Aditya Birla launches ‘Tasva’ a brand with Tahiliani

13 December 2021, Mumbai:

Couturier Tarun Tahiliani and the Aditya Birla group (ABFRL) have joined forces to launch a men’s traditional wear brand called Tasva. This is a brand inspired by India’s culture and history, especially Benaras which is a confluence of vibrant colors and hues and is poetically on the banks of the Ganges.

Tahiliani is known for his opulent traditional wear for both men and women, which retails through his eponymous brand, and for his bridal couture.

Tasva’s ready-to-wear line encompass the same refined yet heavily detailed and luxurious aesthetic and craftsmanship that Tahiliani has become known for but pared down to retail at a more accessible price-point. Tasva combines the fit Tahiliani is known for with Aditya Birla’s expertise in fabrics, factories, distribution and manufacturing.

Aditya Birla has ambitious retail expansion plans for Tasva and aims to open between 50 and 70 brick-and-mortar outlets across India in a year.

Tahiliani launched his eponymous brand in 1990 and currently has flagship stores in New Delhi, Mumbai, Hyderabad and Kolkata. The brand is also available through multi-brand retailers in Nigeria, Japan, and the UK.

The designer’s outfits are inspired by refined living, elegance and Indian royalty. What sets him apart from other contemporary designers is his unique ability to coalesce western and modern designing with the craftsmanship of Indian artisans and weavers.

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