IOA ropes in Tasva as new partner

The Indian Olympic Association (IOA) has roped in Tasva, a menswear brand by Tarun Tahiliani and Aditya Birla Fashion and Retail Ltd, as the Official Ceremonial Dress Partner of the Indian team for the 2024 Paris Olympics. 

Tasva will thus provide the Indian contingent with ceremonial apparel, blending traditional and modern designs to highlight India’s cultural legacy.

PT 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.“

Speaking about the IOA deal, Ashish Mukul, Brand Head, Tasva, added:

“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.“

Tarun Tahiliani, Chief Design Officer, Tasva, added:

“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.“