Media Releases

02 Jan 2020 -Mumbai Tata Power’s ‘Dhaaga’ now available on various digital platforms
  • Digital push to target 5 lakh plus online customers
  • Targets additional average income increase of INR45,000
  • Enables a dedicated section for women artisan-entrepreneurs on Tata Power website
  • Dedicated page on Instagram

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, world’s leading photo and video-sharing social networking service. 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. The weblink for the same is

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.

Ms 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 a week ago (December 24, 2019). Dhaaga is also a registered trademark of Tata Power.

About Tata Power:

Tata Power is India’s largest integrated power company and, together with its subsidiaries & jointly controlled entities, has an installed capacity of 11,265  MW. A pioneer in the field, it has a presence across the entire power value chain: Generation of renewable as well as conventional power including hydro and thermal energy; transmission & distribution, trading and coal & freight logistics. With renewable energy assets in solar and wind accounting for 30% of the company's portfolio, Tata Power is a leader in clean energy generation. In line with the company's view on sustainable and clean energy development, Tata Power is steering the transformation of utilities to integrated solutions by looking at new business growth in EV charging & storage, distributed generation & rooftops, microgrids and home automation & smart meters.

It has successful public-private partnerships in generation, transmission & distribution in India namely: ‘Tata Power Delhi Distribution Ltd.’ with Delhi Vidyut Board for distribution in North Delhi; 'Tata Power Ajmer Distribution Ltd.' with Ajmer Vidyut Vitran Nigam Ltd. for distribution in Ajmer; 'Powerlinks Transmission Ltd.' with Power Grid Corporation of India Ltd. for evacuation of Power from Tala hydro plant in Bhutan to Delhi; 'Maithon Power Ltd.' with Damodar Valley Corporation for a 1050 MW Mega Power Project at Jharkhand. Tata Power is serving more than 2.6 million distribution consumers in India and has developed the country’s first 4000 MW Ultra Mega Power Project at Mundra (Gujarat) based on super-critical technology.

With growing international focus, Tata Power's global presence includes strategic investments in Indonesia through a 30% s take in the coal company PT Kaltim Prima Coal (KPC); 26% stake in mines at PT Baramulti Suksessarana Tbk (BSSR); in Singapore through Trust Energy Resources; in South Africa through a joint venture called ‘Cennergi’ to develop projects in sub-Sahara Africa; in Zambia through a 50:50 joint venture with ZESCO for 120 MW Hydro project; in Georgia through AGL which is a joint venture with Clean Energy, Norway & IFC for development of 187 MW hydro project; in Bhutan through a hydro project in partnership with The Royal Government of Bhutan. With its 103 years track record of technology leadership, project execution excellence, world-class safety processes, customer care and driving green initiatives, Tata Power is poised for multi-fold growth and committed to 'lighting up lives' for generations to come. Visit us at: