Tasva, a premium menswear brand by Tarun Tahiliani and Aditya Birla Fashion and Retail Ltd., has been named the ‘Official Ceremonial Dress Partner’ of Team India at the Paris Olympics 2024.
Tasva will develop distinctive ceremonial apparel for the Indian contingent, mixing traditional and modern designs to highlight India’s rich cultural legacy internationally.
Tarun Tahiliani, Chief Design Officer, Tasva, 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.”
Ashish Mukul, Brand Head, Tasva, said, “We are honoured to be the ‘Official Ceremonial Dress Partner’ for the Indian team at the Paris Olympics 2024. At Tasva, we believe in celebrating the spirit of India, and this partnership allows us to showcase our rich heritage and contemporary style. We look forward to contributing to the memorable journey of our athletes and feel privileged to support them as they strive for excellence on the world stage.”
P.T. Usha, President, Indian Olympic Association, commented, “We are delighted to welcome Tasva as our ‘Official Ceremonial Dress Partner’ for Team India at the Paris Olympics 2024. 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.”
Neerav Tomar, MD, IOS Sports and Entertainment, said, “We are delighted to bring together Tasva and the Indian Olympic Association for this landmark partnership. This collaboration beautifully merges the worlds of fashion and sports, allowing our athletes to represent India with pride and elegance, and we are excited to see the Indian contingent don ceremonial attire that reflects our rich heritage with a modern touch. This partnership underscores our commitment of empowering Team Indian and celebrating Indian excellence on the world stage.”
This cooperation intends to promote Indian fashion abroad by combining elegance, culture, and sportsmanship. The Indian team’s attire for the Paris Olympics 2024 will combine refinement, culture, and modern style to make a powerful statement.
The international multi-sport tournament will take place from July 26 to August 11, 2024. For fans in India, the event will be showcased on JioCinema for free.
This strategy is similar to the OTT platform’s successful tactic during the Indian Premier League (IPL) 2024, allowing a larger audience to experience the world’s premier sports tournament without a barrier. The platform will provide 23 streams in total. This contains five selected streams and 18 direct live feeds from the world’s biggest athletic event.