Warm your hair oil before applying. What if I tell you that doing this will have a great effect on your hair? Don’t believe me? Well, in 2020, Tru Hair unveiled a patented hair oil heater, revolutionizing the way we care for our hair. No, not that heater! 🤦♀️The company already has over 400,000 customers with its innovative hair and skincare solutions.
| Startup Name | Tru Hair & Skin |
| Founders | M.S. Harsha |
| Industry | Ayurvedic Tech Company |
| Company Classification | Private Limited |
| Headquarters/based-in | Hyderabad, Telangana, India |
| Idea | To revive the Ayurvedic hair and skin care techniques. |
| Revenue | 200% growth since commencement. |
| Date of Commencement | August’ 2020 |
| Investments | Nothing clearly disclosed. |
| Number of Customers | 4 Lakhs + |
| Number of Employees | 55 + 8 (doctors) |
A Little About Inspiration
We Indians remember our older generations often recommending the age-old tradition of applying warm oil to the hair and leaving it overnight. This practice is rooted in Ayurvedic wisdom. It is not only traditional but also backed by research indicating its benefits for hair health and improved scalp blood circulation.
However, this beneficial practice is slowly being abandoned. WHY? Ab bhai kaun garam kare, kiske pas itna time hai….Obviously!
Finding the Gap
The real problem lies in the fact that more innovations are made but technology is not getting integrated into such products which have the potential to make customers’ experiences better.
Working as executive director in Med Manor Organics, a pharmaceutical company in Hyderabad, Harsha noticed a research in 2018 for some dermatology products so customers could purchase them easily, even without a prescription.
However, the research disclosed that clients were willing to try some new hair-related products.
Any oil works better if warmed before applying. Harsha learned this when he started working with Ayurvedic doctors associated with Med Manor Organics.
Fulfilling the Gap
To prevent this golden practice from vanishing in the tide of time, M.S. Harsha founded Tru Hair & Skin in 2020.
Tru Hair & Skin oil is primarily formulated using natural ingredients and with the expertise of Ayurvedic specialists. The team consists of around eight Ayurvedic doctors and a workforce of 55 individuals dedicated to this endeavor.
Harsha spent two years in dedicated research and refinement. The Hyderabad-based company proudly launched its first patented oil heater aiming to bring this beneficial practice back into the lives of modern consumers.
The startup is backed by initial funding (undisclosed) from its sibling company, Med Manor.
During an internal survey done with 15,000 people from South India, Harsha found that 70% of them were aware of the benefits of hot oil. However, only 12–13% of them were actually practicing it.
Challenges Faced in Developing the Products
Very little interest was shown by Chinese and Korean companies in Harsha’s ideas. Obviously, oil is not a prevalent product in their markets.
But Indian consumers were hesitant, as the concept was quite novel to them. Frankly speaking, while reading about the company, it was first for me too.
However, after two years of persistent effort, Harsha finally found the right individuals to assist him. Together they worked to create an affordable product which is not priced at more than Rs 300.
Finally, in 2019, he collaborated with several manufacturers in Hyderabad, and the prototype was developed externally. Most components were sourced locally, and only one part was imported from South Korea. It was the machine with an automatic shut-off function that activates once the oil reaches a temperature of 65 degrees Celsius.
The Pandemic Effect
In 2020, just as Harsha was ready to launch the product, the pandemic disrupted everything. That time advertisements were released, but a major block appeared when worth Rs 1 crore products were stuck in storage and never reached distributors.
After months of confusion and panic, Harsha decided to enter e-commerce in August 2020. At that time, only these channels were on a boost. So, Tru Hair & Skin collaborated with Filtercopy for product integration in several of their videos. This strategy proved highly effective.
Eventually, Harsha successfully sold thousands of units in just two to three months with this partnership.
Floating in More Products at Steady Prices
Currently, the company offers 14 SKUs in the haircare category, including a diverse range of products: shampoo, hair oil, hair mask, conditioner, supplements, and hair serum.
The company proudly asserts that its products are free from sulfates, parabens, LLP, and other harmful chemicals.
Despite introducing more products, TRU is staying true to what it said. The company is selling all its products in the price range of Rs 350, on all platforms: its website, and e-commerce website. Mostly, the company is operating in South India across 15,000 retail stores. Moreover, it is operating seven kiosks in Tier II cities in Telangana and Andhra Pradesh.
In omnichannel marketing, the startup is already in competition with Kesh King, Emami, and Mamaearth. However, according to Harsha they are distinguishing themselves through their innovative use of technology, along with competitive pricing and superior quality.
Future plans
Despite tough competition and hard initial months, the company saw a year-on-year growth in revenue of around 200%. In the upcoming financial year, the company expects 200% growth in its offline business too. Moreover, TRU is planning to expand into Tier II and III south Indian cities.
Shop @TRU Hair & Skin
