Elevate and Empower’ initiative in partners hip with Goonj
Revitalize your wardrobe with Taneira’s ‘Exchange, Elevate and Empower’ initiative in partnership with Goonj
Taneira, a TATA product announces its part nership with Goonj, for its new initiative, ‘Ex change, Elevate and Empower’. Comme nci ng from July 10th, this initiative invites our customers to contribute their cherished sar ees for development work and avail attract ive offers on new merchandise. The contri buted sarees will be repurposed by Goonj to reward women across rural India, particip ating in development work, together with their community, to address their own local development issues.
At the heart of this initiative is a novel conc ept that enables customers to live and give sustainably and responsibly, even as they get to explore various forms of the six-yard. Customers are encouraged to bring in their pre-loved sarees, each imbued with mem ories and cultural significance, as a contrib ution to the larger purpose of a better wor ld, as well as to explore compelling offers. For every saree contributed, Taneira reward s patrons with a coupon offering 10% off on new products. Customers can also redeem these offers on the Taneira online store. Thi s initiative is also an opportunity to experie nce the finest Indian weaving traditions und er one roof. Taneira offers a rich variety of clusters like exquisite Pure Silk and Cotton Ikat, Sambalpuri, Tussars, Banarasis, Kanji varams, South silks, Jamdanis, Vegan colle ctions, Chanderis, and Maheshwaris, each featuring revitalised designs. Patrons can select new favourites from the wide range that Taneira has to offer and exchange their old sarees.
The initiative not only gives one a chance to upgrade old wardrobes but also offers ever yone an opportunity to pay back to the larg er society which nurtures us. The collected sarees are entrusted to Goonj, renowned for its expertise in channelising urban surplus as a new resource to mobilise and empower rural communities. At its processing cent res in the metro cities, Goonj teams meticu lously examine and refurbish these sarees, to reach out to communities across rural India. They transform even the un-wearable ones into a myriad of products e.g some he avy sarees could potentially be included in Goonj’s wedding kits for rural families, fulfi lling every girl’s desire to look the best on her wedding day. Goonj’s holistic approach to using urban India’s surplus material for rural India’s development challenges encou rages customers to appreciate and preser ve India’s rich cultural heritage in its villag es while promoting mindful consumption and contributing to a thoughtful initiative.
Mr. Ambuj Narayan, CEO, Taneira, express ed his enthusiasm for the initiative, stating, “We are proud to collaborate with Goonj for the ‘Exchange, Elevate and Empower’ initia tive. This meaningful program aligns with our commitment to preserving India’s rich textile heritage. We at Taneira, bring the wide variety of craft clusters to our discern ing customers, showcasing the finest wea ves from diverse regions across India. By leading the facilitation of saree exchange, we’re not just giving our customers a way to refresh their wardrobes responsibly, we’re also contributing to a cycle of empowerm ent for rural communities. This initiative will create a positive impact while innovati vely upholding textile traditions.”
On the partnership, Mr. Anshu Gupta, Foun der, Goonj said, “I am glad to see Taneria coming together with Goonj, to give women across urban India a unique opportunity to utilise all the sarees lying unused in our suit cases and wardrobes for a larger purpose.

While urban women wear many different ki nds of clothing today, saree is still the quint essential daily wear of most rural women. For them this beautiful garment is simply about their dignity and survival. Under our ‘Cloth For Work’ initiative when rural women work on their own issues and receive kits having sarees, as reward, their joy is the be st gift for our work. I hope more organis ati ons get inspired by this partnership as it exemplifies our joint commitment to bridge the resource gap between the urban and the rural.”
With the festive season around the corner, Taneira invites its discerning customers to declutter their wardrobe by exchanging th eir cherished sarees, elevating the wardr obe with Taneira’s exquisite collection, and empowering the rural community through this impactful initiative.
About Taneira:
Taneira, the women’s ethnic wear brand fro m Titan, the TATA group company, offers differentiated design sarees, blouses, and ready-to-wear kurta sets made from pure and natural fabrics from over 100+ weaving clusters of India and brings the best of Indi a under one roof. Instilled with TATA trust, Taneira aims to provide rooted yet progres sive Indian women with diverse craftsman ship and exclusive crafts and designs. The products cater to everyday fashion and all occasions a woman would want to adorn her self for – festivals, weddings, and spec ial occasions.
In its endeavour to provide authentic weav es that are handcrafted with love, Taneira works with weaver communities all over Ind ia. It has also launched the ‘Weavershala’ initiative to modernise the weaving techn iques and, at the same time, preserve traditi onal procedures of hand weaving for future generations. In addition, the brand has intro duced frame looms and all essential work space facilities for the weavers in collab oration with localised weaver-led organis ations. Currently, there are 18 Weaversh alas operational across the country.
Launched in 2017, Taneira offers a unique and relaxed browsing experience with know ledgeable staff to provide quality service through a strong network of 76 stores acros s 38 cities. The brand is present across all prominent metro hubs and is building to str engthen its presence across key Tier I and Tier II cities. Taneira is also available online with global delivery at www.taneira.com.
About Goonj:
Founded in 1999, Goonj (meaning “echo” in Hindi) addresses often overlooked basic ne eds by leveraging existing resources, prom oting comprehensive human dignity and an agency-led approach. The organisation foc uses on material circularity for sustainabil ity, development, and regeneration. Goonj’s model expands the traditional circular econ omy concept into a broader development cy cle by repurposing urban surplus for rural development. For over two decades, Goonj has implemented circularity principles incl uding reverse logistics, reuse, and recyc ling, while engaging both urban and rural populations and utilising inclusive techno logies. For details, please refer – http://www.goonj.org
