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Odisha is a land of talented artists and has a rich cultural heritage. Apart from its pristine locations, Odisha also has a unique handloom heritage that has the capacity and power to captivate all across the globe. On the occasion of Utkal Dibasa, Tata Tea Premium, the flagship brand from Tata Tea’s portfolio, has paid tributes to the state’s rich handloom legacy.
The company has launched the ‘Utkala Ki Kala’ campaign on the occasion of the statehood day. Tata Tea Premium has come up with a limited-edition pack collection inspired from the handlooms of Odisha. From Sambalpuri Bandha of Sambalpur, Bomkai of Ganjam, Dhalapathar of Khordha to Habaspuri of Kalahandi or the Khandua of Cuttack, handlooms from as many as nine districts have been showcased on its products. The products were launched at a special function held at Ekamra Haat.
Puneet Das, President, Packaged Beverages, India & South Asia, Tata Consumer Products Limited, said, “We decided to launch the handlooms of Odisha collection on Utkal Dibasa with designs of nine handlooms. We have been able to bring alive these handloom traditions and capture their magical design in our limited-edition packs.”
Tanmay Prusty, vice-president, Tata Consumer Products said, “The pack is a unique platform to showcase our rich handloom heritage of Odisha.”
Anshuman Lenka, Senior brand manager of the company said, “Our objective is to provide our artisans a platform and the exhibition was an attempt to showcase it.”
The artisans have also welcomed such an initiative of the company. “We hope that our Sambalpuri saree which was confined will now get a good platform,” said a weaver from Sambalpur
Actress Archita Sahu said, “It is a good initiative that a reputed company has come up with a campaign to highlight the artisans and handlooms of Odisha.”
Rupsa Mohapatra, a local resident said, “The exhibition is very nice and I am very happy to be part of it.”
(Reported by Soumya Ranjan Sahoo)