TATA Tea Jaago Re partners with Help Age India: to support
senior citizens during COVID-19
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Tata
Tea will distribute Food Kits to elderly (above 60 yrs of age), across India,
in partnership with Helpage India.
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In
Bangalore, TATA Cha pledges to deliver breakfast kits to the Elderly
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Calls
out for volunteers to join the social initiative to help elderly in different
states of India
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To
conduct mass awareness sessions at sites for poor and needy elder beneficiaries
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.
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.
The website https://www.jaagore.com/ presents guidelines and ways of how one can extend help by pledging
support to the elderly along with the helpline number for senior citizens 1800-180-1253.
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. For more information, please visit www.tataconsumer.com
About JaagoRe
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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