The company sees an opportunity to position indigenous wellness traditions alongside international beauty offerings amid rising interest in clean-label and ingredient-led products
Reliance Retail is strengthening its presence in India’s beauty and wellness market by building a portfolio rooted in traditional Indian ingredients, Ayurveda-inspired products and indigenous wellness practices. The strategy, unveiled at Reliance Industries’ 49th Annual General Meeting (AGM), places home-grown beauty brands at the centre of the retailer’s next phase of growth.
Speaking at the AGM, Isha Ambani, Executive Director, Reliance Retail Ventures, said the company’s beauty platform Tira is helping bring India’s beauty heritage to mainstream consumers.
“Teera is anchored in deep pride in India’s rich heritage, placing traditional Indian products on mainstream consumer shelves,” Ambani said.
The move comes as India’s beauty and personal care market witnesses rising demand for ingredient-led products, clean beauty formulations and brands with strong cultural identities. Consumers are increasingly seeking products that combine efficacy with authenticity, creating opportunities for companies to revive traditional wellness practices through modern retail formats.
Puraveda Push
As part of this strategy, Tira recently launched Puraveda, an Ayurveda-inspired beauty range that draws on traditional Indian rituals while catering to contemporary consumer preferences. The launch marks Reliance Retail’s deeper entry into the growing segment of heritage-led beauty products.
Highlighting the significance of the initiative, Ambani said, “Teera recently introduced Puraveda, its own Ayurveda-inspired beauty range, giving Indian rituals the global stage they deserve.”
The company believes Indian beauty traditions have the potential to resonate with consumers beyond domestic markets as global demand grows for natural ingredients and wellness-focused products.
Focus On Wellness
Reliance Retail has also expanded its wellness portfolio through Pahadi Local, a home-grown brand known for products made using mountain-sourced ingredients. The brand’s flagship offering, Gutti Ka Tel, has gained recognition among consumers seeking traditional wellness formulations.
“Reliance Retail also welcomed Pahadi Local into its family. Known for its pristine mountain-sourced ingredients and its iconic Gutti Ka Tel, this homegrown brand represents the best of authentic Indian wellness,” Ambani said.
The addition of Pahadi Local strengthens Reliance Retail’s position in the natural wellness category and reflects a broader industry trend towards products rooted in regional traditions and local sourcing.
Global Ambitions
While Reliance Retail continues to expand partnerships with international beauty and lifestyle brands, the company is also seeking to create globally competitive Indian brands. The retailer sees significant potential in taking indigenous beauty and wellness products to international markets.
Underscoring that ambition, Ambani said, “We will scale our own brands to consumers across India and beyond, ensuring Indian beauty products stand proudly alongside the world’s leading global giants.”
The comments signal that Indian heritage, Ayurveda-inspired formulations and traditional wellness practices will play an increasingly important role in Reliance Retail’s long-term beauty strategy as it seeks to build a differentiated presence in the market.
