Tasva, the contemporary Indian menswear brand by Aditya Birla Fashion & Retail Ltd., in collaboration with couturier Tarun Tahiliani, unveiled its new brand vision with cricket star Shubman Gill as its ambassador. Marking Gill’s first association with a wedding wear brand, the partnership emphasizes weddings as celebrations of love, individuality, and shared agency rather than rigid traditions.
The campaign highlights couples embracing differences, celebrating personal choice, and redefining marital unions as partnerships of equals. Tasva’s clothing, premium and designer-led yet deeply rooted in India’s cultural richness, mirrors this progressive outlook. Shubman Gill noted, “Just like on the field, every innings is about balance, confidence, and expression. Weddings are no different. Tasva’s message of celebrating love with individuality while respecting tradition stood out for me.” Tarun Tahiliani emphasized that the brand’s vision combines heritage with individuality, while Tasva Brand Head Ashish Mukul said the association reinforces the idea of weddings centered on the couple, with families as joyful partners.
In Kolkata, Tasva’s new collection is expected to resonate strongly with urban millennials seeking modern wedding attire. Retailers report increased interest in premium menswear, especially among buyers drawn to designer-led ensembles that blend tradition with contemporary aesthetics, reflecting the city’s evolving fashion sensibilities. The collaboration signals a cultural shift in India’s wedding fashion, appealing to a generation that values authenticity, love, and partnership over conventional norms.