ON THIS INDEPENDENCE DAY, TATA TEA PREMIUM PAYS HOMAGE TO INDIA’S RICH & VIBRANT HANDLOOM LEGACY
Tata Tea Premium, the flagship brand from Tata Tea’s diverse portfolio, has been celebrating India and its elements of pride reflective in its art, culture, and heritage for Independence Day through its #DeshKaGarv initiative. While last year it celebrated key moments of pride from India’s 75 years of post-Independence journey, this Independence Day Tata Tea Premium plans to take the nation on a colorful joy-ride of pride and glory with its Desh Ke Dhaage campaign, celebrating India’s rich legacy of Handlooms.
Embodying the essence of regional pride, Tata Tea Premium packs crafted for the Delhi region showcase the intricate Resham embroidery, which is popular for its vibrant silk threadwork and elaborate patterns.
The rich and cultural artistic heritage of India reflects across many diverse arts, crafts, and music traditions. This diverse heritage is perhaps most vividly and visibly captured in the handlooms of India. And over time, it has woven itself intricately into the cultural fabric of India, becoming an integral part of India’s heritage. Therefore, on the eve of Independence Day, Tata Tea Premium – Desh Ki Chai pays homage to this diverse & unique artform through a limited-edition pack collection inspired by the handlooms of India.
Each pack serves as a resplendent canvas, bringing alive the incredible artistry of Indian craftsmen and their timeless creations. From the grandeur of Banarasi Silk in Uttar Pradesh to the intricate Kanjeevaram from Tamil Nadu, from the illustrious Muga Silk of Assam to the exquisite Paithani of Maharashtra, each handloom spins a yarn of immense cultural pride.