Hyderabad, May 6th, 2019: Expanding its footprint in the Indian sub-continent, Taneira the youngest brand from Titan, launched its first store in Hyderabad, Banjara Hills, in the presence of Mr. Bhaskar Bhat, Managing Director, Titan Company Ltd and actress Ms. Aditi Rao Hydari who graced the event in an exquisite saree from Taneira.
The Hyderabad store is the fifth store by Taneira in India. Spread across 5000 sq. ft., the store is housed in a remodelled villa, at the corner of Road Number 14 in Banjara Hills. Striking for its open and green façade, Taneira houses a vibrant range of handcrafted sarees from across the country. Celebrating the diverse textiles and craftsmanship of India, the impressive collection ranges from Banarasi silks including the rare-to-find Pitambari, Rangkaat and Gyasar, rich Kanjeevarams including revival designs, Chanderis & Maheshwaris from Madhya Pradesh, Jamdanis from Bengal, Ikats from Gujarat, Andhra Pradesh, Orissa and a vast collection of Tussars, India’s indigenous silk.
Speaking at the launch, Bhaskar Bhat, Managing Director, Titan Company Limited said, “As a company, we believe that sarees is 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, unorganized market and underserved in terms of authenticity of the product. Seeing the tremendous reception we have had with our first four stores and the response we received with our pop up store here, we are confident that Hyderabad will be an important market for us to build relevance and enable transparency & authenticity for the customer.”
The brand creates its trademark browsing experience, intimate yet relaxed with its experiential display of sarees, custom lehengas, fabrics and ready to wear blouses. The invite-only launch event saw visible excitement from guests at the myriad hues, against a back drop of music and hors d’oeuvres.
Speaking on the launch of Taneira’s first store in the city of Nizams, Ajoy Chawla SVP, Strategy & Business Incubation at Titan Company Limited said, “Given the reception our stores have received in Delhi and Bangalore, we are looking forward to serving more cities and customers. Hyderabad is the first city in our growth strategy, as we plan to open around 15 stores in the coming year. Taneira as a brand represents the rich heritage of Indian textile weaving and crafts – sarees, handmade with love from pure & natural fabrics, handpicked from the diverse weaving clusters of India; thus we are determined to deliver an expansive and exclusive collection.”
“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, Taneira.
The store located at the Banjara Hills 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 that comes alive not only in the vibrancy of their product range, but also in the uniqueness of the 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.
Launched in February 2017, Taneira is the youngest brand of Titan Company Limited. A handwoven saree brand, Taneira offers close to 3000 sarees from over 50 regions in India, celebrating the diverse textiles and craftsmanship of India. With sarees made only from pure and natural fabrics, Taneira carefully curates a collection of exclusive designs catering to all occasions – festive, wedding, casual and special occasions.
A sub-brand of the TATA family, Taneira promises absolute authenticity of product, an intimate yet relaxed browsing experience and a fully equipped style studio to complete the saree ensemble. Taneira is derived from the word ‘tan’ meaning body and ‘Eira’, the Sanskrit name for Goddess Saraswati (Patron God of art, music, craft and knowledge) and meaning ‘Earth’ in Greek. Taneira aims to provide the rooted yet progressive Indian woman with exclusive design, diverse workmanship, and authenticity of handcraft, pure and natural fibres: the best of India under one roof.