Tasva, the Indian menswear brand by Aditya Birla Fashion and Retail Ltd. and designer Tarun Tahiliani, has announced its partnership with the Indian Olympic Association (IOA) as the ‘Official Ceremonial Dress Partner’ for Team India at the Paris Olympics 2024. This collaboration brings together Indian fashion and global athleticism.
“The aim was to create a look that represents our cultural heritage, incorporates the colours of the Indian flag, and, most importantly, embodies a new, dynamic, agile, and youthful India. We wanted the athletes to feel comfortable yet look formal, with tailored shapes that make them confident as they set out to represent our vibrant country. Tradition is honoured while standing on a global sporting arena,” Tarun Tahiliani, Chief Design Officer, Tasva said.
As the ‘Official Ceremonial Dress Partner’, Tasva will design and provide exclusive ceremonial attire for the Indian contingent, blending traditional aesthetics with contemporary style to showcase India’s cultural heritage on the world stage.
“We are honoured to be the ‘Official Ceremonial Dress Partner’ for the Indian team at the Paris Olympics 2024. At Tasva, we believe in celebrating the spirit of India, and this partnership allows us to showcase our rich heritage and contemporary style. We look forward to contributing to the memorable journey of our athletes and feel privileged to support them as they strive for excellence on the world stage,” Ashish Mukul, Brand Head, Tasva expressed.
P. T. Usha, President, Indian Olympic Association, commented on the new partnership: “We are delighted to welcome Tasva as our ‘Official Ceremonial Dress Partner’ for Team India at the Paris Olympics 2024. The elegant designs and commitment to excellence that Tasva embodies will ensure that our athletes not only perform at their best but also represent India with pride and style. We are confident that this collaboration will add a new dimension to the Olympic experience for our team.”
This collaboration is set to elevate Indian fashion on a global platform, celebrating the intersection of style, tradition, and sportsmanship. The ceremonial attire for the Indian contingent at the Paris Olympics 2024 promises to be a blend of sophistication, cultural pride, and contemporary design, making a powerful statement on the world stage.
Tasva, a premier Indian menswear brand, is the result of a collaboration between Aditya Birla Fashion and Retail Ltd. and renowned designer Tarun Tahiliani. Dedicated to offering sophisticated and comfortable Indian attire, Tasva blends craftsmanship with contemporary style, redefining fashion for the modern man. Its collection includes kurtas, kurta Bundi sets, sherwanis, Indo-western outfits, footwear, and accessories, available at exclusive Tasva stores nationwide and the brand’s official website.
Aditya Birla Fashion and Retail Limited (ABFRL) is part of the Aditya Birla Group, a leading Indian conglomerate. With a revenue of Rs 13,996 crore and a retail space of 11.9 million sq. ft. as of March 31, 2024, ABFRL is India’s first billion-dollar pure-play fashion powerhouse. The company operates 4,664 stores across approximately 37,205 multi-brand outlets and 9,563 points of sales in department stores throughout India.
Established over 25 years, ABFRL’s portfolio includes iconic brands like Louis Philippe, Van Heusen, Allen Solly, and Peter England, alongside international names such as Ralph Lauren, Ted Baker, and Forever 21. ABFRL also owns branded ethnic wear lines including Tasva, Jaypore, and Marigold Lane, and is expanding its digital-first presence with the House of D2C Brands initiative under TMRW.
