The Campbell Soup Company has recently made a deal to purchase Sovos Brands at a rate of $23 per share in cash. This acquisition translates to an overall enterprise value of around $2.7 billion.
Among the brands under Sovos Brands’ umbrella are Rao’s, Michael Angelo’s, and Noosa. Their product range encompasses items like pasta sauces, dry pasta, soups, frozen entrées, frozen pizza, and yogurts.
The purchase will introduce a collection of “high-growth, market-leading premium brands” to Campbell’s division focused on meals and beverages.
Campbell’s president and CEO, Mark Clouse, said, “We’re thrilled to add the most compelling growth story in the food industry and welcome the talented employees who have built a nearly $1 billion portfolio”.
He added, “This acquisition fits perfectly with and accelerates our strategy of focusing on one geography, two divisions and select key categories that we know well. Our focused strategy has enabled us to deliver strong results over the last five years, enhance our brands and capabilities, and generate strong cash flow to lower debt.
“With all this progress, I am confident in our readiness to execute and integrate this important acquisition. The Sovos Brands portfolio strengthens and diversifies our meals and beverages division and paired with our faster-growing and differentiated snacks division, makes Campbell one of the most dependable, growth-oriented names in food.”
Todd Lachman, Founder, President and Chief Executive Officer of Sovos Brands, commented: “We have built a one-of-a-kind, high growth food company focused on taste-led products across a portfolio of premium brands, anchored by the Rao’s brand. As one of the most trusted and respected food companies in North America, I’m confident in Campbell’s ability to continue bringing our products to more households and further building on our track record of growth and success for years to come.”
Campbell intends to fund the acquisition cost by issuing new debt. The completion of the deal is contingent upon the approval of Sovos Brands’ shareholders and standard closing prerequisites, including regulatory endorsements. The anticipated closing date is projected to be at the conclusion of December 2023.
Kommunity Brew, a functional beverage company located in Western Australia, has successfully acquired the Cool Cool Beverage Company (CCBC) based in Melbourne.
Through this acquisition, Kommunity Brew has expanded its portfolio by incorporating the Sips Sparkling and Liberty Kombucha brands. This move also grants the company immediate export possibilities by utilizing the shelf-stable product range of Sips Sparkling.
Mason Bagios, the CEO of Kommunity Brew, stated that the decision to acquire CCBC was motivated by several key factors. These factors encompass CCBC’s Melbourne headquarters, its well-established distribution network that includes valuable partnerships with Coles, Woolworths, and Amazon, as well as the strategic entry it provides into the sparkling water sector.
Bagios said, “The integration of CCBC into our business is a major milestone in the evolution of Kommunity Brew, putting us in a strong position to increase our profile in the Eastern States, while improving operating margins from a Melbourne manufacturing base”.
He explained that the Sips Sparkling and Liberty Kombucha brands and values are “very much aligned” with those of Kommunity Brew, represented in their quality, local manufacturing, “unique” recipes and “smooth processes”.
In the announcement unveiling the acquisition, Kommunity Brew expressed its alignment with CCBC’s narrative of “modest origins.” Bagois further emphasized the challenging nature of crafting beverage brands, underscoring how their originators frequently showcase remarkable ingenuity and creativity.
“CCBC has developed innovative products that have all had a bedrock of creativity. We love the bold positioning of the Sips Sparkling and Liberty Kombucha brands and because we relate to the difficulty of brand-building we see value where an institutional investor might see risk,” he explained.
The recent acquisition is Kommunity Brew’s second. The company purchased the Cold Matter Cold Brew brand in 2022 from the founders of Black Matter Coffee Roasters.
In today’s digital age, technology has revolutionized almost every aspect of our lives, including the way we dine out and provide feedback to restaurants. Traditional methods of customer feedback, such as suggestion boxes and comment cards, have now been replaced with innovative and efficient systems that leverage the power of technology.
Customer feedback systems in restaurants are designed to capture the opinions, experiences, and suggestions of diners. These systems serve as valuable tools for gathering insights into customer satisfaction, identifying areas of improvement, and enhancing the overall dining experience. Traditional feedback systems include comment cards, suggestion boxes, and in-person feedback forms. However, with the advent of technology, digital feedback systems have gained prominence.
