Reliance announced the launch of its omnichannel beauty retail platform Tira. The company unveiled the Tira app and website, as well as a 4,300-square-foot flagship store in Mumbai’s Bandra Kurla Complex, at the launch event.
According to Reliance Retail, the conglomerate’s retail arm, the platform will offer beauty and personal care products to Indian consumers through multiple retail formats.
“We are thrilled to be able to offer the Tira experience to our Indian customers… “Our vision for Tira is to be the leading beauty destination for accessible yet aspirational beauty, inclusive, and with the mission of becoming India’s most loved beauty retailer,” said Isha Ambani, Executive Director of Reliance Retail.
In a statement, the company said that the platform will offer a curated assortment of the best global and home-grown beauty brands. Tira’s online platform also showcases shoppable videos, tutorials, and a virtual try-on feature to woo customers.
The full-scale public launch comes two months after Reliance began piloting the platform for its employees in February. The development also comes nearly a month after a senior Reliance Retail executive said that the company was all set to go for a full-fledged launch of the platform soon.
Tira’s website has a specialised section called Tira Red under which it appears to be retailing luxury beauty products. The platform is also decked with non-luxury products.
Tira’s product offerings span eight categories, including makeup, skincare, haircare, fragrance, men’s beauty products, and baby care.
The omnichannel beauty platform will compete directly with listed giant Nykaa, as well as other players such as Tata Cliq Palette and Sephora.
