Reliance Retail buys Priyanka Chopra Jonas-backed Anomaly, aiming to scale the haircare brand in India and global markets through its omnichannel network
Reliance Retail has acquired actor Priyanka Chopra Jonas’ haircare brand ‘Anomaly’, including its trademarks, brand assets and digital properties, as it looks to further strengthen its presence in the beauty segment, according to a statement issued on 30 April.
Established in 2021, Anomaly is positioned as a clean, vegan, high-performance haircare label offered at accessible price points. The company said the brand already has a strong international footprint across key global markets.
“Through this acquisition, Reliance Retail brings full ownership of the brand’s intellectual property and digital ecosystem into its portfolio, enabling it to scale Anomaly through its expansive retail network and omnichannel platforms,” the statement added.
It also highlighted that the move is aligned with Reliance Retail’s strategy to deepen its play in the fast-growing beauty and personal care category by leveraging its wide offline network and digital commerce platforms, including Tira.
Describing the development as a “strategic step in expanding our basket of new-age, high growth beauty brands”, Isha Ambani, Executive Director at Reliance Retail Ventures, said Anomaly’s global positioning, formulation and pricing make it a “compelling addition” to the portfolio.
“We see immense potential in collaborating with Priyanka to scale the brand in India by leveraging our omnichannel capabilities and deep consumer insights, while continuing to grow its international presence,” Ambani added.
The company said its immediate focus will be on strengthening Anomaly’s brand equity and expanding its market share, with India identified as a priority market. Product innovation tailored to Indian hair and scalp requirements will be a key driver, alongside efforts to enhance localised product development. At the same time, the brand will continue to expand its presence across regions such as North America, the United Kingdom and the Middle East.
Priyanka Chopra Jonas will assume the role of Creative Director, overseeing innovation, brand vision and product development. She described the development as a “defining moment” as the brand transitions from a personal journey to a broader global ambition. “Reliance Retail’s acquisition marks an exciting new chapter. Their scale, retail expertise, and commitment to innovation will allow us to bring Anomaly to far more consumers in India and around the world,” she said.
“This strategic alignment underscores Reliance Retail’s continued focus on curating and scaling future-forward consumer brands within its beauty portfolio, while combining global brand equity with its market expertise, retail scale, and omnichannel capabilities to unlock the next phase of growth for Anomaly across India and international markets,” the statement added.
Reliance Retail operates under Reliance Retail Ventures (RRVL), the retail arm of Reliance Industries. Through its subsidiaries and affiliates, RRVL runs an integrated omnichannel network of 20,160 stores along with digital commerce platforms spanning consumer electronics, fashion and lifestyle, grocery and pharma.
RRVL has a registered customer base exceeding 387 million and reported a consolidated turnover of Rs 3,70,026 crore and Ebitda of Rs 27,033 crore for the financial year ended 31 March 2026.