These systems leverage various channels such as online platforms, mobile apps, and social media to allow customers to provide feedback conveniently and in real time. The feedback collected through these systems is crucial for restaurants to understand customer preferences, address concerns, and make informed decisions to deliver exceptional service and culinary experiences.
Strategies to leverage technology for better customer feedback system
1. Adopting Digital Feedback Platforms: Restaurants can implement digital feedback platforms such as dedicated feedback apps or online survey tools to streamline the feedback collection process. These platforms allow customers to provide feedback conveniently through their smartphones or other digital devices.
2. Utilizing Social Media Listening: Restaurants can leverage social media monitoring tools to track and analyze customer feedback and reviews across various platforms. By actively listening to what customers are saying about their experiences, restaurants can gain valuable insights and respond promptly to both positive and negative feedback.
3. Implementing Real-Time Feedback Mechanisms: Technology enables real-time feedback collection, allowing restaurants to receive instant feedback from customers. This can be achieved through interactive tablets at tables, QR codes linked to online surveys, or mobile apps that facilitate immediate feedback submission.
4. Using Analytics and Data Visualization: Advanced analytics tools can help restaurants analyze the vast amounts of feedback data collected. By leveraging data visualization techniques, such as charts and graphs, restaurants can gain actionable insights into customer preferences, trends, and areas requiring improvement.
5. Engaging in Online Reputation Management: Technology allows restaurants to actively manage their online reputation by monitoring review platforms and responding promptly to customer feedback. This involves addressing customer concerns, expressing gratitude for positive reviews, and taking appropriate actions to resolve any issues raised.
6. Personalizing Customer Engagement: Technology enables restaurants to personalize their interactions with customers based on their feedback. By capturing customer preferences and behaviour data, restaurants can tailor their marketing efforts, promotions, and offerings to meet individual customer needs and foster stronger customer relationships.
7. Implementing Customer Relationship Management (CRM) Systems: CRM systems can help restaurants track customer feedback, preferences, and previous interactions, enabling a more personalized approach to customer service. By centralizing customer data, restaurants can provide a seamless and consistent experience across multiple touchpoints.
8. Embracing Artificial Intelligence (AI) and Machine Learning (ML): AI and ML technologies can analyze feedback patterns, sentiment analysis, and customer behaviour data to uncover valuable insights. This can assist restaurants in identifying trends, predicting customer preferences, and optimizing their operations to deliver exceptional dining experiences.
How Modern Customer Feedback systems Provide better Customer Feedback
1. Enhanced Accessibility and Convenience: Technology has made it easier than ever for customers to provide feedback to restaurants. With the rise of smartphones and mobile apps, customers can conveniently share their opinions and experiences in real time. Online platforms, social media, and dedicated feedback apps allow customers to provide feedback instantly and from anywhere, eliminating the need for paper-based forms and physical presence at the restaurant.
2. Improved Data Collection and Analysis: Technology has transformed the way restaurants collect and analyze customer feedback. With digital feedback systems, restaurants can gather vast amounts of data quickly and efficiently. Advanced analytics tools and algorithms can process this data, providing valuable insights into customer preferences, satisfaction levels, and areas of improvement. This data-driven approach enables restaurants to make informed business decisions and tailor their offerings to meet customer demands.
3. Real-Time Response and Issue Resolution: One of the significant advantages of technology in customer feedback systems is the ability to respond to feedback in real-time. Restaurants can promptly acknowledge customer concerns and address issues as they arise, demonstrating their commitment to customer satisfaction. With automated notifications and alerts, restaurant management can be instantly notified of negative feedback, allowing them to take immediate action to rectify the situation and prevent further dissatisfaction.
4. Personalized and Targeted Engagement: Technology enables restaurants to personalize their engagement with customers based on their feedback. By analyzing customer data, restaurants can gain insights into individual preferences and behaviours, allowing them to tailor promotions, offers, and experiences to meet specific customer needs. This personalized approach enhances customer loyalty and drives repeat business.
