W for Woman Brand Story: Its Owner, Kurtas and How to Wear Them
W is a Delhi-born fusion wear label launched in 2002 by TCNS Clothing and now part of the Aditya Birla Group. It is best known for kurtas cut to wear with trousers.
In short
- W, also written W for Woman, is an Indian womenswear label launched in 2002 by TCNS Clothing Company of New Delhi.
- W is now part of the Aditya Birla Group's fashion business, which bought a controlling 51% of TCNS Clothing in September 2023.
- The label is known for fusion wear: kurtas with collars, roll-up sleeves and clean lines, worn with trousers, palazzos or skirts sold as separates.
- For work, pick a solid or small-print cotton kurta with cropped trousers; for dinner, pick an embroidered kurta set or an ethnic maxi dress.
- W sizes shift from piece to piece, so check the bust and shoulder measurements on each listing instead of relying on the letter.
W, also written W for Woman, is an Indian women's fashion label launched in Delhi in 2002 by TCNS Clothing Company and now part of the Aditya Birla Group. It makes fusion wear, which means Indian shapes such as the kurta cut and styled with a Western eye, for women who wear them to work and out at night.
If you grew up between two countries, W may already hang in your wardrobe, or your mother's. Here is its story, and how to wear it at a desk in Toronto or at a dinner in Dubai.
Who owns W brand in India?
The Aditya Birla Group owns W through its fashion company. It agreed in May 2023 to buy a controlling stake in TCNS Clothing and completed the purchase of 51% that September, and a tribunal approved folding TCNS into that company in August 2024. W's March 2026 media release places the label in that fashion company, with Anant Daga as chief executive of its TCNS division.
Before that, the owner was TCNS Clothing itself. A 2004 W press statement names Mr. O. S. Pasricha of TCNS Ltd., an apparel manufacturer and exporter, as the promoter behind it. The W hotels you may see in the same search are an unrelated business.
How did W begin?
W began as an answer to one question: why should the salwar kameez stay the same forever? TCNS Clothing Company was incorporated in December 1997. It launched W around 2002, and trade press places its first store in Lajpat Nagar, Delhi. At the time, W described itself as a ready-to-wear label for working women who wanted global styling and practical design in everyday Indian clothes.
That sounds ordinary now, because you can buy a finished kurta anywhere. Yet a brokerage note on the company observed that when W started selling, the main alternative was clothing made by a tailor. An early W collection from 2004 mixed Persian motifs, Mediterranean colours and Italian patterns into the salwar kameez, and that habit of borrowing widely has stayed. Its spring 2014 range drew on Sicilian folk art, Ottoman art and Turko-Persian blue pottery.
| Year | What happened |
|---|---|
| 1997 | TCNS Clothing Company incorporated in December |
| 2002 | W launched; first store in Lajpat Nagar, Delhi |
| 2004 | The World Collection mixes Persian, Mediterranean and Italian references with the salwar kameez |
| 2009 | TCNS launches a sister ethnic wear label, Aurelia |
| 2015 | W stores open in Mauritius and Sri Lanka |
| 2018 | TCNS Clothing goes public |
| 2023 | The Aditya Birla Group's fashion company buys 51% of TCNS Clothing |
| 2025 | W shows Spring-Summer '25 in the Made in India segment at New York Fashion Week |
| 2026 | W shows Spring-Summer '26 at Paris Fashion Week |
What is W known for?
W is known for contemporary kurtas that behave like a good shirt. The Aditya Birla Group files it under premium fusion wear, and the clothes bear that out: mandarin collars, button plackets, roll-up sleeves with little tabs, side slits and curved hems, usually in cotton, cotton-linen or viscose rayon.
That mix is what people mean by Indo-western style. The kurta keeps its length and ease, while the details come from a shirt or a tunic. Printed versions lean on block-style florals, ikat-like stripes and small repeat motifs, so they read as Indian from across a room and polished up close. You can see the full range under kurtas and kurtis.
W kurtas that wear like a shirt
Collars, plackets, roll-up sleeves and cotton blends, all calf or knee length.
Which W pieces should you start with?
Start with one plain kurta, one printed set and one dress, because those three show what the label does best. Each one solves a different day.
