August 26, 2022: Tasva, Tarun Tahiliani’s men’s ethnic wear brand is the result of a collaboration between Aditya Birla Fashion & Retail Limited and the ace Indian designer. The brand has now launched its first flagship store in Mumbai.
Since its inception, Tasva – derived from the amalgamation of the Sanskrit words Tat (that) and Sva (me/mine) denoting all that is me, all that is mine – has aimed to rethink the Indian male celebratory experience, whether it is fitting out the Indian groom or to create magnificent statements in the pantheon of traditional celebrations.
Speaking at the launch of the Mumbai store, Tarun Tahiliani, Creative Director, Indivinity Clothing P. Ltd, said, “TASVA has been a long-time dream of mine which has been possible because of ABFRL. The name itself stands for the best version of oneself and we have worked hard to achieve this through TASVA. For the longest I heard people say that ethnic wear is uncomfortable and TASVA is an attempt to change that. We have created garments that give our consumer, the Indian Man – a fabulously made, internationally constructed, comfortable, well cut Indian brand with Tarun Tahiliani styling yet with complete accessibility of pricing.”
The collection celebrates a vast array of traditional crafts with a modern twist, with fabrics ranging from silks to cotton to brocades. Beautifully adorned with ikkat prints, Banarasi motifs, and chikankari, the collection explores pastels like mint green, ivory, and salmon pink along with a full spectrum of colours ranging from softer tones of yellow to deep blues and tropical hues.
The entire collection available at the store features smart, stylish, subtle ensembles. With this new store, customers will be spoiled for choice selecting from the vast array of skilfully fashioned sherwanis, bandhgalas, achkans, bundis, kurtas, all the bottoms – churidars, Aligarhis and much more, all crafted with impeccable attention to detail and design. Also on offer are a selection of accessories such as safas, sarpeches, brooches, pocket squares, buttons, sehras, stoles, shawls, and footwear.
The design and décor of the store are in keeping with Mr. Tahiliani’s design ethos of ‘India Modern’ and echo the fact that the Indian consumer has evolved over the years and now seeks more meaning and expressiveness through their choices. The store uses luxurious materials like wood, brass, and aged Rajasthani architraves as a doorway to a new world of Indian fit.
Sandeep Pal, CEO of TASVA mentioned that they plan to increase Tasva’a retail footprint by increasing their presence to 75 stores across India by March 2023.
