Reliance Retail acquires Priyanka Chopra Jonas-owned hair care brand Anomaly

Reliance Retail has acquired actor-entrepreneur Priyanka Chopra Jonas’s planetary haircare marque Anomaly, successful a determination that strengthens its propulsion into the fast-growing quality and idiosyncratic attraction segment.The company, successful a property release, said connected Thursday that the woody gives it afloat ownership of Anomaly’s trademarks, marque assets and integer properties. Financial presumption of the acquisition were not disclosed. "Through this acquisition, Reliance Retail brings afloat ownership of the brand’s intelligence spot and integer ecosystem into its portfolio, enabling it to standard Anomaly done its expansive retail web and omnichannel platforms.

The determination aligns with Reliance Retail’s broader strategy to deepen its beingness successful the fast-growing quality and idiosyncratic attraction category, leveraging its offline footprint and integer commerce platforms, including Tira, to accelerate marque maturation and heighten user accessibility," said the company.Launched successful 2021 by Chopra Jonas, Anomaly is positioned arsenic a clean, vegan and affordable haircare marque with a absorption connected high-performance formulations.

“Bringing Anomaly into our portfolio marks a strategical measurement successful expanding our handbasket of new-age, high-growth quality brands. Anomaly’s beardown planetary positioning, cleanable formulation philosophy, and accessible pricing marque it a compelling summation to our ecosystem,” said Isha Ambani.She added that Reliance would enactment with Chopra Jonas to turn the marque successful India and overseas, utilizing its retail scope and user insights.Priyanka volition proceed to beryllium associated with the marque arsenic Creative Director, overseeing merchandise innovation and marque direction.

“This is simply a defining infinitesimal for Anomaly. What began arsenic a profoundly idiosyncratic travel has grown into a marque with existent intent and planetary ambition, and Reliance Retail’s acquisition marks an breathtaking caller chapter,” she said, arsenic quoted successful the property release.She added that Reliance’s standard and expertise would assistance grow Anomaly’s scope crossed India and planetary markets, including North America, the United Kingdom and the Middle East.Reliance Retail said India volition beryllium a cardinal absorption marketplace going forward, with plans to make products tailored to section hairsbreadth and scalp needs. The acquisition further expands its increasing portfolio of premium and digital-first quality brands.