5. Online Reputation Management: Technology has given rise to online review platforms and social media, where customers can publicly share their experiences with a wider audience. Restaurants now need to actively manage their online reputation by monitoring and responding to reviews and comments. Online reputation management tools allow restaurants to track and analyze online feedback, ensuring they can address both positive and negative reviews promptly.
6. Continuous Improvement and Innovation: With technology-enabled feedback systems, restaurants can adopt a continuous improvement mindset. The availability of real-time data and customer insights enables them to identify trends, patterns, and areas of improvement. Armed with this information, restaurants can make data-driven decisions, refine their processes, and innovate their offerings to stay competitive in the ever-evolving restaurant industry.
Final Thoughts:
The impact of technology on restaurant customer feedback systems has revolutionized the way restaurants collect, analyze, and respond to customer feedback. The adoption of digital platforms, real-time feedback mechanisms, and data analytics tools has enhanced accessibility, convenience, and efficiency in gathering feedback. By embracing technology and leveraging its capabilities, restaurants can elevate their customer feedback systems to new heights, delivering exceptional dining experiences and staying ahead in the competitive food industry.
Kolkata-based packaged snacks and food beverage company Annapurna Swadisht has obtained board approval to raise INR 69.33 crore through a preferential issue of equity shares and warrants, slated for completion by the end of September 2023. The conversion of these warrants into shares can take place in tranches over a span of 18 months from the date of the initial issue.
As per a company-issued press statement, the firm intends to offer the following securities through a preferential approach: this includes 11,00,000 equity shares at a rate of INR 295 per equity share, summing up to INR 32.45 crore, along with 12,50,000 warrants, each exercisable at a price of INR 295 per warrant, collectively amounting to INR 36.88 crore. The ongoing capital raising initiative is taking place within the context of a market capitalization of INR 484.45 crore.
Commenting on the development, Ravi Sarda, Chief Financial Officer, Annapurna Swadisht, said, “The funds raised would be utilised to purchase a strategic asset to expand the manufacturing base in West Bengal to reduce fixed costs, reduction of high-cost debt, and meet the working capital requirements. The utilisation of funds raised in the first tranche will result in savings of around INR 57 lakh per month by way of reduction in interest payment and rentals.”
Annapurna Swadisht made an impressive debut in September 2022 with its initial public offering, raising nearly INR 30.25 crore at a valuation of INR 114.95 crore. The company is now successfully listed on the NSE Emerge platform. Following its IPO, Annapurna Swadisht has been actively expanding its operations, introducing new products, exploring new territories, and increasing production capacities throughout eastern India. Notably, the company has recently ventured into the lucrative market of Uttar Pradesh.
Annapurna Agro Industries, established in 2016, made a significant shift in 2020 by entering the packaged snacks market. Initially, the company focused on serving the Tier III and Tier IV regions in Bihar, Jharkhand, West Bengal, Assam, Odisha, and Uttar Pradesh. Presently, Annapurna Agro Industries boasts an impressive product portfolio of approximately 72 SKUs spanning across 10 diverse categories, including snacks, candies, and cakes. With a robust distribution network, the company has amassed around 520 distributors and over 100 super distributors, ensuring its products reach over 2.5 lakh retail touchpoints.
Sukhbir Singh, the renowned Bollywood singer, has made an undisclosed investment in the Pre-Series A funding phase of Fitspire, a startup focusing on vegan healthcare and personal care products.
The funding round also witnessed involvement from Ashish Chand and Sohil Chand of LC Nueva, Ivor Braganza from Next5 Ventures Oman, Dheeraj Jain from Redcliffe London, the Family Office of Jaipurias (represented by Ruchirans Jaipuria and Anuraag Jaipuria), along with the continued participation of existing investor Amit Singhal.
Established in the year 2020 by Vipen Jain, Fitspire is situated in Delhi and tackles present-day lifestyle challenges by providing nourishing dietary supplements. The company asserts its customer base to exceed 1 million individuals, supported by a community of 10,000 fitness influencers. Prior to this, Fitspire had secured $1 million in earlier seed and bridge funding rounds.
