Tata Consumer Leverages Himalayan Day to Extend Brand Storytelling Through Artist Tie-Up

Tata Consumer Products marked Himalayan Day on September 9 by linking its premium water brand Himalayan with regional artisans, using the occasion to deepen brand storytelling while widening product visibility.

The initiative featured a limited-edition run of handcrafted mugs, bundled with 750ml glass bottles, sold exclusively via BlinkIt in Delhi NCR. To ensure wider consumer reach, the same artist designs were rolled out on 1L PET bottles available pan-India from September 9.

By tying its annual Himalayan Day property to local communities, the company is positioning the brand beyond product purity and towards cultural association.

Partha Biswas, President and Head – RTD Business, Tata Consumer Products, said, “The Himalayas have always been our source, not just of pure water, but of inspiration, culture, and community. This Himalayan Day, we celebrate artisans whose handcrafted creations embody the serenity of the mountains while renewing our pledge to support the communities that call these ranges home.”

The campaign was supported by a film curated by artist Reyaz, documenting five clay artists and their inspirations.