Walk into Tira's flagship store at Jio World Plaza in Mumbai, and you'll immediately sense you’re about to experience something unique. There's a café that moonlights as a champagne bar. There's a scent room, but it's more like a sensory sanctuary. There's a beauty advisor, but she starts the conversation with your actual skin data, not a clipboard questionnaire. Designed by London-based retail architects Dalziel & Pow, the over 6,000-square-foot space is the most complete expression of what Tira—Reliance Retail's omnichannel beauty platform—believes beauty retail can and should be: experiential, personalized, inclusive, and globally benchmarked.
Call it a store if you want. Tira calls it an answer to a question Indian beauty retail hadn't thought to ask: What happens when you build around the customer instead of the shelf?
Every element of the Jio World Plaza flagship traces back to a single organizing principle: Today's beauty consumer is highly informed and digitally savvy, and they're looking for experiences that go beyond product discovery. "They seek personalization, education, expert guidance, and opportunities to engage with beauty in a more immersive and meaningful way," explained Bhakti Modi, CEO and co-founder of Tira.
That insight shaped a concept that serves as a retail space, a service destination, a tech showcase, and a community hub. Fifteen brand zones—including dedicated shop-in-shops for Dior, Estée Lauder, Prada, YSL, Armani, and Augustinus Bader—anchor the space, with pastel color tones, mood lighting, and curated product areas that signal luxury without intimidation. For Armani, Prada, and Augustinus Bader, this marks the first time each has been presented in a dedicated shop-in-shop setting within India's multibrand retail landscape. Together, these elements create what Tira describes as a beauty destination that "builds a lifestyle marrying into the beauty world."
Of all Tira's tech-enabled experiences, the Fragrance Finder might be the most elegant in its simplicity. Fragrance is notoriously intimidating for consumers—a vast category with opaque nomenclature and no clear entry point. Tira's solution starts with scent itself, rather than with specific brands or perfumes.
Customers interact with diffusers representing fragrance families such as citrus, floral, woody, spicy, fruity, aquatic, herbal, and oriental. Once they identify the notes they're drawn to, the selected diffuser is placed on the device, which analyzes those preferences and generates recommendations aligned with their specific scent profile. Customers can physically test and compare the suggestions, save favorites as they go, and at the end of the experience, receive a curated wishlist via WhatsApp or email to revisit later.
The Scent Room is an immersive olfactory destination that brings together some of the world’s most prestigious fragrance houses, including Diptyque and Maison Margiela. Thoughtfully curated to encourage exploration, the space invites consumers to discover fragrance through a more considered and personal lens, transforming the act of choosing a scent into an experience of sensory discovery.
At Tira, a beauty consultation begins with data rather than “how can I help you?” The in-store Skin Analyzer assesses hydration, texture, pigmentation, and barrier health, giving beauty advisors a foundation of objective insights before a single product recommendation is made. "Moving from 'I think my skin is dry' to 'your hydration levels are at X, and here's what that means' makes the consultation much more meaningful and engaging," Modi explained. The Magic Mirror technology extends that personalization into color, letting customers explore makeup possibilities through an intuitive digital interface before committing to a product. The Sample Vending Machine transforms the trial moment: With a simple digital registration, customers get instant access to exclusive samples, removing the low-barrier friction often keeping new beauty consumers from exploring prestige categories.
Meanwhile, top prestige makeup brands anchor their in-store experience in technical skin diagnostics, shade matching, and complementary trend-driven makeup looks. This makes the beauty advisors’ expertise the constant, regardless of the brand zone.
Tira’s flagship at Mumbai’s Jio World Plaza combines beauty services and retail, featuring a FaceGym studio that offers the UK-born brand’s signature facial treatments. Introduced exclusively into India by Reliance Retail, FaceGym combines massages, specialized tools, and skincare in noninvasive “workouts" designed to sculpt, lift, and depuff the face. Its inclusion reflects Tira’s broader approach to store space, where treatments sit alongside products as part of the shopping experience.
Augustinus Bader is stocked exclusively at Tira stores, alongside La Mer as well, making it the only retail chain in the country where consumers can access both ultra-prestige skincare brands in a single multibrand retail environment.
Brand-level services throughout the flagship reflect the same attention to detail. Dior offers skincare consultations and demonstrations and introduced India’s first J’adore installation at the flagship’s launch. La Mer offers its Ultimate Facial, featuring Crème de la Mer and The Revitalizing Hydrating Serum. Armani offers its signature makeup application; and Bobbi Brown and Laura Mercier focus on perfecting the complexion. Benefit closes the loop on finishing touches, handling brows with India's only in-house wax blend and extending into Brow Mapping and Bedazzled Brows—pearl and rhinestone embellishments — for customers who want something more expressive.
