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Reliance Retail brings international skincare brand Allies of Skin to India | India Business News
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MUMBAI: Reliance Retail’s beauty vertical Tira is aggressively adding to its portfolio of brands as it looks to attract more consumers amid a growing appetite for beauty products in the country.
The firm recently launched Berlin based brand Allies of Skin in India—the exclusive partnership will entail distributing the foreign brand’s products through Tira stores and the company’s app and website.Beauty consumption in India has been on the rise—thanks to increasing participation of women in the workforce and rising disposable incomes, enabling consumers to explore various brands.
Nicolas Travis, founder of Allies Group which owns brand Allies of Skin said that India’s growing spending power and huge market potential presents a wide opportunity for the brand. An India foray had been on the company’s wish list for long but working through the compliance related issues (in terms of various business processes) had prolonged the process of the brand’s launch in the market.
“We were waiting for the right partner,” Travis told TOI in an interview. The brand wants to tap into working women in the country who have paucity of time to adhere to a strict skincare routine and instead look for easier but reliable options. The firm’s core customer cohort belongs to the 25 years-43 years age bracket. “They also have the spending power to buy our products. Our product formulations make us different. It is hard to find formulations as concentrated as ours,” Travis said.
Initially, the brand will focus on tier one cities and once it establishes its presence, it will look at tier two and three cities. “We have a bullish outlook on India,” Travis added.
India’s beauty and personal care (BPC) market is a competitive one with several brands operating in the space; analysts say that there is room for more players given the wide consumer demand. Reliance’s Tira competes with brands like Tata CLiQ, Nykaa, Myntra and Sugar Cosmetics in the segment. Tira has been forging exclusive partnerships with several international brands and counts Korean beauty brand Blessed Moon among others in its portfolio.
The firm recently launched Berlin based brand Allies of Skin in India—the exclusive partnership will entail distributing the foreign brand’s products through Tira stores and the company’s app and website.Beauty consumption in India has been on the rise—thanks to increasing participation of women in the workforce and rising disposable incomes, enabling consumers to explore various brands.
Nicolas Travis, founder of Allies Group which owns brand Allies of Skin said that India’s growing spending power and huge market potential presents a wide opportunity for the brand. An India foray had been on the company’s wish list for long but working through the compliance related issues (in terms of various business processes) had prolonged the process of the brand’s launch in the market.
“We were waiting for the right partner,” Travis told TOI in an interview. The brand wants to tap into working women in the country who have paucity of time to adhere to a strict skincare routine and instead look for easier but reliable options. The firm’s core customer cohort belongs to the 25 years-43 years age bracket. “They also have the spending power to buy our products. Our product formulations make us different. It is hard to find formulations as concentrated as ours,” Travis said.
Initially, the brand will focus on tier one cities and once it establishes its presence, it will look at tier two and three cities. “We have a bullish outlook on India,” Travis added.
India’s beauty and personal care (BPC) market is a competitive one with several brands operating in the space; analysts say that there is room for more players given the wide consumer demand. Reliance’s Tira competes with brands like Tata CLiQ, Nykaa, Myntra and Sugar Cosmetics in the segment. Tira has been forging exclusive partnerships with several international brands and counts Korean beauty brand Blessed Moon among others in its portfolio.
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