Tarun Tahiliani, celebrated for his mastery of drapery and ready-to-wear collections priced between ₹50,000 to ₹17 lakh, has now introduced an "affordable" line targeting younger consumers. Branded as OTT, this women’s wear collection ranges between ₹15,000 to ₹30,000, marking a new approach for the designer as he broadens his reach.

While Tahiliani has explored luxury pret before—experimenting in the early '90s with a Bhagalpur cotton line and later showcasing at Milan Fashion Week in 2002—OTT represents a fresh step in making high-fashion more accessible. This collection was soft-launched at Lakmé Fashion Week in October, and the designer is set to make OTT even more accessible with standalone stores, the first opening at a Gurugram mall in December. Traditionally, Tahiliani has sold only through his exclusive boutiques or multi-designer retailers like Aza Fashions, so this move to mall-based retail marks a significant shift.

Additional stores are also planned for DLF-Emporio in Delhi and locations in Mumbai, with a longer-term aim of taking the brand global. Despite challenges in the apparel market, Tahiliani is optimistic, noting the strong demand for luxury fashion. He points out that while the ethnic-wear market is saturated, OTT offers a more luxurious, fashionable option.

For his ambitious pret expansion, Tahiliani credits Aditya Birla Fashion and Retail (ABFRL), which holds a 51% stake in Goodview Fashion, the company behind Label Tarun Tahiliani. This partnership facilitated the launch of Tasva, a brand that has shifted the men’s wedding wear market. “With ABFRL, I’m learning how to scale production, a skill that’s critical for this expansion,” Tahiliani says. While OTT is positioned as more luxurious than Tasva, he’s applied the lessons in high-volume production to this new brand.

With OTT, pret is now formally part of Tahiliani's portfolio, complementing his couture and bridal collections. He describes the brand as embodying his signature “India modern” aesthetic, balancing traditional elements with contemporary design.

“I’m not here to create unwearable fashion; even my couture is wearable,” Tahiliani asserts. OTT, he adds, caters to a broader audience with production at scale. Unlike his wedding-focused designs, OTT is designed as “everyday luxury,” featuring structured drapes, tailored gilets, and dhoti pants, encouraging a mix-and-match wardrobe. The collection is relatively inclusive, though it currently offers sizes only up to XL.

OTT’s designs incorporate modern, wearable silhouettes inspired by urban landscapes and Indian traditions, using soft hues and subtle prints. “Indian fashion is often associated with color and embroidery, but it’s equally about fabric drapery,” Tahiliani explains. “That’s a key element in OTT as well.”