Akind skincare mira

 

Reliance Retail’s Tira partners with Mira Kapoor to launch skincare brand

Isha Ambani-led Reliance Retail’s beauty venture, Tira, has partnered with angel investor Mira Kapoor to launch skin care brand - Akind, under its private label portfolio.

Reliance Retail's beauty platform, Tira, spearheaded by Isha Ambani, has launched a new skincare brand, ‘Akind’, co-founded by Mira Rajput Kapoor, wife of actor Shahid Kapoor. The brand was introduced at Tira’s flagship store at Jio World Drive in Mumbai and will be available both online and offline at Tira, India’s premier beauty destination. ‘Akind’ aims to empower individuals to achieve their skincare goals.
 Akind product range is designed to enhance skin barrier health and is categorized into three segments: Build, Balance, and Defence, Build range includes the Clean Slate Hydrating Cleanser, On Cloud Nine Lightweight Moisturizer, and Sleep Tight Firming Serum, all focusing on repairing and restoring the skin barrier. The BALANCE range features the Fresh Start Oil-Free Balancing Cleanser, Bounce Back Soothing and Purifying Toner, and Get Even Everyday Multi-Active Serum, which help maintain skin equilibrium for a healthy glow.

Commenting on the launch, Isha Ambani, Executive Director, Reliance Retail Ventures Limited, said, “We are excited to introduce Akind, Tira’s first skincare brand in the own brands portfolio. This launch represents a significant milestone in Tira’s journey. As we continue to expand and evolve, we remain committed to innovation and excellence, ensuring that every offering enhances our customer’s beauty experience.”

Co-founder Mira Kapoor said her skincare journey began when she "started listening" to her skin. "The Akind range was meticulously formulated with care, trial and error, and extensive research into high-efficacy ingredients that act as targeted solutions for specific problems, and what better way to bring this vision to life than powered by Tira, the ultimate destination for curated beauty brands," she said.

"With Akind, I want to share the joy of skin type agnostic, barrier-focused, high performance, and price-conscious skincare that helps one meet the best version of their skin, just like I did."

For Tira, the launch of this brand comes after it launched the premium beauty accessories brand Tira Tools and Nails Our Way, a line of nail colours and kits.

The company added in a statement that the addition of its first skincare brand, Akind underscores Tira’s commitment to providing customers with high-quality, diverse, and trend-setting products across beauty and personal care categories.

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Reliance Retail acquire Majority share in Alia Bhatt's Ed-a-Mamma brand

Majority share in Alia Bhatt's Ed-a-Mamma brand is acquired by Reliance Retail. 

Wednesday saw the announcement that Reliance Retail Ventures Ltd. (RRVL) has inked a joint venture agreement to buy a 51% stake in Ed-a-Mamma, an infant and maternity clothing company started by actor Alia Bhatt.

According to RRVL, the agreement would help the brand expand into new markets like personal care products, baby furnishings, children's books, and animated television series. Financial information about the purchase was withheld by the corporation.

In 2020, Alia Bhatt launched Ed-a-Mamma, an apparel line for children ages 2 to 12. Prior to establishing a physical presence in department shops, it was first established as an internet brand. The brand added maternity clothes to its lineup last year, and then added a line for babies and toddlers.

At Reliance, we have always admired companies that take the lead with a clear mission and uphold a distinctive design philosophy, like Alia Bhatt and Ed-a-Mamma do so admirably. With sustainability as its central selling point, the business has won praise for its exquisite attention to detail, use of ethically sourced materials, and environmentally friendly manufacturing methods.Isha Ambani, director of Reliance Retail Ventures Ltd., stated that this "aligns flawlessly with Reliance Brands' vision of fostering a more responsible future for the fashion industry."

With creative eco-initiatives like not using plastic buttons and turning waste fabric into hair ties, Ed-a-Mamma continues to grow in popularity and strengthen its brand. The brand's dedication to fostering a relationship with nature is illustrated by the inclusion of seedballs with each item of clothing, which inspires parents and children to collaborate and contribute to the creation of a sustainable future.

"Isha and I connected when we were talking about what mothers want as two new mothers. I explained to her what Ed-a-Mamma was already doing and how there was still plenty of room for improvement. Reliance, according to her, has strengths in every area, including supply chain, retail, and marketing. With the help of this partnership, we hope to introduce Ed-a-Mamma to a lot more children and 

As parents, we want to instill a love of nature in our children through everything we do, added Bhatt.

In the areas of food, consumer electronics, fashion & lifestyle, and pharmaceuticals, RRVL manages an integrated omni-channel network of over 18,500 outlets through its subsidiaries and affiliates. In addition to acquiring the rights to sell labels like Gap and Pret-a-Manger in India, it also runs the online fashion platform Ajio.com.