In 2015, Rahul Anand and Rajat Tuli recognized a significant gap in the Indian personal care market – the absence of a brand exclusively catering to men’s grooming needs.

This realization led to the inception of USTRAA, a brand that has since become synonymous with high-quality grooming products for men. From humble beginnings, USTRAA has not only addressed the grooming needs of Indian men but has also achieved remarkable success, reaching Rs. 130+ crore in sales by 2023 and eyeing an impressive Rs. 300+ crore in sales by 2025.

The Genesis of USTRAA:

Observing that the personal care industry in India predominantly targeted women, Rahul and Rajat saw an untapped market in men’s grooming.

Despite the growing trend of men maintaining beards and paying attention to their appearance, there was a notable absence of a dedicated brand catering exclusively to men’s grooming needs.

Determined to fill this gap, they launched USTRAA, a brand that offers a comprehensive range of skin, beard, hair care, and fragrance products tailored for the grooming needs of men aged 20 to 35.

Uniqueness and Quality:

What sets USTRAA apart is its commitment to quality and the exclusion of harmful chemicals from its products.

The brand prides itself on being SLS-free (Sodium Lauryl Sulphate), free of harmful chemicals, and paraben-free.

This commitment to providing safe and effective grooming solutions has earned USTRAA the status of the highest-rated seller on premium platforms like Amazon and Flipkart Platinum.

Market Presence:

USTRAA’s products, ranging from Rs. 199 to Rs. 1547, are strategically positioned to cater to the diverse grooming needs of its target audience.

The brand has successfully adopted an omnichannel strategy, with a significant portion of its sales (65%) generated online.

USTRAA’s products are available on 45 online platforms and have a robust offline presence, with distribution in 40,000 retail outlets.

The brand has also deployed a team of 500 grooming advisors to provide personalized guidance to customers.

Strategic Move: VLCC Acquisition:

USTRAA’s remarkable success and leading position in the men’s grooming segment have attracted the attention of VLCC, a well-established player in the skincare industry. VLCC’s plans to acquire USTRAA signify a strategic move to strengthen its skincare product portfolio, capitalizing on the growing trend in men’s grooming.

The partnership is poised to accelerate USTRAA’s growth further, leveraging the strengths of both brands.

The Evolving Landscape of Men’s Grooming:

USTRAA’s journey aligns with the evolving landscape of men’s grooming in India. As societal norms change and men increasingly prioritize self-care, grooming has transitioned from a routine to an essential aspect of personal well-being.

USTRAA’s contribution to this cultural shift is undeniable, reflecting the brand’s commitment to empowering men to take pride in their appearance.


In just a few years since its inception, USTRAA has not only filled a significant void in the Indian personal care market but has also become a trailblazer in men’s grooming.

The brand’s commitment to quality, safety, and a diverse product range has resonated with consumers, leading to substantial sales and market recognition.

As USTRAA charts its course toward greater heights, its impending partnership with VLCC marks a significant milestone, promising a future where men’s grooming continues to be at the forefront of personal care in India.