How the Love for Ayurveda and Yoga Made Them Launch a Unique Luxury Brand

EOI Startup Stories - Trayam
Trayam founders Divya and Kajal

Entrepreneurs: Divya Ananth & Dr Kajal Naresh Kumar

Business Name: Trayam

Welcome to Entrepreneurs of India #startupstories episode 134

Trayam, Mysore’s first indigenous luxury ayurvedic brand, is treading a new path in India’s luxury ayurvedic skincare sector. Unlike other players in the market, Trayam relies on pure and natural ingredients to provide best experience for customers. It does not use chemicals, animal fats or preservatives.

At the helm of Trayam are two women – Divya, a yoga therapist, and Kajal, an ayurvedic doctor.  They lead a team of women to take their brainchild to the next level. “Our brand believes in the idea “ if you are what you eat, then what do you feed your skin?”. We strive to make products that are natural and have no harmful substances”, they say.

How did Trayam happen? What did they face in their entrepreneurial journey? The founders unveil their story.

1) How did you get your idea for this business?

EOI Startup Stories - Trayam

We had a keen interest to educate people about ayurveda and yoga in the right way, since we had the knowledge and expertise in the same. That’s how we decided to start Trayam.

2) Why is “now” a good time for this idea to exist?

People are now more open and willing to learn about Indian sciences, and want to be educated on ayurveda and yoga. So, they are open to experimenting with different products.

Also, people are conscious and look for brands that are natural , chemical free, sustainable, healthy for their skin, and eco friendly. Trayam checks all these boxes and has the capability to become their favourite product.  

3) What was the reaction from your family when you first decided to become an entrepreneur?

EOI Startup Stories - Trayam

Our families were supportive from the start and have helped us in every step of the journey in every way possible.

4) What was your biggest mistake in business and what did you learn from it?

We were not properly informed and aware of the legal formalities , licenses etc as we got different advises from different people which delayed our growth a lot. Moreover, we were not aggressive enough in the beginning

5) What is your biggest obstacle in the next 12 months and how will you overcome it?

Biggest obstacle would be going international, figuring out logistics ,licenses and establishing our brand in the international market and employing an all women team. I hope setting up targets and aggressive marketing would help us achieve it.

6) What habits contribute to your success?

We never doubted what we did and went ahead with our ideas. Some worked some failed, and failures helped us learn. So always being open to learning new things and hard work would be something that contribute to our success so far  

7) If you had the opportunity to start this business again what would you do differently?

We would have been aggressive from the beginning especially in marketing our brand , getting our licenses etc sorted soon

8) What is your favorite inspirational quote?

EOI Startup Stories - Trayam

If you never want to be criticized don’t do anything new .

9) Where do you find inspiration?

From my parents especially my dad  & my siblings for the both of us .

10) What is your favorite book?

Our experiences and stories of other entrepreneurs experiences are our favorite sources

11) What advice would you give to someone starting out?

If you have an idea and you think you are capable of creating something big out of it go ahead and do it  there will be people doubting your capabilities and skills and might discourage you but you have to blind out all of that and trust your skills and abilities.

EOI Summary

Ayurvedic sector is a booming industry in India, which also has immense possibilities across the globe. Kajal and Divya launched Trayam to educate people about the goodness of ayurveda and yoga.

They plunged into a fiercely competitive domain with an all-women team. Many doubted their capabilities and were reluctant to trust the business.

However, Trayam became a reliable brand in luxury ayurvedic product segment and earned a reputed clientele across the country.

Now this amazing team is pushing their boundaries to take Trayam to the global market. We wish them all the best!

Click here to follow Trayam on Instagram.

EOI Startup Stories - Trayam

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