India’s ethnic wear market is undergoing a structural shift as younger consumers seek authenticity, sustainability and contemporary design without losing touch with heritage. Taneira, Titan’s women’s ethnic wear brand, is positioning itself at the centre of this transition by combining pure natural fabrics, handwoven craftsmanship and a modern omnichannel retail model.
In conversation with BW Businessworld, Somprabh Singh, Chief Sales and Marketing Officer, shares how the brand is supporting weavers, leveraging digital discovery, expanding appeal among younger shoppers and targeting strong double-digit growth in the years ahead.
As part of Titan, retail excellence is in our DNA
Taneira has built a strong identity around Indian weaves and craftsmanship. How has this positioning connected with younger, fashion-conscious and sustainability-led consumers?
We are still a young brand and there is a lot more we need to do in that space. Our first priority over the last few years has been to build the backbone of the business by creating authentic products rooted in Indian craftsmanship. Across our stores, consumers can discover weaves from Banaras, Kanjivaram, Tassar, Chanderi, Maheshwari, Ikat, Paithani and many other clusters. India has an incredibly rich textile heritage, and bringing all of this together authentically has been both our biggest achievement and our greatest challenge.
At the same time, we have also introduced fashion-forward collections such as Inaya, which are easier to wear and relevant for multiple occasions. Younger consumers who enter the brand through these collections are then exposed to the wider world of Indian craftsmanship that Taneira offers.
Authenticity remains a major challenge in ethnic wear. What were the biggest hurdles for Taneira when entering the market?
One of the biggest challenges has been the condition of the weaving ecosystem itself. It has not been easy for weavers over the years. What we have tried to do is bring them together, value their expertise and create sustainable opportunities for them.
We have established 18 Weavershalas across India in major saree clusters. I remember visiting Bhagaiya, near Bhagalpur, where weaving is a way of life. We wanted to bring structure and dignity to that profession.
Many weavers earlier worked in difficult conditions using pit looms. Today, through our efforts, they have improved looms, better infrastructure, modern yarn-reeling machines, uniforms and ID cards. We are not only preserving skills but also improving livelihoods.
As part of the Tata Group, community impact is central to how we think. For Taneira, that becomes even more important because this category exists because of the art of weaving.
Where does Taneira currently stand in the Indian traditional ethnic wear market?
We are still a relatively small player, but it is a fast-growing business for us. This remains a highly unorganised category, and we are bringing organised retail standards into it. Consumers today want a strong shopping experience, and that is where we are differentiated. Our consumer metrics reflect this, with an NPS score of 89 per cent and a Google rating of 4.9.
We have also changed the traditional saree shopping format. Instead of a counter separating the customer from the salesperson, we offer open browsing. Consumers can touch, feel and explore products at their own pace before making a purchase. That has been very well received.
As part of Titan, retail excellence is in our DNA. Over time, we believe this will translate into stronger market share, and in the years ahead we expect to move into double-digit territory.
In a digitally driven era, what is your online and offline strategy to reach consumers across India?
Digital presents a huge opportunity for a brand like Taneira because our category has strong regional preferences. What works in Tamil Nadu may not be the same as what works in Lucknow. Today, digital platforms allow us to communicate very precisely. In Lucknow, we can promote chikankari, Banarasi sarees or select Kanjivarams. In Tamil Nadu, we may promote an entirely different product mix. That level of localisation was much harder to achieve earlier.
Our research shows that 70 per cent of brand exposure first happens online. So digital is a key discovery engine for us, while stores continue to play a critical role in conversion and experience.
What is Taneira’s vision for the next three years?
There are certain values we will never move away from—pure fabrics, natural fabrics and the hand-feel that comes from quality craftsmanship. None of our sarees are made using synthetic fabrics. Everything is natural, comfortable and true to the brand’s ethos. Over the next three years, we expect significant growth in our buyer base. We are continuously learning more about consumer preferences and adapting accordingly.
Collections such as Inaya are designed to widen our consumer base, particularly among younger shoppers. These sarees are lightweight, easy to drape, easy to carry all day and competitively priced. Our aim is to bring more consumers into the brand and let them experience what makes Taneira special.
We are optimistic about delivering strong double-digit growth in the coming years. |
