Reliance to launch beauty app Tira; offline stores in April

Reliance Retail gears up to start its e-commerce beauty platform Tira, as well as open its offline stores soon. Tira’s first offline store would open in Mumbai in April, and its presence would be expanded across the country.

As of now, Tira will offer makeup, skincare, hair care, bathing, fragrances, men’s beauty and luxury sections. At present Tira is open to all Reliance employees, but will open for the general public soon.

Tira stores are here to offer several tech interventions such as virtual try-ons and customised recommendations. The luxury products would be retailed under the brand Tira Red.

Reliance Retail Director Subramaniam V confirmed on the sidelines of an event organised by industry chamber FICCI. "It will come up in the month of April in Mumbai," said the official when asked about the offline expansion of Tira.

Subramaniam V further added that Reliance Retail is one of the largest players when it comes to beauty and were already present in personal care, hair care and the largest customer for Lakme. “Now, we are bringing a kind of special channel for beauty," he said. Tira stores would offer several tech interventions such as virtual try-ons and customised recommendations.