Titan's new gamble: Taneira hopes to stand out in the premium saree market

When Titan Company opened the first Tanishq store in the country in 1996, many wrote the project off as a non-starter. Today it contributes a whopping 80 per cent to Titan Company’s Rs 159.83 billion turnover. 

Two decades on, the company has made yet another audacious gamble: It has decided to brand sarees, the everyday wear for a vast majority of Indian women. Retailed under the sub-brand Taneira, Titan's sarees will ride on the parent brand's immense equity and deep penetration to crack open the potential Rs 550 billion market.

Titan recently opened the fourth store of Taneira in Delhi. With that,