Reliance Retail's beauty division, Tira, is actively expanding its range of brands to appeal to a larger consumer base amidst increasing demand for beauty products in the country. Tira has recently introduced the Berlin-based brand Allies of Skin to the Indian market through an exclusive partnership. This collaboration involves the distribution of the foreign brand's products through Tira stores, as well as the company's app and website.

The surge in beauty consumption in India can be attributed to the growing presence of women in the workforce and the concurrent rise in disposable incomes, allowing consumers to explore a diverse range of brands. Nicolas Travis, founder of Allies Group which owns the brand Allies of Skin said that India’s growing spending power and huge market potential present a wide opportunity for the brand. An India foray had been on the company’s wish list for a long but working through the compliance-related issues had prolonged the process of the brand’s launch in the market.

“We were waiting for the right partner", Travis told in an interview. The brand wants to tap into working women in the country who have a paucity of time to adhere to a strict skincare routine and instead look for easier but reliable options. The firm’s core customer cohort belongs to the 25 years-43 years age bracket. “They also have the spending power to buy our products. Our product formulations make us different. It is hard to find formulations as concentrated as ours", Travis added.

The beauty and personal care (BPC) market in India is highly competitive, featuring numerous brands. Analysts believe that there is ample opportunity for additional players due to extensive consumer demand. Within this segment, Reliance's Tira faces competition from brands such as Tata CLiQ, Nykaa, Myntra, and Sugar Cosmetics. Tira has strategically formed exclusive partnerships with various international brands, including Blessed Moon, a Korean beauty brand, as part of its diversified portfolio.