Tata group plans to open at least 20 “beauty tech” stores, using virtual makeup kiosks and digital skin tests to lure young, affluent shoppers to premium cosmetics, according to company documents and a person familiar with its cosmetic strategy.

The move pits Tata against LVMH’s Sephora and domestic rival Nykaa, which has a stake in the world’s second most populous country’s fast-growing $16 billion beauty and personal care market. Tata’s interests range from cars to jewellery.

The documents show that Tata targets India’s so-called “beauty lovers”, aged 18 to 45, who like to buy foreign brands such as Estee Lauder’s M.A.C and Bobbi Brown, listing The Honest Company, Ellis Brooklyn and Gallinee as potential collaborations partners. Tata is in talks with more than 20 companies to supply exclusive products for the new store, according to a person familiar with the matter who did not name the specific brand.

The store opening plans are still under wraps after Tata recently launched a beauty shopping app called Tata CLiQ Palette. The company already has a physical retail presence in India and has joint venture partnerships with global brands such as Zara and Starbucks.

According to Tata documents, the stores will have a bright red exterior and showcase the Tata CLiQ palette brand, with 70% of the products inside being skincare and cosmetics. According to the document, Tata plans to install technology in stores that will allow customers to virtually try on dozens of lipstick colours on-screen and undergo a digital skin test to find out which product is best for them.

The technology is not new and has been used by other beauty retailers worldwide, but this endeavour, dubbed “experiential retail” by industry experts, is still a relative newcomer to Indian malls and high-street stores.