Tarun Tahiliani Introduces OTT: Affordable Everyday Luxury for a New Generation

Tarun Tahiliani, renowned for his expertise in drapery and luxury collections, has launched a new women’s wear line, OTT, targeting younger, style-conscious consumers. With prices ranging between ₹15,000 and ₹30,000, OTT marks a deliberate pivot towards making high-fashion more accessible while maintaining the designer’s hallmark “India modern” aesthetic. This affordable luxury pret line is a departure from Tahiliani’s couture offerings, which have traditionally been priced between ₹50,000 and ₹17 lakh.

The collection was previewed at Lakmé Fashion Week in October and will soon be available through standalone stores, starting with a Gurugram mall in December. This move represents a significant shift for the designer, whose previous sales channels included exclusive boutiques and multi-designer retailers like Aza Fashions. Expansion plans include stores in DLF Emporio, Delhi, Mumbai, and eventually international markets.

OTT’s focus is on “everyday luxury,” with an emphasis on structured drapes, tailored gilets, and dhoti pants designed for versatility and modern sensibilities. Incorporating muted tones and subtle prints, the collection merges urban chic with traditional Indian craftsmanship. Tahiliani notes that OTT reflects his belief in creating fashion that is wearable and inclusive, although the collection currently offers sizes only up to XL.

This venture has been made possible through Tahiliani’s partnership with Aditya Birla Fashion and Retail Ltd. (ABFRL), which owns a 51% stake in Goodview Fashion. ABFRL’s expertise in scaling production has been pivotal, following the success of Tasva, a brand that redefined men’s wedding wear. Tahiliani acknowledges ABFRL’s role in helping him balance high-volume production with the integrity of his designs.

OTT complements Tahiliani’s couture and bridal collections, filling a gap in the market for luxurious yet practical ethnic wear. As the designer explains, Indian fashion isn’t solely about bold colors and embroidery but also the art of fabric drapery—a core element of this collection. By offering a more refined, modern alternative in the saturated ethnic wear market, OTT promises to attract a broader audience while maintaining the craftsmanship synonymous with Tahiliani’s legacy.