After wooing Indians with its range of watches & accessories, jewellery, eyewear and fragrances, Titan Company Ltd is all set to wow Indian women with a curated range of hand-crafted natural silk sarees, sourced directly from master weavers and artisans around the country.

The company will open its first store branded ‘Taneira’ on February 25 in Bengaluru. It expects to have a collection of 3,500 sarees from most of the States in the country with the costliest priced at about ₹2.5 lakh.

“This is our first concept store for hand-crafted silk sarees, a pilot store. We will open another store in Bengaluru followed by a store in Delhi by the year end. Taneira will showcase sarees with regional workmanship from over 20 states in India with ready made blouses, and yardage for made-to-order blouses with the assistance of an in-house stylist and tailor. We also intend to show the new generation how to drape sarees” Bhaskar Bhatt, Managing Director, Titan Company Ltd told BusinessLine. Taneira was conceived in October 2015 and a team was put together led by business head, Shyamala Ramanan under Ajoy Chawla, Senior Vice President – Strategy and Business Incubation, Titan Company Ltd.

“Typically, when Titan forays into a new category, it is with the aim to change the status quo. After studying the market across India we realised there is still a dearth of players who really understand the category, like the purity of the fabric or zari, although it is one of the oldest categories in India. We hosted a 10-day, by-invitation only, trunk show of the best of our curated saree collection in Bengaluru last year. The response was fantastic, with sales exceeding our expectations” said Ramanan.

The name Taneira comes from the ‘tan’ in Titan and Tanishq along with Ira which is another name for Goddess Saraswathi in Sanskrit. The Taneira store offers originals such as a red/black/gold Japanese cherry print inspired silk saree, a saree which has one shloka of the Ramayana woven all over the body in Sanskrit by a Muslim weaver family, and a Benarasi silk saree with the Ganga Ghat woven along the border accompanied by Vishwanath temple motifs on the body.