Tira bets on heritage beauty with Puraveda launch and Pahadi Local pickup
At Reliance's 49th AGM, Isha Ambani unveiled Tira's heritage-led beauty playbook: a new Ayurveda-inspired in-house range Puraveda and the addition of Pahadi Local, anchoring Reliance Retail's beauty stack around Indian rituals and ingredients.
What happened
At Reliance's 49th AGM, Isha Ambani outlined Tira's heritage-led beauty strategy, anchored by new Ayurveda-inspired range Puraveda and the addition of Pahadi
Key facts
- 49th AGM
Why this matters
Pahadi Local's onboarding is the tell: expect Tira to keep rolling up small heritage and clean-beauty labels as cheap shelf-anchors against Nykaa's house brands.