Tira explores interactive AI tools to woo India’s growing beauty sector.
Reliance Industries’ new venture Tira is leveraging artificial intelligence-driven experiences to tap burgeoning demand in the Indian beauty industry, states its marketing head Tejas Kapadia. In its maiden interview, the one-year-old startup shared deploying electronic dispensing machines and smart in-store tools.
A ‘fragrance finder’ powered by AI aids in selecting perfumes based on scent preferences. Likewise, the ‘skin analyzer’ photo-suggests tailored products. Stores also enable personalizing purchases through free engraving services. Complimentary online tutorials impart makeup skills.
Currently operating 12 outlets nationwide and an e-store, Tira competes with established players like Nykaa and Tata’s Palette in the $32 billion domestic market, projected to outpace global peers until 2027.
International brands are also exploring India, presenting lucrative prospects. From Shiseido tying up with Shoppers Stop to Rihanna’s Fenty Beauty debuting on Nykaa, global names recognize growing disposable incomes and beauty awareness in the South Asian market.
As part of Reliance Industries’ foray, Tira marks Mukesh Ambani led conglomerate’s expanding portfolio beyond oil into retail and technology sectors leveraging India’s opportunities. It comes as the business houses daughter Isha Helms retail verticals, also inducting Sephora and Kiko Milano operations.
Experts observe a favorable climate. Tira envisions captivating consumers through personalized, AI-based experiences amid cutthroat local competition seeking a piece of India’s beauty revolution.
