To capitalise on the growing market of contemporary Indian consumers, Tarun Tahiliani’s premium prêt line, OTT, has opened its debut store in Gurugram. The store’s line, which reflects a minimalist aesthetic, includes chikankari and jewel printing, two distinctive Tahiliani motifs, presented in modern designs like kaftans, capes, and gilets.
Tahiliani claims that by employing contemporary production methods and economies of scale, OTT democratises traditional craftsmanship and makes premium design accessible to a wider range of consumers. The brand intends to increase its retail footprint throughout India to provide clients with simple access.
Tahiliani emphasises how OTT reinterprets legacy through technology and modern design, highlighting the dynamic aspect of culture.
