Celebrating the her­itage of In­dian hand­loom sa­rees, Taneira be­lieves in em­pow­er­ing the hand­loom weav­ing in­dus­try and en­cour­ag­ing In­dian women to em­brace the ‘sa­ree’ as a pro­gres­sive gar­ment.

VM&RD - - Contents - Chanda P Ku­mar

Taneira, the youngest brand from Ti­tan Group, is a brand that pro­motes In­dia’s great range of hand­loom sa­rees, and with the sole ob­jec­tive of re­viv­ing the joy of wear­ing a ‘sari’ in the coun­try to­day. Tak­ing its first step in Jan­uary 2017, the brand name comes from - Tan of Tan­ishq & Ti­tan and Ira - from God­dess Saraswati. With two stores in Ban­ga­lore to­day, Taneira has trans­formed the way we shop for sa­rees.

VM&RD caught up Shya­mala Ra­manan, Busi­ness Head for Taneira, on the brand’s phi­los­o­phy, its store ex­pe­ri­ence and how it plans to stand out in the highly com­pet­i­tive cat­e­gory.

Tell us about the birth of Taneira?

This is a coun­try rich in its her­itage and tex­tiles. Through our ex­ten­sive re­search in­ter­view­ing 4000 odd women, we found out that In­dian women of any gen­er­a­tion pre­ferred to wear a sa­ree for any cel­e­bra­tory mo­ment in life. It starts with a girls’ grad­u­a­tion, en­gage­ment, wed­ding or house warm­ing. So, Taneira is for any­one who wants to revel her fem­i­nin­ity through the sa­ree. With Taneira, we bring an ex­ten­sive va­ri­ety of hand­loom sa­rees un­der a roof and present the true her­itage of this coun­try.

How does Taneira por­tray the sa­ree dif­fer­ently?

The cre­atives we have is of the woman en­joy­ing the sa­ree. It’s about her mo­ment in the gar­ment. There is lot of liveliness and

can­did im­ages. For us, it’s not some­thing you sit dolled in. In a sa­ree you are ca­pa­ble of do­ing any­thing. And we would like to in­stil that con­fi­dence in women who still hes­i­tate to em­brace this.

How is Taneira’s store ex­pe­ri­ence dif­fer­ent from the reg­u­lar sa­ree show­room?

At our store, sa­rees are ac­tu­ally dis­played in such a way that shop­pers can browse through with­out interference and its not in the mercy of a sales staff who will show you the sa­ree. No­body judges you for what you choose. Ob­jec­tive of the busi­ness now is to un­der­stand what the cus­tomer wants and how we can ser­vice them bet­ter.

In April, we opened the Jayana­gar store, which has also shown great re­sponse. We have con­sciously gone to two mar­kets, Jayana­gar - which is a more tra­di­tional mar­ket with many sa­ree brands and Indi­rana­gar - which has a dif­fer­ent mix of au­di­ence. Both are do­ing very well.

What’s the USP of Taneira?

One of the first things is the au­then­tic­ity of the prod­uct. If we say its a Kan­jee­varam Sa­ree, then it’s def­i­nitely from Kancheep­u­ram. If its Ajrakh, then it is Ajrakh block print from Gujarat. Our sto­ries are gen­uine. We be­lieve in trans­parency right from the price, fab­ric, ma­te­rial and de­tails of the prod­ucts. We are ap­proach­ing our tar­get cus­tomers through two ways - one is trunk shows and then the store it­self. We com­pleted 4 trunk shows in Ban­ga­lore, Indore, Bhopal and Hyderabad. And based on this feed­back, we opened our first store. The cus­tomers have ab­so­lutely loved our of­fer­ing and re­sponded pos­i­tively. We are scout­ing for prop­er­ties in other parts of the coun­try to set up our stores, Delhi is in the pipe­line.

Tell us about Taneira’s store de­sign and visual mer­chan­dis­ing strat­egy.

The space com­ple­ments the mer­chan­dise and has a lot of warmth. The stores have been de­signed by SJK Ar­chi­tects, while Balaji Natara­jan has worked on the store con­cept and VM. What we have tried to fo­cus with both the stores is zon­ing, ac­cord­ing to the ge­o­graph­i­cal re­gion where the sa­rees are wo­ven. We have 32 va­ri­eties at present. You meander your way through the store. The cus­tomer can ex­pe­ri­ence the sa­rees through touch, feel and read up about each cat­e­gory. You are at your own space, where the team has been trained to only as­sist shop­pers when they seek for help.

Also art cu­rios are part of each zone that con­nect to the prove­nance or the crafts of the spe­cific re­gion. Its a sen­so­rial ex­pe­ri­ence in terms of aroma and In­dian mu­sic, al­most a zen like en­vi­ron­ment which is very plea­sur­able even for men ac­com­pa­ny­ing women shop­pers. They can won­der around or hang out at the cafe out­side.

Lux lev­els in the store is sim­i­lar to nat­u­ral sun­light, which is very es­sen­tial for sa­ree shop­ping, as many times cus­tomers have to step out­side to check the ac­tual colour tone of the sa­ree. We also have a trial room with dif­fer­ent light lev­els. As an added ser­vice, we also have a sec­tion to get the blouses and in­ner-skirts done, as many cus­tomers are from out of town. Our in-house stylist as­sures great de­sign and fit.

Shya­mala Ra­manan Busi­ness Head, Taneira

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