Meet the Owner of Ustraa Company – Insights on Its Success

The owner of Ustraa Company is the Indian entrepreneur, Rajat Tuli. Ustraa, a product line from Happily Unmarried company, has seen a significant rise in its growth under Tuli’s direction. He believes that the secret to his success lies in understanding the needs of modern Indian men and delivering high-quality grooming products tailored specifically to them. These range from beard care supplies to body care items and fragrances, all designed to fit into a man’s lifestyle seamlessly. Also, unique marketing strategies and the company’s quirky branding have greatly contributed to establishing Ustraa’s position in India’s booming men’s grooming market. Tuli’s innovative approach ensures Ustraa remains a forerunner in the industry, continually winning the trust and loyalty of its consumer base.

When Did Ustraa Launch in India?

, Ustraa launched a new website that aims to provide a better user experience for it’s customers. The new website features a streamlined design, improved navigation, and faster load times.

Ustraa has grown rapidly over the last few years, thanks to it’s focus on quality and innovation. The company has won numerous awards for it’s products, including the prestigious Product of the Year award in 20Ustraas success can also be attributed to it’s strong online presence. The company has over 700,000 followers on social media and regularly engages with it’s customers through various digital channels.

Despite the challenges posed by the COVID-19 pandemic, Ustraa has continued to expand it’s operations. The company recently launched a range of hand sanitizers and face masks, which have been well-received by it’s customers. Ustraa has also launched a new loyalty program, which rewards it’s customers with exclusive discounts and offers.

Ustraas success hasn’t gone unnoticed by the industry. In 2019, the company was acquired by the FMCG giant, Marico Limited. The acquisition has helped Ustraa to leverage Maricos extensive distribution network and expand it’s reach across India.

Looking ahead, Ustraa has ambitious plans for the future. The company aims to launch new products and enter new categories in the coming years. It also plans to expand it’s retail footprint and reach more customers across India. With it’s focus on quality and innovation, Ustraa is well-positioned to continue it’s growth trajectory and become a leading player in the mens grooming market.

Ustraa’s Founding and Early History

Ustraa was founded in 2015 by Rajat Tuli as a brand extension of Happily Unmarried, a popular online gifting website in India. The name Ustraa is derived from the Hindi word “ustra”, which means razor. Initially, the brand started with just men’s grooming products but later expanded it’s offerings to include skincare, haircare, and other personal care products. Within a short span, Ustraa gained popularity among Indian men for it’s unique branding and high-quality products.

Recent news has revealed that the founders of Ustraa, Rahul Anand and Rajat Tuli, will be taking on a new role within the company. However, it’s important to note that they aren’t the original founders of Ustraa. That credit goes to Rahul Sethi and Varun Alagh, who started the company back in 2013.

Who Is the Founder of Ustraa?

VLCC, a leader in the wellness and beauty space, recently acquired Ustraa, a popular Indian mens grooming brand. The acquisition marks VLCCs entry into the male grooming segment. Ustraa offers a variety of grooming products for men such as beard oils, body wash, colognes, and hair and skin care products. With this acquisition, VLCC aims to tap into this growing market for mens grooming and expand it’s reach in the Indian market.

Ustraa was founded in 2013 by Rahul Sethi and Varun Alagh. The duo saw a gap in the market for high-quality grooming products for men and decided to create a brand that catered to the needs of modern Indian men. They chose the name “Ustraa”, which means “self-love” in Sanskrit, to communicate the message that taking care of oneself is important. Ustraa quickly gained popularity and became known for it’s quirky and bold marketing campaigns and innovative product range. The company grew rapidly and soon became a household name in India.

The global mens grooming market is estimated to be worth $78.6 billion by 2024, and India is expected to be a major contributor to this growth. Rahul Anand and Rajat Tuli, Ustraas founders, will work with VLCC and lead the companys direct-to-consumer play.

Ustraas founders, Rahul Sethi and Varun Alagh, are no longer with the company. Both Anand and Tuli bring a wealth of experience in the consumer space. Anand is the founder of CaratLane, a popular online jewelry store, while Tuli is the co-founder of Happily Unmarried, a lifestyle brand that includes Ustraa.

Under VLCC, Ustraa is expected to continue it’s focus on innovation and product development. VLCC is also expected to leverage it’s existing distribution network to expand Ustraas reach in India and beyond.

The Challenges Faced by Ustraa in Establishing Itself in a Highly Competitive Market and How It Overcame Them

  • After initial success with it’s flagship product, Ustraa faced tough competition from established players in the men’s grooming industry.
  • Ustraa’s lack of brand recognition and limited distribution channels made it difficult to reach a wider audience.
  • To overcome these challenges, Ustraa focused on building a strong brand identity and creating a loyal customer base.
  • They invested heavily in social media marketing, influencer partnerships, and product innovation to stand out in the crowded market.
  • Ustraa also expanded it’s distribution network through tie-ups with online and offline retailers.
  • By prioritizing customer satisfaction and consistently delivering high-quality products, Ustraa successfully established itself as a leading brand in the men’s grooming industry.

Source: VLCC to acquire men’s grooming brand Ustraa via a mix of …


Through his vision and perseverance, Anand has created a brand that stands out in an increasingly crowded market. Ustraa's commitment to quality and innovation has resonated with consumers, and it’s continued growth and expansion attest to the strength of it’s leadership. As Ustraa continues to make it’s mark in the grooming industry, there’s little doubt that Anand and his team will continue to push boundaries and set new standards for excellence.

  • Gillian Page

    Gillian Page, perfume enthusiast and the creative mind behind our blog, is a captivating storyteller who has devoted her life to exploring the enchanting world of fragrances.

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