Tarun Tahiliani diversifies portfolio to focus on mass-market reach
07 March 2026, Mumbai
Ace designer Tarun Tahiliani is shifting towards a high-velocity expansion strategy as his eponymous label celebrates 30 years in the Indian fashion industry. Moving beyond a history defined by bespoke artisanal couture, the designer is now aggressively scaling through a diversified portfolio that prioritizes mass-market reach and corporate-backed infrastructure. Tahiliani has set an ambitious target to build a business valued between Rs 600 crore and Rs 700 crore by the next fiscal year, signaling a major transition in the brand’s commercial trajectory.
Diversification through corporate synergy
The core of this growth lies in a strategic partnership with Aditya Birla Fashion and Retail (ABFRL), which acquired a majority stake in the brand’s ethnic menswear business, Tasva. By leveraging the conglomerate's robust manufacturing systems and retail management capabilities, Tasva has successfully expanded to 80 stores in just four years - a pace Tahiliani acknowledges would have been unattainable independently. Simultaneously, the brand’s luxury prêt label, OTT, is being positioned as a key legacy vehicle. With current profitability across its initial five outlets, the label is slated for rapid expansion to 15 stores, offering western-influenced separates that cater to the evolving, everyday wardrobe needs of the modern Indian consumer.
Balancing artisanal integrity and modernity
Despite the push for industrial-scale growth, Tahiliani remains steadfast in his commitment to the ‘India Modern’ design ethos that has defined his career. The designer emphasizes, while ready-to-wear and premium categories will drive revenue, his signature couture will remain intentionally capped to preserve its handcrafted, artisanal quality. He maintains that physical retail is essential for luxury, as the tactile nature of drape and fabric quality cannot be fully replicated in digital environments. As the brand navigates this balance between rapid retail expansion and high-end creMetakeys:ative work, Tahiliani is also tightening intellectual property protections to safeguard his design language against the rising tide of fast-fashion imitations.
Founded in 1995, Tarun Tahiliani is a premier Indian luxury fashion house known for its ‘India Modern’ aesthetic, blending Mughal-era embroidery with contemporary Western tailoring. The brand offers products ranging from couture and bridal wear to premium prêt and accessories. Following its strategic partnership with ABFRL, the brand is currently pursuing rapid retail expansion across India, with a strong focus on scaling accessible luxury and menswear categories.
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