Designer Tarun Tahiliani is placing sharper emphasis on scale, physical retail and brand extensions, with an ambition to build a Rs. 600–700 crore (US $ 66.02 million – US $ 77.03 million) business by the next financial year.
While couture remains structurally constrained by its handcrafted nature, Tahiliani said growth would increasingly be driven by ready-to-wear and premium categories, particularly through brands such as Tasva and OTT, supported by a widening brick-and-mortar footprint. He said couture would continue to define the brand’s creative identity, but scalable categories were now central to its commercial strategy.
OTT, Tahiliani’s western separates label, is expanding at a fast pace. The brand currently operates five stores, with four to five additional outlets planned, and is targeting a network of 10–15 stores by the end of the next financial year. Tahiliani said each store was already profitable despite the brand being less than a year old, highlighting early consumer traction. He added that OTT’s positioning was closer to luxury in terms of fabric quality, novelty and styling, which made retail execution more complex but gave the brand a sharper and more differentiated identity.
Tasva, the premium ethnic menswear brand in which Aditya Birla Fashion and Retail holds a majority stake, represents the most aggressive scaling opportunity within the portfolio. Tahiliani said the brand’s rapid expansion was enabled by strong corporate systems and execution capabilities, noting that Tasva had reached 80 stores in just four years, a pace he acknowledged would have been difficult to achieve independently. He added that Tasva’s premium positioning, factory-led manufacturing and process-driven expansion made it inherently more scalable, even as he continued to emphasise authenticity in sourcing and craftsmanship narratives.
Despite the growing role of e-commerce, Tahiliani maintained that physical retail remained critical to luxury. He said luxury fashion was inherently tactile, with fabric quality, drape and finish playing a central role in perceived value, elements that were difficult to communicate fully online. While hybrid models such as home trials, personal shoppers and curated selections delivered to clients were gaining traction, he said that physical stores were still essential for building immersion, trust and brand authenticity in the luxury segment.
