Tata CLiQ Brand Guidelines: A 2016 Tata Marketplace, a Magnifying-Glass Q & a Fashion Rebrand

A Tata group shop that opened in May 2016.

Tata CLiQ is the online shop of the Tata group, based in Mumbai. A Tata group press release announced that Tata Unistore, a Tata business venture, would open the platform to shoppers on 27 May 2016 across a website, a mobile site and Android and iOS apps, and English Wikipedia gives the same launch date. At the start, the release said, it sold apparel, electronics and footwear, with more categories and brands to be added later. English Wikipedia describes the business as an omni-channel marketplace and as the group’s main digital commerce venture.

The same release explained the name. Ashutosh Pandey, then chief executive of Tata CLiQ, said the word joined “clique” and “click”: a curated circle of products, and the single action needed to buy them online. He said the Q in the logo represented a magnifying glass, a picture of the company’s focus on choosing which brands and products to carry. English Wikipedia gives the stylised form of the name as “TΛTΛ CLiQ”, with an inverted-V letter in place of each A of the group name and a lower-case i inside an otherwise capitalised CLiQ. Reports on the 2024 rebrand, below, describe the same contrast between a bold group name and a slimmer product name.

A second storefront followed within months. English Wikipedia says Tata CLiQ worked with Genesis Luxury Fashion to sell international luxury labels and launched Tata CLiQ Luxury, a separate luxury fashion and lifestyle venture, in December 2016; it describes that site as carrying apparel and accessories for men and women from luxury and “bridge-to-luxury” labels. In May 2017, it adds, Tata CLiQ began a collaboration with the American clothing brand Brooks Brothers. The marketplace model meant that the group’s own retail names sat beside outside labels: Inc42 reported in August 2023 that the platform hosted group brands such as Westside, Tanishq, Titan and Zudio alongside domestic and international brands.

Out of electronics, into beauty and pre-owned watches.

The largest change to the range came in 2022. English Wikipedia says that in mid-2022 Tata CLiQ left the consumer electronics business, and that the division was folded into Croma, the Tata group’s electronics retail chain. Entrepreneur India reported in September 2022 that the company had exited the category and that its consumer electronics, smartphones and appliances division had been integrated with Croma. The same report described Tata CLiQ as then sitting under Tata Unistore, a company owned by Tata Industries and Trent, the group’s lifestyle retail business.

Beauty became a line of its own under the Tata CLiQ Palette name. In August 2023, Inc42 reported, Tata CLiQ opened its first omni-channel beauty outlet under that name in Navi Mumbai. The company said in its statement that the shop carried more than 1,000 Indian and international brands across makeup, skincare, haircare, fragrance, tools and accessories, and that it offered augmented-reality makeup trials, including a mirror it calls the Palette Match Finder, for trying looks on screen before buying.

The luxury side took a different turn in 2024. Inside Retail Asia reported on 18 January 2024 that Tata CLiQ Luxury had launched the ReLoved Store, selling pre-owned watches from international luxury brands, with Jay’s Watch Store as its first partner. Each watch, the report said, came with an authenticity certificate from that store, and a “know your watch” section explained the condition of each piece. English Wikipedia dates the ReLoved Store to February 2024 and describes it as mainly a store for used luxury watches. In August 2025, it adds, Tata CLiQ Luxury opened a digital jewellery boutique with the designer Sabyasachi, and in September 2025 a boutique called Luxe Avenue with HSBC.

Indian online retail and its storefronts.

This set of guides looks at Indian online retailers and specialty chains, from beauty and baby products to furniture, fashion and books. Most of them meet their customers first on a phone, so the material a design reader can study is the material the companies publish themselves: app screens, the artwork for seasonal sale campaigns, delivery boxes and mailers, and the interiors of the stores some of them have opened.

Several of these brands began online and later added shops. Nykaa, founded in Mumbai in 2012, opened its first store at Delhi airport in 2014, according to English Wikipedia; FirstCry, launched in Pune in 2010, opened its first store in Gujarat within months, a co-founder told Mint in 2024. Others in the set began with physical stores and added online sales later. Each guide notes which way a company grew, and when.

Platform names are described plainly. Many of these businesses trade under a short consumer name while a differently named company owns it: Nykaa is run by FSN E-Commerce Ventures and FirstCry by Brainbees Solutions. Where a brand sits inside a larger group, or was bought by one, the guide gives the owner and the date as the sources report them.

Each guide also draws on corporate pages and press reports on founders, owners and stock-market listings, with the dates those sources give. Store counts and other figures are given as of the date their source reports them. Colours and typefaces are an unofficial interpretation for design study; no logo, product photograph or app screen is reproduced.

A new name, a new logo and a Tata Digital parent.

In November 2024 the platform changed its name. afaqs! and Storyboard18 both reported on 21 November 2024 that Tata CLiQ had become Tata CLiQ Fashion, moving, in their words, from a horizontal marketplace to a specialised platform for fashion and lifestyle, with apparel, footwear, watches and beauty among its categories. The rebrand brought a new logo, a brand manifesto, new packaging and a redesigned app and website. Both titles described the new logo in a rose pink and cerulean blue palette, with a typeface that sets the bold weight of “TATA” against a slimmer “CLiQ”, and afaqs! reported that the identity would run across the app, the website and the packaging. Apparel Resources reported that the beauty range now sat inside the fashion app as Tata CLiQ Palette, with dedicated sections for sneakers and lingerie.

Ownership sits with Tata Digital, the group’s consumer-technology company. English Wikipedia names Tata Digital as Tata CLiQ’s owner, and the Tata group’s own page on Tata Digital, read in November 2026, lists Tata CLiQ with BigBasket, Tata 1mg and Croma as key subsidiaries whose boards are chaired by Tata Digital’s chief executive. The same page presents Tata Neu as the group’s “super app”, bringing its consumer brands together in one place. As of 2025, English Wikipedia also lists Tata CLiQ Luxury as a continuing storefront under the Tata CLiQ name.

For a design guide, Tata CLiQ shows how a group name and a product name can share one wordmark: a heavy, all-capital TATA followed by a lighter CLiQ whose Q began, in the company’s own account, as a magnifying glass, then a 2024 rebrand that kept the name and moved the colour to pink and blue. Compare BigBasket, the grocery service that sits beside it under Tata Digital, and Myntra, another Indian fashion platform. For this guide we use a rose pink, a cerulean blue and a plum ink with a sans, an unofficial interpretation; no product or logo is reproduced.

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