Deepika Padukone's 82°E Partners with Reliance Retail's TIRA for Nationwide Retail Expansion

Mumbai-In a groundbreaking move, the globally celebrated Deepika Padukone's wellness brand, 82°E, has forged a strategic alliance with Reliance Retail's cutting-edge beauty platform, TIRA. This partnership heralds a significant shift for 82°E from its direct-to-consumer (D2C) model to its inaugural foray into offline retail in India, coupled with an expansive online presence. With a commitment to simplify skincare and promote holistic well-being, 82°E aims to introduce its signature 3-step Cleanse-Hydrate-Protect routine to TIRA's vast community.

Following a year of championing Simplified Skincare and establishing a devoted clientele both in India and globally, 82°E is poised for exponential growth through this transformative collaboration with TIRA. The brand will now offer its popular skincare, body care, and men's range, featuring acclaimed products such as Ashwagandha Bounce, Lotus Splash, and Turmeric Shield, on TIRA's platform. Previously exclusively available through the D2C channel, 82°E products will now enjoy offline visibility at select TIRA stores across key markets in North, West, and South India.

The partnership's overarching objective is to democratize access to premium skincare products, aligning with Co-founder Deepika Padukone's holistic wellness ethos and leveraging Reliance Retail's extensive offline and online network, along with its technological prowess.

Isha M Ambani, Executive Director of Reliance Retail Ventures Limited, expressed enthusiasm about the collaboration, emphasizing TIRA's commitment to making aspirational beauty accessible to every Indian. She stated, "Together, we aim to elevate the self-care experience, introducing 82°E products to offline retail for the very first time."

Deepika Padukone, Co-Founder of 82°E, echoed the sentiment, expressing excitement about the brand's debut on TIRA, both online and in-stores. She remarked, "This collaboration is a testament to our shared vision of simplifying skincare and promoting self-care in our daily lives. Through TIRA's platforms, we look forward to offering 82°E's award-winning formulations and bestsellers to consumers nationwide."

The partnership between 82°E and TIRA marks a milestone in the beauty and wellness industry, promising to redefine the retail landscape and empower consumers with accessible yet premium skincare solutions.