Taneira by Titan plans brick and mortar retail expansion

By

Isabelle Crossley

Published
Oct 5, 2017

Taneira launched its first trunk show in October 2016 and, a year later, the company currently has two pilot stores operational and will be adding more to their list as well as showing their designs country-wide with pop up shops.

Both the ethnic wear and special occasion wear markets are on the increase in India and there is a renewed customer interest in traditional Indian designs such as sarees. Taneira aims to tap into this trend with its collection of sarees that range in price from 2,000 rupees for a simple design up to 2.5 lakh rupees for a bridal ensemble. The brand aims to cover all price points and, while focusing on women over 30, will also cater to younger women.

Ajoy Chawla, the Senior Vice President of Strategy and Business Incubation at Titan Company Ltd., said about the brand’s retail plans: “Our first pilot store in the country was launched in February 2017. We now have two pilot stores operational in Bangalore and look forward to opening one to two more by the end of the year.” Chawla went on to say: “However, in a year’s time, Taneira will have three to four stores running in different parts of the country. Our growth will really be measured in terms of brand awareness, a solid understanding of local preferences, the customer’s response to our value proposition, and ability to build a sustainable supply chain and business model in the category.”

Taneira is also currently hosting pop up shops across the country to raise brand awareness and glean feedback. From October 5 to 8, the brand has a pop up shop in Gomtinagar, Lucknow, where it will make its debut in the city.

Although the brand aims to increase its retail presence, it will concentrate on physical stores for the time being and Chawla said: “As the brand is still in its pilot phase, the immediate focus is to learn how customers interact with the product and develop the best possible environment and experience for customers to be able to touch and feel the product. It is too early to comment on Omnichannel for now.”