By IBTeam In a significant move by the Tata Group, Titan, one of its flagship companies, has set its sights on the thriving ethnic wear market in India. The new brand, Taneira, aims to redefine the ethnic fashion space with a focus on sarees and other traditional apparel. This development comes as Noel Tata, the half-brother of the late Ratan Tata, steps into the spotlight as chairman of Tata Trusts, marking a new chapter for the conglomerate.
Taneira: Titan’s Entry into Ethnic Wear
Titan, widely known for its jewelry brand Tanishq and its expertise in watches and eyewear, is now expanding into the ethnic wear segment with Taneira. The brand promises to offer a diverse range of traditional Indian clothing, including sarees, kurtas, lehengas, and accessories such as pashmina stoles and dupattas. With this move, Titan aims to carve out a unique position in a market dominated by established players.
Taneira’s CEO, Ambuj Narayan, emphasized the importance of sarees in the brand’s portfolio. He stated, “Sarees will remain the mainstay of the brand. We aim to provide women with a refreshing take on ethnic clothing at reasonable prices.” Currently, the brand boasts an extensive collection of sarees, with prices ranging from affordable options to premium offerings up to ₹3 lakh.
Ambitious Growth Plans
Taneira, which currently holds a 2% market share, has set its sights on capturing 10% of the ethnic wear market within the next three years. To achieve this, the brand plans to open 15–20 new stores annually, expanding its retail presence to 85 outlets by the end of FY 2024-25 and further to 127 by FY 2026-27.
The company has also outlined an ambitious revenue target of ₹1,000 crore per annum. To reach this milestone, Taneira will continue expanding its product offerings and focus on making traditional attire more accessible and appealing to modern consumers.
Noel Tata: Leading the Next Era of Tata Group
The launch of Taneira comes in the wake of Ratan Tata’s demise in October 2024 at the age of 86. As the Chairman Emeritus of the Tata Group, Ratan Tata was a visionary leader who steered the conglomerate to global success. Following his passing, Noel Tata was appointed chairman of Tata Trusts, an organization that holds a 66% stake in Tata Sons, the holding company of the Tata Group.
At 67, Noel Tata brings decades of experience to his new role, having previously led key Tata ventures such as Trent and Tata International. As the new chairman, he is poised to play a pivotal role in shaping the future of the ₹34 lakh crore Tata empire.
The Legacy and Growth of the Tata Group
Founded in 1868 by Jamsetji Tata, the Tata Group has grown from a small oil mill in Mumbai to a global conglomerate with over 100 companies operating in more than 100 countries. Today, the group boasts a market capitalization of $403 billion (approximately ₹33.7 trillion). Its diverse portfolio spans industries such as steel, automobiles, technology, and consumer goods.
Under Noel Tata’s leadership, the group is expected to continue its legacy of innovation and expansion. Taneira’s entry into the ethnic wear market is a testament to the group’s commitment to identifying new opportunities and catering to evolving consumer preferences.
Taneira’s Unique Positioning
Taneira’s dedication to quality and heritage sets it apart from its competitors. The brand sources its fabrics from over 65 weaving clusters across India, ensuring authenticity and craftsmanship. This approach not only supports traditional artisans but also provides customers with a genuine and diverse range of ethnic wear.
Moreover, Taneira’s pricing strategy aims to make premium ethnic fashion accessible to a wider audience. By balancing affordability with luxury, the brand hopes to attract a broad spectrum of customers, from everyday shoppers to brides seeking exquisite wedding attire.
Future Prospects
With the ethnic wear market in India projected to grow exponentially in the coming years, Taneira is well-positioned to capture a significant market share. The brand’s focus on sarees, combined with its expansion plans and Noel Tata’s strategic vision, underscores its potential to become a household name in Indian ethnic fashion.
As Taneira continues to grow, it strengthens Titan’s portfolio and reinforces the Tata Group’s legacy of innovation and excellence. By embracing traditional Indian craftsmanship and making it relevant to modern consumers, Taneira is poised to leave a lasting impact on the ethnic wear industry.
The launch of Taneira signifies more than just a new business venture—it marks a new era for the Tata Group under Noel Tata’s leadership. With a strong foundation and ambitious goals, the brand is set to redefine the landscape of ethnic fashion in India.