Tata Tea Agni Leaf, the leading tea brand in Bihar and Jharkhand, has launched limited-edition Chhath Puja packs featuring the 800-year-old Tikuliartform, blending traditional motifs with Mithila painting under the direction of Padma Shri awardee Mr. Ashok Kumar Biswas. The four packs illustrate the rituals of NahayKhay, Kharna, SandhyaArghya, and UshaArghya, positioning the brand to capitalize on increased consumer spending during the peak festive season.
Complementing the packs is a TVC that highlights Chhath Puja’s devotion, family togetherness, and traditional rituals, including kharnakikheer, thekua, daura, and arghya. Analysts suggest that the campaign’s cultural resonance and premium packaging are likely to drive higher sales volumes and strengthen brand loyalty, particularly among consumers who value heritage and artisanal design.
Commenting on the launch, Mr. Puneet Das, President – Packaged Beverages, India & South Asia, Tata Consumer Products, emphasized the brand’s dual objective of celebrating Bihar’s cultural heritage while engaging consumers in meaningful festival moments. Mr. Biswas highlighted the revival of Tikuli art through the campaign, while Mr. ArnabChatterjee of Tree Design noted the meticulous depiction of all four days of Chhath in the pack designs.
