That Tarun Tahiliani is a master couturier and one of India’s most formidable designers is common parlance. For over three decades, Tahiliani’s educated the country’s stylish gentry on the definition of Indian high fashion—using long-established homegrown crafts like zardozi, aari, chikankari and kashidakar on modern silhouettes. In TT’s couture, you feel empowered; wearing the wealth of India’s unparalleled fashion heritage but cut and crafted for the here and now.
While you could argue that many of the country’s established designer would offer the same might, this is where Tahiliani’s business acumen kicks in to place him ahead of his ilk. In 2024, Aditya Birla Fashion and Retail Ltd. (ABFRL) raised its stake in Tahiliani’s parent company Goodview Fashion Pvt. from 33.5% to 51%. The consequence of which was instantly tangible as TASVA, the men’s ethnic wear brand that Tahiliani had collaborated with ABFRL on in 2021, began aggressively marking its footprint in the Indian fashion lexicon—now sitting comfortably with 65 stores across country, from Siliguri and Dehradun to Chennai and Kochi.
Tahiliani, who’d already mastered the quality game and had the country’s elite salivating over his couture, was now hitting the jackpot with quantity by giving men accessible and fashionable ethnic wear. In a TASVA store, there is no kurta, sherwani, bandhgala, bundi or cocktail jacket you won’t find. Each piece comes in multiple sizes to cater to the diverse Indian male physique; in every colour like “the delight of a massive pencil box kit strewn all over,” says Tahiliani; and in classy prints and motifs that bear the designer’s mark.
The price points are really where TASVA blows your mind—kurtas start as low as Rs. 2,999 and the heavy-duty wedding finery goes up to 80k. “Initially I struggled to keep up with producing so much and still delivering optimal quality but now, with my team, we’ve understood how to create accessible ethnic wear while still providing good textiles and prints. I’d be the first person to have an issue if the quality was compromised, regardless of the pricing,” he adds.
The biggest proof of this was when Tahiliani took over Bengaluru’s UB City recently for his first runway show in the tech capital. Over 800 people seated around the venue’s massive amphitheatre were treated to a mega showcase of TASVA’s wedding collection for 2025. Out came the biggest army of models and Bengaluru’s movers and shakers, including Masterchef Harish Closepet, Rida Thara, Shine Shetty (pictured below) and Karthik Mahesh, to show off the depth and diversity of Tahiliani’s wares.
Not only was there something for every man—young and mature, eccentric and subtle, conservative and edgy—but just the sheer volume of pieces that could be worn as full sets or separates matched by quality fabrics and stylish cuts that you’d be hard pressed to find outside on the high street made it the definition of a runway to reality success. “We craft pieces that seamlessly blend age-old craftsmanship with contemporary silhouettes and unmatched comfort, ensuring that every outfit feels as remarkable as it looks. Bangalore, a city where modernity meets deep cultural roots, resonates with this ethos perfectly. It’s a market that appreciates the finer details while embracing innovation, making it the ideal canvas for our vision of reimagined occasionwear,” says Tahiliani.