With a track record of multiplying sales by tenfold annually, the startup has established an ambitious goal of achieving INR 300 crore in revenue within the upcoming three years.
The raised capital will be allocated towards enriching the Health and Personal Care (HPC) ecosystem, extending its presence across India and global markets, introducing fresh product offerings, and creating novel avenues for generating revenue.
Following the pandemic, there has been a noticeable increase in the inclination of Indian consumers towards selecting fitness and health supplements. This upsurge has consequently attracted significant investor focus towards startups operating within this domain.
In the earlier part of this year, HealthifyMe secured $30 million during its pre-Series D funding round, spearheaded by LeapFrog Investments and Khosla Ventures. During July, prominent FMCG company Marico announced its intention to procure a controlling interest (58%) in the direct-to-consumer nutrition label Plix, for a sum of INR 369.01 Crores.
Last year saw Wellbeing Nutrition secure $10 million in its Series B funding round, with Hindustan Unilever Limited and Fireside Ventures taking the lead in the investment.
Fitspire states that the market’s astonishing valuation stands at $140 billion, with the nutraceuticals sector accounting for $39 billion of this total. Projections indicate that both segments are anticipated to experience a compounded annual growth rate (CAGR) of 18%.
Parag Milk Foods, a leading dairy company, demonstrated exceptional financial prowess in the first quarter (Q1) ended June 30, 2023. With a remarkable surge in its consolidated profit after tax (PAT), the company’s earnings soared to INR 21.42 crore, effectively doubling its performance compared to the same period in the previous fiscal year. This impressive feat was driven by strong volume growth, reflecting Parag Milk Foods’ commitment to excellence and its ability to capitalize on market opportunities.
According to a BSE filing, the company reported a consolidated PAT of INR 10.25 crore in the corresponding period last year. Such substantial progress highlights the company’s steady trajectory towards financial success and reinforces its position as a major player in the dairy industry.
In Q1 FY24, Parag Milk Foods witnessed a notable rise in its total income, reaching INR 755.72 crore. This marks a significant increase compared to the total income of INR 722.12 crore recorded in Q1 FY23. The surge in total income indicates the company’s ability to generate greater revenues during this period, reflecting its continued growth and positive performance in the market.
In Q1 FY24, the company witnessed a rise in total expenses, reaching INR 740.55 crore, as compared to INR 708.53 crore in the corresponding period of the previous fiscal year.
For the quarter under review, the company’s EBITDA amounted to INR 46.5 crore, showcasing an EBITDA margin of 6.2 per cent.
During the quarter, the dairy FMCG firm emphasized its commitment to core categories such as Ghee and cheese, as well as its new age businesses – Avvatar and Pride of Cows. The company maintained a strong focus on these segments. Additionally, it expressed its intention to continue investing in marketing and brand-building initiatives.
Furthermore, the company engaged in a strategic collaboration with Starplus for IPL integration, leveraging this opportunity as a branding activity for its brand Go Cheese. This move demonstrates the company’s proactive approach to promote its products and enhance its brand visibility in the market.
Going forward, Parag Milk Foods has set its sights on continuing to invest in extensive distribution reach and outlet coverage, coupled with a strong focus on introducing innovative offerings and premiumizing its product portfolio. The company’s strategic approach aims to further strengthen its position in the market and cater to evolving consumer preferences. By pursuing these initiatives, Parag Milk Foods is poised to drive sustainable growth and maintain its status as a prominent player in the dairy industry.
The company stated that the milk procurement prices have entered a stabilization phase, driven by steady demand and an early onset of the flush season. As a result of this favorable situation, the quarter witnessed margin expansion for Parag Milk Foods.
Devendra Shah, Chairman of the company said, “We are pursuing market share gain across categories and investing in various capabilities and retail network expansion. Going forward, on the back of a softening input cost environment and with the onset of the festive demand the growth momentum is expected to accelerate and, we hope to deliver healthy profitability.”
The Westin Garden City is delighted to present a refined epicurean event highlighting the excellence of Cantonese cuisine, expertly crafted by the well-known Chef Chow Chee Meng. Hailing from Bengaluru, Chef Chow arrives with a remarkable 30-year history in the culinary field, having served in prominent Hotels and Clubhouses. This addition significantly enhances the exclusivity of the gastronomic celebration at hand.
