Private labels have become a powerful vertical for retail giants looking to maximise profits and capture more users. From Future Group to Shoppers Stop and Aditya Birla Group to new-age companies such as Amazon, Flipkart, Myntra, and Nykaa — most scaled up players have jumped on the bandwagon. And now Reliance Retail-owned Tira is going for the same playbook.
By creating their own popular brands, these online retailers have tapped into a lucrative market, transforming private labels into a cornerstone of their business strategies. Tira, a direct rival to Nykaa, has announced the launch of two private labels in the past month. This move signals that the beauty and personal care marketplace is now focussing on scaling up, one year after its launch.
Last year, Reliance Retail entered the beauty and personal care (BPC) market with Tira, an omnichannel platform. Alongside launching the Tira app, the company also opened its flagship store in Mumbai. Since then, Reliance has expanded Tira’s offline presence to Delhi, Bengaluru, Hyderabad, Chennai, and Pune, bringing the total number of stores to ten across the country.
Reliance Retail’s digital and ecommerce initiatives have continued to grow significantly, contributing about 18% of revenue during FY24, according to the company’s Q4 earnings call. However, Tira was not specifically mentioned in the results, likely because it is still in its early stages. A Quick Look At Tira’s Private Labels Strategy Given that Tira has ac.