TATA TEA GOLD TEA TABLE BOOK

Brief and Solution

Durga Puja is a time when West Bengal is at its colourful best, when women adorn themselves in new sarees, selected from a wide array of traditional handlooms. This was the inspiration behind Tata Tea Gold’s festive packs, inspired by 5 traditional handloom styles of West Bengal: Kantha, Jamdani, Baluchari, Batik and Garad.



A Tea Table book was required to tell the story of the creation of these festive packs, uniquely designed in collaboration with 5 master weavers, capturing the essence of 5 special days of Durga Puja festivities through 5 traditional handlooms and textiles of West Bengal.



Description

The Tea Table Book captures the legacy of the 5 most popular handlooms and textiles of West Bengal, the story of the weavers, the preserving of the beautiful crafts for generations and the creation of the Tata Tea Gold Durga Puja festive packs using these designs. It showcases behind the scenes creation of the designs on sarees of the rituals and symbols of each of the 5 days of the festival, using these 5 heritage handloom styles of Kantha, Jamdani, Baluchari, Batik and Garad. The book also immortalises the story of the weavers and their efforts in preserving these crafts through generations.



Cultural Context

Durga Puja is an annual ancient festival of the Indian subcontinent which worships and pays homage to the Hindu goddess Durga. It is a UNESCO recognised intangible Cultural Heritage. Similarly, India’s handloom industry too has a long and illustrious history dating back thousands of years passed and preserved through generations and is steeped in the culture of the land, its history and evolution.