Neeraj Biyani, ex-co-founder of beverages start-up Paper Boat, has embarked on his second venture. He has collaborated with Vikash Singhal, Mandeep Bhatia and Eeti Sharma to co-found, Asaya, a skincare brand designed for melanin-rich skin.

As of now, the brand offers a range of products across various platforms, including: the brand’s official website, Amazon, Big Basket, JioMart and Flipkart starting at a price of Rs 449.

"Consumer brands have always fascinated me. Their ability to resonate with people on a deep emotional level and bring forth positive change is truly captivating. Asaya was inspired by personal encounters, ranging from my wife's struggle to find products for high-melanin skin to a promising young Indian swimmer being discouraged to continue in fear of tanning. These moments drove me to look closer at beauty standards here in India and do my bit in celebrating the diversity, innate beauty, and true uniqueness of our Indian skin tones." Biyani said.

Dr Arundathi Nagaraj, who leads the research board, said, "Melanin-rich skin like ours is structurally different from other skin tones. For instance, it’s much more sensitive, and care for it needs to be hypoallergenic. So, products meant for Caucasian skin tend to be harsh for us. At Asaya, we have tirelessly worked to ensure our formulae are melanin-first, and our products are designed for Indian skin’s specific needs."