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TATA Tea Jaago Re partners with Help Age India: to support senior citizens during COVID-19

  • Tata Tea will distribute Food Kits to elderly (above 60 yrs of age), across India, in partnership with Helpage India.
  • In Bangalore, TATA Cha pledges to deliver breakfast kits to the Elderly
  • Calls out for volunteers to join the social initiative to help elderly in different states of India
  • To conduct mass awareness sessions at sites for poor and needy elder beneficiaries
  • Toll Free- Elderly helpline number 1800-180-1253 – offering counselling assistance.

Hyderabad, May 11th, 2020: In the wake of unprecedented COVID-19 situation and extended lockdown period in the country, Tata Tea has been working towards spreading awareness and facilitating change for the cause of supporting the elders, who are the most vulnerable during these times, through their social initiative, Iss baar #BadonKeLiye #JaagoRe 

Taking this initiative forward, TATA Tea has now partnered with Help Age India, a leading charity in India working for the elderly, to continue to make a meaningful and genuine change in the lives of elders. With this association, the duo will work towards providing on-ground help to elderly in different states of India during this crisis.
In its initial phase, Iss Baar #BadonKeLiye #JaagoRe, spread awareness about the cause and inspired the youngsters to be sensitive towards senior citizens in these troubled times by urging them to take a pledge to support them. The initiative continues to secure support of the people (over 4500  pledges and counting).
In this phase of ‘Iss baar #badonkeliye #jaagore – the social initiative, extends support by conducting mass awareness sessions at sites for poor and needy elder beneficiaries, and distributing food kits.
It also encourages elders in distress to reach out through a Toll-free ELDER HELPLINE number – 1800-180-1253, where there will be counselors to assist them. The Helpline also links elders to various institutions such as old age homes, hospitals, police, government and non-governmental organizations.
ELDER HELPLINE: 1800-180-1253
Apart from this, TATA CHA has pledged to sponsor Breakfast kits to elders, in Bengaluru, as a part of the ongoing initiative of Tata Tea- Iss Baar #BadonKeLiye #JaagoRe. In the last couple of days ~ 5000 breakfast kits have already been distributed. Tata Cha has also reached out to concerned individuals in Bengaluru to share details of elders who need support and has also invited individuals to join them as volunteers and help them serve the breakfast. Individuals reaching out to support either by providing details of elders who need help or by helping with last mile deliveries are pouring in from across the country. 
Commenting on the association, Sushant Dash, President, Beverages– India & Middle East, Tata Consumer Products, said, “In these troubled times, it is our simple yet genuine endeavour to contribute towards making a meaningful change and to lend our sincere support to the senior citizens in the country. To help us in our efforts towards the same, we are pleased to get into a partnership with HelpAge India, who have been serving the elderly cause for 4 decades. Together with this association we encourage everybody to also join the initiative and help us in supporting our elders during this crisis.”

Mathew Cherian, CEO , Helpage India commented “Helpage India has been working with and for the disadvantaged elderly, serving their needs in a holistic manner, enabling them to live active dignified and healthier lives. During the COVID-19 pandemic, it is all the more important for us to step up and help one of the most vulnerable sections – the senior citizens. We are happy to be associated with Tata consumer products for the Iss Baar #Badonkeliye #Jaagore cause of helping the elderly in every possible way we can.”

About Tata Consumer Products Limited

Tata Consumer Products Limited is a focused consumer products company uniting the principal food and beverage interests of the Tata Group under one umbrella. It was formed after a de-merger of the consumer products business of Tata Chemicals Limited into Tata Global Beverages Limited, under a Scheme of Arrangement which was sanctioned by the Tribunal in January 2020, the Scheme is operational from February 7, 2020. The Company’s portfolio of products includes tea, coffee, water, salt, pulses, spices, and ready-to-eat offerings. Tata Consumer Products is the 2nd largest branded tea company in the world and over 300 million servings of its beverage brands are consumed everyday across the globe. Its key beverage brands include Tata Tea, Tetley, Eight O’Clock Coffee, Tata Coffee Grand and Himalayan Natural Mineral Water. Its foods portfolio includes brands such as Tata Salt and Tata Sampann. In India, Tata Consumer Products has a reach of over 200 million households, giving it an unparalleled ability to leverage the Tata brand in consumer products. The Company has an annual turnover of ~Rs. 10,000 cr and employs 2,200+ people in its branded business workforce.

About JaagoRe https://scontent.fblr2-1.fna.fbcdn.net/v/t1.0-9/93059235_10158219053094257_6564386177929969664_n.png?_nc_cat=109&_nc_sid=85a577&_nc_ohc=bGsvz58URF4AX8HjQeC&_nc_ht=scontent.fblr2-1.fna&oh=a2280b922166d6832c5f6b86eae3ab79&oe=5EB8F068

JaagoRe is a flagship social awakening initiative of Tata Tea launched in 2008, with an objective to awaken people on relevant social issues, and inspire them to take action thereby making a genuine difference in society. Over the years, JaagoRe has become a clarion call for social awakening and Tata Tea has always used this platform to facilitate genuine change across various social cause like voting, corruption etc. In the last edition of Jaago Re, introduced in 2017, it urged people to pre-act i.e. act before any tragedy hits them and prevent it altogether.

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