Experiential Marketing

Tata Tea Suraksha


Women safety in our country is of Paramount importance. 40% of the victims of sexual violence are under the age of 17 in India and in recent times despite having stricter laws, crime rate against women is on a rise

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As a part of the ‘Alarm Se Pehle Jaago re’ Campaign, TATA Tea launched a unique initiative in Delhi, Uttar Pradesh, Punjab and Haryana called ‘Suraksha’. The TATA Tea Suraksha initiative, a strong self-defense program for school and college girls from the age group of 10 years to 17 years provided self-defense training to over 1 Lakh girls across India. It encouraged them to take their safety into their own hands while spreading awareness about the crucial role self-defense plays in today’s times.


The program empowered 1,04,000 girls from 340 schools and 40 districts with basic training in self-defense, provided by over 200 Martial Arts Experts. All the participants were trained in physical as well as psychological aspects.