Reliance’s new venture Tira bets on AI tools to push into sizzling Indian beauty market

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artificial intelligence tools that can suggest perfumes or cosmetics to woo customers and score over rivals in the burgeoning Indian beauty sector.Tira, which was launched by billionaire Mukesh Ambani’s conglomerate in April last year, also uses electronic vending machines in its stores to dispense free samples of skincare products, according to Tejas Kapadia, head of marketing of the year-old startup that has 12 stores across India and a website.“Customers love that and they keep coming back for that," Kapadia said in Tira’s first interview since its launch. The idea is to give a “plethora of experiences" using “some form of AI," he added.

One such interactive in-store experience is a “fragrance finder," which gives perfume options after letting consumers smell a set of ‘cubes’ with different notes of fragrances. Its “skin analyzer" infers the features of a customer by clicking a photo and recommends products that would suit them best.

Its stores offer a free engraving service for buyers to personalize their purchases by etching names on perfumes bottles or make-up boxes. The website also provides makeup and skincare lessons.Tira is Reliance’s lead horse in the race for the world’s fastest growing major beauty market.

The conglomerate’s retail business, helmed by Ambani’s daughter Isha, has also taken over the local operations of skincare brand Kiko Milano and LVMH Group’s luxury beauty retailer Sephora in the past one year. Tira is competing with brands like Tata Group’s Palette and current market leader, Nykaa.The local beauty segment is expected to grow at 10% between 2022 and 2027, according to a September report by RedSeer Strategy Consultants and PeakXV, beating China’s 7% and the US’ 5% forecast growth