Tarun Tahiliani and Aditya Birla Group launch menswear brand Tasva

By

Isabelle Crossley

Published
Dec 10, 2021

Couturier Tarun Tahiliani and Aditya Birla Group have joined forces to launch men’s traditional wear brand ‘TasvaFashion’, a brand inspired by India’s culture and history, and will soon open stores across India. 

Within a year of announcing its investment into Tarun Tahiliani’s brand, Aditya Birla Group has partnered with the designer to launch a men’s ready-to-wear line. The new brand launched on social media including Facebook Thursday but it has not yet released information about where the designs will retail. 
 
“Benaras is a confluence of vibrant colours and hues, poetically at play by the banks of the Ganges,” Tasva announced on its new Facebook account on December 9. “It never fails to inspire a proud retrospection of the rich culture we come from, and the history we carry forward. Weaving such tales of Indian heritage into easy-flowing, comfortable wear for men, we bring you Tasva, a venture of Tarun Tahiliani and Aditya Birla Group.”

Tarun Tahiliani is known for his opulent traditional wear for both men and women, which retails through his eponymous brand, and for his bridal couture. From the sneak peeks of Tasva’s maiden collection the brand has posted on Facebook, its ready-to-wear line looks like it will encompass 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.  

Aditya Birla Group has ambitious retail expansion plans for Tasva and aims to open between 50 and 70 brick-and-mortar outlets across India in a year, Indo-Asian News Service reported.

“Tasva is here to fulfil the niche in Indian menswear,” said Tahiliani, IANS reported. “It's a premium, quality and beautifully designed menswear label. Fit has always been of uttermost importance at the TT studio, combined with ABFRL's expertise in fabrics, factories, distribution and manufacturing it's time for us to clothe India with quality at an affordable price.”