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Hitting the Right Chords

Taanz was created in 2007, as a new brand of clothing by Mauria Udyog Ltd., the largest exporter and manufacturer of welded steel cylinders in India. In less than one year, it proved its mettle and made a distinct mark in the heart of its customer base. Today, Taanz has found equal recognition among both the youth and the elite for its range with distinctive and stylish urban elegance.
Why the name Taanz? When did it come into form and what was the driving force behind it?
Kapil Khorana (KP): Taanz means movement and since fashion is ever changing, Taanz and its trends change in every season.
Taanz was the brainchild of Deepa Sureka, who comes from a business background and is extremely passionate about fashion. It was her vision to create a niche for the brand in the domestic market. Her idea was to provide international fl avour at Indian prices. Hence, Taanz was founded in December 2007. It started with westernwear for women, which included tops, tunics, and fashionable winterwear. In no time, it was well received by the market and was placed in a few good counters around Delhi. Slowly, it moved to the north of India, starting from Chandigarh and strengthening its hold up to Jammu.
Give us an insight about your retail presence.
KP: Taanz believes in a multichannel retail philosophy, where there is a good mix of distributers, MBOs and large format stores. We are also placed in some tier-II and -III cities, and have further plans for expansion since there is a huge potential in these smaller cities. After establishing our presence in the northern parts of the country, such as Delhi, Punjab, Haryana, and Uttar Pradesh, we are now looking to tap the eastern and southern territory.
We run our own offi ce in Mumbai, which helps us to distribute the merchandise in Gujarat, Madhya Pradesh and Maharashtra. We plan to expand by entering other major retail outlets pan India. We are already in talks with other large players such as Globus, , Central, and . Today, we are doing business with about 200 MBOs across India, 3 large format stores and 6 regional chain stores.
Tell us about your product range. What price range does it fall under?

: Our products are stocked as per the ongoing season. Since fashion is ever changing, and consumers demand variety, we keep coming up with trendy clothing frequently. For summers, we have a wide range of polos in solids and stripes for menswear, which generated excellent response from the market. There is a fashionable range of knits, sweaters and sweatshirts for winters. We focus on trendy tunics, tops and fl at knits and sweatshirts, complimenting the bright range of bottomwear in solid coloured pants and jeans for women. As far as pricing is concerned, our price points start from `499 to `799 for tops; `899 to `1,299 for tunics; and Rs. 1,099 to Rs 1,799 for winterwear.
What are the areas that fetch you the maximum sales?
KP: Taanz has been able to generate a larger business share in all Reliance Trends stores across India. The brand has also received positive response from other stores like Big Life, One Stop Shop, Suvidha, Options, Big Life, Chunmuns, Rajsons, and Wardrobe.
Where is your manufacturing unit located?

: We have our own sampling unit and great team of designers and merchandisers who create a line and forecast fashion in Udyog Vihar Phase 5, Gurgaon. Most of the product line is sourced through our nominated vendors, who are already working with many international brands.

In which new cities do you plan to retail?

: We are looking at the eastern as well as the southern zone, to tap the major retailers as well as the large stores of these regions. We are expecting a growth of 25 per cent through these territories.