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Traya Sees 20% GMV Boost with Snapmint Pay-in-Parts EMI
Impact Highlights:
15-20%
revenue growth with Snapmint’s EMI solution
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12%
boost in conversions through improved affordability
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75%
of Snapmint orders came from Tier 2 and 3 cities
2%
RTO on Snapmint orders improved operational efficiency
About Traya
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.
The Challenge and The Solution Offered by Snapmint
The Challenges
- Lower Adoption of High-Value Wellness Kits The upfront cost barrier made it difficult for customers, especially housewives, to purchase larger wellness kits.
- Younger Audience with Limited Disposable Income Price-sensitive consumers preferred sachets or smaller packs over full wellness programs.
- High Checkout Drop-offs Many potential buyers abandoned carts due to lengthy payment processes.
The Solutions
- Cardless EMI Integration for Higher Affordability Snapmint enabled cardless EMI, allowing high-intent buyers to convert without needing a credit card.
- Pay-in-Parts Flexibility Snapmint introduced 33% down payment with 2-month EMI options, making higher-value kits affordable and accessible.
- Seamless 2-Step Checkout Snapmint simplified checkout to just two steps, requiring only a bank account, reducing drop-offs.
What's Next?
Traya plans to deepen its integration with Snapmint by embedding EMI options across a broader range of wellness plans and product bundles. The brand is also exploring outbound calling strategies to actively engage customers who are eligible for EMI-based purchases.
With Snapmint's instant EMI and easy-to-use platform, we saw a 10% in 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 the Conversion rate.
Nikhil Agarwal
Growth Marketing, Traya
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