Chandon India launches #SAVEWARLI programme to revive Warli Tribe inspired art form

With the aim to create awareness and revive a culturally inspired art form of the Warli Tribe, Chandon India – a leading wine brand in collaboration with Raah Foundation, introduced the #SAVEWARLI programme by way of launching, Limited Edition Gift Box designed by a local Warli Artist.

Like Chandon India, Warli also finds its home in Nashik, Maharashtra which houses the largest tribe found on the northern outskirts of Mumbai in Western India. The art form is a vivid expression of daily and social events like hunting, dancing, sowing and harvesting and was the only means of transmitting folklore to a populace not acquainted with the written word. Warli art can be recognized by the austere mud base used on white, with occasional dots in red and yellow.

Raah Foundation, an NGO that focuses on creating and facilitating a better world for some of the underprivileged tribal communities of Maharashtra works with the artisans to hone this intrinsic skill and provide market linkages to their niche bespoke handmade and hand painted products through its affiliate Raah Creative Designs.

To create awareness among the consumers about Warli Art, Chandon India launched two Limited Edition Gift Boxes – Limited Edition Gift Box with a stopper and Limited Edition Gift Box with a flute. Designed by Warli artist Prakash Pithole from Jawhar, Palghar District of Maharashtra, he has 23 years of experience in this art form. Pithole learned the finer nuances of the motifs and artistic expressions of natural elements from his father and has constantly honed and refined his craft since then. With a mission to invigorate the art form through his own masterful strokes and by taking budding artists under his tutelage, he hopes to spread the love and respect for this ancient tribal art form.

The design of the gift box is inspired by one of Chandon’s value – ‘Everyone Is Welcome At Our Table’. The Chandon Warli Limited Edition Gift Box with a stopper makes for a perfect way to seal and store a bottle of Chandon, thus addressing the part consumption storage concern. The Chandon Warli Limited Edition Gift Box with the flute is a Chandon lover’s delight and serves as a collector’s edition. These limited-edition gift boxes are made from recycled paper, certified by FSC. Each gift box also contains a bookmark with details of the inspiration behind this collaboration. On every purchase, part of the proceeds will be donated for a three-month program designed by Raah Foundation to help upskill five women in Warli art.

On the launch of the #SAVEWARLI programme, Sophia Sinha, Head Of Marketing, Moët Hennessy India said, “We are elated to launch this program in collaboration with Raah Foundation which does extensive work with tribal communities in India. Like Chandon, Warli also finds its roots in Nashik and the intertwining similarities between the two have led to the creation of this culturally inspired limited edition gift box. With this, our aim is to educate consumers about Warli art and seek their support to revive and sustain this art form. This is indeed a first of its kind gift box which is designed in order to lend a voice to a local cause.”

The craftsmanship involved in Warli art and the inspiration it draws from nature and its surroundings resonates with Chandon, thus making this an exciting amalgamation.

The limited edition gift box will retail for Rs.1650 and will be available at select retail outlets in Mumbai, Delhi & Gurgaon, Bengaluru (Limited Editions with stopper boxes) ; Gurgaon, Punjab, Chandigarh, Goa, Bangalore and CSD – Canteen Stores Department (Limited Editions with flutes) from 15th February onward.