Mumbai based Mid-market private equity firm Xponentia Capital has recently invested Rs. 75 crore in direct-to-consumer wellness brand and manufacturer of hair care products Traya. The wellness brand is spearheading in the sector of hair care products by offering holistic hair-loss solutions to the mass market.

Currently, the startup brand is offering customized plans with reliable components that are recommended by medical professionals. Over 200,000 clients have been using the Traya regimen and have experienced the expected outcomes.

The Co-founder of Traya, Saloni Anand, said, “This funding enables us to further our mission of providing personalized, effective solutions to address the unique hair related needs of each individual. We are dedicated to helping people take control of hair loss and helping them feel confident again.”

Prior to this funding, the company has raised a fund of nearly $3 million from Fireside Ventures, Kae Capital and Whiteboard.

Traya was founded by husband wife duo Altaf Saiyed and Saloni Anand in 2019, with a focus on the underlying causes of hair loss and it offers a comprehensive treatments. Currently the company is working with a workforce of 800 people and it has already served more than 8 lakh consumers through brand tie-ups with marketplaces including Amazon and Flipkart.

Director at Xponentia Capital, Rahul Bahri said, “Traya has developed expertise in understanding hair loss and has demonstrated success in solving it through innovative combinations of Ayurveda, Allopathy and Nutrition. Our investment in Traya fits Xponentia’s thesis to back fast growing and profitable digitally native consumer brands.”