Tata Tea Chakra Gold Presents ‘Mana Kondapalli Bommalu Utsav’ in Hyderabad to Support Precious Craft Heritage – Kondapalli Art
Celebrate Navaratri by encouraging old traditional and creative wooden art form of Andhra Pradesh and Telangana
Hyderabad: Tata Tea Chakra Gold celebrates Navaratri with ‘Mana Kondapalli Bommalu Utsav’ initiative in Hyderabad. It celebrates the cultural prowess and spirit of Andhra Pradesh & Telangana. This initiative is part of the brand’s Mana Kondapalli Bommalu campaign and is a tribute to Kondapalli artform which is one of the most loved symbols of pride in the region with a 400-year-old rich heritage and unique craftsmanship which brings alive tales of rural life, folklore and animals. The pride of our Telugu speaking states, these bright hued wooden Bommalus are hand- crafted by our artisans to bring alive scenes of everyday life. This glorious art form is on the wane as our artisans struggle to sustain their lives owing to financial pressure and prevalence of plastic based dolls.
As a part of the campaign, Tata Tea Chakra Gold is collaborating with Lepakshi, a unit of Andhra Pradesh Handicrafts Development Corporation Ltd. which is an agency of Government of Andhra Pradesh to encourage consumers to purchase Kondapalli Toys online on the Lepakshi Ecom site via campaign QR codes. For every purchase of Kondapalli Bommalu you make, Tata Tea Chakra Gold will contribute Rs. 100* to support the art form and the artisans. The initiative is part of the brand’s continuous efforts to celebrate regional culture and pride and strike a chord with its consumers across states.
In addition to this, the brand is also launching special Navratri festive packs featuring Kondapalli art.
The 3-day event, starting 23rd Sept, in Inorbit Mall, Hyderabad engaged consumers through an exhibited miniature art of some of the pride elements of AP and Telangana designed in Kondapalli art style – Charminar, Golkonda fort, Gandikota, Dolphin Nose. It also displayed a unique range of Kondapalli toys ahead of Dussehra. Artisans doing a live demo to visitors highlighting the uniqueness of art was the most appealing part of the event.
Commenting on the initiative, Puneet Das, President - Packaged Beverages (India and South Asia), Tata Consumer Products said, “True to the essence of the brand, this initiative aims at supporting and reviving the waning heritage of AP and Telangana - Kondapalli art form, which in turn will evoke a great sense of regional pride. Our persistent effort to revive the ancient art form enthused us to collaborate with Lepakshi, celebrating and empowering the Kondapalli artisan community”
Commenting on the initiative, I.H.P Rao, Media Coordinator, consultant head office, Lepakshi Handicrafts said, Lepakshi’s objective is to promote and market the handicrafts of the state along with ensuring and implementing welfare schemes for the artisans, so that they have a secure, stable future. Our brand represents the cultural and artistic heritage of the state, hence we feel a sense of immense responsibility towards the craft. Associating with Tata Tea Chakra Gold has been extremely gratifying as our aims and values are aligned – to evoke and sustain regional pride. We are grateful that a brand of this scale and reach has joined hands with us for such a noble cause.”