Every member is greeted with great warmth

Among the sand dunes of Rajasthan, at Osian near Jodhpur, the Tata Pipes Parivaar - comprising the company’s Tubes SBU, its distributors and their family members - celebrated 50 years of tube making in India. Virtually cut off from civilization in this retreat, this yearly ritual, in its second year, has created a strong bond among the family members and resulted in a paradigm shift in the relationship between the partners.

Osian was once a great trading outpost at the edge of the Thar Desert. Today, one has to travel a bumpy road to reach this temple town built in the 8th and 9th centuries. At the top of the highest dune there stands a majestic fort-like structure, home to the Tubes Parivaar for two days.

Live performance make for an unforgettable experience

The Parivaar convoy reaches Camp Osian
The only way up to the fort was on camel back or in 4X4 jeeps. All members of the Parivaar, those valiant enough to take the camels up and the more genteel, were greeted like victorious kings on their arrival. Heading the welcome party was the Tata Tubes team along with trumpeters, dancers, tikaas and flowers. Though the camp offered no modern luxuries, everyone fell in love with it in no time.

Deliberations by daylight and revelry by night
During the two-day camp, the members of the Parivaar got to play management games - absorbing inputs from consultants of Eicher - as well as deliberate on the importance of innovation, the impact of China, the radical role of Retail Value Management and the importance of branding.

Drums, colourful costumers and the venue set the mood

A special way to celebrate a special day

After nightfall, the entire camp underwent a scintillating transformation. The members of the Parivaar drove out to a dune, to enjoy a night which will remain etched in their minds. Ensconced on gaddis laid on the ground, they listened to Rajasthani folk music electrified by the atmosphere created for them with mashals, bonfires, colourful kites, and men and women in traditional attire.

The celebrations took off with a film that captured the achievements of the SBU in the last 50 years. At first drum beat by chief guest, Mr B Muthuraman, a royal retinue of fire-eaters, dancers, musicians and camels came in bearing the 50 years logo like a royal sceptre, against a sky lit up with fireworks.

Surprises continued to be showered on the guests including the launch of a Parivaar Credit Card, a huge cake being cut and the Parivaar couples receiving hand painted portraits. The revelry continued till the wee hours of the morning with a mesmerising performance by Sudesh Bhonsle and his team,  which had everyone caught up.

Co-Branding of Credit Card

Tent living a unique experience for all the Parivaar members

To celebrate its Golden Jubilee Year, select members of the Tata Pipes Parivaar were presented a credit card co-branded with Citibank. This will allow the users to be distinguished as members of the Parivaar, as well as brings to them a distinct status. Also, 1% of the total spend on the card will be donated as charity to the School of Hope, Jamshedpur.