Deepika Padukone’s 82°E partners with Reliance’s Tira for offline retail debut

Bollywood celebrity Deepika Padukone co-founded skincare brand 82°E has partnered with Reliance Retail’s multi-brand beauty business Tira. The strategic partnership will see 82°E make its offline retail debut in India and its products will also be available on Tira’s online platform.  

“We are excited to partner with 82°E, a brand renowned for its commitment to self-care and holistic wellness,” said Reliance Retail Ventures Limited’s executive director Isha M Ambani in a press release on April 15. “This collaboration takes forward Tira’s vision to bring accessible yet aspirational beauty to every Indian and allows us to provide our customers with access to a range of premium skincare products. Together, we aim to elevate the self-care experience for consumers everywhere, introducing 82°E products to offline retail for the very first time.”
 
The partnership marks 82°E’s expansion from direct to customer retail and the business expects to reach a wide range of new customer demographics through its tie-up with Tira. The brand’s signature products such as Ashwagandha Bounce, Lotus Splash, and Turmeric Shield will be available offline in select Tira stores in North, West, and South India in cities including Mumbai, Pune, New Delhi, and Bengaluru.
 
“We’re thrilled to announce that 82°E is now on Tira, online and in-stores,” said 82°E’s co-founder Deepika Padukone. “This collaboration is an outcome of our shared values: to simplify skincare and to make self-care an effective and enjoyable part of our everyday lives. Through Tira’s online and offline platforms, we are excited to bring 82°E’s bestsellers, award-winning formulations, along with the best of 82°E Skincare, 82°E Body Care, and 82°E Man to our consumers across the country.”