Titan, a product of Tata Ltd, recently has entered into the premium sarees and women’s ethnic wear category under the brand name ‘Taneira’.
The word ‘Taneira’ is derived from Sanskrit – ‘Tan’ meaning body and ‘Eira’ denotes Goddess Saraswati, symbolic of skill and craft.
“Sarees as a product category has been on our mind for a long time. In 2015-16, we decided to explore sarees as new category incubation. As a company, we believe that sarees are a natural extension of our value proposition – we have created design-led lifestyle brands that enable self-expression – Titan, Tanishq, Fastrack, Xylys, Raga, Skinn (fragrances) and now Taneira. From engineered design to crafted design, Titan has seamlessly moved across many product categories from watches to jewellery to eyewear to fragrances. This new category too is fragmented, unorganized and the consumer has been underserved especially when it comes to authentic handlooms and diverse craftsmanship,” senior vice president – Strategy & Business Incubation, Titan Company Ltd, Ajoy Chawla said.
The company met the Handloom Commissioner, and simultaneously began detailed consumer research, evolved a value proposition, visited weavers, craftsmen and artisans in every nook and corner of the country, and launched its first trunk show in October 2016.
“Our first pilot store in the country was launched in February 2017. We now have two such stores operational in Bangalore and look forward to opening 1-2 more by the end of the year,” Chawla said.
As a concept, Taneira is a one-stop-shop for Indian special occasion dress wear needs – sarees for all occasions, ethnic wear like Lehenga Choli sets, Dupattas, and Stoles. Offering only natural materials such as silks, cottons, and linens, Taneira has chosen to operate in a unique space, enabling consumers to be able to experience authentic, natural handwoven cloth, curated to a refined taste.
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