One of the youngest brands from the Tata Group, Taneira is an ethnic wear brand from Titan Company. Launched in 2017, Taneira is expecting to achieve a topline of Rs 1,000 crore by the Financial Year 2027, opening at least 80 stores across Tier I and Tier II cities in India in the current financial year. In an exclusive chat with Businessworld, Ambuj Narayan, CEO, Taneira The Titan Company spoke about the company’s plans to expand and conquer the hearts of the young handloom loving Indians.
Bringing the best of Indian handlooms under one roof, Taneira currently has a network of around 45 stores across 23 cities including Delhi, Noida, Hyderabad, Bengaluru, Mumbai, Pune, Chennai, Jamshedpur, Vadodara, Lucknow and Kolkata. Nearly 50 per cent of these are company-owned while the remaining are franchisee outlets.
“We are really thankful to the State emporiums which have kept the tradition of handlooms alive. But the younger Indian needs traditional pure weaves with modern design and this is where Taneira has made its presence,” said Narayan.
Talking about the brand’s offerings, Narayan said that they have been sourcing the sarees from 100 plus weaver clusters from across India, which includes states like Uttar Pradesh, Madhya Pradesh, Chhattisgarh, Odisha, Bengal, Gujarat, Andhra Pradesh, Tamil Nadu, Bihar and more. “We are also in talks with weavers in Assam to add the state’s traditional silk. As a brand coming from the Tata legacy, we offer not just pure fabrics, but also the real handcrafted sarees in traditional weave but contemporary designs,” said Narayan, who was in Lucknow to launch the new offline store of the brand.
While the company does retail online, but as a part of its expansion plans, it is focussing on offline sales as Narayan says that the brand, in its D2C model, offers a lot more to the consumer than just sarees. “Each of our products has all details about the craft, the weaver and the heritage. Also, we have handlooms from across India under one store which gives the consumer a complete experience,” said Narayan.
Talking about the expansion, Narayan said that while the company plans to focus on women’s ethnic wear, it has added kurtas to its portfolio and plans to roll out work wear and daily wear products soon. “We have been closely working with the weaver communities to upskill them and also, upgrade their lifestyles. We are in talks with the state governments of several states to engage with the weavers.”