Indian artisans get support from Tata Tea Premium campaign on I-Day
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. On Independence Day 2020, 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 showcases the rich cultural heritage and diversity of various Indian states.
For this initiative, Tata Tea Premium has tied up with Rare Planet, a startup that promotes and works with the artisan community across India. 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. The brand will also contribute an additional amount for every product sold from this collection to support the larger cause of the Artisan Community.
Speaking about the “Desh ka Kulhad” initiative Puneet Das, Vice President Marketing – Beverages, says, “India’s various art forms are a great representation of the rich heritage & cultural diversity of our nation. Our brand 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 Karigar” in earning their livelihood.”
Ranodeep Saha and Vijay Kumar, Cofounders of Rare Planet, said, “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.”
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