Reliance Retail launches beauty platform, Tira

The likes of Nykaa may be up against a formidable competitor. Reliance Retail launched its omni-channel beauty retail platform, Tira. It will be an omnichannel experience where customers can get a similar experience at the web platform, Tira App, and at Jio World Drive in Mumbai. So, what is Tira?

Tira to give Nykaa a run for its money

Tira, like Nykaa, offers an array of global and indigenous brands; making them a go-to destination for self-care products. The online omnichannel experience is enhanced with features like shoppable videos, blogs, recommendations, tutorials, trend-setting tips, and a virtual try-on. The official stores also incorporate dedicated gifting stations to help customers customise purchases. 

The idea behind Tira

In a way, Tira would be a beauty led retail foray. Reliance Retail will also use this format to experiment multiple retail formats for consumer goods. Tira plans to break down barriers in the beauty realm and normalize self-care for people from all walks of life. For too long, beauty and self-care have either been too expensive or too exclusive. Reliance will leverage its retail band width to normalize beauty standards for the mass market in India.

How big is the beauty market for Reliance Retail

Mas beauty products have been typically FMCG and less of beauty products. Reliance Retail has seized the opportunity to capitalize on the dazzling beauty and personal care market, which has seen considerable growth in last few years. More importantly, as per a report by Statista, this market is expected to grow two-fold to Rs2 trillion by 2025. But Reliance is leaving no stone unturned to exude class at its stores. Its Mumbai flagship store is spread across 4,300 SFT and is designed by London-based innovation studio, Dalziel & Pow. However, Reliance has traditionally catered to the mass market very effectively. Whether it can replicate the model for a mass market, remains to be seen. If it does, it will surely give Nykaa a run for its money.

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