Isha Ambani’s new makeup line threatens Baba Ramdev

MUMBAI: Mukesh Ambani’s Reliance Retail has announced the launch of Puraveda – a new Ayurvedic beauty and personal care brand, founded and led by Isha Ambani.

The debut, under Reliance’s omni‑channel platform Tira, brings the conglomerate into direct competition with Baba Ramdev’s well‑established Patanjali range.

Puraveda’s initial portfolio comprises over 50 products across four specially curated collections – Dhara, Niyama, Sama, and Urja – blending traditional Ayurvedic ingredients like sandalwood, Kumkumadi oil, mogra, vetiver and herbal extracts with scientifically validated actives such as D‑Panthenol, Squalane, BHA and Tocopherol.

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The brand boasts ‘cruelty‑free formulations and holistic beauty experiences’ targeting health‑conscious consumers.

According to Bhakti Modi, Co‑founder & CEO of Tira, the launch marks “a significant step in Tira’s mission to bring intentional, meaningful beauty experiences to today’s conscious consumer,” combining India’s timeless wellness heritage with modern innovation, India media reports said.

Puraveda will be available both online and in physical Tira outlets, with plans for broader rollout across Reliance Retail’s extensive distribution network.

Industry observers note that this move positions Reliance directly against Patanjali, signaling a robust push into India’s fast‑growing Ayurvedic beauty market. It is estimated to grow at a CAGR of nearly 15‑20 per cent in the coming years.

Reliance executives highlight that all product development and manufacturing will be managed in‑house within the company’s ecosystem, enabling strong quality control and efficient scaling.

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