Tata Tea Jaago Re 2.0 facilitates a gender equitable society

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Kickstarts the process of dispelling gender bias and gender inequality through community engagement programs


India, 11 October 2017: Propelling the dialogue on the need to Preact and to create a gender sensitized society, Tata Tea Jaago Re 2.0 is conducting gender sensitization programs in collaboration with its channel partners and Haiyya, a New Delhi based not-for-profit organization.

Tata Tea Jaago Re is organizing several community engagement activities called “Deepa Ho Ya Deepak: Ek Samman, Ek sa Haq” targeting parents and children to teach them how to be gender sensitive. The program consists of street plays and games as interactive exercises that bring alive how people subconsciously perpetuate notions of inequality at home, which leads to the children then accepting these inequalities as societal norms. Toolkits are handed out at the end of each session that teaches parents how they can practice gender sensitivity at home.

Speaking about the initiative, Mr. Sushant Dash, Regional President – India, Tata Global Beverages, said, “The launch of Jaago Re 2.0 campaign earlier this year marked the beginning of Tata Tea’s efforts towards building a nation of Preactivists. We’ve taken this forward on-ground with our channel partners, who have supported us by organizing gender sensitization programs in various cities and driving the message of SHE=HE.”


Tata Tea’s petition to ‘Make Gender Sensitisation compulsory in the school curriculum’ has already crossed the goal of 1 million petitions in less than three months. This response stands testament to people’s belief in Tata Tea’s endeavour.

About Tata Global Beverages

Tata Global Beverages is a global beverage business; its brands have presence in over 40 countries. The Company has significant interests in tea, coffee and water and is the world’s second largest tea company. 300 million servings of its brands are consumed everyday around the world. Tata Global Beverages Group has an annual turnover of approximately US$1.4bn including from its JV’s and associates; it employs around 3,000 people across the world. The company focuses on natural beverages and has a stable of innovative regional and global beverage brands, including: Tata Tea, Tetley, Himalayan natural mineral water, Tata Water Plus and Tata Gluco+, Good Earth tea, Grand Coffee and Eight O’clock coffee.   For more information please visit  www.tataglobalbeverages.com


About Haiyya

Haiyya is a Grassroots Campaigning organization that uses the framework of community organizing (Professor Marshall Ganz from Harvard Kennedy School) to drive change through grassroots campaigning and leadership development. We run our own issue based campaigns to increase civic participation and government accountability, coach leaders through our fellowship models and consult organizations on implementing programs on ground that contribute to the bigger narrative of social justice and equity.