Tata Tea Gold, the leading tea brand in West Bengal, is marking this year’s Durga Pujo with an innovative celebration of Kumartuli craftsmanship. The company has unveiled limited edition festive packs themed “Kumartuli Art is the Heart of Bengal,” capturing the essence of the festival through five symbolic elements representing each day of Pujo: Dhaki, Shankho Dhwani, Ashtami Pujarin, Dhunuchi dance, and Sindoor Khela. Each pack showcases intricately sculpted figurines that come to life through a QR code-enabled augmented reality experience.
In Asansol, the response has been overwhelmingly positive. Local retailers are witnessing heightened consumer interest as families flock to purchase these unique packs, eager to incorporate the cultural significance of Kumartuli into their celebrations. Shop owners report a significant increase in foot traffic, reflecting the community’s appreciation for both the product and the rich traditions of Durga Pujo.
Moreover, Tata Tea Gold has launched animated out-of-home advertising in Kolkata, enhancing visibility and engagement. Puneet Das, President of Packaged Beverages at Tata Consumer Products, emphasized the brand’s commitment to celebrating Bengal’s heritage, stating, “We are thrilled to present Kumartuli’s unmatched artistry during this festive season.”
