Taneira is a TATA product that the company partners with Shubho as part of its ground-breaking “Weavershala” program in Baruipur, West Bengal. The program aims to give back to the hand block printers and hand painters of the area by improving their working conditions and modernizing techniques to preserve genuine, traditional crafts for the future while working with artisans to produce hand-painted and hand-printed sarees to the highest standard.

This effort places a lot of emphasis on improving the infrastructure and giving craftspeople a suitable workspace. The organized and welcoming setting will aid in scaling up the production of Tant (cotton) sarees, Pure Mulmuls, Cotton Silk Sarees, and Silk and Tussar Sarees.

Taneira has collaborated closely with Ms. Kuheli Bhattacharya’s printing business, “Shubho,” where more than 100 artisans work on Batik printing, hand-block printing, hand painting, and Kantha embroidery. Taneira’s Chief Executive Officer, Mr. Ambuj Narayan, originally inaugurated the distinguished event.

Eminent textile scholars, industry leaders, and saree fans all attended the event, which was graced by their presence.

Priyanka Dutta