Taneira, the Tata Group’s women’s ethnic wear brand, has introduced Geographical Indication (GI)-tagged sarees to mark National Handloom Day, aiming to promote authenticity in India’s handloom sector and highlight the work of traditional artisans.
The first phase of the launch features GI-certified Banarasi, Chanderi, and Maheshwari sarees, with plans to extend coverage to 10 more weaving clusters. GI tags serve as proof that the sarees originate from their respective regions and are crafted by local artisans using traditional methods.
Taneira is collaborating with vendor partners and weaving clusters to secure GI certifications, offering documentation assistance, legal guidance, and on-ground support. These sarees will also carry additional quality and authenticity markers, such as the Handloom Mark, Silk Mark, Zari Certification, Khadi Certificate, and Pashmina Certification.
“By partnering with craft clusters and offering certified weaves, including GI-tagged products, we aim to build a transparent supply chain that empowers artisans and enables customers to make informed, conscious choices,” said Ambuj Narayan, CEO of Taneira.
Founded in 2017, Taneira works with over 100 weaving clusters across India and operates 18 Weavershala facilities to enhance production techniques while preserving traditional craftsmanship. The brand has expanded to more than 80 stores across 41 cities and offers international online delivery.
