Introducing Taneira to Orissa and taking a deep dive into the ethnic wear market

• Tell us a bit about your entrepreneurial journey.

I joined my family business after completing my Masters Degree in 2010. My family has been associated with Titan since the last 35 years. So I got exposure to the brands like Tanishq, Helios, Caratlane etc. Eventually, I ventured into retail industry and got associated with brands like Louise Phillipe and Allen Solly. It’s been 14 years now. I got associated with Taneira two years back.

• Why did you choose Taniera to get associated with?

I wanted to enter the ethnic women’s wear market and it’s a TATA brand, so there is the trust factor. I also love Taneira’s concept of ‘India under one roof’, which means you can get saree varieties from all around the country –kanchipuram, banarasi, chanderi, tussar etc under one roof. I was the first one to bring Taneira to Orissa.

• How many outlets of Taneira do you own and operate?

We opened our first outlet in Bhuvaneshwar, followed by another one in Cuttack. We are planning to open another store in Bhuvaneshwar by the end of this fiscal year.

• How has the brand supported you in running your business?

Customization according to the needs and demands of various regions is extremely important for any brand and Taneira has customized its products and campaigns according to the local needs and demands. The brand helped us during festival season of Rojo and Savitri (specifically a sari buying season and festival since it is like Karwa Chauth of north). Taneira also helps us with its customer acquisition program, in-store activities that keep old and new customers glued to us and price-benchmarking, that keeps us abreast with the competition.

• How have you integrated technology for the brand’s growth and expansion?

The brand is quite aggressive on meta platforms like facebook and Instagram. The pages are buzzing. At the local level, we too advertise a lot digitally. So, if you are searching for something online in Bhuvaneshwar, Taneira’s advertisement will crop up.

• What does the brand expect from franchisees? Is the brand approachable?

The brand expects local knowledge and support from its franchisees. Knowledge in terms of what will work and what not; local festivals and occasions etc. is expected from us. Taneira keeps its ears open to us and is very approachable. From local to national level, all officials are easily available, approachable and willing to listen.

• A buzzing trend according to you in the apparel industry right now.

The customer has become very conscious these days. They want to know about the sustainability of the garment, whether is it eco-friendly, has been procured and produced ethically and how transparent the supply chain is.

• How will the apparel industry evolve in the near future?

Brands will have to invest more in the element of sustainability, reduce waste and carbon footprint. Digital integration will increase, AI will get into retail innovations like online virtual fitting rooms etc. Customization / custom fit fashion will grow.