Taneira, the women’s ethnic wear brand from Titan Company (Tata Group), on Wednesday launched a campaign film titled “Threads That Bring Us Home” ahead of Durga Pujo, centred on the theme of generational transmission of tradition through the saree.
The campaign, titled “মায়ের হাত থেকে তোমার হাতে” (From a mother’s hands to yours), traces a Bengali daughter’s relationship with the saree across different life stages, from childhood to adulthood, using the recurring visual of a mother’s hands adjusting her daughter’s drape. The film draws a parallel between Maa Durga’s mythological homecoming and a daughter’s return to family and roots during the festival.
Alongside the film, Taneira has launched its Pujo ‘26 Edit, which includes a Laal Paar Range of 31 designs inspired by the red-and-white saree traditionally associated with Durga Pujo, and a broader festive collection in fabrics including Murshidabad Silk, Tussar, Banaras Silk, Organza, and embroidered silks. Prices start at approximately ₹4,999 and extend to premium Banarasi and Kanjeevaram offerings.
Somprabh Kumar Singh, Chief Sales and Marketing Officer at Taneira, said the campaign aims to position the saree as a repository of memories and traditions passed between generations, rather than purely a fashion product.
Taneira currently operates 75 stores across 40 cities and has been expanding into Tier I and Tier II markets. The brand also runs 18 Weavershalas, workshops aimed at modernising weaving techniques while preserving traditional handloom practices, in partnership with local weaver communities.
The Pujo ‘26 Edit is available across Taneira stores nationwide and on its website, with global delivery.