DESIGN GREAT TARUN TAHILIANI TALKS FASHION AND WEDDING WEAR
ACE designer Tarun Tahiliani has been a leading light in Indian fashion for decades and showed he has lost none of his sparkle at two recent high-profile events in different corners of the world.
He showcased his latest bridal creations at the Aashni + Co Wedding Show in London and a few weeks later lit up the catwalk in Mumbai at Lakme Fashion Week summer-resort 2018 show.
Eastern Eye caught up with Tahiliani at Somerset House in London to talk all things fashion and then got to see his latest collection on the catwalk in Mumbai shortly after.
The first thing apparent about the established stalwart is he has lost none of his passion after all these years and his creations on display at the wedding show are still of a very high standard. Although he draws inspirations from Indian culture including paintings, miniatures and textiles, today Tahiliani is looking to make designs that have global appeal.
“Currently I am working on making garments light and weightless, so they are Indian but versatile to be worn for anything from weddings, black tie events to a garden party. An actress (Sonam Kapoor) wore this sari blouse to a wedding (points to one) and then with jeans to a club because it looked amazing, and why not? Who says you must wear it with a lengha,” said Tahiliani.
The exquisite bridal-wear on display at Aashni + Co Wedding Show have that global appeal and are aimed at the modern-day woman. He thinks the trends are shifting from being traditional to something he describes as fresher, with nudes, peaches and contemporary colours being dominant.
“Even in India, girls are preferring more contemporary styles nowadays and are not wearing salwar kameez with prints anymore. You see, the traditional thing is going too far and now the looks are fresher. There is no reason to look like your grandmother. Lightness is the way forward.
“There are people who can carry off red, but if you are wearing a red outfit you don’t need to wear bright red lipstick. Paler outfits for summer garden weddings can still be traditional with their design and embellishment.”
With no plans to rest on his laurels, the designer is expanding his impressive empire with more factories and stores. He is also on a mission to make women feel more comfortable in their own skin.
“I feel there is too much pressure on women to be something they are not. Even our Indian magazines are airbrushing too much of what real Indian women are like. If a woman has a bust or hips, that is her shape and it is sexy. She does not need to be thin to be beautiful or accepted.
“The fake beauty in the press and magazines, which is airbrushed, is making a lot of beautiful Indian women feel inadequate and it’s not cool. I once dressed Oprah Winfrey; she was sexy, voluptuous and fun. We need to see more of this confidence from all sized women on this planet,” he said.
The big aspiration Tahiliani has is to expand the global reach of his brand and make it more accessible, including in the Islamic world. He also wants to reach non-Asians and show the amazing craftsmanship that exists in India.
“All our beading work is done in India, and let’s face it no one can bead like the Indians. Valentino is the only brand that bead garments abroad because it’s very fine. Some of those techniques are also used by Dior. Ellie Saab also have beautiful beaded garments, all of which is all done in India.
“Still what we Indians do is different and nobody else does it. So we need a contemporary voice for it, like a new voice for tradition, and that’s how we see our brand, renewing tradition.”
When asked what advice he would give young upcoming designers, the fashion genius said: “You have to do it because you love it. Don’t think it’s glamorous. It’s hard work every day and it gets harder because there is a lot of copying, so you have to be working all the time.”
After a successful showcase in London, Tahiliani headed back to India for a high-profile fashion show at the Lakme Fashion Week Summer/Resort 2018 show in Mumbai, which had Bollywood actress Kriti Sanon as his showstopper. His celestial collection, which took its inspiration from the Milky Way and constellations, saw the designer ditch heavier fabrics for light layers and gossamer garments. The weightless fashion exuded romance, fantasy florals and the cosmic stars.
What the London and Mumbai showcases demonstrated is that Tarun Tahiliani remains a torchbearer who is lighting the way for others.
Jay's grandma’s popcorn from Gujarat is now selling out everywhere.
Ditched the influencer route and began posting hilarious videos online.
Available in Sweet Chai and Spicy Masala, all vegan and gluten-free
Jayspent 18 months on a list. Thousands of names. Influencers with follower counts that looked like phone numbers. He was going to launch his grandmother's popcorn the right way: send free bags, wait for posts, pray for traction. That's the playbook, right? That's what you do when you're a nobody selling something nobody asked for.
Then one interaction made him snap. The entitlement. The self-importance. The way some food blogger treated his family's recipe like a favour they were doing him. He looked at his spreadsheet. Closed it. Picked up his phone and decided to burn it all down.