With a demonstrated history of culinary excellence, Chef Chow Chee Meng has established himself in esteemed roles such as a culinary executive, leader in staff training, and expert in administration. His dedication to inventive cuisine coupled with his robust leadership attributes has garnered him a distinguished reputation within the realm of culinary arts.
Presently positioned as the Chinese Chef at The Lantern within The Ritz-Carlton, Bangalore, Chef Chow has embarked on a culinary odyssey spanning several distinguished global establishments. Particularly noteworthy is his significant contribution as the Pre-Opening Owner-Chef at MK Chinese Cuisine restaurant in Johor, Malaysia, as well as his pivotal role as the Pre-Opening Executive Chinese Chef at The Duck King Hotel Golden Tulip Galaxy in Surabaya, Indonesia.
Chef Chow’s global expeditions also encompass his role as the Pre-Opening Executive Chef at Peony Club Modern Chinese Cuisine and Goldfish Modern Chinese Restaurant in London, United Kingdom. His mastery has additionally adorned the kitchens of esteemed venues like the Royal China Restaurant at Raffles Hotel, Singapore, and Cocoon Restaurants on Regent Street, London.
The distinctive culinary event taking place at Seasonal Tastes within The Westin Garden City guarantees an unmatched dining venture. Chef Chow Chee Meng is set to curate an exceptional Cantonese menu, presenting the utmost flavors and culinary mastery. Indulge in rediscovered Oriental recipes, delectable roasted meats, exquisite dim sums, the renowned chef’s signature salt & pepper shrimp, and more, all while witnessing the fusion of tradition and culinary brilliance. Patrons are invited to savor the genuine essence and refinement of Cantonese gastronomy, all within the sophisticated ambiance of our tranquil oasis.
Scheduled from the 6th to the 13th of August, the event will unfold at Seasonal Tastes, nestled within The Westin Mumbai Garden City. It’s strongly advised to make reservations in advance to secure your place at this culinary extravaganza. Seize this remarkable chance to relish the skillfully crafted culinary creations by Chef Chow Chee Meng, a fleeting indulgence available for a limited duration.
Dates: 6th to 13th August 2023 Venue: Seasonal Tastes, The Westin Mumbai Garden City Time: Dinner
BabyOrgano, a direct-to-consumer (D2C) platform specializing in ayurvedic babycare, has successfully raised $150K in a pre-seed funding round. This funding round was led by DevX Venture Fund.
According to a press release from BabyOrgano, the company intends to utilize the funds to focus on new product development, scale up its customer base by 5 times, expand its team size, and raise awareness about ayurvedic baby care.
Co-Founded in January 2020 by Ridhi Sharma and Ripul Sharma, BabyOrgano is a company that creates safe and effective healthcare solutions for kids. The startup’s primary goal is to be modern, accessible, and easy to use for parents. It achieves this by offering products designed to provide kids with secure, natural, and effective healthcare solutions that mothers can trust.
As per the company’s statement, it meticulously attends to every minute detail, starting from ingredient sourcing to product formulations, and even the manufacturing processes.
Speaking on the occasion, Ridhi Sharma, Founder – BabyOrgano, said, “The funding comes at a time when we are seeking to expand our product range while increasing awareness about Ayurveda’s intrinsic strengths. At BabyOrgano, we work on offering the best-in-class health & wellness solutions based Ayurvedic products to the Indian Kids. We are at a stage in our growth journey where our focus is to launch new innovative products and benefiting more children with power of Ayurveda.Funding will be deployed towards these goals and creating a robust team.”
Explaining further, Ripul Sharma – Co-founder at BabyOrgano, said, “There are baby care brands that offer natural approach, but none of them offer the higher order benefit of ‘Ayurvedic,’ which creates a clear white space. BabyOrgano, a D2C startup stands out from the rest because we focus on nurturing early life with Ayurvedic approach and connecting kids with our 5000 years old culture. From ingredient sourcing to product formulations, and even the manufacturing processes, we are taking care of every minute details.”
