Taneira

Business of Fashion - - Contents -

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.

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