Titan takes ethnic route with Taneira

Titan Company has set out on a ‘six-yard-journey’ into the world of fashion with Taneira, which marks the resurgence of the pride resting in the tradional attire of Indian women — the saree.

The company has launched it flagship store in Bengaluru, and plans to set up few more outlets across India this year. Titan Company Senior Vice President (Strategy and Business Incubation) Ajoy Chawla said, “Taneira is still in the pilot phase. Right now, we are enjoying the privilege of being able to explore the market opportunity. As we learn our value proposition and validate the business model, we will scale up.”  

While the company is evaluating venues to host the brand across India, plans to set up the next store in Bengaluru and Delhi are already underway.

Speaking about the value proposition of the brand, Taneira Business Head Shyamala Ramanan said, “The brand bridges the market gap in terms of authenticity. We want every saree to get its own recognition and identity. As of now, we have explored 20
of the 400 known saree clusters in India, including the most popular Banaras, Chanderi, Paithan, Pochampalli and Kanchipuram, among others.”

The company has tied up with 200 artists across India, and intends to bring back some of the lost glory in Indian saree design, while offering a contemporary take.

The company is looking at completing its pilot phase by the end of the year, after which it will seek borad approval to further expand its market presence.

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