Taanz aims to be in 500 MBOs this fiscal

After consolidating its brand image in over 200 stores across India, Taanz the brand from Mauria Udyog is now looking for fast forward growth by adding more products to its portfolio and spreading retail reach. Aimed at people who are adventurous, young, and aware of the latest trends,

Taanz was launched in 2007 with a small capital of Rs one crore. Today, it has managed to push up the turnover figure to Rs 20 crores. “Our USP is the colours, silhouettes and fashion detailing that we incorporate in our range. They make our products outstanding and pricing makes it inducing. We, as a brand, are young at heart,” avers Kapil Khorana, Business and Product Head, Taanz.

Complete wardrobe solutions for men and women

Taanz started as a women’s wear brand making fashion tops, tunics and dresses. “Over the years, we have moved on to add men’s products to our portfolio. The collection includes T-shirts, shirts, bottoms and a winter range for both men and women, which is well accepted in the market,” Khorana explains, adding, “We have grown in a phased manner offering international fashion. We are fashion forward and affordable. Every season, we create a new wardrobe. It includes tunics, tops, knits, dresses, bottoms, winter wear and summer wear. We have T-shirts, shorts, shirts. Tunics do well in Gujarat and the south, so we do a fusion range. We also have high fashion garments.”

The brand’s customers are both from the middle and upper middle class. “In a season, we introduce 500 styles. We do repeats in women’s wear but not in the same style. For summer, we do double the quantities in the same style. It’s essential to always give something new in women’s wear. Women are not brand conscious but fast fashion is what works,” informs Khorana.

The company began as distributors of surplus stocks of global brands like Gap, Banana Republic, and Old Navy in India. The idea behind launching Taanz was to offer a casual day to day wear line for the customers, at affordable prices.

Expanding retail horizon

Taanz is present at Reliance Trends and Megamart. The company is in talks with Central, Shoppers Stop, Globus and Westside. “We are also in the process of opening EBOs and will start with three or four stores. At present, we are in 150 MBOs in India. This fiscal year we aim to be in 500 MBOs. We have distributors for Chennai, UP and Rajasthan,” explains Khorana.

Taanz has been able to generate a larger business share in all Reliance Trends stores across India. The brand has also received a positive response from stores like One Stop Shop, Suvidha, Options, Ritu Wears Biglife, C&M, Rajsons and Wardrobe. It is also into exports. By participating in various garment fairs, the company taps international buyers to cater to their sourcing needs. It has so far exported to Sri Lanka, Malaysia and Dubai. Online, the range is available on some platforms like Fashionara, Yebhi and Jabong. “In a few months, we plan to launch our own website,” says Khorana.

Taanz means movement and since fashion is ever changing, the brand and its trends change every season. Taanz is the brainchild of Deepa Sureka. Her vision was to create a niche brand in the domestic market that gives international flavor but at Indian prices.