Tata Tea Premium, under Tata Consumer Products Ltd., has unveiled its latest Independence Day campaign, #DeshKaGarv-Pradesh Ki Kala, celebrating India’s post-independence milestones through regional art forms. The campaign features a limited-edition collection in partnership with The Plated Project, an organization dedicated to addressing the hunger crisis through art.
The collection showcases iconic events such as Punjab’s Green Revolution and the 1982 Asian Games in Delhi, depicted through regional art styles like Odisha’s Pattachitra and Madhya Pradesh’s Gond Art. Each piece is available for purchase on www.indiakichai.com, with 100% of the proceeds going towards sponsoring meals for underprivileged children.
Puneet Das, President – Packaged Beverages (India and South Asia) at Tata Consumer Products, expressed excitement about the initiative, emphasizing the brand’s commitment to celebrating India’s cultural pride while supporting a noble cause.Chitresh Sinha, representing The Plated Project, highlighted the synergy between the two organizations, focusing on creating meaningful impact rather than just profits.
