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Launched Tasva - men's ethnic wear
Project type
Brand Launch
Date
2023
Location
India
The brainchild of Tarun Tahiliani & Aditya Birla Retail - Tasva was to be launched as the first ever affordable designer ethnic menswear brand in India. The challenge - getting every Indian groom to be aware of Tasva as the ethnic wear for them in the world of Manyavar.
Deep diving into the psyche of many a groom, we discovered a cultural insight that every groom misses out on the joy of their own wedding due to the structured boxiness every Sherwani offers. With Tasva, it was going to be the opposite. Freedom to be. The offering of custom fits by Tarun Tahiliani, and the softer fabrics by Aditya Birla Retail, will give every groom the chance to be mast on the day that counts the most.
We sealed the deal with a mantra not just for the brand but also for the consumers - our Indian Grooms to be. From now on, they can #SadaMastRaho with Tasva.
