Tata Tea Chakra Gold illuminates Mysuru Dasara with its first-of-its-kind interactive festive activation

• Blending strength, culture, and celebration through on-ground experiences, festive packs, and digital engagement with consumers 

Bangalore,30th Sept’25: Tata Tea Chakra Gold, one of South India’s most loved and trusted tea brands, is celebrating the spirit of Dasara in Karnataka through its first-of-its-kind festive consumer activation that seamlessly integrates, cultural on-ground engagement, digital innovation, along with special festive packs for an immersive consumer experience.

This year, Tata Tea Chakra Gold celebrates Dasara through a striking 20-foot installation near the iconic Mysuru Exhibition Grounds, positioned at the heart of the city. Crowds are drawn to an engaging interactive drum which when played, sets off waves of LED lights across the installation, illuminating the festive procession, drummer along with a strong cup of Tata Tea Chakra Gold cup lighting up. Once the cup lights up, participants receive a coupon for a complimentary tea, making the experience lively, memorable, and rewarding. Dasara celebrations bring people together to create vibrant moments of togetherness and happiness, just like a warm cup of Tata Tea Chakra Gold.

Complementing the on-ground excitement, Tata Tea Chakra Gold has also launched special festive packs adorned with vibrant motifs inspired by Karnataka’s Dasara traditions. Each pack features a QR code linking to www.tatateachakragold.com, allowing consumers to create and share personalized Dasara greetings with their loved ones—extending the joy and togetherness from the store to every home and digital space.

Commenting on the initiative, Mr. Puneet Das, President – Packaged Beverages, India & South Asia, Tata Consumer Products, said: “Mysuru Dasara beautifully embodies the festive pride, grandeur, and cultural richness of the region. With this first-of-its-kind consumer activation, Tata Tea Chakra Gold aims to celebrate this spirit by bringing people together in a unique and engaging way. The Palace, the lights, the music, and the people create the perfect canvas to showcase how our brand continues to resonate with moments of strength, joy, and togetherness.”

Through this unique amalgamation of festive packs, innovative on-ground activations, and digital consumer engagement, Tata Tea Chakra Gold once again reinforces its role as more than just a cup of tea — it is a brand that celebrates the pride, strength, and festive spirit.

Tata Consumer Products Limited is a focused consumer products company uniting the principal food and beverage interests of the Tata Group under one umbrella. The Company’s portfolio of products includes tea,

coffee, water, RTD, salt, pulses, spices, ready-to-cook and ready-to-eat offerings, breakfast cereals, snacks and mini meals. Its key beverage brands include Tata Tea, Tetley, Organic India, Eight O’Clock Coffee, Tata Coffee Grand, Himalayan Natural Mineral Water, Tata Copper+ and Tata Gluco+. Its foods portfolio includes brands such as Tata Salt, Tata Sampann, Tata Soulfull, Ching’s Secret and Smith & Jones. In India, Tata Consumer Products has a reach of over 275 million households, giving it an unparalleled ability to leverage the Tata brand in consumer products. The Company has a consolidated annual turnover of ~Rs. 17,618 Crs with operations in India and International markets. For more information on the Company, please visit our website www.tataconsumer.com