THE SIX-YARD WONDER GETS AN ULTIMATE DESTINATION
Titan’s youngest brand, Taneira, marked its national launch via its flagship store in South Extension Part 1 (Block H). Bringing together a vast display of handcrafted saris from across India, the store was inaugurated in the presence of managing director, Titan Company Ltd, Bhaskar Bhat and Bollywood actor Kangana Ranaut.
Speaking at do, Bhat said, “As a company, we believe that saris are a natural extension for Titan. We have created design-led lifestyle brands — Titan, Tanishq, Fastrack, Xylys, Raga, Skinn (fragrances) and now Taneira — that enable selfexpression. Similar to the jewellery market, this 5000-year-old category is a large, unorganised market and under-served in terms of authenticity of the product. Seeing the tremendous reception that we received in our pilot stage of the business and the successful opening of our Vasant Kunj store in Ambience Mall, we are confident that this venture will be an opportunity for us to build relevance and enable transparency and authenticity for our customer.”
The flagship store, a first from the house of TATA, is spread across 7500 sq. feet across four floors, and showcases an impressive collection of different types of saris.
“I discovered the sari much later in my life; I grew up in the hills where there was no tradition of wearing the garment. But when I became an artist, I found the sari to be an extension of my self-discovery. Through acting, I travelled to different places and that’s how my journey with this the nine-yard began. There is a magical power that saris possess; they enable me to express myself,” said Kangana Ranaut, as she graced the occasion in a stunning midnight blue, kadwa meenakari Banarasi from Taneira.
Shoppers were captivated with the unique store, which is a clear reflection of the brand’s philosophy. The store has been designed using purely natural materials, handmade by artisans from across different Indian states. The same theme also continues in Taneira’s newly-opened store at Ambience Mall, Vasant Kunj. The brand’s celebration of traditional Indian crafts in an upscale earthy setting comes alive not only in the vibrancy of their product range but also in their unique Delhi stores, designed by Auroville-based Dharmesh Jadeja, founder of the design firm Dustudio.
The invite-only launch soiree saw a large number of guests gathered to explore the multi-level outlet while enjoying live music and authentic Indian delicacies. The excitement to discover Taneira’s collection was palpable as many guests were seen gushing over the designs, curation and the magnitude of display.
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’s flagship store pays tribute to Indian textile, handicraft and heritage against the fitting backdrop of a handcrafted lotus pond ceiling at its Delhi stores.