The central message of Taneira, handmade with love, positions it as a warm, approachable yet sophisticated brand that celebrates authentic handcrafted handlooms. The brand celebrates spontaneity as it lives through the emotions of any special occasion. The brand features exclusive designs created from across 38+ weaving clusters of India and guarantees authentic natural materials that are handwovens only. The brand also offers unmatched convenience and personalization by way of a style studio in-store that houses ready to wear blouses and offers tailored services .
Core Target Group
Taneira’s primary target audience is women over 30 years of age who choose to wear sarees and Indian dress wear. The secondary target audience comprises women below 30 years of age who seek Indian wear for important occasions including weddings, work occasions, festivals, etc. In terms of a mindset, a Taneira woman is independent, balanced, progressive yet rooted. Her choices reflect her refined taste and she celebrates tradition while not being bound by it.
Core Product Categories
Taneira houses a highly curated collection of handcrafted sarees; every single design is handpicked individually by its buyers. The product range comprises sarees from across the country — silk cotton, chanderi and Maheshwari, Bhagalpur tussars, Banarasi and Kanjeevaram silks, khadi/ cotton/jamdani from Bengal, Ikat from Pochampally, Odisha and Gujarat, and much more. Workmanship include ajrakh, bandhini, chikankari and brocade among others. The saree range starts at `1,500 and goes up to `2.5 lakhs for exclusives such as the Patanpatola. While the primary product category of the brand is sarees, it also offers ready to wear and custom designed blouses, stoles, and dupattas. Taneira also plans to launch its range of lehengas very soon.
Design Aesthetics and Details
Ensuring and maintaining design aesthetic and exclusivity involves sourcing from more than 38 weaving clusters in India, displaying 51 types of workmanship and 20 types of natural fabrics.