Reliance Retail launches Tira as online beauty platform
Reliance Industries Limited’s Reliance Retail has launched ‘Tira’ as a new e-commerce platform dedicated to beauty, skincare, and haircare as the business solidifies its focus on the fast growing beauty market.
“The platform has a dedicated luxury section which is in direct competition to Nykaa Luxe,” an anonymous executive source close to the development told ET Bureau. “We stock products that are formulated by experts and backed by industry insiders. Tira is the destination for those looking for unheard of skincare lines or a cult-favourite makeup.”
Tira will compete with the numerous multi-brand beauty retailers in India including Nykaa, SS Beauty, and Tata Cliq Palette among others. As branded beauty is a fast growing product category in India, Reliance Industries is keen to tap into this growth opportunity.
In October, 2022, Business Standard reported that Reliance Retail was planning to launch its own beauty platform, likely under the name ‘Tira Beauty’. The business would also open stores in early 2023 with Jio World Drive in Mumbai as a possible first store location. The brand also planned an online launch for its retail concept.
Reliance Retail has invested in a number of fashion brands over the past few years including Manish Malhotra and Ritu Kumar among others. By foraying into beauty in a big way, the business will offer a comprehensive fashion and beauty package.
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