Commenting on the funding, Umesh Uttamchandani, Co-Founder & CGO, DevX Venture Fund, “Our investment thesis largely revolves around having a strong founding team since that is what early-stage investing is all about. With Riddhi Sharma’s strong credentials in Ayurveda and their value proposition, we had no doubts in capabilities of the team. Also, the wellness and child + family health vertical is growing rapidly and we are confident about BabyOrgano’s prospects, given their high quality product range and domain expertise. Their strong emphasis on new products development and customer experience would enable them to scale rapidly as they expand their customer-base and team”.
BabyOrgano competes with the likes of MaaMitahara, Krya, and Baby Forest.
DevX Venture Fund operates under the umbrella of DevX, a co-working cum accelerator initiative established in 2017. The primary objective of DevX is to foster innovative startups by offering comprehensive resources and unwavering support, enabling them to scale rapidly in their respective domains.
Go Zero, the ice cream brand, has successfully raised $1 million in its pre-Series A funding phase. This infusion of fresh capital will fuel the company’s ambitions to broaden its market presence, bolster production capacities, fortify its distribution infrastructure, and unveil a diverse range of inventive flavors and product offerings. Notably, Go Zero has been dedicated to crafting ice creams that boast a remarkable absence of added sugars.
In a funding round spearheaded by DSG Consumer Partners, Saama, and V3 Ventures, Go Zero successfully secured financing. The round also saw enthusiastic participation from prominent angel investors, including Shantanu Deshpande, CEO of the Bombay Shaving Company; Arjun Purkayastha, Regional Head Greater China at Reckitt Benckiser; Nikhil Vora, Founder & CEO of Sixth Sense Ventures; Krishi Fagwani, CEO of Thrive, and several others.
Founded by Kiran Shah, Go Zero has established a remarkable product portfolio featuring ice creams that are not only zero-sugar but also high in protein and low in calories.
Kiran Shah, Founder, Go Zero, said in a statement, “Post the pandemic, people have become conscious of what they are consuming. More and more consumers are switching to healthier snacking options. With Go Zero, we aim to make the ice cream and dessert eating experience a healthy and guilt-free one for all. All our products are completely zero sugar, sweetened with plant-based sweeteners, which are completely safe and low in calories. For example, my favourite is the Belgian Chocolate flavour, which was designed such that consumers never had to feel a compromise while consuming a no-sugar product. With a wide range of low-calorie, high-protein, vegan, and keto ice creams, there’s something in it for everyone. Our wide range of zero-sugar popsicles will take you down memory lane. All products are made with natural ingredients, and there are zero artificial flavours or preservatives.”
“With this fundraise, we will look at expanding our presence in all major cities and on all e-commerce and q-commerce channels such as Swiggy, Zomato, Blinkit, Instamart, and Zepto. The funds will also be used for marketing and creating awareness about the brand,” added Kiran.
As per reports, the Indian ice cream market is projected to witness significant growth, with a twofold increase anticipated by 2026 and a quadruple surge expected by 2039. This substantial expansion is forecasted to reach an impressive value of INR 410,398 million ($5.1 billion) with a commendable Compound Annual Growth Rate (CAGR) of 15%.
Tata Tea Premium, a leading brand among Tata Tea’s extensive retail offerings, has consistently celebrated India’s diverse cultural heritage, embracing art, culture, and legacy through its #DeshKaGarv initiative. As we mark another Independence Day, Tata Tea Premium embarks on a spirited and pride-filled journey with its Desh Ke Dhaage campaign, paying homage to the nation’s deep-rooted heritage of Handlooms. Building on last year’s commemoration of significant milestones in India’s 75-year post-Independence journey, this campaign aims to exalt the intricate artistry and profound legacy of Handlooms in our country.
