Desh Ki Chai Celebrates Desh Ka Garv- Handlooms of India with a special “Punjab”

pack saluting Phulkari thread work

• Releases a limited-edition pack collection inspired by some of the iconic handloom
weaves of India
 Celebrates the Phulkari thread work of Punjab on its specially curated product pack
for the region
• Collaborates with Okhai to promote and showcase the skills of Indian weavers
 Celebrates Independence Day with a musical TVC narrating the story of Handlooms,
sung by Usha Uthup, who is a connoisseur and collector of Indian Handlooms
Punjab: Tata Tea Premium, the flagship brand from Tata Tea’s diverse
portfolio, has been celebrating India and its elements of pride reflective in its art, culture,
and heritage for Independence Day through its #DeshKaGarv initiative. While last year it
celebrated key moments of pride from India’s 75 years of post-Independence journey, this
Independence Day Tata Tea Premium plans to take the nation on a colorful joy-ride of pride
and glory with its Desh Ke Dhaage campaign, celebrating India’s rich legacy of Handlooms.

Embodying the essence of regional pride,
Tata Tea Premium packs crafted for the
Punjab region showcase the Phulkari.
Popular for vibrant and intricate floral
designs, rich cultural significance, and its role
as a form of self-expression and storytelling.
It reflects the artistic traditions and cultural
richness of Punjab.
The rich and cultural artistic heritage of India
reflects across many diverse arts, crafts, and
music traditions. This diverse heritage is
perhaps most vividly and visibly captured in
the handlooms of India. And over time, it has woven itself intricately into the cultural fabric
of India, becoming an integral part of India’s heritage. Therefore, on the eve of
Independence Day, Tata Tea Premium – Desh Ki Chai pays homage to this diverse & unique
artform through a limited-edition pack collection inspired by the handlooms of India.
Each pack serves as a resplendent canvas, bringing alive the incredible artistry of Indian
craftsmen and their timeless creations. From the grandeur of Banarasi Silk in Uttar Pradesh
Tata Tea Premium Pack inspired
from Phulkari embroidery – Punjab

to the intricate Kanjeevaram from Tamil Nadu, from the illustrious Muga Silk of Assam to
the exquisite Paithani of Maharashtra, each handloom spins a yarn of immense cultural
pride.