Good SEO Performance, but SEO improvement is needed.
ORGANIC TRAFFIC: 2.1K visitors per month.
Founders
Trajectory was founded by Raghav Mahajan and Himanshu Verma, both IIT Delhi graduates and former product developers.
Trajectory’s entrepreneurial journey began on a camping trip when they identified a gap in the market for affordable, high-quality sleeping bags.
Over time, their DIY project evolved into a full-fledged business offering ergonomic comfort products like travel pillows and neck cushions.
Brand Overview
Trajectory specializes in ergonomic comfort products designed to enhance travel experiences.
Trajectory’s product portfolio includes travel pillows, neck cushions, and other comfort-focused accessories.
With its own manufacturing unit in Rohini, Delhi, Trajectory produces 30,000 units per month and has the capacity to scale up to 60,000 units.
Trajectory has served over 10 lakh customers and sells through platforms like Amazon and airport retail outlets.
Shark Tank India Appearance & Ask
The founders appeared on Shark Tank India Season 4, Episode 39, aired on February 27, 2025.
Trajectory sought an investment of ₹1 crore for 2% equity, valuing their company at ₹50 crore.
Despite facing harsh criticism from the Sharks, particularly Anupam Mittal, they impressed some panelists with their financials, including:
The projected revenue of ₹15 crore for the year.
EBITDA margin of 21%.
Marketing spend of less than 5% of revenue.
Season and Episode Air Date
Season: 04
Episode: 39
Episode Air Date: Thursday, 27 February 2025
Product Overview
Trajectory’s products focus on affordable ergonomic solutions for travelers:
Best-selling product: Neck Pillow (₹499), which accounts for 59% of total sales.
Distribution: Available on Amazon, airport retail outlets, and soon through their own website.
Manufacturing: Operates its own facility to ensure quality control and scalability.
Investor Reactions
Anupam Mittal: Criticized the brand’s lack of differentiation in a commoditized market and questioned its branding strategy.
Namita Thapar: Expressed distrust in the founders due to evasive responses during the pitch.
Aman Gupta: Highlighted branding issues, particularly the Tesla-like logo.
Ritesh Agarwal: Saw potential in the business with better branding and scaling strategies.
Peyush Bansal: Appreciated the low marketing spend but advised controlling Raghav’s presentation style.
Customer Engagement Philosophy
Trajectory focuses on providing value-driven products that prioritize comfort and affordability.
However, it faces challenges in building strong brand recognition, with many customers discovering products through generic search terms rather than brand-specific keywords.
Product Highlights
Ergonomic Design: Products designed for maximum comfort during travel.
Affordable Pricing: Neck pillows priced at ₹499 make them accessible to a wide audience.
Strong Distribution Network: Available at over 10 airports and major e-commerce platforms.
In-House Manufacturing: Ensures quality control and scalability.
Future Vision
Build a stronger brand identity to stand out in a competitive market.
Expand its product range to include ergonomic cushions, back supports, and sleep aids.
Increase offline presence in airports and retail stores across India.
Deal Finalized or Not
The founders accepted Ritesh Agarwal’s offer: ₹50 lakh for 3% equity and ₹50 lakh as debt at an 8% interest rate.
Peyush Bansal also made an offer but included conditions such as a royalty structure.
Ergonomic market growth, affordable pricing, strategic backing from Ritesh Agarwal
Mitigation Strategies
Branding
Unique visual identity, moving away from Tesla-like branding
Communication
Transparent marketing messages to build trust
Customer Retention
Launch loyalty programs
Future Business Roadmap
Short-Term (2025-2026)
SEO boost (300% traffic growth), expand offline in tier-1 cities
Medium-Term (2027-2028)
New product lines, airline partnerships, production scaling
Long-Term (2029-2030)
International expansion (SEA markets), ₹100 crore valuation
Trajectory Shark Tank India Business Plan
Business Potential in India
Market Size and Growth:
The Indian ergonomic furniture market, including travel accessories like cushions and pillows, is growing rapidly due to lifestyle changes and increased health awareness.
The Indian office furniture market, which includes ergonomic seating, is expected to grow at a CAGR of 10% from 2024 to 2029, driven by demand for ergonomic designs.
