17 January 2023, Mumbai
Taneira has opened a store in Chennai. This is the brand’s third store in Chennai.
Spread across 3,100 sqft, the new store offers handcrafted saris, blouses, kurta sets made with natural, pure and authentic fabrics. The highlight is the design-differentiated range of handcrafted saris from over 100 clusters across India.
Taneira, launched by the Tata Group, is into premium saris and women’s ethnic wear. The plan is to add 50 Taneira stores across the country over the next five years. Taneira has tied up with about 200 supply sources across twenty different clusters to source the products from different parts of the country. It is working with weaving communities, weaving societies, weavers, intermediaries, master weavers and designers.The target group is the new age rooted yet progressive woman.
The 7500 sqft store in New Delhi houses a wide collection of saris that include Mugas from Assam, Ikats from Gujarat, Andhra Pradesh and Orissa, Jamdhanis from Bengal, Chanderis and Maheshwaris from Madhya Pradesh.
Indian wear, initially largely restricted to the older age segment, now finds acceptance among younger consumers. That's because most companies now sell fusion clothing — a mix of modern and traditional wear — instead of just ethnic, which are reserved for special occasions.
