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In a major challenge to Baba Ramdev-owned Patanjali billionaire Mukesh Ambani and his daughter Isha Ambani have ventured into the Ayurveda beauty products sector and launched the Puraveda brand on Tira the beauty platform of Reliance Retail. According to details Puraveda an Ayurvedic beauty brand launched with four distinct ranges of products as it aims to compete with market leaders like Ramdevs Patanjali brand. Why Puraveda is a challenge to Baba Ramdev? Speaking at the launch Tira co-founder and CEO Bhakti Modi who is also a close-aide of Isha Ambani said the Puraveda brand combines ancient Indian ayurvedic heritage with modern innovation. At Tira we always aim to promote brands that go beyond beauty and inspire people toward self-care she said. The brand could pose major competition to companies like Baba Ramdev-led Patanjali as Mukesh Ambanis Reliance is known to disrupt sectors with its innovative marketing methods and competitive pricing. What products is Puraveda selling? As per details Puraveda currently has over 50 ayurvedic products listed on Tira which are categorized into four different ranges-- Dhara Niyam Sama and Urja-- based on the ingredients used. Currently the Puraveda brand offers skin care hair care and body-care beauty products all made using traditional ayurvedic ingredients and methods. Puraveda products can be purchased from Tira stores and its website. Who is Tira CEO Bhakti Modi? Bhakti Modi a close childhood friend of Isha Ambani was appointed as the CEO of Tira a versatile beauty platform under the umbrella of Reliance Retail-- the retail arm of Mukesh Ambani-led Reliance Industries-- when the brand was launched in late 2023. Bhakti the daughter of Manoj Modi a close aide and business associate of Mukesh Ambani co-founded Tira with her friend Isha Ambani which currently delivers to more than 98% pin codes across India. Tira also has stores in all major cities in the country.