Reliance Industries put AI to use on Tira for channelizing it to masses

Reliance Industries Ltd.’s latest venture, Tira, is tapping into the booming Indian beauty market using AI tools to recommend perfumes and cosmetics. With 12 stores nationwide and a strong online presence, Tira competes with Tata Group’s Palette and Nykaa, amidst the entry of international brands into the market. The Indian beauty sector is expected to outpace China and the US with a forecasted 10% growth between 2022 and 2027. Tira offers unique in-store experiences like a fragrance finder and skin analyzer, enhancing customer engagement. It also provides free skincare product samples through electronic vending machines in stores. Personalization is key, with services like free engraving on perfume bottles and makeup boxes. Additionally, the website offers makeup and skincare tutorials.

Reliance’s retail arm, led by Isha Ambani, has acquired local operations of skincare brands like Kiko Milano and Sephora, further solidifying its presence in the beauty market. International brands are also entering India, attracted by the sector’s rapid growth. Tira’s product range includes brands like Smashbox, Estee Lauder, Sulwhasoo, and homegrown newcomer Re’equil, positioning itself as “slightly premium.” While specific financial details are undisclosed, Tira has reported strong performance in sales productivity and average bill value. Innovation remains crucial for Tira to maintain its competitive edge amidst evolving market dynamics. Kapadia emphasizes the importance of continuous innovation to stay ahead of competitors, highlighting the need to push boundaries further.