Aditya Birla Fashion and Retail Ltd (ABFRL) has announced the launch of two new flagship stores – Tasva and Jaypore – at GS Road, Guwahati. The opening of these stores introduces a unique blend of contemporary fashion and traditional craftsmanship, offering customers an exceptional range of products that celebrate Indian heritage.

Tasva, established in 2021 as a joint venture between ABFRL and renowned fashion designer Tarun Tahiliani, is revolutionizing Indian men's fashion. The brand offers a fresh and modern perspective on ethnic wear, combining style and comfort with deep roots in cultural heritage. Tasva’s collection is designed for men who seek elegant and sophisticated celebration wear, redefining the experience of traditional Indian clothing with innovative fits and luxurious fabrics. From weddings to festive occasions, Tasva’s ensembles cater to both grooms and guests, bringing a new sense of joy to Indian celebration wear.

Alongside Tasva, Jaypore’s flagship store showcases the finest artisanal craftsmanship from across India. Jaypore focuses on curating products with unmatched quality and unique local designs, offering a wide selection of home decor, accessories, jewelry, apparel, and vintage items. The brand emphasizes storytelling, connecting customers to the artisans behind each product, and highlighting the rich traditions that define India’s cultural landscape. With an emphasis on authenticity and heritage, Jaypore’s products are designed to appeal to a global audience while staying true to their Indian roots.

The launch of the Tasva and Jaypore stores in Guwahati provides customers with an opportunity to explore an exquisite collection of fashion and handcrafted items that reflect the finest in Indian craftsmanship, tradition, and modern design. These stores promise to offer an immersive shopping experience, blending heritage with contemporary aesthetics, making them a premier destination for fashion enthusiasts in the region.