OTT by Tarun Tahiliani launches first store in Gurugram

Designer Tarun Tahiliani’s premium ready to wear line OTT has launched its first brick-and-mortar store in Gurugram. Located on the ground floor of Ireo Grand View high Street, the exclusive brand outlet retails women’s apparel and accessories with a minimalist take on heritage Indian aesthetics. 

“Introducing the inaugural OTT store by Tarun Tahiliani,” the brand announced on Instagram, sharing a reel of the new outlet. “Discover elevated modern separates, crafted with the urban Indian woman in mind.”

Inside the warmly lit store, shoppers can browse a selection of kaftans, capes, and gilets featuring Tahiliani’s signature chikankari and jewel printing techniques. With a minimalist interior, the store mixes gold fixtures with large digital screens which showcase new designs and campaigns. 

With OTT, Tahiliani aims to tap into the growing consumer demand for contemporary Indian apparel, Apparel Resources reported. Following the Gurugram launch, OTT plans to expand its retail footprint to other Indian locations. 

Tahiliani first launched OTT with its first runway show at Lakmē Fashion Week x Fashion Design Council of India on October 13, 2024, the FDCI announced on Facebook. “I wanted OTT to be about ease and effortlessness while maintaining that meticulous craft we’ve mastered over decades,” Tahiliani told Vogue India last autumn upon launching the label.