Reliance Retail launches AJIO Beauty with 1,500+ brands and delivery to 19,000+ pin codes
Reliance Retail has added AJIO Beauty to its fashion platform, spanning mass to luxury beauty and positioning the business for cross-selling against Nykaa and Myntra Beauty. The service also offers quick delivery in eligible cities.
What happened
Reliance Retail launched AJIO Beauty, integrating beauty products into its fashion platform to expand cross-selling and compete with Nykaa and Myntra Beauty.
Key facts
- More than 1,500 Indian and international brands
- Delivery across more than 19,000 pin codes
Why this matters
Reliance’s move raises the strategic value of beauty brands, technology enablers and quick-commerce partnerships that can strengthen AJIO Beauty’s differentiation, exclusive assortment and delivery advantage.
What to watch
- Frequency and depth of launch discounts versus Nykaa, Myntra Beauty, Tira and Amazon Beauty.
- Evidence of exclusive brand launches, premium/luxury brand onboarding and international beauty assortment growth.
- Expansion of quick-delivery eligibility, delivery-time promises and beauty-specific fulfillment infrastructure.
- AJIO app engagement changes, beauty repeat-purchase metrics, average order value and fashion-to-beauty basket attachment rates.
- Signs of inventory integration or clearer positioning between AJIO Beauty, Tira, JioMart and Reliance's physical beauty retail network.
- Competitor responses including loyalty upgrades, lower commissions, faster delivery or increased creator and exclusivity spending.
- Launch AJIO Beauty-specific coupons, bundled fashion-and-beauty offers and loyalty incentives to seed repeat behavior.
- Use Reliance Retail stores, JioMart logistics and potentially Tira-linked inventory or services to improve fulfillment and assortment density.
- Pursue exclusive launches, creator partnerships, virtual try-on and skin/hair diagnostic tools to strengthen discovery beyond price-led shopping.
- Expand quick-delivery coverage in top metros for replenishment categories such as skincare, makeup staples, fragrance and personal care.
- Pressure brands for marketplace-exclusive SKUs, bundled gift sets and higher co-funded promotional budgets.