A lie disguised itself as truth and fooled everyone into believing it. The truth, on the other hand, was helpless, as no one believed it.
Today’s marketing industry is standing on the same threatening curve—a point where lies are advertised with stolen clothes. Such behavior falsely leads to focusing on “selling the product” rather than the “product” itself.
Witnessing this gap in India, Dhruv Sayani, Director of KT Professional, is focused on products that can solve problems. With this holistic vision and strategic approach, today, KT Professional bridges the gap with its range of hair care products with the utmost quality. In a short period, the brand has spread its distribution to 27 states of India, 86+ cities with a presence across 27000+ salons, 150+ beauty stores, and 18+ e-commerce Platforms.
Dhruv and KT Professional aim to be a problem-solving brand, setting an example for both manufacturers and consumers. His journey is a testament to his dedication to leading a change, making him one of the “most dynamic leaders making a difference.” We, the Enterprise World magazine, are honored to share Dhruv’s story of revolutionizing the personal care product manufacturing industry.
1. Dhruv, could you take us through your professional journey, highlighting key experiences and milestones that have shaped your career? How did these experiences prepare you for the creation of KT Professional, and what inspired you to address the specific challenges within the haircare industry?
A: My professional journey is deeply rooted in my family’s business, which has been manufacturing and exporting haircare products for over 50 years. Growing up in this environment provided me with a solid understanding of the industry, from its challenges to its solutions. After completing my education at King’s College in London, I began my career at Red Bull in India. This experience was instrumental in shaping my perspective on the FMCG market, particularly in food and beverages.
Subsequently, I joined Novartis, a Swiss pharmaceutical company, where I gained insights into consumer behavior from a healthcare perspective. This combination of experiences—alongside my family background in haircare—laid a strong foundation for my business acumen in India and inspired me to create my own brand, KT Professional.
I launched KT Professional in response to a personal issue I noticed: early signs of graying hair among myself and my peers. This prompted me to research the causes, leading me to understand the significance of keratin protein in preventing hair issues like graying and hair loss. As a result, KT Professional became India’s first salon-approved keratin protein haircare brand.
Today, we proudly serve over 27,000 salons across 86 cities and 27 states in India, with distribution through 350+ beauty stores and over 37 e-commerce platforms. Additionally, I am involved in a venture focused on Micro, Small, and Medium Enterprises (MSMEs). We collaborate with the Government of India to certify and support these businesses, helping them gain recognition and access government subsidies. Through KT Professional and my MSME initiative, I strive to contribute to both the haircare industry and the broader business ecosystem, supporting India’s economic growth at multiple levels.
2. Building a successful brand is often an uphill journey, especially when you’re trying to bring innovation and authenticity to the marketplace. Could you share some of the key challenges you faced in the early days of KT Professional? How did you identify and address these challenges to shape KT into one of the most iconic brands in India?
A: In the early days of KT Professional, one of the biggest challenges was the lack of products in the Indian haircare market that genuinely addressed consumer needs. Many available products were either overly focused on price or merely imitated Western trends without solving real problems. I believe that a successful brand should prioritize problem-solving.
To address this, we became the only Indian company tackling 18 unique hair challenges, focusing on solutions rather than trends. Recognizing that 50% of India’s population is under 35, our brand messaging aimed to resonate with this youthful demographic, emphasizing product transparency and quality. Our formulations are sulfate-free, paraben-free, 100% vegan, and cruelty-free.
To ensure effectiveness for Indian hair types, we collaborated with experienced salon owners and stylists, whose insights were invaluable in product design. This journey was challenging but rewarding, ultimately establishing KT Professional as a trusted brand committed to quality and addressing genuine consumer needs.
3. Having previously worked with Red Bull India, a brand recognized for its innovative marketing, what key marketing lessons did you apply to KT Professional that helped shape its current success?
A: My experience at Red Bull India provided me with several foundational marketing principles that I’ve applied to KT Professional.
First, simplicity is key. Brands often dilute their identity by trying to convey too much at once, making it hard for customers to connect. At KT, we focus on keratin protein as our main ingredient, emphasizing its importance in our messaging so consumers clearly understand what we offer. Our goal is to connect with a wide audience, from Tier 1 to Tier 4 cities, as hair care is universal.
Second, word-of-mouth is powerful. When salon stylists recommend our products, it builds trust with customers. This endorsement is invaluable, as stylists rigorously test our products before recommending them, which means our marketing relies on product effectiveness rather than just traditional promotion.
