Reliance Retail’s omni-channel beauty platform, Tira, has launched Puraveda, an Ayurvedic personal care brand that aims to marry India’s wellness heritage with contemporary formulation science. The launch expands Tira’s portfolio into a growing segment of Ayurveda-inspired skincare and wellness products, as the market continues to witness strong demand for holistic, ingredient-led beauty offerings.
Traditional wellness with modern science
Puraveda debuts with a curated line of over 50 products spanning skincare, haircare, and body care. The products are organised under four distinct ingredient-led ranges, each designed to offer specific benefits. As per the company, ‘Dhara’ is focused on deep nourishment and combines ingredients like Chandan, D-Panthenol, and Lavender. ‘Niyama’ is positioned as a ritual-centric line, highlighting Kumkumadi, Squalane, and Vetiver to promote mindful self-care. ‘Sama’ aims to foster calm and balance with ingredients such as Gulaab, Tocopherol, and Hibiscus, while ‘Urja’ delivers energising care powered by Mulethi, BHA, and Mogra.
Tira expands its branded play in personal care
The launch of Puraveda comes amid increased consumer appetite for beauty products that blend traditional Indian wisdom with clinical efficacy. Commenting on the development, Bhakti Modi, co-founder and CEO, Tira, said, “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.” She added that the brand’s goal is to make holistic beauty accessible by offering Ayurvedic formulations designed for today’s consumers.
With this launch, Tira deepens its direct-to-consumer brand play and signals a strategic push into a space already populated by players like Forest Essentials, Kama Ayurveda, and Just Herbs.