Taneira by Tata ties up with Goonj

Taneira, an ethnic wear brand for women from the house of Tata, has partnered with Goonj, a non-governmental organisation, for its new initiative, ‘Exchange, Elevate and Empower’. This initiative invites customers to contribute their cherished sarees for development work and avail attractive offers on new merchandise. The contributed sarees will be repurposed by Goonj to reward women across rural India, participating in development work, together with their community, to address their own local development issues.

For every saree contributed, Taneira rewards patrons with a coupon offering 10% off on new products. Customers can also redeem these offers on the Taneira online store. This initiative is also an opportunity to experience the finest Indian weaving traditions under one roof.

“We are proud to collaborate with Goonj for the ‘Exchange, Elevate and Empower’ initiative. This meaningful program aligns with our commitment to preserving India’s rich textile heritage. By leading the facilitation of saree exchange, we’re not just giving our customers a way to refresh their wardrobes responsibly, we’re also contributing to a cycle of empowerment for rural communities.,” said Mr. Ambuj Narayan, CEO, Taneira.

Mr. Anshu Gupta, Founder, Goonj added, “I am glad to see Taneria coming together with Goonj, to give women across urban India a unique opportunity to utilise all the sarees lying unused in our suitcases and wardrobes for a larger purpose. Saree is still the quintessential daily wear of most rural women. I hope more organisations get inspired by this partnership as it exemplifies our joint commitment to bridge the resource gap between the urban and the rural.”

Launched in 2017, Taneira offers ethnic wear for women through a strong network of 76 stores across 38 cities. It is present across all prominent metro hubs and is building to strengthen its presence across key Tier I and Tier II cities.

Founded in 1999, Goonj focuses on material circularity for sustainability, development, and regeneration. For over two decades, Goonj has implemented circularity principles including reverse logistics, reuse, and recycling, while engaging both urban and rural populations and utilising inclusive technologies.