Titan Company has announced a foray into the ethnic wear segment, with Taneira, a brand centered around handwoven sarees. The company has appointed Famous Innovations to handle its naming, brand identity, design, brand strategy and communication for the same.
The agency's Bengaluru office will handle the business. Taneira's first store was launched in Bengaluru earlier this month.
Shyamala Ramanan, business head - Taneira, Titan Industries, said, “We have always entered categories to add value to the ecosystem and this is a logical step for us after our success and leadership in Watches and Jewellery spaces. India is seeing a resurgence of pride in its tradition. We are getting back to their roots in our very own way, fusing style with tradition effortlessly. We have curated handmade Sarees from across India. Famous’fresh creative approach makes them an ideal partner for us to go ahead with for this venture.”
G V Krishnan, CEO South, Famous Innovations said, “We have been working with Titan for over 3 years now on Xylys and a few other brands. This exciting opportunity will allow us to build a brand from scratch.Titan Incubation team headed by Shyamala have given us a free hand to explore and create a strategy that will appeal to the new age rooted yet progressive woman’s sentiments.It is an extremely challenging task, especially given the multitude of fashion choices she has today.”
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