Tasva is a menswear brand launched by Tarun Tahiliani and the Aditya Birla Group

11 December 2021, Mumbai:

Tarun Tahiliani, a couturier, and the Aditya Birla Group (ABFRL) have teamed together to develop 'TasvaFashion,' a men's traditional wear brand inspired by India's culture and heritage that will soon open stores across the country.

Aditya Birla Group has teamed with Tarun Tahiliani to create a men's ready-to-wear range less than a year after announcing its investment in his business. The new brand debuted on social media, including Facebook, on Thursday, but no information on where the designs will be sold has been disclosed.

On December 9, Tasva declared on its new Facebook page that "Benaras is a confluence of brilliant colors and hues, artistically at play on the banks of the Ganges." "It never fails to provoke a proud reflection on the rich culture we inherited and the history we continue to carry forward."

We present you Tasva, a brainchild of Tarun Tahiliani and Aditya Birla Group, which weaves such narratives of Indian history into easy-flowing, comfortable attire for men."

Tarun Tahiliani is recognized for his sumptuous traditional attire for men and women, which he sells under his own name, as well as his bridal couture.

Tasva's ready-to-wear line appears to incorporate the same refined yet heavily detailed and luxurious aesthetic and craftsmanship that Tahiliani has become known for, but paired down to retail at a more accessible price-point, according to sneak peeks of the brand's debut collection posted on Facebook.

According to the Indo-Asian News Service, the Aditya Birla Group has ambitious retail development ambitions for Tasva, with the company aiming to establish between 50 and 70 brick-and-mortar locations across India in a year.

"Tasva is here to fill a void in Indian menswear," Tahiliani added, according to IANS. "It's a high-end, high-quality, and well-designed menswear label."

At the TT studio, the fit has always been paramount, and now, with ABFRL's experience in textiles, factories, distribution, and production, it's time for us to dress India in quality at an accessible price."