Embracing Authentic Tradition: Taneira Showcases GI-tagged Products on National Handloom Day
In a significant move towards preserving and promoting India's rich textile legacy, Taneira, a Tata Group brand, has introduced Geographical Indication (GI)-tagged sarees. This initiative marks Taneira as one of the first Indian saree brands to present GI-certified handloom sarees, including Banarasis, Chanderi, and Maheshwari.
Taneira's vision is to make authenticated, region-specific handlooms accessible to the modern Indian woman. Their initiative continues their endeavour to offer sarees that embody authenticity, carry the responsibility of heritage, and reflect the cultural richness of India to the world at large.
The significance of Taneira's GI tagging lies in its role in authenticating the regional origin and craftsmanship of these textiles, thereby strengthening the cultural identity and heritage of Indian handloom traditions. With the addition of GI tagging, this suite of certifications now also verifies that each weave originates from its rightful region and the artisans who have upheld it across generations.
This initiative helps preserve India's textile heritage by safeguarding traditional weaving techniques, promoting ethical sourcing, and honoring artisan communities in iconic weaving clusters such as Banaras, Chanderi, and Maheshwar. Taneira works closely with vendor partners and artisan clusters to facilitate GI certification, providing documentation support, legal guidance, and on-ground enablement.
Taneira's GI tagging underscores their dedication to authenticity and ethical craftsmanship, aiming to create a deeper connection between consumers and the communities that keep India's rich weaving legacy alive. This effort aligns with National Handloom Day celebrations, highlighting the importance of sustaining the handloom sector as an emblem of India's cultural and artistic wealth.
The GI tagging ensures authenticity and provenance, supporting artisans and their communities by collaborating with them to obtain and maintain GI certification. It builds a transparent supply chain that recognizes and honours the artisans, encouraging customers to make informed and ethical choices, thus sustaining livelihoods tied to age-old weaving traditions.
Moreover, the handloom sarees offered by Taneira are breathable, durable, and designed to last many generations. Each GI-tagged saree from Taneira represents a tangible piece of India's cultural geography, history, and craftsmanship. Taneira offers a suite of trusted authenticity markers such as the Handloom Mark, Silk Mark, Zari Certification, Khadi Certificate, and Pashmina Certification.
Speaking about the initiative, Mr. Ambuj Narayan, CEO of Taneira, states, "Our aim is to build a transparent supply chain that empowers artisans and helps customers make informed, conscious choices. We are committed to the hands behind the loom, the geographies that have shaped their craft, and the traditions woven into every piece of fabric."
Taneira is available online with global delivery at www.taneira.com. Customers are invited to discover the stories, soil, and soul woven into every thread on National Handloom Day. By choosing Taneira's GI-tagged sarees, consumers can contribute to preserving and promoting India’s rich textile legacy in an increasingly globalized market.
[1] Taneira Press Release: Taneira Introduces GI-Tagged Handloom Sarees (2021) [2] The Economic Times: Taneira Launches GI-Tagged Handloom Sarees (2021) [3] Business Standard: Taneira's GI-Tagged Handloom Sarees: A Step Towards Preserving India's Textile Heritage (2021)
- Taneira's GI-tagged sarees, representing Indian cultural geography, extend beyond fashion and beauty, contributing significantly to lifestyle events, as they preserve India's textile heritage and support artisan communities.
- The collaboration between Taneira and artisan communities, resulting in GI-certified handloom sarees, not only enhances home-and-garden decor with authentic and historically rich textiles but also strengthens the cultural identity of India.
