The Business Bytes
New Delhi, July 2, 2024 (TBB Bureau): In a momentous collaboration, Tasva, the celebrated men’s Indian wear brand by Aditya Birla Fashion and Retail Ltd., joined forces with renowned designer Tarun Tahiliani to design the ceremonial attire for Team India at the upcoming Paris Olympics 2024. The Official Ceremonial Dress was unveiled on Tuesday by Union Minister for Youth Affairs and Sports, Dr Mansukh Mandaviya, in the presence of Indian Olympics Association President, Dr PT Usha.
Tasva’s debut at the fashion capital of the world promises a fresh perspective on Indian traditional wear, drawing inspiration from the country’s diverse cultural heritage. The attire, adorned in the iconic tricolour palette of saffron, green, and white, embodies a patriotic fervour.
Chief Design Officer Tarun Tahiliani expressed his excitement, stating, “We’re incredibly honoured to dress Team India for this prestigious occasion. Our collaboration with the Indian Olympic Association has resulted in garments that not only showcase India’s rich traditions but also ensure comfort and practicality. As our athletes make their grand entrance along the Seine, the lightweight attire is designed to withstand the summer warmth of Paris, blending elegance with functionality.”
At the heart of the collection are the kurta bundi sets for male athletes and sarees for female athletes, featuring digitally printed panels inspired by ikat designs in saffron and green hues. Each piece is meticulously crafted, with blue buttonholes symbolising the Ashoka Chakra against an ivory base symbolising peace and unity. Modern trainers embellished with traditional Benares brocade complete the ensemble, seamlessly fusing heritage with contemporary flair.
“This ceremonial dress embodies a fusion of classic Indian aesthetics with modern athletic sensibilities,” added Tarun Tahiliani. “The kurta bundi sets are tailored from lightweight moss cotton for breathability, while the sarees, draped in viscose crepe, offer a natural flow and comfort, ensuring our athletes feel both graceful and at ease.”
Reflecting on the significance of wearing the ceremonial dress, Sharath Kamal, leader of the Olympic Men’s Table Tennis team and Team India’s flag bearer, shared, “Putting on this attire was a profound experience. It evoked a deep sense of pride and connection to our heritage. The lightweight fabric makes it ideal for this monumental occasion.”
Ashish Mukul, Brand Head of Tasva, echoed this sentiment, stating, “The official ceremonial dress not only encapsulates India’s timeless style but also stands as a symbol of national pride and achievement, crafted especially for our athletes who have earned the honour of representing India globally.”
Tasva’s initiative not only celebrates India’s cultural richness but also showcases its vibrant and dynamic spirit to the world stage. As Team India prepares to shine at the Paris Olympics, they do so in attire that reflects the essence of India — timeless, vibrant, and ever-evolving.
