Tata Tea Premium – ‘Desh Ki Chai’ lends support to
‘Desh ke Karigar’, this Independence Day
Chennai, August 15, 2020: The Handicrafts sector is one of the key sources of employment for the Indian Artisan Community. They have been impacted severely during these unprecedented times.
On this Independence Day, Tata Tea Premium has launched a special “Desh Ka Kulhad” collection that promotes the work of our Indian Artisans. This limited edition hand painted Kulhad showcases the rich cultural heritage & diversity of various Indian states. The Kulhads are available on indiakichai.com for consumers to buy. For this initiative, Tata Tea Premium has tied up with Rare Planet, a startup that promotes and works with the artisan community across India.
Tata Tea Premium is supporting the Indian Artisan community by promoting this collection and urging people to buy these exquisite Kulhads. The proceeds of the sale will enable in generating livelihood for the Indian craftspeople. Tata Tea Premium will also contribute an additional amount for every product sold from this collection to support the larger cause of the Artisan Community.
Speaking about the “Desh ka Kulhad” initiative Puneet Das, Vice President Marketing – Beverages India says, “India’s various art forms are great representation of the rich heritage & cultural diversity of our nation. Tata Tea Premium- Desh Ki Chai has always evoked regional pride through its state customized packaging that captures symbols of pride of each state and communication rooted in regional insights. Hence, we thought Kulhads are a unique canvas for taking the proposition forward of showcasing regional diversity by our skilled Indian craftspeople. This also helps us support our “Desh ke Karigars” in earning their livelihood.”
Comment from Ranodeep Saha and Vijay Kumar, Cofounders Rare Planet, a young start-up focused on uplifting rural artisans that connects more than 2000 artisan families across India –
“Over the years we at Rare Planet have passionately tried to create a better livelihood for the artisan community. We are proud to partner with Tata Tea Premium for the ‘#DeshKaKulhad’ initiative which will help us get the art to reach a larger audience and will also help the artisans earn their livelihood. We are hopeful that this collaboration will accelerate income generation for an industry so intrinsically connected to India. “
These exquisite handpainted Kulhads will be available on indiakichai.com for you to shop and support the Indian Artisans.
*** “Ye hai Desh ki Chai ka salaam apne desh ki mitti ko” **
About TATA Consumer Products Limited
Tata Consumer Products Limited is a focused consumer products company uniting the principal food and beverage interests of the Tata Group under one umbrella. The Company’s portfolio of products includes tea, coffee, water, salt, pulses, spices, and ready-to-cook offerings. Tata Consumer Products is the 2nd largest branded tea company in the world. Its key beverage brands include Tata Tea, Tetley, Eight O’Clock Coffee, Tata Coffee Grand and Himalayan Natural Mineral Water. Its foods portfolio includes brands such as Tata Salt and Tata Sampann. In India, Tata Consumer Products has a reach of over 200 million households, giving it an unparalleled ability to leverage the Tata brand in consumer products. The Company has an annual turnover of ~Rs. 10,000 cr and employs 2,200+ people in its branded business workforce. For more information, please visit www.tataconsumer.com.
