The Government’s initiative to promote handloom industry is gaining momentum as Titan Co. Ltd., a Tata group firm, has opened its first “Taneira- brand name for premium sarees and women's ethnic wear category ” store in Bengaluru which has a display of handwoven sarees and ethnic wears from across the country with products ranging up to Rs 2.5 lakh.

Titan Company Limited Senior Vice President (Strategy and Business Incubation) Ajoy H Chawla said that Taneira is in its pilot phase and the company will decide on its further growth plans in a year's time,

They are right now in pilot to explore, experiment and learn to figure out how we can make a difference to the consumer and this category, and how to also build a profitable business model around.

He added that they are working closely with weaving communities, weaving societies, weavers, intermediaries, master weavers and designers... we are tied up with close to 200 supply sources across twenty different clusters in the country.

Taneira has tied up with about 200 supply sources to source the products from different parts of the country.

According to the company officials, Taneira which is focused on the women's ethnic wear category, has no plans about the men's section as of now.

Stating that Titan has gone into categories that have been largely "unorganised, undeserved and fragmented, Chawla said that they have succeeded in these kind of industries, where they have been able to address the consumer needs and deliver a superlative experience both on the product,service and the retail front.

Titan currently has its presence in watches and accessories, jewellery, eyewear and fragrances categories.