Tata group firm Titan Co Ltd\u00a0 today said it has forayed into premium sarees and women's\u00a0 ethnic wear category under the brand name "Taneira". The company has opened its first Taneira store at\u00a0 here that has a collection of handwoven sarees and\u00a0ethnic wears from across the country with products ranging up to Rs 2.5 lakh. Taneira is in its pilot phase and the company will\u00a0 decide on its further growth plans in a year's time, Titan\u00a0 Company Limited Senior Vice President (Strategy and Business\u00a0 Incubation) Ajoy H Chawla said. "We are right now in pilot to explore, experiment and\u00a0 learn to figure out how we can make a difference to the\u00a0 consumer and this category, and how to also build a profitable business model around," he told PTI. Responding to a question on how much Titan is planning\u00a0 to invest to grow this category, he said, "we have not put a\u00a0 number yet; we have simply said we will explore a few stores,\u00a0 a few pilot stores. This is first of our pilot store, we will\u00a0 learn from it." "We will give ourselves twelve to fifteen months before decide what to do. Not in a hurry to expand, roll out\u00a0 and set up a large number." he added. Titan currently has its presence in watches and\u00a0 accessories, jewellery, eyewear and fragrances categories. Taneira has tied up with about 200 supply sources to\u00a0 source the products from different parts of the country. "We are working closely with weaving communities,\u00a0 weaving societies, weavers, intermediaries, master weavers and\u00a0designers. we are tied up with close to 200 supply sources\u00a0across twenty different clusters in the country," Chawla said. Also Watch: [jwplayer BaqfcETi] According to the company officials, Taneira which is\u00a0 focused on the women's ethnic wear category, has no plans\u00a0 about the men's section as of now. Stating that Titan has gone into categories that have\u00a0 been largely "unorganised, undeserved and fragmented," Chawla in response to a question about the reason for choosing women's ethnic wear category said, "we have succeeded in these kind of industries, where we have been able to address the consumer needs and deliver a superlative experience both on the product,service and the retail front." He said "it is pretty much a large category which is\u00a0 growing. It celebrates craft as we have celebrated craft in\u00a0 jewellery. Like most of our products this is also all about\u00a0 life style and special occasions, and it serves women\u00a0 consumers and celebrate Indianness like most of our products\u00a0 do. This is another category which fits perfectly into what we\u00a0do," he added.