Tata Tea Premium, the flagship brand from Tata Consumer Products, has launched the 2025 edition of its much-awaited Independence Day campaign, ‘Desh Ka Garv – Pradesh Ki Kala’, celebrating India’s diverse regional art forms through hand-painted artisanal kettles. In collaboration with Kaushalam, a platform preserving Indian folk art, the brand has unveiled a limited-edition kettle collection inspired by iconic art styles like Warli, Gond, Madhubani, Sanjhi, Kalighat, Phulkari, and Pattachitra. Each kettle, a cultural artefact, features region-specific motifs—from Punjab’s vibrant dhols to Uttar Pradesh’s serene ghats—designed to preserve and promote India’s rich artistic traditions.
The campaign also features a visually captivating AI-generated brand film, voiced by singer Piyush Mishra, showcasing regional dance forms like Kathak and Odissi in a never-seen-before digital format. The Desh Ka Garv collection is available exclusively at www.IndiakiChai.com, with all proceeds supporting women’s training at Indian Army Skill Development Centres.
In Guwahati, the initiative has struck a chord with consumers who value local identity and craftsmanship. Retailers report increased interest in culturally themed products, and tea lovers in Assam—a region steeped in tea heritage—have welcomed this blend of tradition and modernity as a meaningful tribute to the nation’s spirit.