Tata Tea Premium Independence day Packs

Description:

As a brand Tata Tea Premium follows a hyper-local strategy. It’s a national brand which is headlined by ‘Desh ki chai’ meaning the

‘Tea of the country’.



The localization happens on ground with individual blends of tea curated as per local regional preferences.



Creatively this is matched by the unique handloom weaving art of India which is popular across the country, each having its own local nuance.



India’s handloom industry has a long and illustrious history dating back thousands of years. This tradition has been preserved, nurtured and modernised by generations of weavers based in small towns and cities across the country.



Idea:

On the eve of Independence Day 2023, Tata Tea Premium decided to pay homage to this diverse & unique artform through a limited-edition pack collection inspired by the handlooms of India.



In collaboration with the Tata Tea Premium team, we carefully selected and partnered with select weavers across the country,

resulting in a stunning limited edition pack collection, representative of the handloom culture of India.



Each pack served as a resplendent canvas, bringing alive the incredible artistry of Indian craftsmen and their timeless creations along with immortalising the art forms, the weavers, the heritage and the craft.



Cultural Context:

India’s handloom industry has a long and illustrious history dating back thousands of years. Since ancient times, the art of hand weaving has been an integral part of the Indian culture, representing a diverse range of traditions and techniques passed down from generation to generation.



This timeless tradition of diverse cultures and unparalleled and exclusive craftsmanship has been preserved, nurtured and modernised by generations of weavers based in small towns and cities across the country. These weavers have taken forward the lineage of the art and weaving techniques of their ancestors and continue to keep this ancient tradition alive and vibrant.



The result has been a remarkable diversity of handloom textiles, steeped in the history and culture of their regions, each with its own distinctive styles of weaving.