•

Weaving a New Story……

Tanishq women…….Raga women…….and now Taneira women

Handloom = हथकरघा
 Big companies, Legacy brands go the whole nine yards

The Ethnic wear market is estimated to be ~Rs. 115,000 cr., of which women’s ethnic
wear is estimated to dominate with 85% share at about Rs. 100,000cr.

Of this ethnic sarees & lehengas is estimated to occupy about Rs. 60,000 cr
The organized saree market size is projected to reach 24,700 Cr
 Big companies, Legacy brands go the whole nine yards

• The Ethnic wear market is estimated to be 115,000 ₹.Cr, of which women’s ethnic wear is estimated to dominate with 85% share at about 100,000 ₹.Cr
• Of this ethnic sarees is estimated to occupy about Rs. 60,000 ₹.Cr
• The organized saree market size is projected to reach 24,700 ₹.Cr

90
85% Organised Sector scaling new heights
80
73%
71%
70

60%
60

50
61,700 ₹.Cr.
40%
Data 1
Unorganised
40
46,400 ₹.Cr. 29,000 ₹.Cr. Data 2
Organised

30 27% 29%

30,700 ₹.Cr.
20
15%

10

0
FY15 FY20 FY21 FY25
 Weaving a New Story
Research Design 🡪
Marketing Problem: How will Taneira achieve its ambition of achieving 10% market share in the ‘saree’ category in the next 5 years?
Research Objective: We aim to understand the Indian consumer buying behavior of new age customers 3 Consumer Personas
illustrations, name them,
Research Design:
1. Exploratory Research
• Qualitative Research – define the TG for whom in depth interview was taken - In depth Interviews of people were collected - All the x interviewees belonged to different ______________ and ____________
• Quantitative Research – Online Survey (Data collection approach) - Rolled out a self-administered online survey using Google Forms and garnered x responses - Collected the responses for most of the
parameters on a 5-point Likert scale
• Some questions which were asked around areas (can be included in script)
• Build some illustrations of consumer persona (mention numbers)
• Key insights ko highlight karo – 4 words Handloom/Authenticity/

Key challenges faced by Saree customers🡪 Insights about the 9 yard

Were overwhelmed by the overload of Difficult to discover the important elements of product
56% information/ product awareness 60% description

Left the app because of poorly Concerned with order cancellation due to stock unavailability
curated personalised experience 48%
57%

Reduce Load Win customer trust Enhance customer acquisition Increase Revenues

Key Recommendations
 Make a Fashion statement with Taneira Saree
Brand awareness
PP-
1.Low Brand awareness

Insights-
1. It is easier for people to associate with brand having familiar/popular celebrity as the BA improves brand recall
2. 82% customers feel that immersive retail display keep them engaged by creating a particular environment which
also helps the brand impression last longer
Recommendations-

1.Signing Aishwarya Rai Bacchhan as BA - A face of Taneira

2. Centralised Mall Displays of Handloom machine to increase the awareness of the art work involved in handloom
saree
3. To collaborate with multiple events as a Title sponsor during the celebration of events/festivals (eg. International
Women’s day, Durga puja, etc)
4. Titan should look at leveraging its presence in the corporate and hospitality business to push the Taneira
business (eg. showcasing its collection at the Taj hotels and boutiques.)
5. Market penetration through Instagram and youtube Influencers. Use case- TIECO
Retail Expansion
PP -
1. Limited presence of brick-and-mortar outlets
2. High cost involved in establishment of retail stores

Insights -

1. 58 % people say they like to shop in bigger stores for more choices and to have a
greater control over their saree purchase
2. Retail expansion would help in boosting the rate of market penetration

Recommendations -
1. Retail expansion through franchisee model
2. Taneira could be present in MBO i.e. having a dedicated section for Taneira sarees in other
well known apparel shops like Bharat Kshetra, Paaneri, etc
 Shopping here is a fun experience!
Retail Expansion

Pain Point Insights Recommendations

Etiam dignissim dolor sit Etiam dignissim dolor sit

• Limited presence of amet dictum volutpat. amet dictum volutpat.
brick-and-mortar Sed egestas egestas Sed egestas egestas
turpis, vitae accumsan turpis, vitae accumsan
outlets nunc aliquam sed. In nunc aliquam sed. In
• High cost involved in hac habitasse platea hac habitasse platea
dictumst. Praesent lacus dictumst. Praesent lacus
establishment of odio, sagittis et volutpat odio, sagittis et volutpat
retail stores id, dignissim vitae arcu. id, dignissim vitae arcu.

7 MASSIVE X presentation to DesignBall team

 E-Commerce
PP:
1. Buying a product of such high value requires the customer to take a leap of faith for the brand and
product Authenticity and Quality.
2. Customers are deprived of the touch-and-feel experience that is otherwise possible in physical store
shopping
3. Lack of consistency in the colour of the weaves due to photographic lighting and Pixel Resolution.

Insights:
1. Lesser product variation and immersive UX along with simplistic category taxonomy will help in
improving the customer return rate and advocacy.
Recommendation:
1. Qualitative parameters responsible for customer conversion should be depicted in better
understandable Quantitative figures
2. An expert video demonstrating the features of the product, especially subjective ones, could go a
long way.
3. Instead of product images clicked in a studio light and monochrome background, live models in
natural locations complementing the product hues will be more attractive.
4. Video depicting the sarees journey through weavers hands.
5. App
Customer Experience
Recommendation -

1. The complete wedding experience - A section in Taneira shop with jewellery trial system based on AR
2. Make the customer feel the uniqueness of Taneira sarees by differentiating between handloom and
powerloom sarees
2. Multiple live screens around the shop showing the video of making of saree near respective saree category
 It’s more than a saree…
Differentiation & Exclusivity

So, handloom sarees weaning are more than just a piece of fabric. They are the weaver’s skills,
hard work, traditions and a lot more...

Recommendations -

1. Explore more locally famous saree forms and its weavers cluster (eg. Gotta Patti saree from RJ, Chikan from UP,
Bomkai-Orissa, Lehariya – RJ, Garad – WB)
2. Pre draped sarees for Gen z - portfolio expansion
3. Highlight benefits of Handloom saree over sarees made using Machine
 Strong Supply chain

Recommendations -
1. Sale of saree is highly seasonal event which peaks in Mar-May and Oct-Dec zone, therefore we
could use Holt-Winter model for demand forecasting
2. For customised saree, we can shift push-pull boundary towards supplier side i.e. giving multiple
options for colour, borders, zari, etc in online mode