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    Tarun Tahiliani’s 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.

    “We have worked towards making it user-friendly and easily navigable,” 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 women’s wear, men’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.

    “The internet is the affluent shopper’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, ” Tahiliani tells us, adding, “Our aim was to reach patrons overseas as well as Tier II and III cities who don’t have access to our stores.” 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. “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,” 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 ‘14 line that “sets out to recreate a sense of wonder using myriad ideas – from sorbet colours to arcane techniques”. Tahiliani goes onto elaborate, “With an emphasis on prêt 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.”

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

    —Susanna Chandy

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