What: Reliance is aggressively expanding its private labels in free standing distribution in India.

Why it is important: Expect more Indian players expanding their private labels inside and outside their home turf.

Reliance Retail's beauty brand Tira is set to open its first store in the national capital region at DLF Avenue Mall, New Delhi, occupying about 3,000 sq. ft. previously held by Forever 21. The launch is part of a strategic mall rebranding effort to refresh the shopping experience. Right next to Uniqlo, this store adds to the Saket District Centre's allure as a key shopping destination in South Delhi.

Overseen by Isha Ambani, Mukesh Ambani's daughter, Tira aims to capitalize on India's booming beauty and cosmetics market. The brand, which began as an e-commerce platform in February 2023, has already established a flagship store in Mumbai and additional stores in Hyderabad and Chennai. Tira's retail spaces are known for their digital features, including a vending machine for beauty samples, and stock over 150 brands.

Further expanding its beauty portfolio, Reliance Retail recently acquired the India franchisee business of Sephora from Arvind Fashions. This move brought 26 Sephora stores across 13 cities under its wing. Tira also distinguishes itself with high-profile endorsements, having signed Bollywood celebrities Kareena Kapoor Khan, Kiara Advani, and Shah Rukh Khan’s daughter Suhana Khan as brand ambassadors.

Reliance to open Tira beauty store in Delhi