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Tata Power’s ‘Dhaaga’ now available on various digital platforms

Published by , Editorial Assistant
World Coal,

With an aim to make ‘Dhaaga’ products more accessible to a larger audience, Tata Power now has a dedicated profile for its women-artisan empowerment initiative ‘Dhaaga’ on Instagram. The Instagram handle ‘@Dhaaga_tp’ will allow consumers to view Dhaaga’s latest collection which will direct them to the Amazon Saheli website for purchase of the product. Dhaaga will also be promoted via a dedicated section on Tata Power’s website to increase footfalls.

This new digital initiative to promote Dhaaga comes after Tata Power’s recent collaboration with Amazon India which involves showcasing Dhaaga products as a part of the e-commerce giant’s ‘Amazon Saheli’ programme. Amazon Saheli is a dedicated storefront on the website to help display and sell products made by women artisan-entrepreneurs listed across different categories on Amazon.

Dhaaga’s presence on Instagram and Tata Power’s website will aim to target over 5 lakhs digital customers. It is also envisaged that the Dhaaga members registered with Amazon Saheli will have an additional average income increase of INR45 000.

Shalini Singh, Chief – Corporate Communications & Sustainability, “The success of an initiative like Dhaaga will to a large extent depend on our ability to reach out to digital customers, particularly millennial & Gen Z customers. The women artisan-entrepreneurs who have remained outside the country’s growing digital marketplace will now be able to access customers who prefer e-commerce platforms like Amazon.”

The tie up between Tata Power and Amazon India has already garnered over 25 000 impressions since it was first announced Dhaaga.

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