Introduction
In July 2026 Reliance Retail launched AJIO Beauty, a beauty and personal-care destination within AJIO that draws on the brand catalogue and expertise of Tira, Reliance's beauty retail business. Reports at launch spoke of products from more than 1,500 brands, delivered across more than 19,000 pincodes. The bet is simple: AJIO already has millions of fashion shoppers, many of whom buy beauty products elsewhere, mostly on Nykaa, Amazon and Myntra. If AJIO can turn its fashion customers into beauty customers, it raises purchase frequency, because beauty is replenished far more often than clothes are bought.
The question is how to define success for AJIO Beauty in its first year. A first-year product needs metrics that reward adoption and habit building, not only revenue.
I'll set the product context, define goals, propose a North Star metric and its breakdown, then supporting, guardrail, trade-off and counter metrics, closing with initiatives.
Step 1
Product Context
AJIO Beauty appears as a category entry within the AJIO app and website, covering skincare, makeup, haircare, fragrance, bath and body, and men's grooming. It combines Tira's brand relationships and content with AJIO's traffic and logistics.
Key stakeholders:
- AJIO fashion shoppers who may also buy beauty.
- New beauty-first shoppers attracted by offers.
- Beauty brands, from global names to Indian D2C labels.
- Tira, whose brands, content and possibly stores support the category.
- AJIO's category, marketing and supply-chain teams.
User flow:
- Shopper sees AJIO Beauty on the home page or in a fashion product page ("complete the look").
- Browses by concern (acne, dry skin) or by brand.
- Reads reviews, shades, ingredients.
- Buys, often with a fashion item.
- Replenishes when the product runs out.
Product lifecycle stage: Launch. The priority is getting existing AJIO users to try beauty and building trust in authenticity.
Beauty-specific context:
- Authenticity fears are high: buyers worry about fakes and expired products.
- Shade and skin-type matching drive returns, and many beauty products are non-returnable once opened.
- Purchase frequency is high: a typical beauty buyer purchases every 4–8 weeks.
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