Pune: Tata Group’s Taniera brand, in collaboration with Bangalore-based company JJ Active, organized a unique initiative called the “Saree Run,” redefining the beauty of sarees. On Sunday, 2400 women gathered at the Pune University campus, adorned in traditional sarees, to celebrate femininity, strength, freedom, and fitness.
The event was inaugurated by Taniera CEO Ambuj Narayan and JJ Active coach Pramod. The Taniera Saree Run aimed to merge traditional attire with modern fitness practices, highlighting that the saree can be perfectly suited for an active, contemporary lifestyle.
Saree as a Symbol of Culture and Fitness
The event emphasized that the saree is not just a traditional garment, but a symbol of femininity, heritage, and personality. Women showcased their unique identity and the importance of fitness through the saree. The initiative, which has already been successful in cities like Kolkata, Bangalore, Hyderabad, and Pune, promoted empowerment, fitness, and personal expression among women.
Ambuj Narayan, CEO of Taniera, stated, “The saree is an expression of both empowerment and femininity. The purpose of the Taniera Saree Run is to highlight the significance of the saree in the modern lifestyle.” He stressed the need to embrace the saree as part of an active lifestyle.
JJ Active coach Pramod shared the success of the “Saree Run” and mentioned how Taniera’s collaboration has taken the initiative from a local level to a national platform. He emphasized the importance of prioritizing health and individuality for women.