Mumbai: Tata Tea Agni Leaf, Bihar and Jharkhand’s leading tea brand, has launched its limited-edition festive packs to mark the celebrations of Chhath Puja. The special edition packs are adorned with the Tikuli artform, a traditional hand-painting style from Bihar with a legacy of over 800 years.
Each pack is designed to honor Bihar’s rich cultural heritage, depicting the rituals of the four days of Chhath Puja — Nahay Khay, Kharna, Sandhya Arghya, and Usha Arghya. The artwork has been created under the artistic direction of Padma Shri awardee Ashok Kumar Biswas, a renowned Tikuli artisan celebrated for his efforts in reviving this heritage craft. By blending Tikuli art with Mithila painting elements, Biswas reimagined traditional motifs to create intricate visual narratives that bring alive the festival’s rituals.
Alongside the festive packs, the brand has also launched a new TVC that captures the devotion, togetherness, and reverence of Chhath Puja. The evocative film showcases families uniting to perform the rituals with joy and devotion, while symbolic elements like kharna ki kheer, thekua, daura, and arghya reinforce the cultural essence of the festival. The TVC features glimpses of the Tikuli-inspired packs, merging art, music, and tradition to evoke nostalgia and pride.
Commenting on the launch, Puneet Das, President – Packaged Beverages, India and South Asia, Tata Consumer Products, said, “Tata Tea Agni Leaf, the leading tea brand in Bihar and Jharkhand, has always believed that our role goes beyond offering a great cup of tea. It’s about being part of our consumers’ lives and the moments that matter most. Chhath Puja is one such moment, a festival of devotion, perseverance, and gratitude that binds families and communities together. Our limited-edition festive packs, inspired by Bihar’s timeless Tikuli artform, celebrate the beauty of each ritual from Nahay Khay to Usha Arghya and serve as a tribute to the state’s artistic legacy. We’re also proud to release our new TVC, which brings alive the festival’s emotional depth through music and imagery. Through this campaign, we celebrate the enduring spirit of Bihar while strengthening our bond with the people who’ve made Tata Tea Agni Leaf a cherished companion in every home.”
Ashok Kumar Biswas added, “It has been a privilege to collaborate with Tata Tea Agni Leaf on this campaign and help to design the special Chhath Puja edition packs inspired by Tikuli art. With this, the brand has provided a wonderful platform to showcase Bihar’s artistic heritage and bring alive the beauty of Tikuli art to a wider audience. I am proud to see how a brand so deeply rooted in the region is helping revive traditional artforms and celebrate the rich culture of Bihar in such a meaningful and contemporary way.”
Speaking about the campaign, Arnab Chatterjee, Tree Design, said, “We have been celebrating Tata Tea Agni’s association with Chhath Puja for the past few years. Every year the endeavour is to highlight the rich art and culture of Bihar. This year we collaborated with Ashok Kumar Biswas to help bring alive the 4 days of Chhath with his beautiful illustrations using the Tikuli Artform. We captured nuances of each day using the exquisite skill of Ashok Kumar Biswas and his command over the craft of Tikuli Art to bring alive the packs as a homage to the 4 revered days of Chhath Puja.”
Through the celebration of traditional art, storytelling, and shared cultural experiences, Tata Tea Agni Leaf continues to build deeper connections with its consumers — turning every cup into a celebration of Bihar’s rich heritage and festive spirit.
