Tata Group firm Titan Co. Ltd. has launched a brand named ‘Taneira’ to sell premium sarees and women’s ethnic wear. “Taneira is in its pilot phase and the company will decide on its further growth plans in a year’s time,” Titan’s Senior Vice President (Strategy and Business Incubation) Ajoy H Chawla was quoted as saying by an Indian news agency. “We 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,” added Chawla.
The company has also opened its first store in Bangalore. The newly opened store offers a collection of handwoven sarees and ethnic wear from across the country.
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Taneria has made collaborations with various supply sources to get products from different parts of the country. “We 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,” Chawla said.
