Tira

SUMMARY

Tira is an omni‑channel beauty retail platform launched in India in April 2023 by Reliance Retail, the retail arm of the conglomerate led by Mukesh Ambani. With a flagship store in Mumbai and a dedicated app and website, Tira offers a curated assortment of global and home‑grown beauty, skincare, haircare, fragrance and grooming brands. From its launch the brand has positioned itself as striving for inclusive, accessible yet aspirational beauty for Indian consumers.

HISTORY

Tira’s origins lie in Reliance Retail’s decision to enter the beauty‑and‑personal‑care segment with a dedicated specialist format. On 5 April 2023, Reliance Retail announced the launch of Tira as an omnichannel retail concept powered by technology and customized experiences, Tira offers a curated assortment of the best global and home-grown beauty brands. Inspired by the goddess Rati, who symbolizes love, passion and beauty, Tira’s launch is in line with Reliance Retail’s vision of bringing high quality products to Indian consumers through multiple retail formats.

Speaking on the launch, Isha Ambani, Executive Director, Reliance Retail Ventures Limited (holding company of Reliance Retail Limited), said, “With Tira, we aim to break down barriers in the beauty space and democratize beauty for consumers across segments. Our vision for Tira is to be the leading beauty destination for accessible yet aspirational beauty, one that is inclusive and one that harbours the mission of becoming the most loved beauty retailer in India.”

Tira’s online platform is easy to navigate, with a clear and clutter-free interface that ticks all the right boxes. 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.

In its expansion phase, Tira has added stores in cities such as Pune, Chennai, Bengaluru, Hyderabad and Delhi, and broadened its online reach. It has also brought in global brands into its platform (for example Australian hair‑styling brand Mermade Hair) to strengthen its offering. While specific major acquisitions of other companies by Tira have not been widely documented, the platform has forged partnerships with technology providers (e.g., ModiFace virtual try‑on tech) and global beauty labels to enhance its proposition.

In April 2025 Tira celebrated its second year by marking new collaborations and lifestyle expansion beyond pure beauty retail. These moves signal Tira’s ambition to evolve from pure beauty retail into a lifestyle‑beauty ecosystem.

VISION

The founder‑leadership (through Reliance Retail) sets out a vision for Tira to become the leading beauty destination for accessible yet aspirational beauty, one that is inclusive and one that harbours the mission of becoming the most loved beauty retailer in India. Under this vision, Tira seeks to break down traditional barriers in beauty retail—such as limited shade ranges, high‑price luxury formats only, or exclusive physical access—and instead combine technology, omnichannel accessibility and curated service to make beauty more democratised across demographics in India.

MISSION STATEMENT

Tira commits to offering a thoughtfully curated assortment of global and local beauty brands, across makeup, skincare, haircare, fragrance and grooming, with authenticity assured. Second, the mission is to provide a seamless omnichannel experience: intuitive mobile app, engaging web platform, and immersive physical stores, integrating features such as virtual try‑on, skin analysis, personalised recommendations, and gifting services. Third, the mission emphasises inclusive beauty for all segments—across ages, genders, skin tones and budgets—ensuring that beauty isn’t confined to premium alone but accessible, aspirational, and rooted in Indian realities. This includes loyalty programmes (Tira Treats) and online‑offline integration.

EXECUTIVE BOARD

• Isha Ambani – Executive Director, Reliance Retail Ventures Ltd (holding company of Reliance Retail) and the publicly‑named senior leader for Tira’s launch.

PRODUCTS AND SERVICES

Tira’s products span multiple categories: colour cosmetics, skincare, haircare, fragrance, men’s grooming, bath & body, and beauty accessories. Its platform features both international premium brands and Indian labels. Within its physical stores, Tira provides experiential services such as skin‑analysis stations, virtual mirror try‑ons for colour cosmetics, fragrance finder zones, and beauty advisors providing consultations. In addition to core beauty products, Tira has expanded into lifestyle‑adjacent offerings (such as hydration tumblers and accessories) under a sub‑collection to align with its beauty‑based consumer routines.

AWARDS AND RECOGNITION

Though relatively young as a brand (launched 2023), Tira has a lot of recognition in the beauty‑retail space. For example, it partnered with Vogue India for the Vogue Beauty & Wellness Honours 2025, serving as the in‑partnership brand for the event. Tira’s platform and services have been cited in media commentary around India’s beauty retail evolution, particularly as a new benchmark for destination‑style beauty retail in India. On the digital front, the Tira app (or the parent Reliance digital front) earned recognition in the retail domain: Tira (via Jio Haptik Technologies) won a Bronze in the “Best Use of Business Intelligence Tool” category at the CX‑India Summit Awards 2024.