New Delhi, October 2025:
A celebration of progressive unions, defined not by sameness, but
by shared spirit and individuality
Shubman Gill Becomes the Face of Tasva
A collaboration that speaks to today’s couples – where weddings
are not bound by convention but built on individuality and intimacy.
Tasva, the modern Indian menswear brand by Aditya Birla Fashion
& Retail Ltd. in collaboration with couturier Tarun Tahiliani, announces
its new brand vision with cricket icon Shubman Gill as Ambassador. This
marks Shubman Gill’s first association with a wedding wear brand, a significant
step in Tasva’s journey as it signals a bold cultural shift – redefining
wedding as a celebration of love, intimacy, and shared agency rather than rigid
traditions.
For generations, weddings were defined by societal expectations
and family alignments. Today, couples are writing their own stories, where
differences are embraced and individuality is celebrated. Tasva embodies this
change, creating clothing that is premium, contemporary, and designer-led while
staying rooted in India’s cultural richness. The brand’s philosophy is clear:
marriages are about equals, about two people and their worlds, coming together in
meaningful ways.
The campaign featuring Shubman Gill brings this spirit to life. It
portrays weddings not as performances but as authentic journeys filled with
joy, love, care, and intimacy. Representing a generation that is aspirational,
confident, and progressive, Gill mirrors the values Tasva stands for –
modernity grounded in culture, with an aesthetic that reflects personal choice
and partnership.
Sharing his thoughts on the association, Shubman Gill said, “My
association with Tasva is special. Just like on the field, every innings is
about balance, confidence, and expression, I believe weddings are no different.
Tasva’s message of celebrating love with individuality and ease, while still
respecting tradition, stood out for me. I’m excited to be part of this journey
where modern grooms can play one of their most memorable innings in life with
grace and confidence.”
Tarun Tahiliani added, “At Tasva, we believe
weddings are among the most intimate of celebrations – where individuality and
heritage come together seamlessly. Shubman Gill represents the confident and
progressive India we design for. With him, we continue Tasva’s vision of
celebrating love and equality through impeccable design.”
Ashish Mukul, Brand Head, Tasva, said, “Tasva
has always stood for more than just clothing – it stands for a progressive
idea. Weddings are no longer about rituals alone, but about the couple at the
heart of them, with families as joyful partners. With Shubman Gill as our
ambassador, we look forward to strengthening this vision for a new generation
of couples.”
About the collection –
Autumn Winter ’25
This wedding season, Tasva unveils a collection
that beautifully marries heritage artistry with a modern design language.
Drawing inspiration from the Tree of Life, Lipan art, paisleys, mosaic
patterns, and relief sculptures, the designs reinterpret traditional motifs
with a refreshing perspective. Classic embroidery techniques such as Aari,
Zardozi, and mirror work are elevated with pearl accents, appliqué, and subtle
3D details, bringing depth and richness to each ensemble. The
versatile colour palette moves fluidly between soft pastels, like ivory, lilac,
salmon, and jade – ideal for daytime ceremonies, and jewel tones with pops of
colour that add vibrancy to evening festivities.
The silhouettes are crafted for the modern groom
who seeks both individuality and tradition. From tailored sherwanis, achkans,
and kurta sets to Indo-western ensembles and sleek jackets, the collection
offers styles for every moment of celebration. Drape-inspired forms and
asymmetrical cuts infuse a contemporary edge, ensuring ease of movement and a
polished aesthetic. With this thoughtful balance of craft and modernity, Tasva
empowers today’s groom to embrace his heritage while making a confident,
personal style statement.
About Tasva
Tasva, a wedding and occasion wear brand for the modern Indian
man, is a brand launched by ABFRL in collaboration with ace couturier Tarun
Tahiliani. Tasva is dedicated to offering classy and comfortable Indian wear.
With a strong emphasis on craftsmanship and contemporary style, Tasva is
redefining Indian wear for the modern man. The brand offers an extensive range
of kurtas, kurta bundi sets, sherwanis, Indo-western outfits, footwear, and
accessories. The brand’s exquisite products are available at exclusive Tasva
stores across India and online at www.Tasva.com
About Aditya Birla Fashion and Retail Limited
ABFRL is part of a leading Indian conglomerate, The Aditya Birla
Group. With revenue of Rs. 13,996 Cr. spanning retail space of 11.9 million sq.
ft. (as on March 31, 2024), it is India’s first billion-dollar pure-play
fashion powerhouse with an elegant bouquet of leading fashion brands and retail
formats.
The Company has a network of 4,664 stores across approximately
37,205 multi-brand outlets with 9,563 point of sales in department stores
across India (as on 31st March 2024).
It has a repertoire of India’s largest brands in Louis Philippe,
Van Heusen, Allen Solly and Peter England, established over 25 years.
Pantaloons is one of India’s leading fashion retailers.
Company’s international Brands portfolio includes – The
Collective, Amongst India’s largest multi-brand retailers of international
brands and has long term exclusive partnerships with select brands such as
Ralph Lauren, Hackett London, Ted Baker, Fred Perry, Forever 21, American
Eagle, Reebok, Simon Carter and Galeries Lafayette.
The Company’s foray into branded ethnic wear business includes
brands such as Jaypore, Tasva & Marigold Lane. The company has strategic
partnerships with Designers ‘Shantanu & Nikhil’, ‘Tarun Tahiliani’,
‘Sabyasachi’ and ‘House of Masaba’.
In addition, to cater to the needs of digitally native consumers,
ABFRL is building a portfolio of Digital-first brands under its technology led
‘House of D2C Brands’ venture TMRW. TMRW is on a path to building a portfolio
of Digital First brands in partnership with founders of emerging brands in the
E-Commerce market.
The Company in Sept 2023 completed the acquisition of 51% stake in
TCNS Clothing Co. Ltd. TCNS is India’s leading women’s branded ethnic apparel
company that designs, markets and retails portfolio of women’s branded apparel
across brands W, Aurelia, Wishful, Elleven & Folksong.
