Reliance Retail has officially entered the Ayurvedic beauty space with the launch of Puraveda Ayurvedic beauty brand on its Tira platform, marking a strategic expansion of its own-brand portfolio into holistic wellness
What Is Puraveda?
Puraveda is a full-spectrum Ayurvedic beauty and personal care brand offering over 50 thoughtfully formulated products across skincare, haircare, body care, and wellness categories. It blends ancient Ayurvedic hero ingredients with modern clinically supported actives
Launch Details & Brand Vision
Tira, Reliance Retail’s omni-channel beauty destination, unveiled Puraveda on July 30, 2025, establishing it as the firm’s first-ever Ayurveda-focused beauty brand. This debut exemplifies Reliance’s commitment to combining traditional heritage with innovation in beauty & wellness
Bhakti Modi, Co‑founder & CEO of Tira, stated:
“We are thrilled to introduce Puraveda, a brand that embodies the powerful harmony of India’s timeless wellness heritage and the precision of modern innovation… to inspire deeper connections with self‑care.”
Product Portfolio & Ingredient‑Led Ranges
Puraveda’s debut collection is organized into four signature ranges, each centered around key Ayurvedic ingredients:
- Dhara: Deep nourishment using sandalwood, D‑panthenol, lavender
- Niyama: Ritual-inspired care with Kumkumadi, squalane, vetiver
- Sama: Calm and balance via rose, hibiscus, tocopherol
- Urja: Energy and revitalization with mulethi, mogra, BHA
Products are marketed as cruelty‑free, high‑performance, and accessible to a wide audience seeking holistic wellness experiences
Distribution Strategy
All manufacturing for Puraveda is handled within Reliance’s integrated ecosystem, ensuring complete quality control. The product line is available across Tira’s physical retail locations, over other Reliance stores, and online via the Tira platform—ensuring wide geographic reach across India’s pin codes
Why This Matters
- First Major Ayurvedic Brand Under Reliance: Marks Reliance’s formal entry into Ayurveda‑based beauty, previously untapped territory for its Tira platform
- Tackling Established Players: Seen as competition for veteran Ayurvedic names like Patanjali, Biotique, Forest Essentials—leveraging Reliance’s scale and retail power
- Market Timing: Arrives when Indian consumers increasingly prefer natural and Ayurvedic personal care amid a projected CAGR of ~15% in the Ayurveda products segment from 2023–2028
- Affordable Premium Positioning: Combines traditional ingredients with modern actives, but priced for widespread access via Reliance’s distribution network.
- Controlled Supply Chain: End-to-end production in-house allows quality consistency and cost control, aiding margin optimization.
- Wellness-First Narrative: Aligns with growing consumer desire for self-care, ritualized beauty, and intentional product experiences.
- Omni-Channel Strength: Tira’s physical and digital presence ensures availability in both metro and Tier-II/III cities.
Industry Impact Outlook
Reliance’s entry cements a broader shift in the Indian beauty ecosystem—where powerful retail conglomerates are now shaping Ayurveda’s modern narrative. Analysts expect that Puraveda will accelerate innovation in Ayurvedic formulations, personalized experiences, and mainstream wellness adoption—especially given Reliance’s deep pockets and tech ecosystem readiness ET Now.
Bottom Line
With Puraveda Ayurvedic beauty brand, Reliance launches its first dedicated Ayurveda-based cosmetics and personal care line via the Tira platform. Featuring 50+ products across four ingredient-led ranges, this launch bridges traditional wellness with scientific formulations—all backed by Reliance’s in-house production and extensive retail reach. It signals a major turning point for the Ayurvedic beauty industry—and a bold strategic diversification for Reliance Retail.
