Reliance Retail Limited (RRL) announced on Thursday the acquisition of Priyanka Chopra Jonas’s brand Anomaly Haircare, including its trademarks, brand assets, and digital properties for an undisclosed amount.
With this deal, RRL tapped into a fast-growing beauty segment, reinforcing its strategy to build and scale high-growth consumer brands in India and overseas. Founded in 2021, Anomaly is a vegan haircare brand.
Isha Ambani, executive director, Reliance Retail Ventures Limited, said, “Bringing Anomaly into our portfolio marks a strategic step in expanding our basket of new-age, high-growth beauty brands. Anomaly’s strong global positioning, clean formulation philosophy, and accessible pricing make it a compelling addition to our ecosystem. We see immense potential in collaborating with Priyanka to scale the brand in India by leveraging our omnichannel capabilities and deep consumer insights, while continuing to grow its international presence.”
Through the acquisition, RRL gains full ownership of the brand’s intellectual property and digital ecosystem, positioning it to scale Anomaly across its extensive retail network and omnichannel platforms.
Moreover, RRL said the move aligns with the company’s broader push to strengthen its position in the fast-growing beauty and personal care segment, leveraging physical store presence and digital commerce platforms, including Tira, to drive growth and widen consumer access.
Reliance Retail will further focus on expanding Anomaly’s brand equity and market share in India, as a priority market. In addition, the brand will also continue to scale its international footprint across markets such as North America, the United Kingdom, and West Asia as part of its global growth journey.
Commenting on the acquisition, Priyanka Chopra Jonas said, “This is a defining moment for Anomaly. Their scale, retail expertise, and commitment to innovation will allow us to bring Anomaly to far more consumers in India and around the world.
Source: Business-Standard