Tata Tea Premium Independence Day Tea Table Book

Campaign Summary: The rich and cultural artistic heritage of India reflects across many diverse art and craft traditions.



This diverse heritage is perhaps most vividly and visibly captured in the handlooms of India. From the grandeur of Banarasi Silk in Uttar Pradesh to the intricate Kanjeevaram from Tamil Nadu, from the illustrious Muga Silk of Assam to the exquisite Paithani of Maharashtra, each spins a yarn of immense cultural pride.



Therefore, on the eve of Independence Day Tata Tea Premium- Desh Ki Chai,(Tea of the country) paid homage to these diverse artforms through a limited-edition twelve pack collection inspired from the handlooms of India. Twelve different handloom styles from different corners of India, created in collaboaration with master weavers across the country, were tastefully adapted into Tata Tea Premium Independence Day packs which formed an exquisite collection; an ode to the momentous day of August 15th.



The story of these packs has been knitted together in a beautiful tea table book that celebrates India's vibrant handloom legacy. The book showcases the diversity of India’s handlooms, tying India together into a beautiful sentiment of national pride. Each page pays homage to the craftsmanship of the skilled weavers who have intricately crafted our cultural identity. From the opulent Banarasi Silk of Uttar Pradesh to the soulful Phulkari of Punjab, the book weaves a story that not only communicates but also commemorates each of these handlooms from across India. The heartfelt message in it calls on every heart to honor the threads that weave our nation's glory.





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.