TATA TEA Chakra Gold enters Asia Book of Records for making most number of unique kolams in one location to celebrate Tamil pride
TATA TEA Chakra Gold, a flagship brand from the house of TATA Global Beverages, has entered Asia Book of Record for making most number of unique Kolams in a single location at Avinashilingam Women’s Arts & Science College, Vada Kovai. Over 500 plus women and college students came together in the city to celebrate Kolam Kondattam to form 500 dotted and unique kolams.
The activity is an extension of ‘Celebrating Tamizh Way of Life’ campaign. Tata Tea Chakra Gold is the first entrant under this respective title.
Tamilians are proud of their rich culture which is displayed through its rich literature, iconic architecture, vibrant cinematic culture and absorbing art. Kolam is a daily chore and forms an important ritualistic art form for Tamil Hindu women. Each day before dawn, millions of women in the town, villages and the cities of Tamil Nadu draw kolam on the thresholds and floors of houses, temples and businesses. In Tamil culture, the threshold is of great significance as the meeting point of the internal and the external and kolam is one of the many manifestations of that significance.
Speaking about the record setting event, Puneet Das, Vice President – Marketing – India, Tata Global Beverages, said, “Tata Tea Chakra Gold is a popular tea brand of Tamil Nadu, and is a blend specially crafted for Tamilians. Its new campaign is all about evoking regional pride of Tamil Nadu. Kolam is a ceremonial Tamizh art, and is a symbol of divinity and pride for many Tamilians. We wanted to highlight this blend of creativity and Tamizh ritual showcased through the initiative to enter Asia Book of Records for Most Number of Unique Kolams in a single location in Coimbatore. With this Asia Book of Records activity, the brand attempted to highlight the richness of state’s art and culture, take this art form on a larger platform and together, celebrate the Tamil way of Life”.
With Asia Book of Records for most number of unique Kolam, TATA TEA Chakra Gold brand celebrated the Kolam festival on a large scale with people of Tamil Nadu. The uniqueness of the design was that each block was different and there was no repetition, which makes it a platform to display the rich culture and art of Tamilians. The design created for the Asia Book of Records included 10 winning entries of TATA TEA Chakra Gold En Vazhi Tamizh Vazhi Kolam contest.
About TATA Tea Chakra Gold:
Tata Tea Chakra Gold is the second largest tea brand in South India and ninth largest across India, in terms of market share. Originally launched in 1985 as Chakra Premium Dust Tea, the product was renamed Chakra Gold in 1989. Over the last 30 years, it has built a strong equity in the markets of Tamil Nadu and Andhra Pradesh. Tata Tea Chakra Gold is one of the leading packaged dust tea brands in South India with a strong heritage of 34 years. It is predominantly sold in states of Tamil Nadu and Andhra Pradesh. Made from the choicest Assam teas, known for their strongest flavour, Chakra Gold is loved for its strong and lingering taste. With the restage of mother brand and launch of Tata Tea Chakra Gold variants – Activ+ & Elaichi, Tata Global Beverages Ltd. intends to strengthen its portfolio play and build equity in the fast growing premium tea segment in South India.
