Tata Consumer Products Ltd.

Tata Global Beverages, through their social awakening platform Jaago Re, and the Tata group has launched the second phase of the ‘Power of 49’ campaign, aiming to make it one of India’s largest women-centric awareness campaigns in recent times with an intent to reach out to 100 million women.

Power of 49, a Jaago Re initiative for women, was launched in August 2013 with an objective to awaken women, who form 49% of India’s voter base, inspiring them to cast an informed and independent vote and exercise the power they have to make or break a government in this forthcoming election. The campaign was conceptualised from the insight that women constitute 49% of the voter base in India but often do not get their due as they are not seen as a determining factor in elections.

Tata Global Beverages, formerly known as Tata Tea, is a multinational non-alcoholic Beverages Company headquartered in Kolkata, West Bengal, India and a subsidiary of the Tata Group. It is the world's second-largest manufacturer and distributor of tea. Tata Global Beverages markets tea under the major brands Tata Tea, Tetley, Good Earth Teas and JEMCA.