Indian retail conglomerate Reliance Retail is planning physical stores for its e-commerce beauty platform Tira, according to local sources. 

The exact launch date of the site has yet to be disclosed, however, it is expected to go live within the next few weeks. Tira will be home to a selection of premium cosmetic and skincare brands. The app is currently open to the group’s employees only. 

Meanwhile, Tira’s first physical store is scheduled to open in Mumbai next month. The store will feature several technologies and digital innovations, including virtual try-on. 

Reliance Retail’s venture into the e-commerce beauty business was planned early last year. Once launched, Tira will directly compete with Indian beauty retailers such as Nykaa and Myntra.

GlobalData estimated the country’s cosmetics and fashion market will reach 14.1 trillion rupees (US$190 billion) by 2025. 

Last year, the retailer was reported to be in talks to take over the rights for LVMH-owned beauty retailer Sephora from Arvind Fashions. However, the French beauty chain decided to continue with its existing partnership and called off the retail deal with Reliance Retail last month.