Noel Tata makes BIG move weeks after Ratan Tata’s death, decides to launch new brand, set to challenge Mukesh Ambani in…, its name is…

Noel Tata-led Titan Group is eyeing the thriving women's ethnic wear market with its Taneira brand. The new venture comes months after the conglomerate lost its Chairman Emeritus, Ratan Tata, following which his half-brother Noel Tata, was picked as the new chairman of Tata Trusts.

The Tata Group, under the leadership of Noel Tata, has made its entry into the ethnic wear market, with its new brand, Taneira, launched by the group’s Titan company. Titan, which is best known for its elegant collection of watches, also manufactures other fashion accessories, including jewellery and eyewear, besides owning the fashion jewellery brand, Tanishq.

Now, the Noel Tata-led Titan Group is eyeing the thriving women’s ethnic wear market with its Taneira brand, which boasts a large collection of Indian ethnic apparel, including sarees, kurtas, etc.

According to reports, Taneira, which currently holds a 2% market share, plans to reach a market share of 10% in the next three years by expanding its ethnic wear range, offering pashmina stoles, dupattas, unstitched kurtas and lehengas, and become preferred ethnic wear brand for Indian women.

Taneira also trying to carve its own unique niche in the market by focusing on sarees, as was revealed by the company’s CEO, Ambuj Narayan. The CEO stated that sarees will will remain the mainstay of the brand, adding that Taneira aims to provide a new and refreshing option to women in ethnic clothing at reasonable prices.

Currently, Taneira has an expansive collection of sarees, ranging up to Rs 3 lakh.

Taneira plans to open around 15-20 new stores each year, and is planning to increase the number of brand outlets to 85 by the end of financial year 2024-25, and to 127 by FY-2026-27. The company has also set a Rs 1,000 crore target in annual revenue.

New venture under Noel Tata

The new venture by the Tata Group comes months after the conglomerate lost its Chairman Emeritus, Ratan Tata, who died due to age-related issues at Mumbai’s Breach Candy Hospital on October 9. He was 86.

Following Ratan Tata’s demise, his half-brother Noel Tata, was picked as the new chairman of Tata Trusts, an umbrella group of charities which holds 66% stake in Tata Sons — the holding company of Tata Group.

After Ratan Tata’s death, Noel Tata, 67, was picked by the board to lead Tata Trusts, which essentially owns Tata Sons, having a 66 percent stake in the holding company which runs the Tata Group, essentially making Noel, the single most powerful person in the Rs 34 lakh crore Tata business empire.

The Tata Group, established by its founder Jamshedji Nasirwanji Tata in 1868 when he bought a bankrupt oil mill for Rs 21,000, a massive amount at the time, and turned it into a cotton factory, has today grown into a global juggernaut with over 100 companies spread in more than 100 countries, boasting a market cap of $403 billion (roughly Rs 33.7 trillion).