Tira, the beauty and personal care platform from Reliance Retail, has introduced Puraveda, a new Ayurveda-inspired brand that marks the company’s entry into the Ayurvedic beauty segment. The launch strengthens Tira’s in-house portfolio by combining ancient Indian wellness traditions with modern scientific formulation.
Puraveda debuts with a range of over 50 products spanning skincare, haircare, and body care. These are organised into four ingredient-led collections-Dhara, Niyama, Sama, and Urja-featuring blends like Sandalwood with D-Panthenol, Kumkumadi with Squalane, and Mogra with BHA. The formulations are designed to merge Ayurvedic wisdom with clinically proven actives.
Bhakti Modi, Co-founder and CEO of Tira, stated that the launch reflects Tira’s commitment to accessible wellness-driven beauty solutions rooted in Indian traditions.
Puraveda’s offerings are cruelty-free and tailored for diverse care routines, aiming to make holistic beauty inclusive and convenient for a broad consumer base.
