Festival packaging in the Corona times

The Covid-19 pandemic struck India at the beginning of 2020, and now we are approaching the end of this year. We have learned to accept living with ambiguity, not entirely sure of what the new normal means. Like other businesses, food and beverages are experiencing turbulence and struggling to come out on the other side, trying to predict some of the more permanent consumer behavior changes. The pandemic has pushed festivals to the slow lane, with many consumers finding ways to engage with brands from the comfort of their homes. Connecting in the digital space is a part of the new normal experience – amid the many disruptions and ambiguities of daily life.

This year, like every year, brand owners are busy keeping their customers’ expectations and aspirations high and launching new products creatively. The initiatives vary in formats designed to capture attention. An interactive element can help customers engage with the brand.

Celesté’s luxury and winter teas

New Delhi-based young startup, Celesté tea offers specially crafted gift hampers to tickle palates in the festival season. Celesté, a non-traditional artisanal blend of the finest herbs, aims to make a luxurious tea with strength, rich color, and refreshing taste.

Recently Celesté brings an exclusive range of winter teas, including Choco Spice, AM-PM, Zesty Warmth, and Serendipity. According to Anubha Jhawar, founder of Celesté, the packaging prompts the consumer to experience the product. “Celesté’s tea packaging, apart from being attractive, offers an overall experience to the customer. It explains the story behind the blend, and it has graphics to which consumers can relate.” Celesté’s gifting range of luxury teas starts from Rs 1599 to Rs 3299, and its winter tea range starts from Rs 499 to Rs 799.