Tira by Reliance Retail Launches Puraveda, a Progressive Ayurvedic Beauty Brand

Reliance Retail’s omni-channel beauty platform, Tira, has announced the launch of Puraveda, a progressive Ayurvedic beauty brand that marks the company’s foray into the Ayurvedic personal care space. With this strategic move, Tira strengthens its portfolio of Own Brands while embracing the growing consumer preference for conscious, holistic beauty solutions.

Puraveda blends the richness of ancient Indian wellness traditions with the efficacy of modern scientific formulation, resulting in

Reliance Retail’s omni-channel beauty platform, Tira, has announced the launch of Puraveda, a progressive Ayurvedic beauty brand that marks the company’s foray into the Ayurvedic personal care space. With this strategic move, Tira strengthens its portfolio of Own Brands while embracing the growing consumer preference for conscious, holistic beauty solutions.

Puraveda blends the richness of ancient Indian wellness traditions with the efficacy of modern scientific formulation, resulting in a product line that is both rooted in time-honoured rituals and attuned to contemporary skincare needs. With a vision to transform everyday routines into intentional self-care experiences, the brand introduces over 50 products across skincare, haircare, and body care categories.

The brand’s debut comes with four distinct, ingredient-led ranges, each thoughtfully curated to offer high-performance, cruelty-free formulations:

• Dhara: Delivers deep nourishment and restoration, featuring a synergy of Chandan, D-Panthenol, and Lavender

• Niyama: Encourages mindful beauty rituals with the potent blend of Kumkumadi, Squalane, and Vetiver

• Sama: Promotes inner and outer harmony using calming ingredients like Gulaab, Tocopherol, and Hibiscus

• Urja: Revitalises and energises the senses with Mulethi, BHA, and Mogra

Each product is designed to deliver indulgent, sensorial experiences while balancing Ayurvedic wisdom with clinically backed actives. This fusion represents a modern interpretation of Ayurveda, one that resonates with today’s well-informed, wellness-focused consumers.

Bhakti Modi, Co-founder and CEO of Tira, expressed her enthusiasm about the launch:

“We are thrilled to introduce Puraveda, a brand that embodies the powerful harmony of India’s timeless wellness heritage and the precision of modern innovation. At Tira, we aim to redefine beauty by bringing forward brands that go beyond aesthetics to inspire deeper connections with self-care. With Puraveda, we invite consumers to embrace Ayurveda through thoughtfully formulated products that make holistic beauty truly accessible.”

With the launch of Puraveda, Tira reinforces its commitment to delivering beauty solutions that are not just skin-deep but also mindful, inclusive, and transformative. As Ayurveda finds new relevance in modern times, Puraveda aims to be a catalyst in bringing this ancient philosophy to a wider audience, repackaged, reimagined, and ready for the modern shelf.