Watch major, Titan Co. Ltd., a Tata group firm, has opened its first ‘Taneira- brand name for premium sarees and women’s ethnic wear category’ store in Bengaluru. It has a display of handwoven sarees and ethnic wears from across the country with product prices ranging up to Rs 2.5 lakh.

Titan’s senior vice president (strategy and business incubation) Ajoy H Chawla said Taneira is in its pilot phase and the company will decide on its further growth plans in a year’s time.

They are right now in pilot to explore, experiment and learn to figure out how we can make a difference to the consumer and this category, and how to also build a profitable business model around.

Chawla said that they are working closely with weaving communities, weaving societies, weavers, intermediaries, master weavers and designers… “We are tied up with close to 200 supply sources across twenty different clusters in the country”. Taneira which is focused on the women’s ethnic wear category, has no plans about the men’s section as of now, according to company sources.

Stating that Titan has gone into categories that have been largely unorganised, undeserved and fragmented, Chawla said that the company has succeeded in these kind of industries, where they have been able to address the consumer needs and deliver a superlative experience both on the product, service and the retail front.

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