Taneira’s handloom sari solutions

How Tata’s apparel brand introduced an entry-level line and timely training on fabric care to help their weavers be pandemic ready

When the pandemic struck in early 2020, hundreds of orders from Taneira, Tata Group’s handcrafted ethnic-wear brand, were pending with weavers. A worried lot, the craftspeople wondered if orders would be cancelled and whether they would be paid. Anindita Sardar, Head - Design and Curation at Taneira, and her team assured them that the schedule remained unchanged. The brand works with a wide network of weavers across the country. “We went ahead with our festive and special collection orders, and even orders that we had placed for general procurement for our stores. We reached out to a few weavers with an advance to help them tide over their immediate needs,” explains Sardar.