India’s rich and multifaceted artistic heritage finds eloquent expression in a plethora of arts, crafts, and musical traditions. Among these, the artistry of intricate handlooms stands out as a particularly vivid embodiment of this diverse legacy. Over time, they have woven themselves intricately into the very fabric of India’s cultural identity, becoming an indispensable facet of the nation’s heritage. As we approach Independence Day, Tata Tea Premium – Desh Ki Chai takes this opportunity to pay homage to this multifarious and distinct art form. To celebrate the occasion, Tata Tea Premium introduces an exclusive limited-edition packaging collection inspired by India’s diverse handloom tradition. Through this initiative, they honor the timeless craftsmanship that has shaped the country’s cultural landscape for generations.
Every packaging design serves as a stunning canvas, vividly capturing the exceptional craftsmanship of Indian artisans and their timeless creations. Each design pays tribute to a specific handloom tradition, showcasing the splendor of Banarasi Silk from Uttar Pradesh, the meticulous Kanjeevaram from Tamil Nadu, the revered Muga Silk of Assam, and the intricate Paithani of Maharashtra. Through these handlooms, a rich tapestry of cultural dignity unfolds, narrating stories of artistry and heritage that have endured through the ages.
Mullen Lintas has artfully crafted a heartwarming TV commercial that interlaces the narratives of these captivating packaging designs, exalting India’s vibrant handloom heritage. Enriched by the melodious voice of the celebrated singer Usha Uthup, an avid enthusiast of Indian Handlooms, the film spreads warmth and joy as it journeys across the nation, showcasing the diverse range of India’s handloom tradition and uniting the country in a beautiful sentiment of national pride. Each frame emanates affection and reverence, paying homage to the skillful weavers who have painstakingly woven our cultural tapestry. From the opulent Banarasi Silk of Uttar Pradesh to the soulful Phulkari of Punjab, the film weaves a story that not only communicates but also commemorates each of these handlooms from across India. The heartfelt conclusion of the film resonates, urging every heart to honor the threads that intricately knit our nation’s magnificence.
As part of this remarkable campaign, a thoughtfully curated collection handcrafted by artisans from all corners of the nation is now accessible for purchase on OKHAI. Consumers have the unique opportunity to acquire these exquisite weaves at www.OKHAI.org. Moreover, Tata Tea Premium takes a pledge to contribute a portion of the proceeds from this collection towards the welfare of the artisan community, reaffirming their unwavering commitment to preserving India’s precious artistic heritage.
Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products, said, “As we embark on this remarkable journey on the eve of Independence Day with the ‘Desh Ka Garv’ initiative, Tata Tea Premium celebrates the collective pride of our nation’s talented craftsmen, paying homage to their dedication, craftsmanship and their irreplaceable contribution to our cultural heritage. Through our heartwarming campaign, we hope to inspire every Indian to embrace and celebrate the legacy of our diverse regional handlooms, cherishing the threads that weave our nation’s pride. Each sip of Tata Tea Premium brings not just the taste of excellence but also the essence of ‘Desh ki Chai’, a cup that knits all of us together in a tapestry of love, unity, and pride.”
Arnab Chatterjee, Co-Founder of Tree Design said, “While Tata Tea Premium celebrates the spirit of India every year with its Desh Ka Garv initiative, the brief this year was to make the thought even grander by tying it with an element that is unique to India’s heritage. Thus, this year, we decided to dive into India’s rich and vibrant handloom weaving culture. Dating back hundreds of years, the amazing thing is the variety available across the country and the talent which continues to practice handloom weaving and keeping the artform alive and thriving. In collaboration with the Tata Tea Premium team, we carefully selected and partnered with eleven weavers across the country, resulting in a stunning limited edition pack collection, representative of the handloom culture of India across the North, East, West and Southern states of India.”
Hari Krishnan, CEO of Mullen Lintas said, “It was exciting to work on something so unique. You rarely see a brand redoing their packaging as a tribute to an art form. The brief was simple, to celebrate India’s one of the most unique artforms of handlooms, through handloom-inspired limited-edition packs on Independence Day. The idea was right there, if you look at it, these threads are what form the fabric of the nation, they portray unique stories from across India through motifs embroidered on to their weaves. The way the film portrays these unique stories and inspiration behind each of these fabrics, through a mix of eye-catching animation and playful sing-song narration, makes for a delightful watch, while landing the communication in an effective manner.”
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