Headquartered in Mumbai, India, Reliance Retail launched its recent e-commerce cosmetics venture Tira Beauty last year around April 5th, 2023. Founded by Isha Ambani, the venture aims to be at the top of the shopping experience. In a press release on April 5, 2023, Isha expressed her enthusiasm for the debut and said,
“We are excited to bring the Tira experience to our Indian customers. 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 made its debut with a 4,300-square-foot store in Mumbai’s BKC area, located in the Jio World Drive Mall.
With several stores across Maharashtra and Delhi, Tira has expanded its reach in over 100 cities through online shopping.
Unlike the other beauty and shopping stores in the market, Tira has distinguished itself by introducing some unique features that are exclusive to customers buying from Tira Stores. One of these standout features would be the electronic vending machine that dispenses free product samples with a simple OTP. The system has particularly gained traction among customers, as not many competitors offer these benefits.
One of the other reasons why customers love Tira is because of the Tira treats, where the accumulated rewards can be redeemed from a selection of the top-selling products on the platform.
Another novel feature at Tira is the fragrance finder. Typically, when one steps into the store, the staff suggests perfumes based on their preferences and the notes they like. The experience can get rather limiting, as it can get difficult for the staff to remember every note of perfume and suggest the best match.
The fragrance finder is supported by AI, which helps customers pick the notes they like using the ‘cubes’ that are available. Based on the cubes that are picked by the customers, the system then pulls out a list of fragrances that would suit them best. This not only streamlines the entire process but also makes it a lot more immersive, which is something that is truly lacking in the Indian shopping industry.
There are also smart mirrors present in the store, which can help customers adjust the lighting and assess their skin conditions using a tablet that is connected to the mirror. Suppose the tablet identifies skin damage due to UV. Based on the kind of damage and skin type, the system can suggest skin care products and makeup to minimise the condition.
If you are on the way to an event and would like to get a free blowout, you can also get Tira’s free blowout services from the Dyson-powered station without the need to break your bank or get the product. However, if the product is something you need to get your hands on, you are free to get it anytime. It gets better—you can even engrave your name on the products for a personalised touch.
The prices of the products are on par with those of their competitors. In fact, there are heavy discounts, if nothing more, to get more customers to try their products. One of the only things that customers often complain about is the frequent glitches, cancellations and user interference. Moreover, some of the top Indian (Dot & Key) and international brands (YSL, Fenty, Charlotte Tilbury, etc.) are still not available on the platform.
Currently, some of the things Tira can work on are expanding its range of products, and brands and making its user interface more user-friendly.
Read more: Founder of HealthifyMe: Tushar Vashisht’s Journey