These brand-led experiences evolve with the seasons, with services and activations refreshed periodically to reflect new launches, trends, and consumer interests.
The result is a flagship where a customer can spend a full afternoon and emerge with a fragrance profile, a skin analysis, a facial, a custom makeup application, and a brow transformation. Each touchpoint is backed by a different brand's expertise, all within one coherent environment.
The in-store café at Jio World Plaza goes way beyond coffee. From the start, the concept was built around the idea that customers who stay engaged shop longer. The café operates as a wellness-inspired refreshment destination during the day and transforms into a champagne bar for special occasions—a flexibility that mirrors the broader store philosophy of building experiences that can evolve with the moment.
The café takeover model has become one of Tira's most distinctive brand storytelling tools. A brand partners with Tira to essentially redress the space: the color palette, the drink menu, the aesthetics, and the sampling moments, transforming it into a full sensory expression of what that brand stands for. "Nobody expects to walk into a beauty store and have a brand-curated experience that makes them feel something before they even touch a product," Modi said. That emotional entry point—unexpected, immersive, brand-authentic — lowers guards, builds warmth, and makes product discovery feel like a natural next step. The collaborations that land best are those where the café becomes a genuine extension of brand DNA, rather than just a logo on a cup.
When Dior chose Tira for its first J'adore experiential installation in India—and when Armani and Prada agreed to their Indian multibrand shop-in-shop debuts—none of those conversations started with a pitch deck. They began with a retail environment built with the same attention to curation, aesthetics, and consumer experience that global luxury brands apply to their own flagships. "When brands walk into Tira, they recognize that language immediately," Modi explained.
Global luxury and prestige brands aren't looking for foot traffic numbers alone. They're looking for a partner and a space that can translate their brand universe authentically—one that won't compromise the equity they've spent decades building. What Tira offers, beyond the physical space, is an omnichannel ecosystem with the reach to amplify activations at scale while maintaining the exclusivity that luxury brands require. The Dyson Play and Create Station brings that same logic to tools: an interactive, hands-on styling environment where consumers can experience premium technology before they buy. The result is more landmark moments to come.
In February, Tira made a move that reverberated across the Indian beauty industry: onboarding a new face in Bollywood, Indian actor Ahaan Panday, as a brand ambassador. This positioned Tira as one of the first beauty retailers in India to introduce a male celebrity in that role. He joins Kareena Kapoor Khan and Suhana Khan as an ambassador for Tira. It’s a lineup that reflects precisely the inclusive representation the brand’s been building.
The decision was deliberate and, by the brand's own admission, debated internally. What tipped it was Tira's core belief that the category is for everyone. "The response reinforced that today's beauty consumer is more open to diverse representations of beauty and increasingly values authenticity and self-expression over conventional norms," Modi says.
The campaign, titled “You. More than anything.” reframes beauty as expression rather than transformation. It’s shaped by moods, micromoments, and multiple versions of self. It's a cultural shift from before-and-after narratives toward something more honest about how beauty really functions day-to-day.
With 32 doors, over 20 million app downloads, shoppable content, and delivery to more than 98% of India's pincodes, the Jio World Plaza flagship operates as the physical heart of a fully connected beauty ecosystem. It's both the most immersive expression of Tira and the gateway into a broader ecosystem.
A customer might discover a brand through digital programming and visit Jio World Plaza for personalized consultations or a FaceGym treatment. After visiting the flagship or any other Tira store, someone continues their journey seamlessly across its digital platforms. The physical and digital are continuous rather than competing. Its location within Jio World Plaza is significant, as well. As India's leading luxury retail destination—home to some of the world's most prestigious fashion and lifestyle brands—the flagship places beauty within a larger luxury and lifestyle context. Rather than standalone retail, beauty at Tira is an aspirational, experiential category that belongs alongside global luxury culture.
Tira measures community health in repeat interactions, event participation, content consumption, loyalty program adoption, and the strength of relationships consumers build with the platform over time—rather than just transactions. The pop-up and event space within the flagship hosts limited-edition brand experiences, seasonal showcases and also doubles as a venue for private events and product launches. Loyalty initiatives like Tira Treats, expert-led masterclasses, and creator collaborations are all part of building a community that chooses to engage with Tira as a trusted destination. Brands can optimize for conversion. Building a community requires something harder: sustained trust.
The Indian beauty consumer has arrived informed, digitally savvy, and ready for experiences that meet them at that level. Tira built its Jio World Plaza flagship around that reality, and set a new standard for what beauty retail looks like in one of the world's most dynamic markets. The Dalziel & Pow interiors, the India-first brand shop-in-shops, the J'adore Dior installation, the Fragrance Finder, and the café are more than decoration. It's the architecture of a beauty destination that's playing a longer, more ambitious game. In a market this large, moving this fast, ambition at this scale doesn't stay local for long.