House of Tata women’s ethnic wear brand Taneira has partnered with NGO Goonj to launch an initiative named ‘Exchange, Elevate and Empower’. The brand has invited people to bring in their old sarees to support rural development work in exchange for discounts on new items.

“Transform your wardrobe and re-home your pre-loved sarees,” announced Taneira on Facebook. “Those beautiful sarees hiding in your closet deserve a new life. Why not give them a chance to shine again while you update your style?”
 
Individuals looking to re-home their old sarees can bring them to any brand store in India to exchange them for new pieces. Shoppers will receive a 10% discount on their new purchases at Taneira which they can redeem either online or in-store.
 
“We are proud to collaborate with Goonj for the ‘Exchange, Elevate and Empower’ initiative,” said Taneira’s CEO Ambuj Narayan, India Retailing reported. “This will create a positive impact while innovatively [sic] upholding textile traditions.”
 
Goonj is a a non-governmental organisation which focuses on social distribution and managing urban waste and has run since 1999. Goonj will repurpose the sarees and distribute them across rural India as rewards for taking part in rural development work.
 
“I am glad to see Taneria coming together with Goonj, to give women across urban India a unique opportunity to utilise all the sarees lying unused in our suitcases and wardrobes for a larger purpose,” said Goonj’s founder Anshu Gupta.