Reliance Retail’s Tira opens second Mumbai store

Reliance Retail’s beauty store Tira has opened its second brick-and-mortar store to date in the city of Mumbai as the business continues to tap into India’s booming beauty market. The 4,300 square foot multi-brand store is located inside Infinity Mall in Malad. 

The new Tira store houses a wide range of both Indian and international beauty brands and includes technology driven features to boost customer engagement and streamline the shopping experience. Tech-driven features in the new store include a ‘Skin Analyzer’ tool to help shoppers identify their skin type to select relevant products and a ‘Virtual Try On’ tool to test out products digitally, Indian Retailer Bureau reported.  
 
Along with colour cosmetics and personal care goods, Tira also retails a range of fragrances. The new Mumbai store includes a ‘Fragrance Finder’ tool where shoppers can key in their preferred fragrance notes and find scents to match. 

Tira Beauty opened its first flagship store in April 2023 in Jio World Drive in Mumbai’s Bandra Kurla Complex. The 4,300 square foot retail outlet houses a wide selection of beauty and personal care brands with a minimalist yet feminine interior and spacious design. 
 
In June this year, Tira announced that it plans to appoint a range of Indian celebrities as brand ambassadors including Kareena Kapoor Khan, Kiara Advani, and Suhana Khan. Tira also plans to tie up with around six influencers to drive consumer engagement and build on customer relations.