Tata Tea Premium says it again with packaging, pays homage to India’s heritage with special collection of tin packaging

Tata Tea Premium says it again with packaging, pays homage to India’s heritage with special collection of tin packaging

By Retail4Growth Office | August 16, 2022

The #DeshKaGarv collection, as part of the brand’s campaign, was curated in association with the Plated Project, a unique impact brand that strives to tackle the hunger crisis through art. Bringing India’s glorious post-independence history to life through vivid illustrations, each specially designed and art-infused tea set depicts iconic moments and events that have evoked India’s pride and prestige.



This Independence Day, TATA Tea Premium – Desh Ki Chai, the flagship brand of Tata Tea’s diverse portfolio, launched the #DeshKaGarv campaign, celebrating India’s glorious post-independence journey. In keeping with the brand’s ethos of evoking national pride, and as part of the campaign, the brand has launched a limited-edition collection of art-infused tea sets and tins, called the #DeshKaGarv collection.

The #DeshKaGarv tea set collection was curated in association with Plated Project, a unique impact brand that strives to tackle the hunger crisis through art. Bringing India’s glorious post-independence history to life through vivid illustrations, each specially designed and art-infused tea set depicts iconic moments and events that have evoked India’s pride and prestige. Only 50 pieces of each set are produced, making the collection truly one of a kind.

True to both Tata Tea’s goal of fostering social awakening and The Plated Project’s Hunger Crusade, 100% of the proceeds from every piece purchased will be donated to sponsor meals for underprivileged children, empowering them to build a better future. The #DeshKaGarv collection takes customers through the below proud moments and eventful journeys:

Commenting on the new campaign, Puneet Das, President – Packaged Beverages (India & South Asia), Tata Consumer Products said, “True to pioneering hyperlocal campaigns, Tata Tea Premium ‘Desh Ki Chai’, has always catered to diverse taste preferences and celebrated India’s rich culture and pride. This Independence Day, wWe are extremely excited to launch the #DeshKaGarv campaign, powered by a captivating TVC and a limited edition #DeshKaGarv collection to commemorate 75 years of Indian independence. Much work has gone into not only curating these iconic moments and events, but also choosing the appropriate visual storytelling format that spans decades in a single setting, all with the goal of giving our consumers a chance to look back on those milestones and celebrate them again with Pride. On this day when we celebrate “India’s independence”, our sincere attempt is to evoke nostalgia and “collective pride” by depicting our country’s post-independence history, immortalized through some of these moments. emblematic”.

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