Globally, the ergonomic chair market alone is projected to reach $16.4 billion by 2031, growing at a CAGR of 6.6%12.
Drivers of Growth:
Rising disposable income and consumer spending on comfort-oriented products.
Increased travel post-pandemic and demand for travel accessories.
Growing awareness about the benefits of ergonomic products in reducing musculoskeletal issues.
Total Addressable Market (TAM)
Global TAM: The global ergonomic furniture market is valued at over $10 billion and growing steadily.
India TAM: The Indian ergonomic furniture segment, including travel accessories, is expected to grow significantly due to the increasing working-class population and demand for travel-related products. The Indian chair market alone is forecasted to grow robustly from 2023-2028.
Ideal Target Audience and Demographics
Target Audience:
Frequent travelers (domestic and international).
Urban working professionals seeking comfort during commutes.
Health-conscious individuals are aware of the benefits of ergonomic products.
Demographics:
Age Group: 25-45 years.
Income Level: Middle-income to high-income groups.
Geography: Urban centers and tier-2 cities with high travel activity.
Marketing Strategy
Brand Positioning:
Position Trajectory as a premium yet affordable brand for ergonomic travel solutions.
Emphasize the functional benefits (e.g., reduced neck pain, improved posture) and affordability.
Campaigns:
Highlight customer testimonials about comfort during long journeys.
Run campaigns during peak travel seasons (e.g., summer vacations, festivals).
Content and Digital Marketing Strategy
Content Creation:
Develop blogs on topics like “How Ergonomic Travel Accessories Improve Health” or “Top Travel Essentials for Comfort.”
Create video content showcasing product usage during real-life travel scenarios.
Digital Marketing:
SEO Optimization: Improve website SEO to increase organic traffic from 2.1K visitors per month to at least 10K within six months.
Social Media Ads: Leverage Instagram, Facebook, and YouTube for targeted advertising campaigns.
Google Ads: Optimize pay-per-click campaigns to drive traffic to the website.
Influencer Marketing:
Partner with travel bloggers and influencers to promote Trajectory’s products.
Distribution Strategy
Online Presence:
Expand e-commerce operations through Shopify while improving website functionality.
List products on additional platforms like Flipkart and Myntra alongside Amazon.
Offline Distribution:
Strengthen retail presence at airports, railway stations, and premium retail stores in metro cities.
Logistics Optimization:
Partner with reliable logistics providers to ensure timely delivery across India.
Advantages
Strong manufacturing capabilities with a scalable production unit in Delhi (30,000 units/month).
Affordable pricing (₹499 for neck pillows) makes products accessible to a wide audience.
Established customer base of over 10 lakh users provides a foundation for growth.
Challenges
Lack of strong brand identity; customers often discover products through generic search terms.
High competition in the commoditized travel accessory market.
Growing demand for ergonomic products in India aligns well with Trajectory’s offerings.
Affordable pricing strategy creates an edge over competitors targeting premium segments.
Backing from Ritesh Agarwal provides both financial support and strategic guidance for scaling operations.
Mitigation Strategies
Rebranding efforts to create a unique visual identity distinct from competitors like Tesla.
Focus on direct communication in marketing materials to build trust with consumers.
Launch loyalty programs to encourage repeat purchases and improve customer retention.
Future Business Roadmap
Short-Term Goals (2025-2026):
Launch an official e-commerce website with better UI/UX design.
Improve SEO performance to increase organic traffic by at least 300%.
Expand offline presence at airports across tier-1 cities like Mumbai, Delhi, Bengaluru.
Medium-Term Goals (2027-2028):
Diversify product portfolio to include back supports, lumbar cushions, and sleep aids.
Collaborate with airlines for exclusive partnerships on in-flight comfort kits.
Increase production capacity from 30,000 units/month to 60,000 units/month.
Long-Term Goals (2029-2030):
Enter international markets starting with Southeast Asia (e.g., Singapore, Malaysia).
Achieve household brand recognition as India’s leading ergonomic travel solution provider.
Target ₹100 crore valuation by scaling revenue through diversified product offerings.
Trajectory has significant potential in the growing Indian ergonomic market but must address branding challenges and focus on building a strong digital presence to achieve long-term success.
Trajectory Shark Tank India Episode Review