Titan goes the whole six yards

Company is extending its brand footprint deeper into its core category of consumers: Women

Watchmaker, jeweller and now a handwoven saree retailer. Titan is extending its brand footprint deeper into its core category of consumers: Women. With the newly launched Taneira, a store for ethnic wear (sarees and fabric), it is hoping to leverage its identity as an urban woman’s jewellery brand to establish in a new segment.   

However, given that the category is new and volatile, though it has seen a resurgence of demand in recent times and the fact that the market is still dominated by scores of small weaver groups and online marketplaces, the company is likely to face a