Ustraa

Ustraa, founded by Rajat, revolutionized India’s men’s grooming market as one of the first D2C brands. By mastering online sales and digital marketing, Ustraa quickly built a strong customer base. Rajat’s journey was fraught with challenges, including pitch rejections, financial crises, and changing investor minds, yet he turned these obstacles into opportunities, embodying Nassim Taleb's "antifragile" concept. Over two decades, Ustraa's innovation, resilience, and strategic vision have established it as an iconic brand in the men’s grooming industry.