Word on the street is that Tata Digital is about to drop a new e-commerce platform solely for beauty and cosmetic products that would most likely be on par with Nyka, Purplle and MyGlamm.

However, the new platform will be excluded from Tata CLiQ which sells aparells and electronics.

Tata Digital, a wholly owned subsidiary of Tata Sons, houses the salt-to-software conglomerate's digital assets. Tata Digital bought a majority share in online food retailer BigBasket in May. Following that, Tata Digital acquired a majority investment in 1mg Technologies, an online pharmacy that competes directly with Reliance-owned Netmeds. Cult.fit, a domestic fitness firm, has received a Rs 546 crore investment.

Earlier this month, rumors had it that the company was postponing its SuperApp launch, however, it appears that that focus seems to be shifting on preparing to launch the new e-commerce platform for cosmetics and wellness products.

The latest developments come as it is reported that Tata Digital has postponed the launch of its Super App while waiting for clarity on new e-commerce consumer protection standards.

Consumers are continuing to purchase online despite the reopening of malls and marketplaces, which is fueling the beauty and wellness industry.

According to an Avendus report from 2021, India's online personal care and cosmetics business will reach $4.4 billion by 2025. According to the report, online beauty and personal care consumers are expected to expand by more than fourfold, from 25 million in FY20 to 110 million in FY25.

Nykaa, a beauty and fashion e-commerce site, is preparing to undertake its initial public offering (IPO) at a $4 billion price. Others, such as MyGlamm and MamaEarth, are expanding both online and offline. Nykaa just debuted The Global Store, a marketplace for foreign beauty companies.

In March of this year, Purplle secured $45 million from Sequoia Capital, Verlinvest, and other investors. In July, Mamaearth secured $50 million headed by Sofina, valuing the company at $730 million. MyGlamm also received funding from Accel, a venture capital firm.

Within the digital ecosystem, Tata Digital appears to be rapidly diversifying to acquire fast-moving consumer-facing segments. The future endeavour is viewed as a key high-growth platform by the group.