Titan forays into the handloom sari business with its new brand, Taneira

Over 200 weaving techniques are represented at the store  

Rashmi Rajagopal Lobo Published :  17th March 2017 12:00 AM   |   Published :   |  17th March 2017 12:00 AM

While designers and activists have long been making a strong case for handloom weavers and indigenous textiles, it’s promising to see a lifestyle brand like Titan championing the cause with their latest venture, Taneira. The store sits on the busy 100 feet road in Indira Nagar and is set in a beautifully redone villa, that is fronted by a refreshing expanse of greenery.

“Weaving is one of the oldest Indian professions and we were keen to help revive the dying art,” shares Shyamala Ramanan, business head, Titan, adding that they work with 200 artisans, including weaving societies, craftspeople, designers and weavers. 
The store is spread across 6,000 square feet and represents 20 clusters or weaving techniques from every part of the country. With around 3,500 pieces to choose from, one would think the space would be cramped. But it has been arranged in such a way that customers can easily touch and feel every sari before making a purchase. The ground floor holds a striking selection of tussar, Chettinad cotton, Chanderi, Maheshwari, Kota, Chikankari and Jamdani saris. On the first floor, you can choose from Paithanis, ikats, Benarasis, and Kanjeevarams (some woven with real silver and gold thread, weighing as much as two kilos). A special section dedicated to bridal wear will have you spoilt for choice with some of the most luxurious silk saris.

You can also look through their selection of lehengas and ready-to-wear blouses. The tribal weaves section stocks Bodo saris made from eri silk. “The specialty of this fabric is that it keeps you cool during summers and warm in winter,” says Shyamala, spreading the sari out to reveal little tassels, attached to pom poms. “A fun design element,” she explains. She then moves on to a super fine muslin Jamdani sari in cream, rose pink and gold. “These can only be woven between 3 am and 10 am, as the yarn is so fine that the heat makes it snap post 10,” she reveals. Taneira will open its second store next month in Jayanagar. 

Rs2,000 upwards. At Indira Nagar. Details: 48540026