The plain black kurta
This is a pathani-shaped kurta, which here means a mandarin collar, a straight button placket and a clean fall. It is the piece that gets you through a working week and still looks considered.
- 88% cotton and 12% flax, listed as machine wash
- Roll-up sleeves with a tab, so you can change the look in seconds
- Curved hem that sits well over slim trousers
The matching print set
A paisley kurta set in pure cotton, with the print running through both kurta and trousers. Wear it together for a dressed look with no thought, or split it and wear each half with plain pieces.
- Knee-length kurta in 100% cotton, trousers the same
- Machine wash, so it suits weekly wear
- Round neck and three-quarter sleeves, easy under a coat
The draped dress
A maxi dress with a chiffon drape falling from the shoulder and held by a belt. It gives you the line of a pre-draped saree with none of the pleating, and the paisley border does the dressing up for you.
- 100% viscose chiffon with its belt included, listed as machine wash
- Three-quarter sleeves, so no separate blouse to fit
- Works for a sangeet (the music night before a wedding) as well as a dinner
How do you wear W to work?
Wear a solid or small-print kurta with cropped or straight trousers, closed shoes and one quiet piece of jewellery. A kurta is formal enough for most offices when the fabric is matte, the collar is neat and the print is small. Skip sequins and sheer fabrics before six o'clock.
- Choose the kurta first. A mandarin collar or a neat round neck reads closest to a shirt, so it suits a client meeting.
- Keep the trousers plain. White, black or a soft metallic works. W's cropped trousers show the ankle, which stops a long kurta looking heavy.
- Add a layer for the climate. In a Canadian or UK winter, wear a slim knit under the kurta and a straight wool coat over it. In an office with hard air conditioning, a longline sleeveless shrug is enough.
- Finish with closed shoes or a block heel. Loafers and pointed flats both look right with a calf-length hem.
On a dress-down day, W's tops give you the same details at hip length: wear them untucked over straight trousers or jeans. There are more ideas in our work edit.
W separates for the office
Short tops and cropped trousers that mix with what you already own.
How do you wear W to a dinner?
Wear an embroidered kurta set or an ethnic maxi dress, then let one detail do the work. For a dinner, W's rayon sets with thread work or sequins are the natural step up from cotton, because rayon falls more softly and picks up evening light.
- A restaurant or a friend's Diwali party: a set with thread work at the neck and a printed dupatta (the long scarf that comes with a suit). Wear the dupatta over one shoulder so it stays out of your plate.
- A dressier night: a woven set with zari, which is metallic thread, and gold-toned pointed shoes. Keep the jewellery to one pair of earrings.
- Summer or a warm city: a chiffon midi or a shirt-collar maxi with strappy heels. You can drop the dupatta altogether.
- Something younger: a printed crop top with a skirt and a long shrug, the set most likely to make your aunties ask questions, and your friends ask where it came from.
W for evenings out
Thread work, woven zari and dresses that move, for dinners and festive nights.
To take a plain kurta into the evening, swap the bottoms first. W's wide palazzos, some with a border or a soft shimmer, turn a cotton kurta into a dinner outfit. Our party edit has more evening shapes.
Bottoms that change the outfit
Wide legs, borders and a printed skirt to pair with a kurta or a top.
Why did W go to New York and Paris?
W went abroad to argue that everyday Indian wear can hold its own on an international runway. In February 2025 it showed at New York Fashion Week, at Sony Hall in Manhattan, in the Made in India segment. Its release described suit-inspired dresses, asymmetric hems, and wedding capsules in silk, velvet and organza.
In March 2026 it followed with Spring-Summer '26 at Paris Fashion Week, and described itself as the first Indian wear brand to present its collection there. The four capsules covered summer weddings, polished daytime dressing, youthful festive looks with capes and potlis (small drawstring bags), and relaxed resort wear. That first is the brand's own claim, but the capsules show where W is heading: lighter, more printed and more willing to dress up. The 2025 release also names actor Anushka Sharma as endorsing the label.
How does W fit, in inches and cm?
