Reliance Retail launches ‘TIRA’, an omnichannel beauty platform
With the debut of Tira, Reliance Retail Ltd. has stepped its rivalry in India’s rapidly growing $27 billion beauty and personal care sector. Customers can now access the Tira app and website, which features goods for men’s grooming, bathing, skincare, haircare, scent, and cosmetics, the firm announced in a statement on Wednesday.
In addition, Tira’s flagship shop in Mumbai has been revealed by the nation’s biggest retailer. Isha Ambani, Executive Director of Reliance Retail Ventures Ltd., the parent company of Reliance Retail Ltd., stated, “With Tira, we aim to break down barriers in the beauty space and democratize beauty for consumers across segments.” Our goal is to become the top destination for inclusive, accessible, and aspirational beauty that supports the purpose of becoming the most loved beauty retailer in India.” The move pits Reliance Industries Ltd.—whose interests span grocery, fashion, electronics, footwear, medicines, and home goods—against LVMH’s Sephora and domestic rivals Nykaa E-Retail Pvt., Myntra.
On its JioMart website and through its extensive network of department store chains, Reliance Retail already offers the sale of cosmetics and personal care items. Through the dedicated portal, the firm is trying to touch consumers across price points, providing low-priced lipsticks as well as expensive skin care goods. Tira’s online platform features videos, blogs, tutorials, trend-setting advice, videos, blogs, tutorials, trend-setting tips, personal suggestions, and a virtual try-on option.
According to the firm, the platform will offer the most variety of color cosmetics for users to test out at home. Tira is the go-to place for anything beauty-related thanks to its curated selection of the top International and domestic brands, which is powered by technology and personalized experiences as per reports.
The 4,300 square foot Tira shop at Jio World Drive in Bandra Kurla Complex was created by Dalziel & Pow, an innovation agency with its headquarters in London. The firm has created designs for a variety of businesses, including Marks & Spencer, Etude House, Toyota, and Volkswagen, as well as the biggest names in clothes and automobiles.
The business claims that Tira will also be the first specialty cosmetic boutique in India to introduce the “fragrance finder”—a recognized tool that assists customers in finding scents that are most similar to their tastes.With offline demand returning to pre-Covid levels, competitors like Nykaa, Shoppers Stop, and Tata Cliq Palette all have plans to grow their physical storefronts to market their cosmetic goods. As of 2023, Nykaa will have 141 locations and hope to add another 50 in 2023, Chief Executive Officer Falguni Nayar stated in the company’s post-earnings call after the December quarter results.
The country’s online personal care and cosmetics sector is expected to grow to $4.4 billion by 2025, according to research by Avendus Capital. Additionally, it predicted that from FY20 to FY25, there will be a more than fourfold rise in the number of people shopping for beauty and personal care products online.
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