Retail

Tira opens 11th store on Mumbai Peddar Road

Reliance beauty format adds another high-street door with AI mirrors, raising the bar for experiential beauty retail.

Meera Iyer, Retail correspondent·20 September 2026·4 min read

Bright beauty counters with glass shelves of bottles and smart mirror frames in an empty store

Reliance Retail’s Tira beauty platform opened its 11th store on Peddar Road in Mumbai, following the recent 10th outlet at DLF Avenue Saket in Delhi. The store carries over 150 Indian and global brands in makeup, skincare, fragrance and bath, fitted with AI fragrance finders, smart mirrors and personalised consultations. Tira began as an e-commerce play in 2023 before adding physical doors.

The Peddar Road site continues the shift from pure online to omni-channel doors in premium catchments. Earlier Mumbai stores sit at Jio World Drive and Infiniti Mall Malad. Northern expansion via Saket signals the next cluster push.

Shop-floor traffic now mixes try-on tech with gifting stations and sample vending, lifting dwell time and average ticket versus pure self-serve beauty walls. A beauty advisor at the till can convert a fragrance trial into a full routine basket in one visit.

Tira’s Peddar Road door turns beauty browsing into a tech-assisted ritual.

The move pressures Nykaa’s offline plans and department-store beauty halls while giving global brands another high-visibility door. It also feeds Tira’s app, already past 5 million downloads and covering most pin codes.

Next watch is further city-store density ahead of the wedding and festive beauty spike, plus any private-label colour push in the coming quarter.

Filed under Retail·Meera Iyer

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