TASVA, an ethnic menswear brand by Aditya Birla Fashion and Retail and ace designer Tarun Tahiliani, has opened its first store in Dehradun. The store was inaugurated by Abhinav Kumar, Special Principal Secretary to the Chief Minister of Uttarakhand, in the presence of Tarun Tahiliani, Creative Director, Indivinity Clothing, and Sandeep Pal, CEO, TASVA.
Located on Rajpur Road, the sprawling 3,376 sq ft TASVA store with a stately façade and elegant interiors, is the go-to place for high-quality ethnic attire for men at accessible prices for festive occasions and weddings.
The collection showcases a variety of kurtas, bundis, sherwanis, bandhgalas, achkans, churidars, aligarhis, and other garments, all expertly crafted with impeccable attention to detail and design, While also celebrating traditional crafts in a contemporary approach with fabrics ranging from silks to cotton to brocades. Accessories including safas, sarpeches, brooches, pocket squares, buttons, sehras, stoles, shawls, and footwear are also available.
The collection, which is beautifully embellished with Ikat prints, Benarasi motifs, and Chikankari, explores pastel colors like mint green, ivory, and salmon pink, as well as softer tones of yellow to deep blues and tropical hues.
The store’s design and decor are in keeping with Tarun Tahiliani’s ‘India Modern’ design ethos and reflect the reality that Indian consumers have evolved over the years, and now seek more meaning and expressiveness via their choices. Designed to reflect TASVA’s brand philosophy, the store combines luxurious materials like wood, brass, and aged Rajasthani architraves as a portal to a new world of Indian apparel. TASVA’s flagship Dehradun store has been designed with a modern perspective that is founded on tradition.
Tarun Tahiliani, Chief Design Officer, Indivinity Clothing said, “I have fond memories of my time at Doon School Dehradun, and I am excited to bring TASVA to the city. TASVA has been a long-held dream of mine, made possible via ABFRL. The name itself represents the finest version of oneself, which we have worked hard to accomplish through the brand. For the longest time, I’ve heard that ethnic wear is uncomfortable, and TASVA is an attempt to rectify that. We have designed garments that provide our consumer, the Indian Man, with a fabulously made, internationally constructed, comfortable, well-cut Indian brand with Tarun Tahiliani styling but with complete cost accessibility.”
Sandeep Pal, CEO, TASVA stated, “We are pleased to open our flagship store in Dehradun. The exclusive brand outlet is strategically located on Rajpur Road, which is easily accessible. With the opening of this store, we are on the verge of increasing our presence in north India. TASVA will transform the experience of wearing traditional and fusion Indian apparel into one of unmatched comfort and style. We intend to expand our retail presence, taking the brand to many other cities, now that we have created a strong customer connect and a proven business model."