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    Tarun Tahiliania��sA�foray into the world wide web

    Synonymous with ethnic luxury and chic, Tarun Tahiliani launches an e-commerce site that makes the brand, known for its Indian textiles, craftsmanship and European sartorialism, more accessible.

    a�?We have worked towards making it user-friendly and easily navigable,a�? begins Tahiliani, attributing the technical sophistication of the site to the expert team at Exclusively.in, who specialise in luxury shopping portals.

    Testing the drapes
    Broadly divided into womena��s wear, mena��s wear (soon to be launched) and Couture & Bridal tabs, the site is further segregated into Ready-To-Wear, Occasion Wear and the Gold Collection. The navigability of the site is further enhanced by separate sections for kurtas, sarees, lehengas, gilets, jackets, gowns, trousers, tunics, shirts and more.

    a�?The internet is the affluent shoppera��s constant companion and we felt the need to be there. We have been working on economies of scale for our ready-to-wear and occasion wear. Finally, we are ready to fulfill the demand and introduce our e-commerce avatar, a�? Tahiliani tells us, adding, a�?Our aim was to reach patrons overseas as well as Tier II and III cities who dona��t have access to our stores.a�? An idea reflected in the US dollar pricing.

    Bespoke luxury
    And for those with a penchant for haute couture and customised pieces, the site enables a direct dialogue with the couture team. a�?You can contact us through the Couture & Bridal section and we will assist you with getting an appointment with our couture team who will then help you,a�? he shares, adding that a capsule collection, to be made available exclusively on the site, is in the pipeline.

    On site
    For now however, that hot favourite is his Spring/Summer a�?14 line that a�?sets out to recreate a sense of wonder using myriad ideas a�� from sorbet colours to arcane techniquesa�?. Tahiliani goes onto elaborate, a�?With an emphasis on prA?t a porter, it focuses on exquisite separates that can be paired up to create various permutations and combinations that never get old. Moving towards a more relaxed glamour, it effectively uses summer cottons and sushi voile, fine thread work and chikankari that belie comfort in fashion.a�?

    Rs. 15,000 upwards. Details: taruntahiliani.com

    a��Susanna Chandy


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