New Delhi, October 2025: A celebration of progressive unions, defined not by equality, but by shared spirit and individuality
Shubman Gill becomes the face of Tasavva
A collaboration that speaks to today’s couples – where weddings are not bound by tradition but based on individuality and intimacy.
Taswa, the contemporary Indian menswear brand from Aditya Birla Fashion & Retail Limited, in collaboration with fashion designer Tarun Tahiliani, announces its new brand vision by signing cricket icon Shubman Gill as its ambassador. This is Shubman Gill’s first association with a wedding wear brand, which is an important step in Taswa’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, marriages were defined by societal expectations and familial alignment. Today, couples are writing their own stories, where differences are accepted and individuality is celebrated. Taswa embodies this change, creating clothing that is premium, contemporary and designer-led while remaining rooted in the cultural richness of India. The brand’s philosophy is clear: marriage is about equals, about two people and their world, about coming together in meaningful ways.
Shubman Gill’s campaign brings this spirit alive. 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 reflects the values that Taswa stands for – modernity based on culture, with an aesthetic that reflects individual choice and partnership.
Sharing his views on the association, Shubman Gill said, “My association with Taswa is special. Just like on the field, every innings is about balance, confidence and expression, I believe weddings are no different. Taswa’s message of celebrating love with individuality and spontaneity, while respecting tradition, stood out to me. I am excited to be a part of this journey where the modern groom can play one of the most memorable innings of life with grace and confidence.”
Tarun Tahiliani joins, “At Tasva, we believe that weddings are one of the most intimate celebrations – where personality and heritage come together. 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, Taswa said, “Taswa has always stood for much more than just clothes – it stands for a progressive idea. Weddings are no longer just about rituals, but about the couple at their heart, with families as joyful partners. With Shubman Gill as our ambassador, we look forward to cementing this vision for a new generation of couples.”
About the collection – Autumn Winter ’25
This wedding season, Taswa has unveiled a collection that beautifully blends heritage artistry with modern design language. Taking inspiration from the Tree of Life, Lipan art, paisley, mosaic patterns and relief sculptures, the designs reinterpret traditional motifs with a fresh perspective. Classic embroidery techniques like The aari, zardozi and mirror work is enhanced with pearl accents, appliqués and subtle 3D details, Bringing depth and richness to each group. The versatile color palette moves easily between soft pastels like ivory, lilac, salmon and jade – ideal for daytime celebrations, and jewel tones with pops of color that add vibrancy to evening celebrations.
The silhouettes are tailored for the modern groom who wants both individuality and tradition. From tailored sherwanis, achkans and kurta sets to Indo-western apparels and sleek jackets, the collection offers style for every festive moment. The drape-inspired form and asymmetric cut provide a contemporary edge, ensuring ease of movement and a sophisticated aesthetic. With this thoughtful balance of craft and modernity, Taswa empowers today’s groom to embrace his heritage while creating a confident, individual style statement.
about tasavva
Tasva, a wedding and occasion wear brand for the modern Indian man, is a brand launched by ABFRL in collaboration with renowned fashion designer Tarun Tahiliani. Taswa is dedicated to offering classy and comfortable Indian wear. With an emphasis on craftsmanship and contemporary style, Taswa is redefining Indian apparel for the modern man. The brand offers a wide range of kurtas, kurta bundi sets, sherwanis, Indo-western outfits, shoes 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 & Retail Limited
ABFRL is part of a leading Indian conglomerate, The Aditya Birla Group. With a revenue of Rs. 13,996 crores. Spread over a retail space of 11.9 million sq ft (by March 31, 2024), it is India’s first billion dollar pure-play fashion powerhouse with a glittering bouquet of leading fashion brands and retail formats.
The company has a network of 4,664 stores in approximately 37,205 multi-brand outlets with 9,563 sales points in department stores across India (as of March 31, 2024).
It stocks India’s biggest brands like Louis Philippe, Van Heusen, Allen Solly and Peter England, established for over 25 years. Pantaloons is one of India’s leading fashion retailers.
The company’s international brand portfolio includes – The Collective, one of 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 entry into the branded ethnic wear business includes brands like Jaypore, Taswa and Marigold Lane. The company has entered into strategic partnerships with designers ‘Shantanu & Nikhil’, ‘Tarun Tahiliani’, ‘Sabyasachi’ and ‘House of Masaba’.
Additionally, 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 its way to build a portfolio of digital first brands in partnership with founders of emerging brands in the e-commerce market.
The company completed the acquisition of 51% stake in TCNS Clothing Company Limited in September 2023. TCNS is India’s leading women’s branded ethnic apparel company that designs, markets and retails a portfolio of women’s branded apparel across the W, Aurelia, Wishful, Eleven and Folksong brands.
Note to readers: This article is part of HT’s paid Consumer Connect initiative and has been independently created by the brand. HT does not take any editorial responsibility for the content, including its accuracy, completeness, or any errors or omissions. Readers are advised to independently verify all information.
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