Indian retail giant Reliance Retail has made a big splash by strengthening its presence in the field of beauty and personal care. The company has acquired Bollywood and global icon Priyanka Chopra Jonas’ hair care brand ‘Anomaly’. After this announcement on Thursday, Reliance Retail will now have full ownership of the trademarks and digital assets of this global brand. However, the financial amount of this deal has not been disclosed.
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The company said that it has acquired the trademarks and digital assets of ‘Anomaly’ and now plans to expand it through its omnichannel retail network and online platform ‘Tira’ that sells beauty products.
“This acquisition is a significant expansion of our fast-growing beauty business and reinforces our commitment to building fast-growing consumer brands in India and the world,” Reliance Retail said in the statement. Anomaly, founded by Priyanka Chopra in the year 2021, is a high-quality hair care brand. The company said that after this acquisition, the intellectual property and digital system of the brand has completely come to Reliance Retail, which will allow it to expand rapidly through its wide retail network.
“The addition of Anomaly to our portfolio is a strategic initiative to expand our suite of fast-growing new-age beauty brands,” said Isha Ambani, Executive Director, Reliance Retail Ventures Limited (RRVL). “We see great potential in working with Priyanka Chopra to grow the brand in India through its omnichannel (combined online and offline) capabilities and deep consumer understanding, while also driving its international expansion,” he said.
Priyanka Chopra said that she will continue to play a key role in the growth of the brand as Creative Director and will continue to drive innovation, brand vision and product development. He said, “I am especially excited to work with Isha Ambani. As Creative Director, I will be actively involved in the development of the brand.