Tata Tea Agni, the leading tea brand in Bihar and Jharkhand, has launched a festive campaign in honor of Chhath Puja, emphasizing the rich cultural heritage of the region through the art of Sikki Grass Craft. This initiative includes a limited edition series of festive packs designed to evoke local pride and connect consumers with traditional practices.
The highlight of the campaign, the ‘Sikki Kala Mahotsav,’ took place at City Centre Mall on November 4th and 5th. A remarkable life-sized installation made of Sikki grass, crafted by local artisans, featured figurines that represent the four key days of Chhath Puja: Nahay Khay, Kharna, Sandhya Arghya, and Usha Arghya. The event also included live demonstrations showcasing the intricate skills of Sikki grass artisans.
Tata Tea Agni’s campaign aligns perfectly with this trend, as consumers increasingly seek brands that resonate with their cultural identity. Puneet Das, President of Packaged Beverages at Tata Consumer Products, reiterated the company’s commitment to fostering regional heritage, solidifying Tata Tea’s status as a favorite among consumers .
