Celebrating Tradition and Craftsmanship: Authentic Goods Labeled with GI Badges for National Handloom Day, as Promoted by Taneira
Taneira, a Tata-owned brand, has taken a significant step towards preserving India's rich textile heritage by introducing Geographical Indication (GI) tagging on their handloom sarees. This move authenticates the origin and quality of traditional weaves from key Indian textile clusters such as Banarasi, Chanderi, and Maheshwari.
The GI tagging initiative aims to strengthen the connection between consumers and the communities that keep India's weaving legacy alive. By doing so, it enhances consumer trust and awareness, enabling buyers to make informed and ethical choices.
The brand's commitment to ethical craftsmanship and transparency in the supply chain is evident in each product they offer. Taneira provides a unique and relaxed shopping experience with knowledgeable staff and a strong network of 80+ stores across 41 cities, making their products accessible to a wide audience.
Taneira's GI tagging initiative also provides artisans with legal, documentation, and certification support to secure GI status. This helps protect their craft from imitation and promotes regional silk and handloom traditions. The brand is partnering with additional weaving clusters to expand its portfolio of GI-tagged regions, currently numbering close to 10.
The brand's vision is to make authenticated, region-specific handlooms accessible to the modern Indian woman. Taneira's offerings cater to everyday fashion and all occasions a woman would want to adorn herself for - festivals, weddings, and special occasions.
Taneira's Weavershala initiative aims to modernize weaving techniques while preserving traditional hand weaving methods for future generations. The brand is present across all prominent metro hubs and is expanding its presence across key Tier I and Tier II cities.
Mr. Ambuj Narayan, CEO of Taneira, stated that the brand aims to build a transparent supply chain that empowers artisans and helps customers make informed, conscious choices. Taneira's offerings carry a suite of trusted authenticity markers including the Handloom Mark, Silk Mark, Zari Certification, Khadi Certificate, and Pashmina Certification.
Taneira's initiative on National Handloom Day is a meaningful step in their journey to safeguard India's weaving traditions and support artisan communities. By celebrating and protecting India's diverse textile history, Taneira is fostering a meaningful connection between consumers and the cultural legacies embedded in handloom sarees, thus playing a key role in sustaining the country’s unparalleled textile heritage.
Taneira is one of the first Indian saree brands to present GI-certified handloom sarees. Their products are available for global delivery online at www.taneira.com. With the addition of GI tagging, each weave originates from its rightful region and is crafted by artisans who have upheld it across generations. This move not only celebrates and protects India's diverse textile history but also fosters a meaningful connection between consumers and the cultural legacies embedded in handloom sarees, thus playing a key role in sustaining the country’s unparalleled textile heritage.
[1] India Today [2] The Hindu [3] The Economic Times [4] Financial Express
- Taneira's GI tagging initiative extends beyond traditional weaves, aiming to enrich lifestyle choices by offering authentic GI-certified fashion-and-beauty products and home-and-garden décors that preserve India's distinctive heritage.
- As consumers become more conscious about their purchases, Taneira's events revolve around raising awareness and promoting ethical living, showcasing how their certified handlooms can elevate everyday styles and modernize home interiors, fostering a connection between culture, tradition, and contemporary lifestyles.
