Tata Tea Agni Leaf, the dominant tea brand in Bihar and Jharkhand, has launched limited-edition Chhath Puja packs featuring the 800-year-old Tikuliartform, aiming to capture festive consumer spending and reinforce regional brand loyalty. Designed by Padma Shri awardee Mr. Ashok Kumar Biswas, the four packs illustrate the rituals of NahayKhay, Kharna, SandhyaArghya, and UshaArghya, merging traditional Tikuli motifs with Mithila painting elements to create collectible festive packaging.
Complementing the packs, the brand has released a TVC that highlights family togetherness, devotion, and cultural traditions of Chhath Puja, featuring elements such as kharnakikheer, thekua, daura, and arghya, while visually integrating the Tikuli-inspired packs. Market analysts suggest that such culturally resonant packaging can drive incremental sales during peak festive seasons.
Commenting on the initiative, Mr. Puneet Das, President – Packaged Beverages, India & South Asia, Tata Consumer Products, said the campaign celebrates Bihar’s artistic heritage while deepening engagement with consumers. Mr. Biswas emphasized the revival of traditional art through this platform, and Mr. ArnabChatterjee of Tree Design highlighted the meticulous storytelling of all four days of Chhath.
