Reliance Retail is strengthening its presence in the beauty market with the launch of Puraveda, a new Ayurvedic beauty brand housed under its omni-channel platform, Tira. With over 50 products rolled out at launch, Puraveda spans skincare, haircare, and body care, blending traditional Indian wellness with modern scientific formulations.
The brand features four ingredient-led ranges: Dhara, focused on deep nourishment using chandan, D-panthenol and lavender; Niyama, designed for mindful self-care with kumkumadi, squalane and vetiver; Sama, centred around calm and balance with gulaab, hibiscus and tocopherol; and Urja, a revitalising line built on mulethi, mogra and BHA.
All products are cruelty-free and combine Ayurvedic hero ingredients with clinically backed actives. According to Tira, the line has been developed to suit daily routines while offering both performance and sensory indulgence, keeping the modern consumer’s preferences in mind.
“Puraveda reflects our approach to conscious beauty—where heritage meets performance,” said Bhakti Modi, Co-founder and CEO of Tira. “We’re not just introducing another Ayurveda brand. We’re curating self-care experiences rooted in tradition but designed for today’s lifestyle.”
Tira, launched by Reliance Retail in 2023, is now one of India’s fastest-growing beauty platforms, delivering to over 98 percent of the country’s pincodes. With Puraveda, the company continues to expand its portfolio of in-house labels, competing directly with incumbents like Hindustan Unilever’s Ayush, Emami’s BoroPlus, and Forest Essentials.
As the Ayurvedic beauty segment sees rising demand from health-conscious and ingredient-aware shoppers, Reliance is betting on scale, accessibility and brand storytelling to create space in a crowded, yet still underpenetrated, category. Puraveda products are now available on the Tira app, website, and select offline stores across India.
