Taneira, a product of the TATA Group specialising in sarees, has launched a model movie that includes Bollywood actress Mrunal Thakur and singer Usha Uthup, who’s famend for her love for sarees.
The marketing campaign highlights the enduring class of handwoven sarees and the cultural narratives they embody, positioning Taneira because the go-to model for these seeking sarees that harmonise custom with fashionable fashion.
Shalini Gupta, normal supervisor, Taneira shares that as a comparatively new model, Taneira needed to speak what it stands for with out making the movie really feel like a documentary. The purpose was to create an attractive narrative that successfully conveyed the core message to its viewers.
“Our company accomplice, Ogilvy, steered incorporating a sari connoisseur alongside Mrunal Thakur, whom we have been that includes in our campaigns. Usha Uthup, together with her deep-rooted love for saris, was an ideal match. The second we heard the concept, we beloved it,” she says.
Gupta says that to make sure the marketing campaign’s authenticity, the model grounded the interactions in real conversations that sometimes happen in shops. Ladies usually search steering from somebody educated whereas looking for sarees.
“We captured these natural discussions about authenticity, craftsmanship, and worth for cash, making certain the messaging was partaking but informative.”
Advertising and marketing combine
The marketing campaign focussed on Taneira’s key sari clusters—Kanjivaram and Banarasi—as a result of they’re integral to the model’s portfolio. Gupta says that one other necessary facet was to dispel the parable that Taneira is pricey.
“Whereas our sarees are handcrafted and sourced immediately from clusters, we needed to stress that they provide nice worth for cash, past mere affordability. A few of these sarees take weeks and even months to create, with deeply intricate motifs requiring immense ability,” she explains.
Gupta additional says that Taneira additionally needs to showcase its retailer expertise, which differs from typical saree shops. As a substitute of simply sitting and having saris exhibited to them, prospects at Taneira can discover the gathering via self-browsing. Taneira now has 81 shops throughout 40 cities.
Taneira’s target market spans a broad age vary—primarily from 25 to 55 years previous. It caters to younger ladies making ready for his or her weddings in addition to seasoned saree connoisseurs.
“Taneira’s portfolio consists of beautiful bridal put on, modern designer saris, and heritage items rooted in uncommon crafts. Past saris, we additionally supply kurtas, lehengas, and blouses, making us related throughout completely different shopper segments and age teams.”
Shalini Gupta, Taneira
The marriage season has resulted in sturdy gross sales for Taneira, reflecting an growing curiosity in conventional but distinctive bridal saris. The model additionally sees excessive demand coming from brides planning their weddings in 2025.
“We’ve seen vital traction from brides and their households on the lookout for particular saris. Whereas Kanjivaram and Banarasi stay high decisions, there may be additionally growing demand for regional bridal saris like Paithani from Maharashtra,” says Gupta.
To fulfill this demand, Taneira had launched a bridal marketing campaign earlier, emphasising genuine and exquisitely crafted sarees. “Brides are more and more on the lookout for items which can be each conventional and distinctive, and this pattern extends past mainstream clusters,” she provides.
In comparison with final 12 months, the primary quarter of 2024 has proven a stronger wedding ceremony season.
“Q1 was not the strongest final 12 months, however this time, the momentum has been nice, and we anticipate it to proceed all year long.”
Shalini Gupta, Taneira
Mixing digital and in-store experiences
On condition that sarees are a tactile product, Taneira focusses on balancing digital advertising with in-store experiences. “Our digital advertising technique is tailor-made to completely different shopper teams. As an illustration, within the South, we spotlight varied methods to fashion Kanjivaram saris, usually that includes stylists and designers,” Gupta explains.
Taneira has additionally prolonged its ATL (above the road) campaigns to digital platforms. “Our model marketing campaign that includes Usha Uthup and Mrunal Thakur has a powerful digital leg,” she says.
To assist prospects really feel extra assured in carrying saris, Taneira additionally gives saree draping classes each on-line and in shops.
“We conduct these classes on YouTube and social media, in addition to in our shops, to assist prospects overcome their hesitation about carrying saris.”
Shalini Gupta, Taneira
Lengthy-term objectives
Taneira is steadily increasing its retail footprint throughout India. With robust demand for its premium handwoven sarees, Gupta says that the model is about to realize its growth goal of 85 shops by the top of the monetary 12 months 2024-25.
“We have already got 81 shops and can shut the 12 months with 85. Our growth technique is a mixture of coming into new cities and strengthening our presence in present markets,” says Gupta.
The corporate is following an aggressive development strategy, with plans so as to add 15-20 new shops yearly. “We proceed to take an aggressive strategy, evaluating alternatives primarily based on market potential and strategic partnerships,” she conveys.
Written with the View : afaqs