In one of the most notable updates in D2C news India, Reliance Retail’s omnichannel beauty platform Tira has appointed Ahaan Panday as its newest brand ambassador under the campaign ‘YOU. MORE THAN ANYTHING.’ With this move, Tira becomes one of the first beauty retailers in India to onboard a male celebrity ambassador—marking a progressive shift within the rapidly evolving D2C beauty and skincare India segment.
Panday joins Kareena Kapoor Khan and Suhana Khan in Tira’s growing ambassador lineup, reinforcing the brand’s inclusive positioning within the Direct-to-consumer India landscape. The campaign signals a broader transformation in how beauty is being communicated across D2C brands India—moving away from traditional “before-and-after” narratives toward a more personal, identity-led storytelling approach. Anchored in Tira’s philosophy, ‘Tira. For Every You.’, the initiative reflects changing D2C consumer behavior India, where individuality, self-expression, and authenticity are driving purchasing decisions.
This announcement is a key highlight in D2C daily news, as celebrity-backed partnerships continue to shape brand recall and discovery across the D2C ecosystem India. While celebrity endorsements are not new, Tira’s decision to onboard a male ambassador underscores how gender-neutral beauty and grooming are becoming central to D2C market trends 2025. The rise of inclusive beauty conversations has expanded the addressable market, particularly among Gen Z and millennial consumers who view grooming as self-care rather than category-bound consumption.
Bhakti Modi, CEO & Co-founder of Tira, emphasized that beauty is inherently personal and evolving. The campaign positions Tira as a discovery-led platform committed to offering consumers a space to explore and express themselves confidently. In the context of D2C brand building stories, this reflects a clear differentiation strategy—shifting from transactional retail to community-driven engagement.
Ahaan Panday’s association further aligns with the brand’s youthful and digitally native identity. As creator-led D2C brands and influencer marketing for D2C gain prominence, celebrity ambassadors are increasingly becoming catalysts for deeper digital engagement, app downloads, and omnichannel conversions. Tira has already crossed 20 million app downloads and delivers to over 98% of India’s pincodes—demonstrating significant scale within the D2C business India framework.
Launched by Reliance Retail, Tira operates as a fully integrated omnichannel beauty retail platform offering both global and homegrown brands. Its flagship store at Jio World Plaza in Mumbai spans over 6,200 sq. ft., reinforcing its premium positioning in offline retail while simultaneously scaling digital discovery. This blend of physical presence and digital convenience reflects a strong omnichannel D2C strategy, a critical lever for sustainable D2C expansion plans.
The campaign rollout across television, digital platforms, social media, in-store experiences, and brand films signals a multi-channel push aligned with evolving D2C go-to-market strategy models. As consolidation and competition intensify within the beauty segment, brand-led storytelling and inclusive representation are emerging as core differentiators in D2C industry news.
In what’s happening in India’s D2C space today, beauty platforms are not just selling products—they are shaping identity narratives. Tira’s ambassador announcement strengthens its role as a cultural curator within the Indian D2C updates ecosystem.
As the beauty category continues to scale within Latest D2C startups and organized retail, Tira’s inclusive positioning and strategic celebrity alignment reinforce its leadership in India’s fast-growing Direct-to-consumer startup IPO tracker conversation and broader D2C funding news ecosystem.