Lastly, we stay true to our Indian roots. KT incorporates natural, Indian ingredients traditionally used in home remedies, such as kalonji in our serums and sarso in our shampoos. This connection to Indian culture helps us resonate with consumers nationwide, even in remote areas. By focusing on simple messaging, building trust through word-of-mouth, and honoring our traditions, we’ve successfully established KT as a relevant brand across India.
4. Dhruv, as a leader managing a dynamic team at KT Professional, what is your approach to team management and leadership? How do you ensure your team remains aligned, motivated, and able to meet the brand’s ambitious goals?
A: My leadership philosophy is rooted in trust, clear communication, and empowerment. I believe in creating an environment where each team member feels valued and understands their role in our larger mission. Every person on the team has a unique set of skills, and as a leader, it’s essential to recognize and leverage these strengths, giving them the autonomy to make decisions within their scope. This creates a sense of ownership, which is vital for motivation and accountability.
Another cornerstone of my approach is transparent communication. Regular discussions keep us aligned on our goals, ensure that everyone is aware of their contributions, and provide an opportunity for us to address challenges early on. I emphasize open dialogue, as it allows team members to voice their ideas and concerns freely.
Lastly, I focus on fostering a culture of learning and growth. In a fast-paced industry, it’s essential for everyone to keep learning and adapting. I encourage my team to pursue professional development, attend workshops, and explore new skills. This not only helps them grow individually but also strengthens the company’s ability to innovate and meet market demands effectively.
5. Beyond meeting quarterly targets, what keeps you motivated and drives you forward as the leader of KT Professional? Can you share with us the core inspiration behind your ongoing dedication to the brand?
A: My primary motivation comes from our customers. Although I may not know each one personally, the consistent orders we receive from cities across India inspire a profound sense of responsibility. It’s powerful to realize that our products, like shampoo, are integral to their daily routines; a good or bad experience can significantly impact their perception of our brand.
The trust we’ve built with customers in places like Sambalpur, Itanagar, Siliguri, and even Bihar—just as much as in Mumbai, Delhi, and Bangalore—is invaluable. This trust drives me to keep delivering high-quality products. Knowing that people from all corners of India depend on us fuels my dedication to ensure KT Professional continues to excel. Our customers are the heart of our brand, and I’m committed to providing them with the best possible experience and maintaining the trust they place in us. Their loyalty inspires me every day to work hard and never let them down.
6. As we approach 2025, can you share your vision and plans for KT Professional? What key goals do you have for the brand’s growth and global presence in the coming years?
A: My vision for KT Professional in 2025 is ambitious yet focused. A primary goal is to see our Indian brand represented on shelves in global markets like Paris. Just as we enjoy Parisian brands here, it’s time for the world to experience the quality of Indian products. The Indian hair care market is incredibly diverse, resembling a “country within a country,” which means we have the opportunity to develop products that address unique regional needs. By excelling in this market, we will be well-prepared to tackle global challenges.
Additionally, we plan to launch KT Kids, a line targeting children as young as three. Since keratin protein is essential for hair health early on, we aim to promote healthy hair care from childhood. We’re also exploring partnerships with global brands that share our values to establish KT Professional as a respected FMCG brand with a legacy that endures for generations.
7. Dhruv, as someone who has achieved notable success, what advice would you offer to the next generation of leaders and entrepreneurs looking to make their mark in the business world?
A: My advice to aspiring leaders would focus on two main things. First, believe in what you’re doing—or don’t do it at all. If you’re only chasing profitability or money without genuine conviction in your product or service, you won’t be able to achieve sustained success. Authentic belief in your work is what attracts success; it’s not just about the money.
Today’s young entrepreneurs sometimes get the impression from reality shows that it’s easy to make a quick profit or sell a company. But the truth is, entrepreneurship is an uphill task, and for every success, there are countless failures. We need to discuss those challenges openly, so new entrepreneurs can approach their ventures with a realistic and well-prepared mindset.
Second, keep your fundamentals strong. Look at the most respected global companies across industries like automotive, real estate, FMCG, or IT—they all have solid ethics, values, and a commitment to their core principles. Building a company’s foundation on strong values and ethics creates a culture that endures and inspires. Young leaders today should lead by example, fostering a culture rooted in integrity, which will ultimately strengthen their organizations for the future.
