Tasmayee Laha Roy Moneycontrol News
Luxury goods giant Titan, that has already made a mark in the watches, jewellery, fragrances and eyewear segment, has now ventured out into sarees with the launch of its brand called Taneira.
After testing the market with a pilot project, the brand has now opened doors to its flagship store in Delhi. Ajoy Chawla SVP, strategy and business incubation at Titan Company Limited spoke to Moneycontrol about Taneira's brand proposition and plans ahead.
Q: After testing waters in Bengaluru, you launched the flagship store in Delhi. How was the response in the southern city and what prompted you to set shop in Delhi?
A: We have been running two small stores in Bengaluru for the last 18 months and the response was extremely encouraging. We finally thought of setting the flagship store at South Extension Part 1, which is a reflection of the brand's philosophy – the store has been designed using purely natural material, handmade by artisans from across India.
Q: Tell us what Taneira is all about.
A: The anchor product is sarees, but the product range is not restricted to them. We are working with 55 weaver clusters from across the country to put together a range of traditional Indian natural handmade, hand woven and hand crafted saris ranging from Mugas from Assam, Ikats from Gujarat, Andhra Pradesh and Orissa, Jamdhanis from Bengal, Chanderis and Maheshwaris from Madhya Pradesh and a vast collection of Tussars.
The brand also has a range of ready-to-wear blouses and we offer customisation and tailoring services to complete the perfect ensemble. The collection includes sarees for all occasions, bridal lehengas, stoles, dupattas and dress material.
At Taneira we have products starting at Rs 1000 and going up to Rs 3 lakh.
Q: What is your target audience?
A: For now we want to invite our existing 10 million Encircle customers, which is our loyalty programme launched by Titan. It rewards members who shop from our brand stores including Tanishq, Zoya, MIA, World of Titan, Helios, Fastrack, Titan Eye Plus. It allows the members to earn reward points and exclusive privileges on every purchase, all with one simple membership and Taneira is going to be added to the programme.
That apart, we are looking to target modern women as well.
A: Do you have an online existence?
Q: We have started Taneira's own digital platform along with some of our sarees on Tata Cliq's Indie lux section.
Q: What are your plans to take the brand ahead? Do you have more stores in mind?
A: We have just started out so it's a new experience and we will wait and see how the store performs. Expansion is definitely on the cards and we want to be present in the top 20 cities in the country.
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