Titan enters women's ethnic wear market with 'Taneira'

By

Maverick Martins

Published
Feb 27, 2017

 Tata group firm Titan Co Ltd has forayed into premium sarees and women's ethnic wear category under the brand name 'Taneira'.

The company has opened its first Taneira store in Bengaluru that has a collection of hand woven sarees and ethnic wears from across the country with products ranging up to Rs 2.5 lakh.

Taneira is in its pilot phase and the company will decide on its further growth plans in a year's time, Titan Company Limited Senior Vice President (Strategy and Business Incubation) Ajoy H Chawla told a 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," Chawla said.

"We will give ourselves twelve to fifteen months before decide what to do. Not in a hurry to expand, roll out and set up a large number." he added.

Taneira has tied up with about 200 supply sources to source the 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.

Titan currently has its presence in watches and accessories, jewellery, eyewear and fragrances categories.