ABFRL and Tarun Tahiliani Launch Exclusive Tasva Store in Dehradun

Ethnic menswear brand Tasva of Aditya Birla Fashion and Retail (ABFRL) and fashion designer Tarun Tahiliani have opened the first exclusive Tasva store in Dehradun, the capital of Uttarakhand. Located on Rajpur Road, the sprawling 3,376 square foot Tasva store with a majestic facade and stylish interiors, offers high quality ethnic clothing for men for festive occasions and weddings.

The collection features a variety of kurtas, bundis, sherwanis, bandhgalas, achkans, churidars, aligarhis and other garments, all made with attention to detail and design. The assortment celebrates traditional craftsmanship using a contemporary approach with fabrics ranging from silk to cotton to brocade, according to an ABFRL press release. Accessories including safas, sarpeches, brooches, clutches, buttons, sehras, stoles, shawls and shoes are also available.

ABFRL’s ethnic menswear brand Tasva and fashion designer Tarun Tahiliani have opened the first exclusive Tasva store in Dehradun, the capital of Uttarakhand. Located on Rajpur Road, the sprawling 3,376 square foot Tasva store with a majestic facade and stylish interiors, offers high quality ethnic clothing for men for festive occasions and weddings.

The collection, which is embellished with Ikat prints, Benarasi patterns and Chikankari, explores pastel colors like mint green, ivory and salmon pink, as well as softer tones ranging from yellow to deep blue and hues tropical.

The store’s design and decor is in line with Tahiliani’s ‘India Modern’ design philosophy and reflects the reality that Indian consumers have evolved over the years and are now looking for more meaning and expressiveness in their choices. The store combines luxurious materials like wood, brass and aged Rajasthani architraves as a portal to a new world of Indian clothing. Tasva’s flagship store in Dehradun has been designed with a modern outlook based on tradition.

“I have fond memories of my time at Doon School in Dehradun and am thrilled to bring Tasva to the city. Tasva is a lifelong dream of mine, made possible by ABFRL. The name itself represents the best version of yourself, which we have worked hard to accomplish through the brand. For a very long time, I have heard that ethnic clothing is uncomfortable, and Tasva is an attempt to rectify that. We have designed garments that offer our consumer, the Indian man, a fabulously made, internationally built, comfortable and well cut Indian brand with Tarun Tahiliani style but with full cost accessibility,” Tarun Tahiliani, Design Director, Indivinity Clothing, said in the press release.

“We are delighted to open our flagship store in Dehradun. The brand’s exclusive outlet is strategically located on Rajpur Road, which is easily accessible. With the opening of this store, we are set to increase our presence in North India. Tasva will transform the experience of wearing traditional and fusion Indian clothing into unparalleled comfort and style. We intend to expand our retail presence, bringing the brand to many more cities, now that we have created a strong customer connection and a proven business model,” said Sandeep Pal, CEO, Tasva.

The store was inaugurated by Abhinav Kumar, Special Principal Secretary to the Chief Minister of Uttarakhand, in the presence of Tarun Tahiliani and Sandeep Pal.

Fibre2Fashion News Office (NB)

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