Tata Tea Agni, a leading tea brand in Bihar and Jharkhand, has launched limited-edition festive packs for Chhath Puja, inspired by Tikuli art – a traditional hand-painting style from Bihar with over 800 years of heritage. Each pack represents one of the four days of Chhath Puja: Nahay Khay, Kharna, Sandhya Arghya, and Usha Arghya.
The designs were created under the guidance of Padma Shri awardee Ashok Kumar Biswas, a Tikuli artisan who incorporated elements of Mithila painting to reimagine traditional motifs for the collection. Together, the four packs depict the rituals and cultural significance of Chhath Puja, blending regional art with festival traditions.
Alongside the festive packs, Tata Tea Agni has released a TVC capturing the essence of Chhath Puja – devotion, family togetherness, and the four-day ritual observances. The film highlights key elements of the Tikuli-inspired packs, visually representing the festival through music, imagery, and cultural motifs.
The campaign reinforces Tata Tea Agni Leaf’s focus on regional traditions, with Tikuli art serving as a celebration of Bihar’s cultural legacy and Chhath Puja practices.
Commenting on the collaboration, Ashok Kumar Biswas said, “It has been a privilege to design the Chhath Puja edition packs with Tata Tea Agni Leaf. This campaign provides a wonderful platform to showcase Bihar’s artistic heritage and bring Tikuli art to a wider audience.”
Arnab Chatterjee of Tree Design added, “This year, we collaborated with Ashok Kumar Biswas to capture the four days of Chhath through his beautiful Tikuli illustrations, bringing alive the rituals with skill and reverence in the festive packs.”