Retail

Tira opens 10th store at DLF Avenue Saket

Reliance beauty format hits double digits in physical retail, testing AR try-ons and sample vending against Nykaa and Sephora footfall.

Meera Iyer, Retail correspondent·4 September 2026·4 min read

Empty beauty retail aisle with lit shelves and mirror stations under soft overhead light

Reliance Retail’s Tira beauty chain unveiled its tenth India store at DLF Avenue in Saket, Delhi, on 3 September. The outlet extends the brand beyond its earlier base in Mumbai, Hyderabad, Chennai, Bengaluru and Pune, adding smart mirrors with AR try-on, a sample vending machine and engraving stations for gifting.

Tira’s tenth store opened at DLF Avenue, Saket, marking the format’s push into the capital after building density in the west and south. The unit stocks global and Indian labels including Allies of Skin and K-beauty names, with app downloads already past 5 million and pin-code coverage at 98 percent.

Shop-floor staff now handle virtual try-ons and personalised engraving that lift average ticket size beyond pure product sales. A kirana-adjacent beauty buyer walking in for a lipstick can leave with a custom-gifted set, something pure online players still struggle to match on impulse.

The Saket store brings AR mirrors and sample vending to Delhi beauty shoppers.

The move squeezes multi-brand beauty counters in the same malls and forces Nykaa and standalone K-beauty shops to defend experiential space. It also helps Reliance’s own private-label push inside Tira.

Watch festive gifting traffic through October and any further Delhi-NCR or Raipur openings already flagged in trade reports.

Filed under Retail·Meera Iyer

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