Taneira, the youngest brand of Titan Company Limited., was conceived during internal crowdsourcing of ideas around 2015. Multiple teams suggested sarees as a product category and rigorous rounds of evaluation finally resulted in sarees as the winner for a pilot project. Sarees was a natural extension of Titan’s value proposition: design-led lifestyle brands that enable self-expression – Titan, Tanishq, Raga, Fastrack among others and now Taneira.