In a major development in D2C news India and the wider D2C ecosystem India, Traya has announced its entry into the UAE market while setting an ambitious turnover target of ₹2,000 crore over the next two to three years. The move marks a significant milestone for Direct-to-consumer India and reinforces how D2C wellness startups are expanding beyond domestic markets to build global brands.
Traya’s journey began in 2019 when founders Altaf and Saloni Anand set out to address Altaf’s thyroid imbalance and lifestyle-related conditions that eventually led to hair loss. What started as a personal health challenge evolved into a larger realization: no single system of medicine could deliver a sustainable solution. This insight became the foundation of Traya’s integrated D2C business model India, combining Ayurveda, dermatology, and targeted nutrition into a root-cause-driven treatment approach.
Today, Traya operates a hybrid digital-first and offline experiential centre model, reflecting a mature omnichannel D2C strategy often discussed in D2C industry news. The brand’s flagship innovation, the Traya Hair Test, is an 18-question AI-assisted diagnostic system that evaluates stress, gut health, sleep, metabolism, immunity, and scalp condition to design personalized, doctor-led treatment plans. According to the company, this evidence-led approach has delivered a 93% success rate, positioning it strongly among premium D2C brands India.
Within Indian D2C updates, Traya stands out for blending technology and traditional medicine. AI powers the entire journey—from intelligent hair health analysis to AI-enhanced customer support tools and advanced Korean scalp diagnostic systems at offline centres. This seamless integration reflects evolving D2C consumer behavior India, where personalization and measurable outcomes are increasingly valued over quick fixes.
The brand has built a loyal online community of over 1.2 million users. Offline, it has expanded to three stores in Mumbai, five in Pune, four in Hyderabad, and one in Nagpur. This physical footprint strengthens trust and aligns with broader D2C market trends 2025, where digital-native brands are investing in offline execution to deepen customer engagement.
International expansion now forms a key pillar of Traya’s D2C expansion plans. The company has initiated a pilot in the UAE, marking its first step toward global markets. The broader hair loss treatment market in India alone is valued at over $280 million and is projected to nearly double over the next decade, while the wider hair care segment continues to expand into the multi-billion-dollar range. Against this backdrop, Traya’s ₹2,000 crore turnover ambition highlights strong D2C revenue growth expectations and long-term D2C startup valuation potential.
Beyond hair fall treatment for men, Traya has expanded into female-specific solutions through its Santulan range and is exploring adjacent categories such as gut health and skin health. This category expansion strengthens its position within D2C wellness startups and premium personalized care brands, adding depth to India’s D2C market news and insights.
In the daily digest of D2C news in India, Traya’s global debut signals how science-led, technology-enabled D2C brands scaling in 2025 are thinking beyond borders. As conversations continue around D2C IPO news, D2C exits India, and the Direct-to-consumer startup IPO tracker, Traya’s international push reflects confidence in India’s ability to build globally competitive wellness brands within the modern D2C ecosystem India.
