Photo for representation
Mumbai: Reliance Retail Limited, India’s largest retailer, today announced the launch of Tira, an omni-channel beauty retail platform that offers a seamless and personalized shopping experience to beauty enthusiasts across India.
Along with inaugurating the Tira app and website, Reliance Retail announced theopening of its flagship Tira store at Jio World Drive in Bandra Kurla Complex in Mumbai.
An omnichannel retail concept powered by technology and customized experiences,Tira offers a curated assortment of the best global and home-grown brands, making itthe go-to destination for all things beauty. Inspired by the goddess Rati, who symbolizeslove, passion and beauty, Tira’s launch is in line with Reliance Retail’s overall vision ofbringing high-quality products to Indian consumers through multiple retail formats.
Speaking on the launch, Ms. Isha Ambani, Executive Director, Reliance RetailVentures Limited (holding company of Reliance Retail Limited), said, “We areexcited to bring the Tira experience to our Indian customers. With Tira, we aim to breakdown barriers in the beauty space and democratize beauty for consumers acrosssegments. Our vision for Tira is to be the leading beauty destination for accessible yetaspirational beauty, one that is inclusive and one that harbours the mission of becomingthe most loved beauty retailer in India.”
Tira’s online platform is easy to navigate, with a clear and clutter-free interface that ticksall 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 rangeof 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 beendesigned 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 uniquestore experience will feature the latest beauty tech tools such as virtual try-on to createcustomized looks and a skin analyser that will personalize and assist consumers tomake purchasing decisions based on their needs. In addition, Tira stores will havededicated gifting stations to personalize purchases. Tira will also be the first specialtybeauty retailer in India to launch the FRAGRANCE FINDER, a signature experiencethat helps consumers match fragrances closest to their preferences.
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