Anomaly has joined the portfolio of Reliance.
Taking a big and important step, Reliance Retail has purchased the global haircare brand Anomaly of actress and entrepreneur Priyanka Chopra Jonas. With this deal, Reliance has shown momentum towards further strengthening its beauty and personal care business. The company said on Thursday that this purchase includes Anomaly’s trademarks, all rights related to the brand and digital platform. This means that now the complete ownership of this brand will be with Reliance Retail. However, no information has been given about the price of this deal.
Reliance Retail says that it will now rapidly promote Anomaly through its large retail network and online platforms. This also includes the company’s beauty platform Tira, through which customers can shop both online and offline. Anomaly brand was started by Priyanka Chopra in the year 2021. This brand specifically makes haircare products that are chemical-free and vegan. Their prices are also kept within the reach of common people. Since its launch, this brand has made its mark in many countries.
Director Isha Ambani said this
Reliance Director Isha Ambani said that including Anomaly in its portfolio is a strategic decision for the company. He told that this brand can be liked by the customers due to its good quality, right price and global identity. He also said that together with Priyanka Chopra, this brand will be expanded rapidly in India. The company will make it better by using its data and customer understanding, and will also strengthen its hold in the international market.
Focus will be on Indian market
Reliance Retail made it clear that now India will be the biggest focus market for Anomaly. The company will also prepare new products according to the hair and scalp needs of Indian people. Apart from this, the brand will also be expanded in markets like North America, United Kingdom and Middle East. Priyanka Chopra will be associated with this brand and will work as creative director. She will play an important role in product design, new ideas and deciding the direction of the brand.
How did the anomaly start?
Priyanka said that this is a big turning point for Anomali. He told that this brand started from his personal idea, which has now become a global identity. By associating with Reliance, this brand will reach more people. This deal shows that Reliance is rapidly investing in the retail beauty and fashion sector. The company is continuously strengthening its business by adding new and digital brands.
