30 Indian Minds Leading the AI Revolution

Cutting through the noise: How DHI International is rebuilding trust in hair restoration

With a revolutionary technique and no tolerance for shortcuts, CEO Mr. Ajay Bansal is raising standards across a booming, but broken market

BRAND CONNECT | PAID POST

Published: Jul 29, 2025 04:32:37 PM IST

Updated: Jul 29, 2025 04:50:00 PM IST

In the booming world of cosmetic procedures, few sectors have exploded quite like hair restoration. Once a niche reserved for the discreetly vain, hair transplants have gone mainstream - driven by better tech, shifting grooming norms, and social media-fueled self-awareness. But as demand has soared, so have concerns around safety, regulation, and accountability. For every legitimate clinic, there’s a fly-by-night operation promising miracle results and delivering far worse.

Mr. Ajay Bansal knows this firsthand. Before he was CEO of Direct Hair Implantation (DHI) International, the largest hair restoration brand in the world, he was a customer, grappling with his own hair loss. What he found during his research changed the course of his career.

"I discovered that the DHI technique, which originated in Greece, was far more advanced than other methods like FUT and FUE," Mr. Bansal recalls. "This realization led me to believe that Indian customers deserve access to the best hair restoration solutions. That is when I decided to bring DHI to India."

In 2010, DHI International launched its first clinic in India. At the time, options were limited and often invasive—strip surgeries and FUT procedures that left visible damage. DHI introduced something radically different: a minimally invasive method with a proprietary implanter, standardized protocols, and complete transparency. Within months, demand took off, fueled by word of mouth and early adopters, including celebrities.

Precision Over Promises

What sets DHI apart isn’t just the tech; it’s the discipline behind it. Every step of the procedure is defined in exhaustive Standard Operating Procedures (SOPs), accredited by the UK’s Care and Quality Commission. From pre-op assessment to post-procedure care, no detail is left to chance.

And perhaps most critically: only certified doctors perform the procedures. "In most clinics, the doctor is just a sales counselor," says Mr. Bansal. "The actual transplant is done by technicians. Potentially, that’s dangerous."

DHI’s system counters that norm with rigorous training, audits, and a rare level of transparency. Patients receive detailed treatment plans, including hair-by-hair counts of what’s being implanted. Post-op care is structured, not improvised. In a nutshell: at DHI, precision isn’t a buzzword, it’s a baseline.

That obsessive attention to detail has paid off: DHI has treated over 500,000 patients, boasts a 99% satisfaction rate, and was ranked #1 in an IMRB customer survey.

Consistency, at Scale

In just three years, DHI expanded from one clinic to 17 across India. Globally, the company operates 75 clinics in 45 countries, making it the largest player in the global hair restoration space.

"We grew fast, but never at the expense of quality," Mr. Bansal says. "Every clinic had to meet our exact standards: same training, same results, same protocols. That’s why each one has been viable from the first year."

The business case is clear, but the mission runs deeper. DHI sees itself as not just a service provider, but a standard-setter in a poorly regulated industry.

Calling Out the Chaos

That lack of regulation has had consequences - some tragic. In a recent case in Kanpur, two young men lost their lives after undergoing hair transplants at an unlicensed clinic. The doctor wasn’t qualified, and the clinic lacked both clear protocols and proper training.

"This is exactly why DHI exists: to give people a safe, ethical alternative," Mr. Bansal says.

But India isn’t the only market plagued by shortcuts. Clinics in Istanbul and other parts of Turkey, long favored by Indian medical tourists for their low-cost packages, are increasingly under fire for botched procedures and lack of aftercare. Even Indian embassies have issued advisories.

"These are cosmetic factories, not medical facilities," says Mr. Bansal. "Once you’re back in India, you’re on your own. There’s no recourse, no support."

Ahead by a Hair, and Miles

India’s hair transplant market is growing at 20–25% annually, and DHI intends to grow with it; without compromising its standards. The goal: 40 clinics across India in the next few years, with patient education and transparency at the center of it all.

"The more people understand the science behind it, the less likely they are to fall for shortcuts," Mr. Bansal says. "Our job is to lead, not just expand."

Innovation continues to play a central role. DHI’s proprietary implanter allows for precise control of angle, depth, direction density and design - ensuring results so natural that "only you will know," as Mr. Bansal puts it. The company’s commitment to continuous improvement, from surgical technique to clinic protocols, has kept it ahead of the curve.

Final Word: Why Building Better Beats Building Fast

For aspiring entrepreneurs eyeing niche markets, Mr. Bansal offers clear advice: be the best, or don’t bother.

"The path of entrepreneurship is not easy, especially when you want to pursue niche and specialized industries like ours," he noted. "In niche markets, you must aim to be number one, because the space is small and crowded. Rising above the crowd is key, and this requires tremendous expertise, education, and passion for excellence."

And that’s exactly what DHI International Medical Group has done. In an industry where shortcuts are common and accountability is rare; Mr. Ajay Bansal chose to build something better, one patient and one clinic at a time.

For those who’ve lost more than just hair, who’ve lost confidence, presence, identity - restoration can be nothing short of transformative. DHI offers more than a procedure. It offers peace of mind. And in this industry, that’s radical.

The pages slugged ‘Brand Connect’ are equivalent to advertisements and are not written and produced by Forbes India journalists.