Traya Sees 20% GMV Boost with Snapmint, Unlocking Affordability for Its Customers

Traya, a D2C wellness brand with over 2.1 million monthly visitors, has always catered to India’s youth. However, with a majority of their audience falling in the 18–24 age group and an average order value of ₹2300–₹2400, Traya faced a common challenge in the Indian market - the sachet mindset, where consumers prefer buying in smaller quantities due to upfront cost concerns

To break this barrier and drive orders without slashing prices, Traya partnered with Snapmint to offer flexible, cardless EMIs. The result? Seamless 2-step purchases, wider reach, and stronger affordability across their growing customer base.

15–20%

revenue growth after integrating Snapmint’s EMI solution

12%

boost in conversions through improved affordability and UX

75%

of Snapmint orders came from Tier 2 and 3 cities

RTO on Snapmint orders improved operational efficiency

Low adoption of higher-order wellness kits due to upfront cost barrier

Indian consumers accustomed to small-pack sachet economy

Younger audience with limited disposable income

1. Cardless EMI Integration

Traya partnered with Snapmint to offer a cardless EMI option tailored for wellness purchases.

The Win: Enabled high-intent buyers to convert without needing a credit card.

2. Flexible Payment Plans:

Introduced flexible EMI with just 33% down payment and 2-month EMI plans.

The Win: Made higher-value wellness kits more affordable for price-sensitive consumers.

3. Seamless 2-Step Checkout

Enabled purchases for any customer in just two simple steps. All they needed was a bank account.

The Win: Reduced drop-offs and improved overall checkout completion rate.

Traya plans to deepen its integration with Snapmint by embedding EMI options across a broader range of wellness plans and product bundles. With a proven impact on orders and revenue, the brand is also exploring outbound calling strategies to actively engage customers who are eligible for EMI-based purchases. This proactive approach, combined with personalized affordability solutions, is set to unlock new growth opportunities and further strengthen Traya’s position as a leading wellness brand for young, value-conscious consumers

“Traya is a D2c brand that offers holistic hair treatment plans for those suffering from hair loss. We conduct an online diagnosis of your hair loss condition and help you identify the root cause (real reason) behind hair loss. Our AoV is in the range of Rs.2300-2400 where a lot of customers opt for an EMI option to pay for the treatment. With Snapmint's instant EMI and easy to use platform we saw a 10% of our sales being attributed to Snapmint from week 1 and a 12% increase in our Conversion rate. Being a hair loss solution company we have a lot of people who opt-in for a longer treatment plan (3 months bulk plan), which also saw a boost in terms of adoption for bulk plan from customers. Overall Snapmint has helped us improve the AOV as well as Conversion rate.”

Nikhil Agarwal

Growth Marketing at Traya

Traya Sees 20% GMV Boost with Snapmint, Unlocking Affordability for Its Customers

Impact Highlights

What Traya Faced Before Adopting Snapmint