Tasva makes fashion more accessible

Owned by Indivinity Clothing, a partnership between Aditya Birla Fashion and Retail Ltd. and Tarun Tahiliani, Tasva is an ethnic wear brand that was launched in 2021 and by the end of the financial year, would be operating close to 70 stores. In an exclusive interaction with Dhruv Kaura, Chief Operating Officer, Tasva, we delve on its consumption story and emerging trends in the world of ethnic fashion.

- Yash Bhatia

How would you define Tasva's consumption story for India and Bharat?

There is a need and there is a big growth opportunity in India for practical, beautiful clothes. About 34 per cent of India's population is of marriageable age, with 10 million marriages happening each year. There are 25 major festivals where consumers prefer to wear ethnic wear. Apart from one major brand, this space is largely full of unorganised players catering to the wedding market in India.

At Tasva, we are making clothes for the young Indian who wants stylish and comfortable wedding wear. We want to break the perception that ethnic wear for men cannot be comfortable.

Has your consumer story redefined your brand's approach, especially during the pandemic?

We are a new brand and our first store was launched in December 2021 in Malleswaram, Bengaluru. The pandemic did delay our expansion plans but it also gave us some more time to focus on our back-end. With our design, fabric and production team being in-house, we are close to the market and very swift to react to consumer trends and feedback.

Consumer interaction with brands takes place across channels now and we need to be where the consumer is. We will soon be rolling out our brand campaign towards the wedding season which would help consumers aspire to and associate with our brand.