TANEIRA, the youngest brand from Titan, marked its national launch today with the inauguration of its flagship store in South Extension – 1, New Delhi. Taneira launched this store in the presence of Bhaskar Bhat, managing director, Titan Company Ltd, and Kangana Ranaut, in an exquisitely crafted Banarasi saree from Taneira’s collection.
The flagship store spread across 7500 square-feet showcases a curated range of handcrafted sarees from across the country. The impressive collection ranges from Mugas from Assam, Ikats from Gujarat, Andhra Pradesh and Orissa; Jamdhanis from Bengal, Chanderis & Maheshwaris from Madhya Pradesh and a vast collection of Tussars, India’s indigenous silk.
This store also houses an entire floor dedicated to bridal trousseaus and is resplendent with Banarasi silks including the rare-to-find Raktambari, Shwetambari, Gyasar, and Hazaar buti. This section also showcases a wide range of rich Kanjeevarams in myriad hues.
Speaking at the national launch, Bhaskar Bhat, managing director, Titan Company Limited said, “As a company, we believe that sarees are a natural extension for Titan – we have created design-led lifestyle brands that enable self-expression – Titan, Tanishq, Fastrack, Xylys, Raga, Skinn (fragrances) and now Taneira. Similar to the jewellery market when we began, this 5000-year-old category is a large, unorganised market and underserved in terms of the authenticity of the product. Seeing the tremendous reception we have had in our pilot stage of the business, we are confident this venture will be an opportunity for us to build relevance and enable transparency & authenticity for the customer.”
According to Ajoy Chawla SVP, strategy & business incubation at Titan Company Limited, “Given the rich heritage of Indian textile weaving and crafts, Taneira has chosen to celebrate – sarees, handmade with love from pure & natural fabrics, handpicked from the diverse weaving clusters of India; thus delivering an expansive and exclusive collection, all under one roof.”
“Taneira celebrates authenticity in every sense of the word – in our products, in our retail experience, in our crafting of the store, and most importantly, the woman that we stand for. The Taneira woman is unapologetically herself, comfortable in her skin; rooted yet progressive. She wears the saree out of choice, not compulsion and celebrates tradition but is not bound by it,” concludes Shyamala Ramanan, business head, Titan Company Limited.
The flagship store at South Extension Part 1 is a reflection of the brand’s philosophy– the store has been designed using purely natural materials, handmade by artisans across India. Taneira’s celebration of traditional Indian crafts in an upscale earthy setting comes alive not only in the vibrancy of their product range but also in this unique store, designed by Auroville-based Dharmesh Jadeja, founder of the design firm Dustudio. A visual treat for the keen eye, this store reflects the magic of Indian textiles, motifs, landscape, and culture.