Goddess Rati symbolizes love, passion and beauty. With inspiration drawn from the name of the goddess, Reliance Retail launched “Tira”, an omni-channel beauty retail platform that offers a seamless and personalized shopping experience to beauty enthusiasts across India with its flagship Tira at Jio World Drive Mall in Bandra Kurla Complex in Mumbai along with the Tira app and website.
Tira offers a curated assortment of the best global and home-grown brands, making it the go-to destination for all things beauty. The launch is in line with Reliance Retail’s overall vision of bringing high quality products to Indian consumers through multiple retail formats.
Tira’s online platform is easy to navigate, with a clear and clutter-free interface. It showcases shoppable videos, blogs, tutorials, trend-setting tips, personal recommendations and a virtual try-on feature, which will have the widest range of colour cosmetics for consumers to try on from the comfort of their homes.
The Tira store at Jio World Drive is spread across 4,300 square feet and has been designed by London-headquartered innovation studio, Dalziel & Pow.
Tira stores will be beauty destinations with a focus on curated services and the best-in-class consumer experience provided by highly trained Tira beauty advisors. The unique store experience will feature the latest beauty tech tools such as virtual try-on to create customized looks and a skin analyser that will personalize and assist consumers to make purchasing decisions based on their needs. In addition, Tira stores will have dedicated gifting stations to personalize purchases.
Tira will also be the first specialty beauty retailer in India to launch the FRAGRANCE FINDER, a signature experience that helps consumers match fragrances closest to their preferences.
The beauty & personal care market in India is estimated to be Rs. 216,000 Cr (USD 27 Bn) annually.
The beauty products retail revolution began in the early 2000s by Health & Glow chain of stores, run by RP Sanjiv Goenka Group alongside Spencers Grocery & Nature’s Basket. Health & Glow currently operates 170+ stores all over India.
In 2012, Nykaa was launched by investment banker turned entrepreneur Falguni Nayar as an online platform with a website followed by an app to assist discerning customers to shop online and get them delivered anywhere in India. Soon, Nykaa realised the larger potential of offline retail and set-up outlets in key cities and airports, which is now well spread across India with 140+ stores including smaller towns in deep interior “Bharath”.
