Tira by Reliance Retail recently launched Puraveda. It’s an Ayurvedic personal care brand with 50+ products blending heritage ingredients and modern science. As Tira expands its play in India’s booming holistic beauty market, read along to know more about the brand.
Reliance Retail’s omni-channel beauty platform, Tira, has unveiled Puraveda, a new Ayurvedic personal care brand designed to merge India’s wellness heritage with modern formulation science. The brand marks Tira’s entry into Ayurveda-led beauty market with an array of 50 products. These range from skincare, haircare, to body care. With this, Tira forays into an increasingly popular segment driven by rising consumer demand for holistic, ingredient-focused solutions.
A curated range of 50+ products
Puraveda debuts with over 50 products across skincare, haircare, and body care. Each offering falls under four ranges based on distinct ingredients, catering to distinct needs and wellness rituals.
- Dhara: Focused on nourishment, with ingredients like Chandan, D-Panthenol, and Lavender.
- Niyama: Ritual-led care, featuring Kumkumadi, Squalane, and Vetiver for mindful self-care.
- Sama: Designed for calm and balance with Gulaab, Tocopherol, and Hibiscus.
- Urja: An energising line powered by Mulethi, BHA, and Mogra.
Blending tradition with modern science
Puraveda’s positioning lies in combining time-honoured Ayurvedic ingredients with clinically backed formulations to create high-efficacy beauty solutions. Each range reflects a balance of traditional wisdom and contemporary wellness science, offering consumers both ritual and results.
Strengthening Tira’s brand portfolio
With Puraveda, Tira expands its own branded offerings and strengthens its foothold in the competitive Ayurvedic beauty space, already home to established names such as Forest Essentials, Kama Ayurveda, and Just Herbs. The move signals a clear strategy to capture India’s growing preference for clean, holistic, and ritual-driven beauty products.
From the leadership deskBhakti 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.