Tata Tea Premium is celebrating India’s rich handloom legacy with its ‘Desh KE DHAAGE’ campaign on Independence Day. The campaign features a limited-edition pack collection inspired by iconic handloom weaves, including the Muga Silk of Assam. The pack is curated for the region and partnered with Okhai to promote and showcase the skills of Indian weavers. The campaign also features a musical TVC narrating the story of Handlooms, sung by Usha Uthup, a connoisseur and collector of Indian Handlooms.
The campaign aims to bring the nation on a colorful joy ride of pride and glory, showcasing the timeless Muga silk, renowned for its resplendent golden sheen and durability. The campaign also includes a specially curated collection made by weavers from across the country, available on OKHAI for purchase. Tata Tea Premium will contribute a percentage of the purchase price to the welfare of the artisan community.
Commenting on the initiative, Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products, said, “Through our heartwarming campaign, we hope to inspire every Indian to embrace and celebrate the legacy of our diverse regional handlooms, cherishing the threads that weave our nation’s pride.”
