Tradition Meets Fitness: Over 2,500 Women Join Taneira’s Saree Run in Pune

Pune, 30th September 2024: In a unique celebration of strength, fitness, and tradition, Taneira, a brand from the TATA Group, teamed up with Bangalore-based JJ Active to organize a vibrant Saree Run in Pune. The event saw over 2,500 women gather at Pune University, adorned in colorful sarees, to take part in a run that highlighted empowerment, tradition, and the merging of culture with contemporary lifestyles. The run was officially flagged off by Taneira’s CEO, Ambuj Narayan, and JJ Active’s Coach Pramod.

The Taneira Saree Run aimed to challenge perceptions around the saree, demonstrating that this traditional garment can seamlessly blend with an active, modern lifestyle. Often associated with cultural and formal occasions, the saree was redefined at the event as a symbol of strength, grace, and individuality. The initiative, which has previously been held in cities like Kolkata, Bangalore, and Hyderabad, emphasizes that fitness and tradition can go hand in hand, encouraging women to embrace their heritage while leading dynamic, active lives.

“Taneira is all about celebrating the saree as a powerful expression of femininity and grace,” said Ambuj Narayan, CEO of Taneira, addressing the participants. “Through the Saree Run, we want to demonstrate that the saree is more than just a traditional outfit—it’s a reflection of strength and style that complements an active lifestyle. Our partnership with JJ Active allows us to spread this message far and wide, showing that women can stay connected to their roots while embracing their individuality and fitness.”

The event showcased the beauty of women coming together in sarees, challenging norms and proving that fitness knows no bounds. Beyond being a fitness event, the Saree Run highlighted the importance of inclusivity and community, with women of all ages and backgrounds participating.

Coach Pramod from JJ Active, who has been instrumental in launching the Saree Run initiative in Bengaluru eight years ago, noted the event’s growing influence. “Thanks to Taneira’s support in the last two years, what began as a local event has grown into a nationwide movement. The Saree Run is a celebration of empowerment and well-being, showing that women can honor their personal style while making health and fitness a priority.”

With the Pune chapter marking another success in this nationwide series, the Taneira Saree Run continues to redefine the saree as a garment for everyday life—blending heritage with modernity, and offering women a platform to express their strength, grace, and unique identity.