Delhi High Court Quashes Fraudsters Misusing the ‘Tira’ Trademark

Tira is a beauty and personal care brand launched by Reliance Retail in April 2023.

A trademark case was filed by Reliance Retail, alleging that fraudulent companies had carried out large-scale impersonation and financial fraud targeting customers of the brand. The ruling was held on July 7, 2025.

The scam came to light in May 2025; wherein anonymous individuals were found to be acting illegally as Tira representatives. They used WhatsApp and phone calls to reach the legitimate customer. Under the pretext of promotional offers or failed transactions, they acquired money from the innocent customers. They used multiple mobile numbers to carry out the fraud. It is to be noted that the use of fake Tira marks to deceive consumers created immense confusion.

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A lot of people have shared their stories on various social media platforms. Most customers remained perplexed about how the imposters had access to their personal information, mode of payment, and the correct order ID. Some individuals believe that ‘Tira’ is selling their data, while some blame it on an insider or a poor order tracking page.

Alarming figures have been presented in court, which reveal the broad victim base of the fraudsters. It was found that over 8,900 complaints have been registered over two months, including 666 in Delhi alone.

This raises concerns regarding data breaches and the privacy of consumers. Thus, to systematically combat digital fraud, the Delhi court has banned people associated with the scam from using the Tira trademark. The fake numbers, fraudulent UPI IDs, QR codes and WhatsApp accounts have been blocked and suspended. The Department of Telecommunications and the Union Ministry of Electronics, Information and Technology are set to ensure compliance by relevant intermediaries.

The next hearing for the case is scheduled on 6 November 2025.