As he gears up for his trend-setting couture exposition in Mumbai this week, ace designer Tarun Tahiliani is thinking out of the box — literally. Only, this is a jewel box, ready to unearth treasures and family heirlooms.

The fourth edition of the Tarun Tahiliani Couture Exposition is to commence with the unveiling of the ‘Jewel Box’, an edgy set made entirely of glass featuring the latest offerings from the bridal couture collection.

For Diageo Reserve Brands, the luxury boutique division of the spirits company, the event will be harnessed to showcase its own jewels — its premium whisky and vodka brand.

Diageo’s luxury brands are predominantly captured within its Reserve portfolio. An increasing demand for luxury brands has made the luxury spirit division a significant growth driver for business. Its investment into priority markets and gifting and innovation appear to be paying off. In the first half of fiscal year 2012, Diageo Reserve brands delivered a 25 per cent increase in organic net sales growth, contributing 31 per cent of Diageo’s total organic net sales growth in the same period.

For the spirits company, rising affluence and high levels of aspiration amongst consumers is expected to continue to drive growth of the international spirits segment.

One step ahead

Last year, Tarun Tahiliani had created a box-casing for Johnnie Walker Gold Label Reserve. Even as the gold casing bore a Tarun Tahiliani signature, the box had a cut work detail in shades of gold to match the hue of the whisky.

This year, Diageo Reserve Brands decided to go one step ahead.

“Our partnership has taken a glamorous turn with the addition of Ciroc ultra-premium vodka that offers a distinctive experience with its grape ingredient,” said Abanti Sankaranarayanan, Deputy Managing Director, Diageo India.

The gemstone studded pack encasing the vodka will hold prime place at a bar. ``The entire bar has been designed by Tarun Tahiliani. The complete installation of the bar at the exposition has been catered to by the designer,” said a company official.

Hailed as creating couture, diffusion, prêt-a-porter and accessory lines, which are Indian in their sensibility, yet international in their appeal, Tarun Tahiliani has reinterpreted the splendour of the age-old treasure box in a novel, modern way. The collection will be on display at Mehboob Studio in Mumbai on August 6-7.

With consumers treating super and ultra premium imported spirits as high profile and visible segments that allow them to demonstrate their improved financial and social status, Diageo expects to see its deluxe brands thrive as it capitalises on the emerging consumer dynamics.

Though spirits have a strong influence on the couture scene, encouraging both recognised creators and younger minds to share their talents with the global audience, for both Diageo and Tarun Tahiliani it is a time-honoured tradition to up the luxe ante.

For, even as luxury goods consumption has fallen worldwide, India’s appetite for high-end retail has shown a strong momentum. The luxury goods market has witnessed a new wave of newly middle-class consumers, beginning to sample the delights of luxury goods.

Fflur Roberts, head of luxury goods research at research firm Euromonitor said in the luxury goods sector, global recovery has been lead by the Asia-Pacific region, with designer clothing and footwear bound to remain the biggest category to 2015.

>amritanair.ghaswalla@thehindu.co.in

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