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In India, the beauty and cosmetics e-commerce industry has experienced a significant boom over the past few years. Platforms like Purplle, MyGlamm, Smytten, Tira, and Nykaa are leading the way. But among all these, two major players stand out—not just for their business success but also for the intriguing history behind them: Tira, backed by Isha Ambani, and Nykaa, led by Anchit Nayar.
Now, in Indian households, Mukesh Ambani is synonymous with luxury and wealth. So much so, that it’s common to hear people jokingly say, “Ambani ki aulad ho kya?” when someone behaves extravagantly. But jokes aside, this story does involve an actual Ambani ki aulad—Isha Ambani, the daughter of Mukesh Ambani, who is now steering the ship of Tira Beauty, a new but ambitious entrant in the beauty e-commerce segment.
But there’s more than just business competition here.
A Glimpse Into the Past: When Isha Met Anchit
Rewind to 2012—rumors were rife that Isha Ambani and Anchit Nayar, now the CEO and Executive Director of Nykaa, were dating. The relationship, while private, drew a lot of attention, especially as Nykaa began climbing the success ladder. By 2017, however, the duo reportedly ended their relationship. Not long after, in 2018, Isha married Anand Piramal, the Executive Director of Piramal Group, a well-known name in finance and real estate.
Rumors suggest that the Ambani family wasn’t too approving of Isha’s relationship with Anchit, possibly due to differences in social or business standing. Whatever the truth may be, fate certainly had its own plans.
Business Becomes Personal: Enter Tira Beauty
Nykaa, under Falguni Nayar’s vision and Anchit’s leadership, went on to become a household name. From selling beauty products to going public, Nykaa earned massive credibility for providing authentic products, excellent customer service, and a satisfying user experience.
Seeing Nykaa’s soaring success, many believe Isha Ambani decided to enter the same space—not out of rivalry, but perhaps as a strategic expansion of Reliance Retail’s vision. In April 2023, Tira Beauty was officially launched under Reliance Retail Ventures Ltd.
However, despite the massive backing and brand value of Reliance, Tira has struggled to capture the same customer loyalty that Nykaa enjoys. Several users have reported issues with customer service, inadequate packaging, and concerns over overall shopping experience.
The Road Ahead
Nykaa’s success has come from years of building trust, maintaining product authenticity, and adapting to changing consumer behavior. It wasn’t built overnight. Tira, on the other hand, is still relatively new, and while it may face growing pains, the brand has the resources and reach of Reliance to potentially course-correct.
In the end, what makes this battle fascinating isn’t just the business competition, but the intertwined personal histories and high-stake family legacies that add drama to the story. Will Tira rise to challenge Nykaa’s dominance? Only time will tell.
