Tasva to dress Indian contingent at Paris Olympics 2024

Tasva, an ethnic wear brand by Aditya Birla Fashion and Retail and designer Tarun Tahiliani has partnered with Indian Olympic Association (IOA) as the ‘Official Ceremonial Dress Partner’ for Team India at the Paris Olympics 2024.

With this collaboration, Tasva will design exclusive ceremonial attire for the Indian contingent and showcase India’s rich cultural heritage on the world stage.

Commenting on the partnership, Tarun Tahiliani, chief design officer at Tasva in a statement said, “The aim was to create a look that represents our cultural heritage, incorporates the colours of the Indian flag, and, most importantly, embodies a new, dynamic, agile, and youthful India. We wanted the athletes to feel comfortable yet look formal, with tailored shapes that make them confident as they set out to represent our vibrant country. Tradition is honoured while standing on a global sporting arena.”

P T Usha, president of Indian Olympic Association added, “The elegant designs and commitment to excellence that Tasva embodies will ensure that our athletes not only perform at their best but also represent India with pride and style. We are confident that this collaboration will add a new dimension to the Olympic experience for our team.”

Founded in 2021, Tasva retails through its website, physical stores, and e-commerce platforms.