The Tata Group has introduced Taneira, a new initiative in the ethnic wear sector under its Titan division. The brand is designed to cater to the growing demand for traditional wear while merging contemporary designs with Indian cultural elements. The launch of Taneira follows the demise of Chairman Emeritus Ratan Tata in October and reflects the group’s commitment to innovation and diversification in the fashion industry. Following his departure, Noel Tata has taken on the role of the new Chairman of Tata Trusts, which owns a 66% stake in the group’s parent company Tata Sons.

Tanaeira, backed by the Tata Group and its Titan division, known for making fashion accessories such as jewellery, eyewear and watches, is aiming to capture a share of the fast-growing women’s ethnic wear market. Currently holding a 2% market share, Taneira aims to increase it to 10% in the next three years. The brand plans to expand its offering to include a wider range of ethnic wear, such as pashmina stoles, dupattas, unstitched kurtas and lehengas while laying a strong focus on sarees, which will be at the core of its identity, as announced by CEO Ambuj Narayan.

Taneira, a brand of the Tata Group, offers a diverse selection of sarees priced up to Rs 300,000, ensuring that elegance is accessible to a wider audience. The brand aims to open 15-20 new stores every year, with a total of 85 outlets by 2024-25 and 127 by 2026-27, with a revenue target of Rs 1,000 crore.

The growth coincides with a leadership transition at the Tata Group, founded in 1868 by Jamshedji Tata, which operates over 100 subsidiaries globally and has a market capitalisation of around $403 billion. Taneira is all set to strengthen Tata’s legacy in the fashion sector.

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