The salt-to-solitaires conglomerate Tata Group has now launched a saree brand, 'Taneira', which will cater to saree lovers who find it difficult to source authentic regional varieties of sarees in India.

Taneira, the youngest of the Titan brand aims to bring in curated Indian wear not only for sarees but also bridal wear, ready to wear blouses, stoles, dupattas, custom stitching and tailoring.

Taneira aims to provide an exclusive range of authentic handcrafted wide range of collection across the country -- Mugas from Assam, cottons from Chettinad, Tussars from Bhagalpur, Ikats from Gujarat, Andhra and Orissa; Jamdhanis from West Bengal, exotic and classical Banarasi silks; exquisite Kanjeevarams; Heirloom pieces like Patan Patolas and Muslin Jamdhanis to name a few.

The company is betting big on the resurgence of wearing tradition on the sleeves. The idea is to cater the rooted yet progressive Indian woman of today.

Titan has always looked at the unorganised sectors where either the customer is underserved or underpenetrated or there is some level of poor service, said Bhaskar Bhat, managing director, Titan, during the flagship store launch in Delhi.

"India women have always liked wearing saree, there is a certain resurgent desire for Indian-ness within that saree category," Bhat said.

With a presence in the jewelry, watch, sunglasses and fragrance segments across Indian cities, Titan is confident of weaving a success story in the saree segment.

"Seeing the tremendous reception in Bangalore with our pilot stage of the business we are confident this venture will be an opportunity for us to build relevance and enable transparency and authenticity for the customer," Bhat added.

The price range for stocks will be between Rs 1,500 and Rs 350,000. But a large concentration of stock will be priced between Rs 5,000 and 30,000. Titan currently operates four stores under Taneira in Delhi and Bengaluru and aims to reach 10-15 more cities in next 12-18 months.

First Published:Dec 10, 2018 5:05 PM IST