Now he makes videos mocking the same people he was going to beg for help. Influencers weeping over the wrong luxury car. Creators demanding payment for chewing food on camera. Someone having a breakdown about ice cubes. And guess what? The internet ate it up. His popcorn keeps selling out. And from Gujarat, his grandmother's 60-year-old recipe is now moving units because her grandson got mad enough to be funny about it.
Jay’s grandma’s popcorn from Gujarat is now selling out everywhere Instagram/daadisnacks
The kitchen story
Daadi means grandmother in Hindi. Jay's daadi came to America from Gujarat decades ago. Every weekend, she made popcorn with the spices she grew up with, including cardamom, cinnamon, and chilli mixes. It was her way of keeping home close while living somewhere that didn't taste like it.
Jay wanted that in stores. Wanted brown faces in the snack aisle. It didn’t happen overnight. It took a couple of years to get from a family recipe to something they could actually sell. Everyone pitched in, including his grandmom, uncle, mum. The spices come from small local farmers. There are just two flavours for now, Sweet Chai and Spicy Masala. It’s all vegan and gluten-free, packed in bright bags that instantly feel South Asian.
The videos don't look like marketing. They look like someone venting at 11 PM after scrolling too long. He nails the nasal influencer voice. The fake sympathy. “I can’t believe this,” he says in that exaggerated influencer tone, “they gave me the cheaper car, only eighty grand instead of one-twenty.” That clip alone blew up, pulling in close to nine million views.
Most people don't know they're watching a snack brand. They think it's social commentary. Jay never calls himself an influencer. He says he’s a creator, period. There’s a difference, and he makes sure people know it. His TikTok has around three hundred thousand followers, Instagram about half that. The comments read like a sigh of relief, people fed up with fake polish, finally hearing someone say what everyone else was thinking.
This fits into something called deinfluencing; people pushing back against the buy-everything-trust-nobody cycle. But Jay's version has teeth. He's naming names, calling out the economics. Big venture money flows to chains with good lighting. Family businesses with actual stories get ignored because their content isn't slick enough.
Jay watched his New York neighbourhood change. Chains moved in. Influencers posted about places that had funding and were aesthetic. The old spots, the family ones, got left behind. His videos are about that gap. The erosion of local culture by money and aesthetics.
"Big chains and VC-funded businesses are promoted at the expense of local ones," he said. His content doesn't just roast influencers. It promotes other small food makers who can't afford to play the game. He positions Daadi as a defender of something real against something plastic.
And it's working. Not just philosophically. Financially. The videos drive traffic. People click through, try the popcorn, come back. The company can't keep stock. That's the proof.
Daadi popcorn features authentic Gujarat flavours like Sweet Chai and Spicy Masala, all vegan and gluten-free Daadi Snacks
The blowback
People unfollow because they think he's too harsh. Jay's take: "I would argue I need to be meaner."
In May, he posted that he's not chasing content creation money like most people at his follower count. "I post to speak my mind and help my family's snack biz." That's a different model. Most brands pay influencers to make everything look perfect. They chase viral polish, and Jay does the opposite. In fact, he weaponises rawness and treats criticism like a product feature.
The internet mostly backs him. Reddit threads light up with support. One commenter was "toxic influencers choking on their matcha lattes searching their Balenciaga bags." Another: "Influencers are boring and unoriginal and can get bent." The anger is shared. Jay simply gave it a microphone and a snack to buy.
Jay's success says something about where things are going. People are done with curated perfection. They can smell the artificiality now. They respond to brands that feel like humans rather than committees. Daadi doesn't sell aspiration. Doesn't sell a lifestyle. Sells popcorn and a point of view.
The quality matters, including the spices, the sourcing, and the family behind it. But the edge matters too. He’s not afraid to say what most brands tiptoe around. “We just show who we are,” Jay says. “No pretending, no gloss. People can feel that and that’s when they reach for the popcorn.”
Most small businesses can't afford to play the traditional game. Can't pay influencers. Can't hire agencies. Can't fake their way into feeds. Maybe they don't need to. Maybe honesty and humour can cut through if they're sharp enough. If the product backs it up. If the story is real and the person telling it isn't trying to sound like a PR script.
This started with a list Jay didn't use. The business took off the moment he stopped trying to play by the usual rules and started speaking his mind. Turns out, honesty sells. And yes, the popcorn really does taste good.
Daadi Snacks merch dropInstagram/daadisnacks
The question is whether this scales. Whether other small businesses watch this and realise they don't need to beg for attention from people who don't care. Right now, Daadi keeps selling out. People keep watching. The grandmother's recipe that was supposed to need influencer approval is doing fine without it. Better than fine. Turns out the most effective marketing strategy might just be giving a damn and not being afraid to show it.
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