not just as a founder and leader but as a person too. Without even realising it, he has given me so much.
How do you balance being a boss and being you? Any self-care rituals that keep you sane?
Balancing being a boss and being myself has been a journey of learning, adapting, and relying on my support system. I had two babies while growing Traya, and navigating every responsibility wasn’t easy, but I learned along the way. I made it a priority to give each of my roles—founder, mother, and individual—the time they deserved. It is demanding and exhausting, but it’s definitely doable once you set boundaries.
When I am at work, I am fully focused. When I am home with my kids, I keep my phone and laptop away and give them my undivided attention and love. That way, guilt never seeps in, and it keeps me sane.
I also carve out time for myself. My morning workouts are a non-negotiable part of my routine. I read from time to time. A well-rested, happy mind is the best asset—both as a leader and as a person.
What’s one stereotype about women in business that you’re tired of hearing?
The stereotype that women in business are too risk-averse or not ambitious enough is one that I’m tired of hearing. I was born into a service-class family, and entrepreneurship required me to completely change my attitude and approach.
I was inspired by my in-laws, who have been entrepreneurs for generations. My mother-in-law, in particular, is extremely ambitious and foolishly optimistic—two traits that are essential for entrepreneurship. During our early days of building Traya, she supported us without asking too many questions. Now that she knows we’re doing well, every time we enter the house, she asks, “Kitna hua?” (referring to revenue), and I greet her with my Shopify dashboard. She cheers for us and pushes us to be a better brand.
If anything, I’ve learned that women aren’t afraid of taking risks—we just make sure they’re worth it.
Who’s your biggest female inspiration, and what have you learned from her?
Nisaba Godrej has been a tremendous source of inspiration for me. As a founder, I’ve learned from her how to uphold a company’s core values while continuously evolving to meet the needs of modern consumers. She has led Godrej Consumer Products through remarkable growth and transformation while remaining grounded and focused.
Her passion for creating sustainable solutions and giving back to society resonates deeply with me, and I strive to embed those principles in my own work at Traya. She is a true leader and fosters a work culture that celebrates gender equality and mentorship.
Her example has inspired me to mentor aspiring women entrepreneurs and create opportunities for others—just as she has done.
What’s the next big thing for you and your business? Any exciting projects in the pipeline?
The hair care industry has long relied on misleading marketing claims, often promoting “one-product wonders” that claim to reverse hair loss in just 3–4 weeks. While these promises sound appealing, real results take time—typically 4–6 months—because hair regrowth involves solving internal issues, not just offering quick, surface-level fixes.
At Traya, we’re committed to challenging these outdated industry norms and setting a new standard for truth and transparency. We recently conducted a groundbreaking clinical study with 135 participants, including a placebo group, using advanced tools like Trichoscan® and CaseLite. The study ran 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—without shortcuts.
Another major issue in the industry is misleading testing methods. Some brands claim to reduce hair fall when they are actually just reducing breakage. Others compare their products to non-conditioning shampoos to exaggerate effectiveness, leading to claims like “reduces 99 per cent of hair breakage with every wash.” These tactics mislead consumers into thinking that they are addressing hair loss when, in reality, they are not tackling the root causes.
To combat this, we launched the #QuestionTheClaim initiative. This campaign empowers consumers to see through exaggerated marketing claims and make smarter choices. By involving journalists, doctors, and influencers, we are spreading awareness about these industry traps. The response has been incredible—customers appreciate the transparency and now feel more confident in choosing products that truly work.
This is just the beginning. Our mission is to shift the narrative from “Why should I believe this brand?” to “I trust Traya because they let the facts speak for themselves.” With clinical research, transparency, and education, we are making trust our strongest brand asset.
What is your market presence amongst the competition? Do you have any expansion plans?
When Traya entered the market, we identified a major gap—most brands were either selling external quick fixes or promoting ineffective home remedies. But hair loss isn’t just a surface issue; it stems from internal imbalances that require personalised treatment.
What sets us apart is our holistic approach—combining the expertise of Ayurveda, Dermatology, and Nutrition. Our AI-powered hair test, developed during the pandemic by Altaf, our team of doctors, and me, uncovers the root causes of hair fall—whether stress, hormonal imbalances, or nutritional deficiencies—allowing us to craft tailored solutions.
Additionally, our in-house CRM system ensures data security and consumer trust—something many competitors overlook. Our hair coach model is another game-changer. Each customer is paired with a dedicated hair coach who supports them throughout their hair care journey, ensuring consistency and motivation. With a 93 per cent efficacy rate, this approach has helped over 800,000 customers achieve healthier hair.
Our goal is to make Traya the go-to brand for hair loss solutions. While we have already established expertise in male hair loss, we are expanding into female-specific hair care with the Santulan range, tackling issues like PCOS, menopause, and postpartum hair loss.
Our growth strategy focuses on reaching Tier 2 and Tier 3 markets, making our treatments more accessible. We are also investing in research and development to refine our offerings. Looking ahead, we plan to expand internationally, bringing our personalised, science-backed solutions to a global audience.
How well is Traya doing, what is the current revenue?
Traya’s journey in the D2C space has been transformative, driven by community building, product innovation, geographic expansion, and data-driven personalisation.
We have built a national presence, catering to over 800,000 customers with a 70 per cent retention rate and a workforce of 800+ employees. Our customer community has grown into an essential part of our experience, with over 83,455 members receiving ongoing guidance and support.
We also launched a YouTube podcast, What the Health! With 6 lakh+ subscribers, it offers health insights, deepening our connection with our audience.
In terms of product innovation, we’ve introduced the Santulan range to address female-centric issues. We’ve also expanded geographically, leveraging digital channels, SEO, and influencer collaborations. Our #HopeForHair initiative with Rajkummar Rao has further extended our brand presence.
With our AI-powered hair test and data-driven marketing, we’ve scaled 2.5X in the last 12 months, reflecting strong consumer trust and efficacy. Our trajectory showcases a rapidly expanding brand that is redefining the hair care industry with science-backed, results-driven solutions.
