Tata Group owned women’s ethnic wear brand Taneira has partnered with Goonj for its new initiative, ‘Exchange, Elevate and Empower’.

This initiative invites Taneira customers to contribute their cherished sarees for development work and avail attractive offers on new merchandise.

The contributed sarees will be repurposed by Goonj to reward women across rural India, participating in development work, together with their community, to address their own local development issues.

At the heart of this initiative is a novel concept that enables customers to live and give sustainably and responsibly, even as they get to explore various forms of the six-yard saree

For every saree contributed, Taneira will reward its patrons with a coupon offering 10 percent off on new products. Customers can also redeem these offers on the Taneira online store.

This initiative is also an opportunity to experience the finest Indian weaving traditions under one roof.

Taneira offers a rich variety of clusters like exquisite Pure Silk and Cotton Ikat, Sambalpuri, Tussars, Banarasis, Kanjivarams, South silks, Jamdanis, Vegan collections, Chanderis, and Maheshwaris.

Patrons can select new favourites from the wide range that Taneira has to offer and exchange their old sarees.

The collected sarees will be entrusted to Goonj, renowned for its expertise in channelising urban surplus as a new resource to mobilise and empower rural communities.

At its processing centres in the metro cities, Goonj teams meticulously examine and refurbish these sarees, to reach out to communities across rural India.

They transform even the un-wearable ones into various products. Heavy sarees can be included in Goonj’s wedding kits for rural families, fulfilling every girl’s desire to look the best on her wedding day.

Goonj’s holistic approach to using urban India’s surplus material for rural India’s development challenges encourages customers towards contributing to a thoughtful initiative.

“We are proud to collaborate with Goonj for the ‘Exchange, Elevate and Empower’ initiative,’ Ambuj Narayan, CEO, Taneira, expressed his enthusiasm for the initiative by saying.

“By leading the facilitation of saree exchange, we’re not just giving our customers a way to refresh their wardrobes, we are also contributing to a cycle of empowerment for rural communities,” he said

“This initiative will create a positive impact while innovatively upholding textile traditions,” Narayan added.

Launched in 2017, Taneira offers sarees, blouses, and ready-to-wear kurta sets made from natural fabrics sourced from over 100 weaving clusters in India and has 76 stores across 38 Indian cities.