Hair care aisles in India are expanding fast, but the category isn’t getting smarter at the same pace. For decades, brands won on familiar cues: foam, fragrance and price. That playbook is now breaking, as younger consumers hit hair and scalp issues earlier than before. They are no longer chasing surface-level grooming, but science-backed care, proven efficacy and outcomes they can actually measure. This shift is also playing out across the broader beauty and personal care (BPC) space. The hair care products market is expected to reach $5.2 Bn by 2031, up from $4.1 Bn in 2026. Nevertheless, there have been limited scientific disruptions in the performance-first beauty niche. Dhruv Bhasin and Dhruv Madhok set up Arata to bridge that gap. What began as a frustrated reaction to chemically laden styling gels turned into a successful kitchen experiment utilising an alcohol-free flaxseed formula. It began as a styling-gel alternative, expanded into a full hair care range, and later moved into body and skincare. From ‘Natural’ Products To ‘Cell Rejuve’ Hair Science Arata has shifted its focus from solely ‘natural’ products to efficacious formulations that deliver visible results. As its goals expanded, the brand also scaled up the infrastructure required to… Read MoreInc42 Media
