Tata Tea Premium – ‘Desh Ki Chai’ lends support to ‘Desh ke Karigar’, this Independence Day

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 said, “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.”

Click here to view the campaign video.

These exquisite hand painted 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’ **