THE WHAT? Reliance Retail has launched AJIO Beauty, expanding its beauty and personal care business by integrating cosmetics, skincare and personal care into its AJIO fashion platform as it strengthens its position in India’s fast-growing beauty market.
THE DETAILS AJIO Beauty combines AJIO’s fashion-focused digital customer base with the beauty expertise of Reliance’s omnichannel beauty platform, Tira, creating an integrated fashion, beauty and lifestyle ecosystem. The platform offers more than 1,500 Indian and international brands across skincare, makeup, haircare, fragrance, bath and body, personal care and beauty accessories, spanning mass-market, premium and luxury categories. Products will be available across more than 19,000 PIN codes nationwide, with eligible customers also able to access rapid delivery through AJIO Rush. The platform will also feature curated beauty routines, ingredient-led recommendations and personalised product discovery.
THE WHY? The launch reinforces the growing convergence of fashion and beauty retail as digital platforms seek to increase cross-selling opportunities and customer lifetime value. It also intensifies competition in India’s rapidly expanding online beauty market, where Reliance is challenging established players including Nykaa and Myntra Beauty through an integrated omnichannel strategy.
Source: Economic Times
