Reliance Retail acquires Priyanka Chopra Jonas's vegan haircare brand Anomaly
Reliance Retail has taken full IP ownership of celebrity-founded haircare label Anomaly, with plans to scale it across 20,000+ stores and beauty platform Tira. India leads the rollout, followed by North America, UK and Middle East. Deal terms undisclosed.
What happened
Reliance Retail acquired Anomaly, Priyanka Chopra Jonas's vegan haircare brand, taking full IP ownership. It will scale via 20,000+ stores and Tira,
Key facts
- 20,000+ stores
- ₹3,70,026 crore turnover
- ₹27,033 crore EBITDA
- 387 million customers
- founded 2021
Why this matters
The undisclosed all-IP buyout of Anomaly shows Reliance favoring outright brand ownership to feed its Tira platform, a template worth watching for future celebrity-brand acquisitions.
What to watch
- Tira store-count and beauty GMV disclosures in Reliance Retail earnings
- Anomaly SKU listings and promotional intensity on Tira and JioMart
- Competitive response from Nykaa and Hindustan Unilever in premium haircare
- Further celebrity-brand or D2C beauty acquisitions by Reliance
- Any disclosure of deal size or brand revenue contribution
- Reliance relaunches Anomaly SKUs under Tira with India-specific pricing and pack sizes
- Marketing push tying Priyanka Chopra Jonas to launch despite full IP transfer
- Expansion of Tira private-label/celebrity beauty acquisitions to build category density
- Phased export activation via Reliance's Middle East and North America channels