British Indian artist Natasha Kumar strikes limited-edition tie-up with Tilda

As a fusion of flavour, artistry and heritage, a popular diaspora food brand has announced a limited-edition collaboration with well-known British Indian artist Natasha Kumar.

Tilda claims to have mastered the delicate art of perfecting rice elevating every dining moment into a cherished memory. It is driven by a profound passion for cultural exploration as an integral part of Tilda’s brand identity. This dedication extends beyond the plate, as the rice brand reimagines not only the quality on offer, but also the very essence of how these treasures is elegantly presented.

“This autumn, Tilda takes immense pride in announcing the launch of their limited-edition 2kg tin in collaboration with well-known artist Natasha Kumar. A celebration of food, culture and colours of the sub-continent, Natasha’s design sets twirling dancers, vibrant drummers, and a fanfare of trumpeters against a background of deep pinks, daring blues and elegant Mughal architecture,” Tilda said in a statement.

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According to the firm, the drummers of the design symbolise the pulsating heart of Tilda and the design resonates with the rhythm of everyday. As a brand associated with a rich heritage that spans generations, Tilda embodies a commitment to quality, authenticity, and the celebration of diverse cultures.

Kumar said: "This collaboration with Tilda is one of taste, a blend of flavour and art, aimed at making every grain of rice part of a shared cultural experience.’’

The artist’s own identity traces her lineage of art and culture. She comes from a family of fine figurative painters on her English side and draws inspiration from the rich cultural heritage of her Indian side. Her collaboration with Tilda on this exclusive tin has only broadened that celebration of family and cultural kinship which defines her work.

Making its debut this October, the limited-edition tin will be available through selected retail stores across the UK.

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Tilda added: ‘’This collaboration with Natasha Kumar is a perfect blend of traditions and food. Here at Tilda, we believe that art, music, and cultures are key anchors of the diverse cultures we have been celebrating in the UK for more than 50 years, much like how rice has been the heart of innumerable dinner tables.

“Moreover, this marks the initial step in the exciting journey of crafting a fusion of flavours and art for Tilda. Watch this space for more.’’