This Republic Day, TATA Tea Premium- Desh Ki Chai, celebrates the vibrant colours of India with its ‘Desh ki Jhanki’ Initiative

Keeping true to its hyper-local strategy this initiative brings alive elements of pride of states with a special creative rendition akin to the tableaus of Republic Day parade

National, 24th January 2022- As India opens its 73rd Republic Day chapter, TATA Tea Premium celebrates the unique diversity of our nation with its latest Desh Ki Jhanki initiative. Drawing inspiration from its state-specific packs, each Jhanki(tableau) is designed with elements reflective of the pride of the region, capturing customs, traditions, and culture-specific to each state. Celebrating Republic Day, the initiative pays ode to the amalgamation of diverse elements that makes India truly unique.

From the fabulous rich hearted Delhi to Dumdar spirited Uttar Pradesh, to large-hearted Punjab known for its service to humanity,  to  Kadaak Sapnonwala Haryana with a never-ending zeal to win, to Swaadbhara Bihar known for its rich history, to the Ras Bhara character of West Bengal, to the steely determined Odias, and to the Sarvaguni people in Maharashtra, TATA Tea Premium tries to capture the innate spirit of different regions through this initiative.

Commenting on the initiative Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products said “Tata Tea Premium’s expertise has always been catering to local taste preferences. And thus, we’ve always offered distinct blends meeting consumers’ taste preferences in various geographies across India. We have celebrated India’s rich diversity with our customized state-specific packaging and communication rooted in a local insight for key states. This has made Tata Tea Premium one of the leading brands across India, and the Desh ki Chai in the truest sense of the term.

TTP - INDIA repuiblic day- press release 1
TTP – INDIA republic day- press release 1

On this Republic Day, TATA Tea Premium’s initiative of Desh Ki Jhanki is another such grand celebration of the diverse culture, rich traditions & vibrant motifs across the country that makes India so unique”.

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, Eight O’Clock Coffee, Tata Coffee Grand, Himalayan Natural Mineral Water, Tata Water Plus, and Tata Gluco Plus. Its foods portfolio includes brands such as Tata Salt, Tata Sampann, Tata Soulful, and Tata Q. In India, Tata Consumer Products has a reach of over 200 million households, giving it an unparalleled ability to leverage the Tata brand in consumer products. The Company has an annual turnover of ~Rs. 11,600 cr with operations in India and International markets.

For more information on the Company, please visit our website

Comments are closed.