ata Tea Agni, Bihar’s leading tea brand is celebrating this year’s Chhath Puja by bringing to light “Sikki Grass Craft” – an ancient and intricate art form that is deeply rooted in Bihar’s cultural history through their latest brand campaign. By weaving together tradition and art, the campaign seeks to evoke regional pride and emotion, fostering a deeper connection with the cultural essence of Bihar.
As part of campaign to give consumers a chance to experience Bihar’s rich cultural tapestry, Tata Tea Agni Leaf, organized the ‘Sikki Kala Mahotsav’ at City Centre Mall on 4th & 5th November 2024 to celebrate the start of Chhath Puja festivities.
The key highlight of the event was the unveiling of a spectacular life sized installation made of Sikki grass, a stunning tribute to Bihar’s traditional craft form. This grand installation, hand crafted by the artisans of Bihar, featured the limited edition Chhath Puja festive packs. The four-pack series captures the essence of Chhath Puja through symbolic elements, each representing one of the four days of the festival: Nahay Khay, Kharna, Sandhya Arghya, and Usha Arghya. Each element was depicted through figurines meticulously crafted from Sikki grass, offering consumers a unique way to celebrate with their favourite tea brand. In addition to the installation, the event featured live demonstrations by local artisans, providing visitors a chance to witness firsthand the intricate process behind this heritage craft form.
Speaking on the occasion, Mr. Puneet Das, President – Packaged Beverages, India and South Asia, Tata Consumer Products, who unveiled the special festive packs and installation, said, “Tata Tea Agni Leaf has been proud to be part of Chhath Puja celebrations over the years and is something we look forward to every year. It provides us an opportunity to support and promote regional pride and heritage and this year we are delighted to showcase Bihar’s remarkable Sikki grass art form on this occasion to our consumers who have made Tata Tea Agni such a popular brand in Bihar.”
About Tata Consumer Products Limited
Tata Consumer Products Limited is a focused consumer products company uniting the principal food and beverage interests of the Tata Group under one umbrella. The Company’s portfolio of products includes tea, coffee, water, RTD, salt, pulses, spices, ready-to-cook and ready-to-eat offerings, breakfast cereals, snacks and mini meals. Tata Consumer Products is the 2nd largest branded tea company in the world. Its key beverage brands include Tata Tea, Tetley, Organic India, Eight O’Clock Coffee, Tata Coffee Grand, Himalayan Natural
Mineral Water, Tata Copper+ and Tata Gluco+. Its foods portfolio includes brands such as Tata Salt, Tata Sampann, Tata Soulfull, Ching’s Secret and Smith & Jones. In India, Tata Consumer Products has a reach of over 263 million households, giving it an unparalleled ability to leverage the Tata brand in consumer products. The Company has a consolidated annual turnover of ~Rs. 15,206 Crs with operations in India and International markets.