W runs from XS to XXL and sometimes 3XL, but the letters do not line up from one piece to the next, so read each listing's measurements. The table below gives the measurements listed for the black kurta above. Garment bust is the kurta itself; to-fit bust is the body it is cut for.
| Size | To-fit bust | Garment bust | Across shoulder |
|---|---|---|---|
| XS | 31 in / 79 cm | 34.25 in / 87 cm | 14 in / 36 cm |
| S | 34 in / 86 cm | 37 in / 94 cm | 14.25 in / 36 cm |
| M | 36 in / 91 cm | 39.25 in / 100 cm | 14.5 in / 37 cm |
| L | 39 in / 99 cm | 42.5 in / 108 cm | 15.5 in / 39 cm |
| XL | 41 in / 104 cm | 44 in / 112 cm | 16 in / 41 cm |
| XXL | 46 in / 117 cm | 49 in / 124 cm | 16.5 in / 42 cm |
How do you care for W clothes?
Follow the label on each piece, because W's care varies by fabric. Many of its cotton kurtas are listed as machine wash, while several rayon and cotton-blend pieces ask for a hand wash, and the georgette top, skirt and shrug set is listed as dry clean. Wash prints inside out in cold water, dry them in the shade, and hang rayon rather than tumbling it, since rayon can lose its shape in heat.
Questions people ask
Who is the owner of W brand?
W belongs to the Aditya Birla Group through its fashion company, which completed the purchase of a 51% stake in TCNS Clothing in September 2023. TCNS Clothing created the label, and a 2004 company statement names Mr. O. S. Pasricha as its promoter.
Is W an Indian brand?
Yes. W was launched by TCNS Clothing Company of New Delhi around 2002, with its first store in Lajpat Nagar, Delhi. It has since shown collections in New York and Paris, but it remains an Indian label.
What does the W mean on a women's clothing tag?
It depends on where you see it. On a US size tag, a W after the number marks a plus-size women's cut. On a kurta label, W is usually the name of this brand, which also goes by W for Woman.
What is the difference between W and Aurelia?
Both come from TCNS Clothing, but they are aimed differently. The company has described W as premium fusion wear with functional fashion at its centre, and Aurelia as contemporary Indian wear for a wider age group.
Is a kurta formal enough for the office?
A plain or small-print kurta in matte cotton or linen is smart enough for most offices when worn with tailored trousers and closed shoes. Save embroidery, sequins and sheer fabrics for evenings. If your workplace is very formal, add a structured jacket.
Does W only make kurtas?
No. W's range also includes kurta sets, ethnic dresses, palazzos, trousers, skirts, tops and shrugs, and the company's statements describe casual, work and occasion wear. Kurtas are simply where most people meet the label first.
About the numbers
- W media statement on the World Collection, 15 September 2004: described W as ready-to-wear for working women and named TCNS Clothing Company and Mr. O. S. Pasricha of TCNS Ltd.; Persian, Mediterranean and Italian references
- TCNS Clothing annual report and its company history as summarised by Indiainfoline, read 2026-11-03: incorporated 3 December 1997; W launched in FY2001-02; Aurelia 2009; W stores in Mauritius and Sri Lanka 2015; public company 2018
- FashionUnited, report on W quoting Anant Daga, June 2014: first store in Lajpat Nagar, Delhi, 2002-2003; spring 2014 references to Sicilian folk art, Ottoman art and Turko-Persian pottery
- Kotak Securities research note on TCNS Clothing, 2018: when W began selling in 2002 the main alternative was tailored clothing
- Retail4Growth, interview with Anant Daga, March 2019: W as premium fusion wear with functional fashion as its focus; Aurelia as contemporary Indian wear for a wider age group
- Aditya Birla Group, TCNS company page and media release, May 2023: W as premium fusion wear; 51% stake agreed in May 2023
- Indiainfoline market report, September 2023: purchase of the 51% stake completed
- Storyboard18, report on the tribunal order, August 2024: the Mumbai bench of the company law tribunal approved merging TCNS Clothing into its parent, order dated 2 August 2024
- W for Woman media release, 7 February 2025: New York Fashion Week debut at Sony Hall, Made in India segment, capsules and endorsement by Anushka Sharma
- W for Woman media release, 12 March 2026: Spring-Summer '26 at Paris Fashion Week, the brand's first-Indian-wear-brand claim, four capsules and Anant Daga's role
- TiaBow product listings, read 2026-11-03: garment measurements, model height, fabric and care for the W pieces shown
