13 February 2026, Mumbai
Advancing its mission to dominate the premium menswear segment, Tasva, the collaborative venture between Aditya Birla Fashion and Retail (ABFRL) and couturier Tarun Tahiliani, has officially entered the high-potential market of Barasat, West Bengal. This latest store opening represents a strategic push into Kolkata’s satellite hubs, where a rising class of ‘affluent aspirers’ is driving a double-digit surge in wedding and occasion-wear demand. By bridging the gap between bespoke designer aesthetics and ready-to-wear accessibility, Tasva is positioning itself to capture a larger slice of India's ethnic wear market, currently valued at approximately $200 billion.
Engineering comfort in celebration wear
The Barasat flagship integrates the brand’s hallmark ‘global fit,’ which addresses long-standing consumer pain points regarding the restrictiveness of traditional ethnic attire. Leveraging a tech-led design approach, the store features a curated inventory of Indo-western ensembles, bandhgalas, and sherwanis crafted with lighter, breathable fabrics - a move that has seen the brand double its revenue in the last fiscal year. The modern Indian man no longer wants to choose between heritage and comfort; our Barasat entry ensures that luxury craftsmanship is available on the local high street, notes the brand’s retail development team.
Scalable unit economics and regional dominance
With ABFRL reporting a 25 per cent Y-o-Y growth in its ethnic portfolio as of early 2026, the Barasat launch serves as a case study in ‘cluster expansion.’ By saturating the West Bengal market—following flagship success in Kolkata’s Rashbehari Avenue - Tasva optimizes its regional supply chain and marketing spend. Despite headwinds from rising fabric costs and intense competition in the value-ethnic segment, the brand maintains a premium edge through exclusive partnerships, such as being the Official Ceremonial Dress Partner for the Indian Olympic contingent. This high-visibility positioning is expected to fuel the brand's roadmap toward a 100-store network within the next few quarters.
Tasva is a premium menswear brand launched in 2021 by ABFRL and Tarun Tahiliani. Specializing in comfortable, designer-led occasion wear, it operates over 80 stores nationwide. Part of ABFRL’s Rs 13,996 crore retail empire, Tasva focuses on the wedding segment, aiming for aggressive double-digit growth in Tier-II markets.
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