Story of the brand:
Launched in 2017, Taneira, from the house of TATA, is home to exquisite sarees, dress materials and ready-to-wear kurtas, crafted from pure and natural fabrics. As an ethnic wear brand from Titan, Taneira brings the best of India under one roof. You will find over 100+ clusters of diverse textiles and rich craftsmanship from across the country.
These products are crafted with love and care for the rooted yet contemporary Indian women for every occasion. The Taniera woman can explore carefully curated pieces that are unique and exclusive for celebratory events like festivals and weddings, special days including pujas or parties, and stand-out looks for office and everyday wear.
Instilled with the TATA trust, the very ethos of Taneira is a celebration of Indian culture. Through our brand and our products, we honour the heritage of India – diverse arts, rich craftsmanship and the intricate art of weaving.
In our quest to keep our heritage thriving and more meaningful, we have embarked on a journey to create several “Weavershalas” across the country. These Weavershalas have been conceived to transform the lives, and create a sustainable livelihood for skilled weavers and artisans. We are making significant efforts to improve their ecosystem with better infrastructure, new-age looms, hygienic environments and medical care - so we can give back to the masters behind the loom. The first of these Weavershalas have been set up in Varanasi, Champa, Coimbatore, Phulia, Baruipur and we plan to expand to other parts of the country as well.
At Taneira, we have been able to use our passion for innovation, pride in our culture and our design’s team’s evolved vision to create first-of-its-kind pieces of wearable art that bring together modern interpretations and timeless crafts.
Our stores are uniquely designed for a relaxed browsing experience across most major cities in India. They focus on product storytelling, sharing the rich heritage and authenticity of each product with the consumer. After all, you are not buying a mere fashion piece. Each saree has a story to tell that is unique.
Immerse yourself in the art of weaving and the heirloom pieces at our stores across all prominent metro hubs or shop from the comfort of your home, and enjoy global delivery at www.taneira.com.
Taneira came to fruition in 2015, after multiple rounds of discussions and rigorous research by teams at Titan, for a pilot project that would take them into uncharted territory. Taneira, the youngest brand under the Titan Company umbrella, aligns perfectly with Titan's overarching value proposition of design-led lifestyle brands that empower individuals to express themselves. Taneira joins a roster of other Titan brands, such as Tanishq, Raga and Fastrack, that have already made a name for themselves.
After the inception, We began our journey into the wonderful world of sarees- we met up with Handloom Commissioner of India, simultaneously began detailed consumer research, evolved a value proposition, visited weavers, craftsmen and artisans in every nook and corner of the country, and launched our first trunk show in October 2016. Post the reception we received, our first pilot store in the country was launched in February 2017.