Taneira’s ‘From a Mother’s Hands to Yours’ — Durga Pujo Film Passes the Saree Forward
~ Tata’s Taneira rolls out a mother–daughter Durga Pujo film and a Pujo ’26 Edit led by a 31-design Laal Paar range from about ₹4,999 ~
Mumbai, September 2026: Taneira, a Tata product, has unveiled its Durga Pujo campaign “From a mother’s hands to yours” — a film that pairs Maa Durga’s homecoming with a daughter’s Pujo return, and treats the saree as the thread that carries ritual, confidence and care across generations. The push landed mid-September alongside the brand’s Pujo ’26 Edit.
The film tracks a daughter’s evolving relationship with the six yards — dressing up in her mother’s drapes as a child, borrowing them through adolescence, then learning the rituals and nuances of draping herself. Binding those beats is a familiar gesture: a mother’s hands adjusting pleats and the anchal. It closes full circle when the daughter drapes her own saree and gifts her mother a new one.
Complementing the film is the Pujo ’26 Edit: the Laal Paar Range with 31 designs inspired by the red-and-white saree synonymous with Durga Pujo, plus statement weaves in Murshidabad Silk, Tussar, Banaras Silk, Organza and embroidered silks. Prices start from about ₹4,999 and stretch into premium handcrafted Banarasi and Kanjeevaram territory.
Somprabh Kumar Singh, chief sales and marketing officer, Taneira, said: “For many of us, our earliest memories of festivals are intertwined with our mothers, watching them prepare for celebrations, learning cherished rituals and experiencing the magic of a saree for the very first time. With this film, we wanted to honour these deeply personal moments that connect generations of women. Durga Pujo, with its spirit of homecoming and togetherness, provides the perfect backdrop for this story of love, tradition and inheritance. The campaign celebrates the saree as more than an expression of style, it is a repository of memories, emotions and traditions that continue to be passed on lovingly from one generation to the next.”
Marketing take: Taneira isn’t selling festive inventory alone — it’s framing the saree as inherited confidence, then backing the emotion with a Laal Paar–led Pujo edit priced to pull shoppers into the festival aisle.
