‘Desh Ka Kulhad’ reinforces the ‘thought leadership’ DNA of the brand: Puneet Das, Tata Tea

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. For this initiative, Tata Tea Premium has tied up with Rare Planet, a young start-up focused on uplifting rural artisans that connects more than 2000 artisan families across India.

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.

In a press brief, Puneet Das, Vice President Marketing – Beverages India, Tata Consumer Products says, “India’s various art forms are great representation of the rich heritage and 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.”

Ranodeep Saha and Vijay Kumar, Co-founders, Rare Planet, add, “Over the years we at Rare Planet have passionately tried to create a better livelihood for the artisan community. We are proud to partner with Tata Tea Premium for the ‘#DeshKaKulhad’ initiative which will help us get the art to reach a larger audience and will also help the artisans earn their livelihood. We are hopeful that this collaboration will accelerate income generation for an industry so intrinsically connected to India. “

Adgully caught up with Puneet Das to discuss the company’s commitment to ‘Make in India’ and how it fits with the brand ethos.

How does this initiative and Independence Day fit into Tata Tea's brand ethos?

Re-enforcing the ‘thought leadership’ DNA of the brand,

Tata Tea Premium’s expertise has been to cater to local taste preferences in various geographies across India. This has made Tata Tea Premium one of the leading Tea brands across India, and Desh ki Chai in the truest sense of the term.  We had launched a multi-state, ‘hyper-local’ campaign for the brand Tata Tea Premium last year that evoked regional pride through its state customized packaging which captures symbols of pride of each state and its communication rooted in state-specific insights.

On this Independence Day, Tata Tea Premium has launched a special “Desh Ka Kulhad” collection This limited-edition hand painted Kulhad collection showcases the rich cultural heritage & diversity of various Indian states and promotes the work of our Indian artisans. This collection is available on indiakichai.com for consumers to buy. For this initiative, Tata Tea Premium has tied up with Rare Planet, a start-up that promotes and works with the artisan community across India.

Take us through the initiative and the role Tata Tea is playing to promote Indian handicrafts and artisanship?

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.

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.

Tell us your marketing strategy for this initiative?

It is an integrated campaign with print advertorials, digital, social media followed by influencers. The website indiakichai.com will showcase the #Deshkakulhad collection and the consumers can visit this site to know more about the collection and buy the product for themselves.